Forty Five percent of Americans now listen to online radio occasionally, at least once a month, according to the newly updated Infinite Dial Study by Arbitron and Edison Research. That translates to 120 million Americans, and it’s a number that grew 6% over last year. The weekly number – Americans that listened to online radio weekly – grew 4% to 33% and roughly 86 million.
What’s more, those weekly listeners reported spending an average of 12 hours a week listening to radio online. Arbitron defines online radio as listening to AM/FM radio stations online and/or listening to audio content available only on the Internet – a definition that I concur with, since I think that’s how consumers define it.
But here’s the big news of the study: Consumers reported spending more than two hours more listening online than they did a year ago! Weekly listeners spend an average of 12 hours a week listening to online radio, versus close to ten hours last year.