While Two in Three Adults Listen to Music on Broadcast Radio Weekly, New Music Platforms are Playing a Bigger Role
Toronto-based Vision Critical in conjunction with Canadian Music Week just released online survey results that show that broadcast radio stations continue to be the leading music source for North American adults. However, a wide range of digital options appear to be closing the gap.
Nearly two-thirds of North American adults reported listening to music on AM/FM radio stations via standard or streamed radio in the past week.
Responses show that Canadian adults are slightly more inclined to listen to broadcast radio than Americans—70 percent compared to 63 percent listen weekly.
Though AM/FM usage remains considerably higher than competing platforms, emerging music sources such as YouTube, music download services, Internet radio and streaming services have gained a foothold among online adults.
Key findings include:
- YouTube is a widely used platform
for listening to music, especially among 18 to 34 year old adults. About 66 percent
of 18 to 34 year old Canadians and 61 percent of 18 to 34 year old Americans listen
to music on YouTube. This is virtually the same proportion of 18 to 34 year old
adults who listen to music on broadcast radio stations (66 percent in Canada
and 62 percent in the U.S.).
- Though music consumption patterns are generally similar between Canada and the U.S., the use of Internet radio and music streaming services is considerably higher in the U.S. More than one in four American adults listen to music on the Web, whereas only about 20 percent of the Canadian adult population do so where services such as Pandora and Spotify are not available.
“We are seeing that music and in fact, radio itself are shifting platforms. This is not necessarily at the expense of broadcast radio but as a result of the expanding array of music platform choices. Radio still plays a key role in keeping its listeners connected, but digital options are clearly moving into the pure music position.” - Jeff Vidler, senior vice president of media and entertainment at VisionCritical
The survey was conducted between March 19-20, 2013 among 1,506 Canadian adults ages 18 and over and 1,004 American adults ages 18 and over. Email invitations were sent to members of the Vision Critical Market Panels, offering a nationally representative sample for Canada via the Angus Reid Forum and for the United States via Springboard America. The survey was fielded in association with Canadian Music Week, March 19-24, 2013 at the Marriott Eaton Centre in Toronto.