The tide of online audio listening continues to rise. In fact, two-thirds (67%) of Americans aged 12 and older now listen to online audio on a monthly basis and 60% report that they listen to online audio on a weekly basis, according to the newest edition of the annual Infinite Dial report.
Online audio refers to listening to AM/FM radio stations online and/or listening to streamed audio content available only on the internet.
When looking at monthly online audio reach by age group, each has seen a gradual increase in listening over the past year. Nine in 10 (91%) of those aged 12-24 listen to online audio monthly, making them the age group which listens to online audio the most.
Roughly three-quarters (74%) of Americans aged 25-54 listen to online audio monthly. While the age group of 55 and older are the group who listens to online audio the least, they are actually the bracket that has seen the greatest percentage point increase, going from 33% in 2018 to 40% this year. That tracks with data from MarketingCharts’ latest Media Audience Demographics report, which finds that middle-aged and older adults are now more apt than ever to be tuning in to internet radio. Read the rest at Marketing Charts.