• by Masha Geller , February 27, 2002

Today’s hot topic seems to be yesterdays’ webcast of the latest Arbitron/Edison study of consumer attitudes toward streaming content. Not surprisingly, the study revealed that approximately nine million consumers who have ever listened to Internet audio would be willing to pay a small fee to listen to the one audio channel they listen to most online.

The study also revealed that four in 10 audio streamies - those who have listened to Internet audio - would be willing to pay a small fee for commercial-free content, high-quality audio or content they can't find anywhere else.

Naturally, the study points to the sector’s inevitable growth. Arbitron found that approximately 40 million Americans (17%) listened to audio or watched video in a typical month, compared to 13% last year. Also, overall, approximately 80 million Americans age 12 and older (35%) reported having ever accessed streaming audio or video online. Just two years ago, less than a quarter (24%) of Americans had ever listened or watched online.

Of course, streaming content is closely tied to broadband issues, and there’s relatively good news on that front as well. According to Telecommunications Reports International Online Census, Internet users are shifting their access from dial-up to broadband despite a weak economy. Dial-up access providers saw their first-ever year-over-year decline in number of users in 2001, as DSL and cable modem access methods combined recorded a 62% growth rate for the year, now accounting for slightly more than 15% of the overall online market.

Granted, 15% is not enough to make anyone pay more attention to streaming technologies, but it’s a start.