Friday, May 20, 2016 10:19 AM EST

Broadcast Radio Streaming Climbed 18% YOY in March.


According to new data, radio broadcasters have good reason to be excited about—rather than threatened by—digital audio streaming. New streaming rankings from Triton Digital show broadcaster radio streaming is up 18% year-over-year during weekday prime.

“It is not that listeners aren’t listening to their radio stations, but rather that they are consuming the audio in a different way,” says Robert Favre, Triton’s chief compliance officer. “That’s a huge story for broadcast radio.” Overall appetite for streaming audio is growing, Favre notes. Pureplay services’ listening is up 12% year-over-year. Broadcast streaming is off slightly year-to-date, down 1.6%, but Favre says that’s likely due to ebbs in seasonal listening and he expects broadcast streaming will continue to grow throughout this year and 2017, as more consumers opt for audio streaming. “Mobile is dominating listening and mobile devices represent around 70% of all the listening we measure,” Favre says.

Going forward, Favre expects more users to stream music via connected devices such as the Amazon Echo and Sonos interactive speakers, which can stream live radio and some pureplays. “Those are starting to play into the listening stats we’re seeing,” Favre says. Triton Digital can measure listening on such devices. “That’s another segment that is growing,” Favre says. “It is not that listeners are leaving radio. They are just finding other ways to listen.”