Radio’s streaming listeners are less mobile.
When it comes to the devices that consumers use to listen to station streams, broadcast radio has yet to go mobile. New Triton Digital data from January shows broadcast radio streams with an 80/20 split in favor of listening on desktops, while pureplay publishers tracked in the opposite direction.
It showed pureplays with a 70/30 split in favor of mobile listening, driven by Pandora. However broadcast streams did see an 18% increase in mobile listening in January, which Triton says was the fastest growing sector of the month. Pureplay desktop and mobile listening remained relatively consistent at a 2% and 3% gain respectively.
Unlike December when nearly every broadcast radio webcaster experienced a decrease, January saw Average Active Sessions rise for broadcasters in the Monday-Friday, 6am-8pm daypart. Some were up by large margins, including ESPN, NPR, Cumulus Media, CBS Radio and Clear Channel. But it’s not an apples-to-apples comparison. While both December and January were 31 days long, January had two additional weekdays, whereas December had an extra weekend.
Read Triton’s complete top 20 January ranker HERE.