Streaming Music is Gaining on Traditional Radio Among Younger Music Listeners

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).


Related Press Releases

Connected TV and Streaming Media Player Adoption Spurring Digital Video Purchases and Rentals, NPD Says
Connected TV and Streaming Media Player Adoption Spurring Digital Video Purchases and Rentals, NPD Says

As TV-connected devices become commonplace in U.S. homes more consumers are choosing to rent and purchase digital movies

Nearly One-Fifth of U.S. Video Consumers Choose Subscription Video Only, The NPD Group Says
Nearly One-Fifth of U.S. Video Consumers Choose Subscription Video Only, The NPD Group Says

While the majority of consumers in the United States view video content from a variety of sources, in both physical and digital formats, the number of people using only Netflix, Hulu, Amazon Prime Video and other subscription video-on-demand (SVOD) services is on the rise.

More than Half of Video Buyers and Renters in the U.S. Purchased Digital Content in 2017, NPD Says
More than Half of Video Buyers and Renters in the U.S. Purchased Digital Content in 2017, NPD Says

Among consumers who consume both physical and digital video content, 86 percent continued to purchase physical video discs in 2017.

Ricardo Solar Joins The NPD Group as Senior Vice President  of Video Entertainment
Ricardo Solar Joins The NPD Group as Senior Vice President of Video Entertainment

The NPD Group, today announced Ricardo Solar has been hired as senior vice president of the company’s physical and digital Video Entertainment practice.


Press Contact

Lee Graham
917-806-7902

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

Want more?

Complete this form to hear from NPD.


npd.com | © 2018. The NPD Group, Inc.

Follow Us on