Inside Radio: Radio Tops All Comers For Music Discovery.

Nielsen has released its “360 Report Highlights” and it’s good news for radio. The report shows the medium continues to be the leading source for music discovery in the U.S. And while playlist curation and streaming continue to increase, 72% of U.S. online streamers listen to some form of radio.

In addition, 37% of music listeners say one of their favorite things they like about traditional radio are the disc jockeys. 

The top source for music discovery is AM/FM “Over-the-Air” radio, with 49% of listeners saying this is where they turn for new music. That’s followed by 40% who discover music through “Friends/Relatives,” 27% through “Online Music Services” and 25% who find music through “Social Media,” the 360 Report discovered. Additional radio listening avenues such as online listening to AM/FM radio accounts for 23%, and 14% say they discover music by listening to satellite radio.

“Radio continues to be the primary way listeners discover music,” the report states. New technologies and devices actually enhance radio listening and provide new avenues for radio to deliver content, “most notably via streaming.”

Radio continues to dominate in-car, but new technologies and devices enable listeners to consume music anywhere, anytime. According to the study, music listeners use an average of 3.4 devices weekly to engage with music—teens and Millennials average 3.8. Those that pay for premium music streaming services use an average of 4.7 devices, while weekly AM/FM streamers use an average of 5.5 devices.

On a weekly basis, 44% of music listeners do so at home—including through new methods of listening such as voice-controlled devices, Smart TV’s and internet-to-TV streaming. And 29% listen to music in the car—of that number, “the likes of AM/FM radio” was picked by 72%—as well as connected devices, using a data plan on a device to access music through an online platform and in-car WiFi, Nielsen said.


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