Somerville, New Jersey — April 1, 2014 — Over a third of Americans age 12-and-up used YouTube to watch music videos or listen to music in the last week. For listeners to most current-based formats, those numbers are significantly higher. 57% of CHR P1s have used YouTube for music in the last week, followed by 53% of Urban P1s and 48% of Rock P1s.
That is one major finding of the just-released “Infinite Dial 2014: Radio Format P1s” study, which breaks out Edison Research’s influential “The Infinite Dial” survey results by P1s to ten major format groups. Country was the next major music format for YouTube usage at 27%, followed by Classic Rock/Classic Hits (24%) and AC (19%).
“While radio has spent much of the last year focusing on Pandora and Sirius XM, YouTube remains a major destination for many formats’ P1 listeners,” says Edison Research VP of music and programming Sean Ross. “In fact, nearly as many Top 40 P1s use YouTube for music in a week as the 60% that use Pandora in a given month.”
In other findings, Top 40, Urban, and Rock radio P1s are the most likely to listen to any online radio, as well as the most likely to be aware of and use Pandora. Country is last among major music formats in both measurements.
“The Infinite Dial 2014: Radio Format P1s” report also contains useful format-by-format breakouts on numerous topics, including social networking, device usage, new platforms such as iTunes Radio, in-car audio consumption, satellite radio, and stopset length.
View “The Infinite Dial 2014: Radio Format P1s” below (via Slideshare).
How the Survey was Conducted: A total of 2,023 persons were interviewed to investigate Americans’ use of digital platforms and new media. From January 13 to February 12, 2014, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. The study includes a total of 808 cell phone interviews.
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.
Triton Digital® is a mid-stage technology company focused on the digital audio industry. More leading publishers – including CBS, Pandora, Entercom and Slacker – use the Triton platform to enrich their content and deliver it to a global audience than that of any other company. Triton’s Webcast Metrics product is the MRC-accredited industry standard in digital audio measurement. Its Ad Injector technology delivers billions of impressions to millions of streams each month. Its ad exchange, a2x, is the only programmatic audience buying platform for audio and has broad adoption across both publishers and agencies. Triton Digital creates meaningful, amplified connections between audio, audience, and advertisers.