The number of stations that anticipate having more online than over the air listeners grows gradually each year. Here are some key points in a study conducted by Alethea Research.
Almost all radio tech people believe the Internet will play a bigger part in the future of radio. More people are listening to radio on mobile phones or on their office computers, and since the Internet is interactive, radio stations will be able to do a lot more to engage listeners in the future; a way to better connect with their listeners.
In a survey, 96.73% of radio tech people said YES, the Internet will play a bigger part in the future of radio, while 3.27% said no.
The revenue generating technology that most group owned stations plan on deploying next is a mobile app. While broadcasting in HD Radio are standalone stations’ first priority, deploying a mobile app is second.
With online ad spending at $25.8 billion in the US (eMarketer.com), the mobile Internet presents a great opportunity for audience growth. Mobile apps provide flexibility and an opportunity for stations to engage their listeners. Just like website banner advertising, mobile advertising can be a platform for generating more revenue.
Just because radio streaming is becoming a dominant force, it doesn’t mean radio stations expect to turn off their transmitters at any point in the future. Radio stations may eventually have more online listeners than over the air, but a transmitted signal gives stations an advantage over online-only competitors. About 76% of radio techs say they will never turn off their transmitters.