• Print
Web Content Viewer (JSR 286)

Streaming Music is Gaining on Traditional Radio Among Younger Music Listeners

Web Content Viewer (JSR 286)
Web Content Viewer (JSR 286)

Among music listeners between the ages of 13 and 35, Pandora has a significant lead in terms of streaming-music usage, according to The NPD Group.

PORT WASHINGTON, NEW YORK, April 2, 2013 – According to The NPD Group, a global information company, in fourth quarter (Q4) of 2012, Pandora and other subscription-based and free Internet radio services accounted for nearly one quarter (23 percent) of the average weekly music listening time among consumers between the ages of 13 and 35, an increase from a share of 17 percent the previous year.

As Internet-radio listening rose among this age group, listening to AM/FM radio, which now accounts for 24 percent of music-listening time, declined 2 percentage points. In the 36-and-older age group, by contrast, Internet radio accounted for just 13 percent of music listening, while AM/FM radio dominated listening methods with a 41 percent share.

“Driven by mobility and connectivity, music-streaming services are rapidly growing their share of the music listening experience for teens and young adults, at the expense of traditional music listening methods,” said Russ Crupnick, senior vice president of industry analysis at NPD.

As listening to music on mobile devices increases, NPD’s “Music Acquisition Monitor” also reported a decline in consumers listening to CDs and digital music files. In fact, more than half of Pandora and iHeartRadio users used their mobile phone to access those services. Roughly one in five Pandora or iHeartRadio users are also currently connecting to those services in their cars, which has in the past typically been the bastion of AM/FM radio listening.

Among music listeners between the ages of 13 and 35, Pandora has a significant lead in terms of usage:

Streaming Music Usage
(Age 13-35, Q412)
 % Using
Pandora (free version) 39%
iHeartRadio 11%
Spotify (free version) 9%
Grooveshark  3%
Slacker 2%
Pandora One 2%
TuneIn  2%
Last.fm  2%
Xbox Music  2%

Six out of 10 consumers (62 percent) between the ages of 13 and 35 who used streaming services used these services more than they had in the past, and 51 percent reported that most of their music listening was in their cars.

“Whether it’s listening to AM/FM radio or Pandora, music continues to be an integral element in the American driving and commuting experience,” Crupnick said.

Data note: Information in this press release was derived from NPD’s “Music Acquisition Monitor,” based on data from 7,600 NPD consumer surveys. Survey data was weighted to represent U.S. population of Internet users (age 13 and older).

Web Content Viewer (JSR 286)
Web Content Viewer (JSR 286)
Fill out this form to learn more!
Web Content Viewer (JSR 286)

Share

Press Contact

Lee Graham
212-333-4983

@npdentertainment

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Web Content Viewer (JSR 286)
Subscribe to email alerts from The NPD Group Blog and more.
Web Content Viewer (JSR 286)

Recent Press Releases

December 19, 2013

Over Half of U.S. Consumers Are Concerned About Genetically-Modified Foods, But the Definition of GMOs Is Unclear Among Consumers, Reports NPD

Chicago, December 19, 2013 — Over half of U.S. consumers express some level of concern about genetic...

Read More
December 17, 2013

U.S. Restaurant Industry Will End 2013 with Visits Flat and Consumer Spending Up

—NPD Forecasts Spending and Traffic Growth in 2014  Chicago, December 17, 2013 — Consumers didn’t i...

Read More
December 10, 2013

Candy and Snacks Play a Front and Center Role in America’s Holiday Traditions, Reports NPD

During the Holidays Candy is Top Snack Purchased Followed by Chips Chicago, December 10, 2013 — Whe...

Read More