The number of internet users who have ever used streaming media has crossed the 50% threshold, according to a new study from Arbitron and Edison Media Research, released last week.
The
Internet & Streaming: What Consumers Want Next study finds that, as of July 2001, 52% of online Americans had used streaming media. More than a third (34%) of all Americans aged 12 and older are classified by Arbitron as ‘Streamies’; this is approximately 78 million people.
Streaming media refers to broadcasts via the internet of video or audio content, examples of which could include radio stations, concerts or news programmes.
“It is very encouraging to see that consumers are tuning to webcasts in record numbers,” said Bill Rose, vice president and general manager, Arbitron Webcast Services. “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 internet audio is now equal to the amount of time consumers listen to radio station webcasts each month. Internet-only audio listening has tripled since July 1999, with 15% of Americans having tuned in to an internet-only audio channel. In addition, 12% of web users say they listen to Net-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.”
Separate research from the Yankee Group estimates that spending on all streaming media–enabled advertising will grow to $3.1 billion by 2005 from $44 million in 2000 (see Forecasts) in line with the growth in broadband internet access (see Forecasts).
