February 25, 2020

Westwood One report on AM/FM streaming audience composition finds it Skews younger, more female


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From All Access Music Group

WESTWOOD ONE’s latest blog post by Senior Director, National & Local Insights DOUG HYDE analyzes data from over 88,000 registered users of CUMULUS radio websites to gain insight into the audience composition of the streaming versions of AM/FM radio stations.

Among the highlights, the WWO study found that 62% of the streaming audience is female (as opposed to half of the broadcast audience); A larger percentage of the streaming audience (37%) is Millennial (18-34) than for broadcast (27%); The proportion of 25-54 listeners is 67% for streaming and 52% for broadcast; Over 80% of streaming listeners are in the home DMA; Sports and News-Talk streaming audiences skew significantly younger than their broadcast counterparts, although similarly heavily skewed towards the male side; and the percentage of smart speaker listening to CUMULUS streams out of the total streaming audience jumped from 2% in SEPTEMBER 2017 to 18% in JULY 2019.

See more on the study here.

For more on this story go to; https://www.allaccess.com/net-news/archive/story/189467/westwood-one-report-on-am-fm-streaming-audience-co?ref=mail_net_news

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