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On-Demand Finally Surpasses Radio

Radio has been a dominant force in the audio landscape for decades, but a recent study shows that on-demand audio, such as podcasts and streaming services, has finally overtaken radio in terms of listening time.

- Based on articles by Bobby Owsinski on Hypebot (Sept 1st, 2023) and an unsigned article on Inside Radio (Aug 24, 2023).

According to Edison Research and Triton Digital, Americans spent an average of 15.9 hours per week listening to on-demand audio in 2023, compared to 14.5 hours for radio12. This is a significant shift from 2020, when radio accounted for 39% of audio consumption, while on-demand audio was only 26%.

What are the factors behind this change? And how does it affect the music industry? Here are some key points to consider:

  • On-demand audio offers more choice and control for listeners. They can access a wide variety of content, genres, and formats at their convenience, and skip or replay any part they want. Radio, on the other hand, is more limited by time, location, and programming.

  • On-demand audio also allows for more personalization and engagement. Listeners can follow their favorite hosts, artists, or topics, and interact with them through comments, ratings, or social media. Radio personalities, however, are often less accessible and authentic.

  • On-demand audio is more adaptable to changing consumer habits. The pandemic has disrupted the traditional patterns of radio listening, such as commuting or working in the office. On-demand audio, however, can be easily accessed on any device, at any time, and in any place.

  • On-demand audio poses both challenges and opportunities for the music industry. On one hand, it competes with radio for listeners’ attention and advertising revenue. On the other hand, it creates new avenues for music discovery, promotion, and monetization.

The rise of on-demand audio is not necessarily the death of radio. Radio still has its advantages, such as accessibility, reach, and live content. However, it also needs to adapt to the changing preferences and behaviors of listeners. The future of audio may not be a zero-sum game, but rather a hybrid model that combines the best of both worlds.

If you want to learn more about this topic, you can read the full articles here: On-Demand Audio Is Finally More Popular Than Radio and Consumer Habits Are Pushing More Audio Listening To On-Demand.


Summary by The New Bing AI


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