Growth in News/Talk Format’s Share of Streaming Amid COVID-19 Disruption

March 25 2020, 01:10
Triton Digital, the digital audio technology and advertising company which continuously monitors user behavior and media consumption in the U.S., released new data around both AM/FM streams and station formats during the COVID-19 disruption, from March 6th through March 19th. Triton and Edison Research also recently published The Infinite Dial 2020 report identifying interesting trends in the use of smart speakers, voice assistants, streaming services and podcasts.

Comparing the period of March 6-12 to March 13-19, data from Triton’s Webcast Metrics streaming measurement service showed a 14% increase in the share of streaming attributable to News/Talk formatted radio stations, which grew from a 29% share to 33%. The share of streaming contributed by Sports radio held constant at 8%, while music’s share of streaming declined from 64% to 59%.

Consumption patterns by device remain very stable, with streaming on mobile devices increasing from 49% to 51% of the total. Further, the share of streaming on Desktops/Laptops decreased slightly from 27% to 25%, while Smart Speaker’s share of consumption held stable at 21%.

"Radio in every form – broadcast, streaming audio, and podcasts – remains a trusted and relied upon medium for news and entertainment in the United States," says John Rosso, President of Market Development at Triton Digital. "Despite the dislocation of many workers, this data shows the remarkable stability of the medium, as well as the importance of radio in delivering information in a time of crisis."

Industry Stats
According to one of the latest reports published by Triton Digital in collaboration with Edison Research - The Infinite Dial 2020 - more than one-third of Americans age 12 and over (104 Million) are consuming podcasts regularly, up significantly from 2019.

Podcasting awareness and consumption in the U.S. continue to rise, with seventy-five percent of Americans age 12+ (approximately 212 million people) now familiar with podcasting, up from 70% in 2019, and 37% (104 million) listen monthly, up from 32% in 2019. In addition, the research also found that 62% of those in the U.S. age 12+ use voice-operated assistants, and 45% of those in the U.S. age 12+ have listened to audio in a car through a cell phone. This year’s study also continues the legacy of measuring developing technologies, with the finding that 18% of Americans age 18+ own a car with an in-dash information and entertainment system.

Other findings identified growth in smart speaker ownership as a result of multiple devices in households. In 2020, smart speaker households owned an average of 2.2 of the devices, up from an average of 1.7 just two years ago. 

Triton Digital operates in more than 40 countries and provides audience management solutions for broadcasters, podcasters, and online music services. In addition, Triton monitors the global online audio industry with Webcast Metrics, a leading online audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry.
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