Just an Online Minute... Passing the Half-way Mark
The "Internet VII: The Internet & Streaming: What Consumers Want Next" study finds that, as of July 2001, the number of "Streamies" - those who have watched or listened to streaming media online - has risen to 52% of online Americans. Arbitron estimates that more than a third of all Americans 12 and older are Streamies, which is about 78 million people.
Bill Rose, VP and general manager of Arbitron Webcast Services, said that it is very encouraging to see consumers tuning to webcasts in record numbers, adding that "the continued audience growth should provide confidence in webcasting's great potential despite the inevitable bumps in the road experienced by all new media."
The study also reveals that the amount of time consumers spend listening to sources of audio that are available only on the Internet, now equals the amount of time consumers listen to radio station webcasts each month.
Listening to Internet-only audio has tripled since July 1999, with one-sixth (15%) of all Americans having ever tuned into an Internet-only channel. In addition, 12% of Internet users say they have listened to Internet-only audio channels and radio station webcasts on a monthly basis.
"Radio stations that stopped streaming may have spurred the growth of Internet-only channels by driving their audience to alternative sources of online audio," said Larry Rosin, president, Edison Media Research.
"More than half (55%) of the listeners who tuned online to a radio station that later stopped its webcast say they have found other sources of Internet audio to take its place."