What makes a radio show popular
Surprising result: radio more popular with younger people than Spotify & Co.
Classic radio will be compared to streaming services in Germanyalwaysused even more. Most radio listeners are among the 18 to 49 year olds.
Audio streaming services have by no means made traditional radio stations obsolete. This is shown by the results of a representative study by Innofact AG on behalf of Verivox, which is available exclusively to t-online.de.
Overall, the general rate of radio listeners is even highest among 18 to 29 year olds and 30 to 49 year olds at over 86 percent each. A good 80 percent of 50 to 69 year olds said they also listen to linear radio.
This means that among 18 to 29-year-olds, broadcasting is just ahead of comparable genre mix playlists that can be streamed over the Internet (81.9 percent). Only the targeted streaming of individual songs or albums - the counterpart to listening to a CD - is even more widespread among the youngest age cohort at 92 percent.
Public broadcasting is the most widely used
According to the survey, the most popular radio stations across all ages are heard: 56 percent of those surveyed stated that they use this medium most often. Only behind are private radio stations (33.6 percent), Spotify (28.1 percent), Amazon Music (20.8 percent) and, almost equally, Google Play Music (11.7 percent) and iTunes (11.1 percent). Other services together made up 14 percent.
Here, too, the youngest are an exception to the trend: In the group of 18 to 29-year-olds, Spotify and iTunes were considerably stronger than in the other groups with 63.8 and 22.6 percent, respectively. The public radio stations only came in second place in terms of frequency of use (34.2 percent).
Verivox telecommunications expert Eugen Ensinger therefore does not see a process of displacement, but rather a complementary process of the media, especially with the youngest generation: "Both ways of use, the classic and the modern, are not mutually exclusive, but rather converge."
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