Infinite Dial Labels YouTube As "Radio's Quiet Competitor"
April 2, 2014 Untitled Document
Edison Research has released its newest "Infinite Dial" study, which describes YouTube as radio's "quiet competitor." According to Edison's data, over a third of Americans ages 12+ used YouTube to watch music videos or listen to music in the last week. For listeners to most current-based formats, those numbers are significantly higher. For example, 57 percent of CHR P1s have used YouTube for music in the last week, followed by 53 percent of Urban P1s and 48 percent of Rock P1s.
The just-released "Infinite Dial 2014: Radio Format P1s" study breaks out Edison Researchs "Infinite Dial" survey results by P1s to ten major format groups. Country was the next major music format for YouTube usage at 27 percent, followed by Classic Rock/Classic Hits (24 percent) and AC (19 percent).
"While radio has spent much of the last year focusing on Pandora and SiriusXM, YouTube remains a major destination for many formats P1 listeners," says Edison Research VP of Music and Programming Sean Ross. "In fact, nearly as many Top 40 P1s use YouTube for music in a week as the 60 percent that use Pandora in a given month."
In other findings, Top 40, Urban, and Rock radio P1s are the most likely to listen to any online radio, as well as the most likely to be aware of and use Pandora. Country is last among major music formats in both measurements.
The full "Infinite Dial 2014: Radio Format P1s" study can be found here.