Internet Radio Outpaces Satellite, HD Radio In Latest Bridge Study

April 25, 2007
Bridge Ratings has released a new update to its ongoing study of digital media options. In its newest findings, Internet radio is outpacing satellite radio and HD Radio in terms of growth. According to the latest study, 25 percent of Americans have listened to Internet radio in the last 30 days. Bridge estimates that by the end of 2007, monthly Internet radio listenership will hit 31 percent of the U.S. population, growing to 38 percent by the conclusion of 2008.

Bridge also found that the percentage of Internet radio listeners enjoying simulcasts of terrestrial radio is also growing, with 25 percent of those who had listened in the past 30 days tuning into a simulcast. However, the study authors are quick to note, “This presumes that terrestrial radio will continue to offer at least its current volume of programming on-line and will not be reduced due to the prohibitive nature of the proposed royalty rates. Should the Copyright Royalty Board’s recommendations go forward unaltered, these figures could be greatly affected to a lesser degree.”

Meanwhile, satellite radio growth is “at a tepid pace and is cooling with each month’s analysis.” Bridge expects the satcasters to only add 3.4 million subscribers this year, down from initial projections of 3.9 million. The newest estimates put Sirius at 8.1 million subs and XM at 8.96 million at the end of 2007.

Bridge says that HD Radio is the “most disappointing” media covered in their study, as consumer awareness grows but interest in it is slowing. When asked about HD Radio, respondents said they had “little or no interest at this time” as their top answer, followed by “don’t see a need” and “not aware of its benefits.” Bridge has also adjusted its predictions for HD Radio, expected no more than 500,000 users by the end of this year and just over a million at the start of 2009.

More extensive results from the Bridge survey, including statistics on terrestrial radio, podcasting and cell phones, can be found here.

One Response to “Internet Radio Outpaces Satellite, HD Radio In Latest Bridge Study”

  1. what percentage of the overall internet listening public is getting their internet radio via mobile device?

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