Yesterday Edison Research published its annual Infinite Dial Report for 2017.  This is an eagerly awaited study since it’s the most comprehensive (and neutral) look at audio consumption in the US. It’s also valuable since Edison has asked some of the same questions as far back as 2000, giving us 17 years of trend line data to study.  I know you may not read the entire doc, so I’m going to flash some of the most important takeaways for today’s DG roundup.

FINDING #1 – THE MAINSTREAMING OF STREAMING:  Right now 61% of the US population 12+ listens to some form of internet audio streaming.  That percentage is up 4% YoY, and has been steadily growing at the same rate for the past few years.  At the current growth trajectory 75% of the population will listen their music via stream by 2020.  That’s what I’d call mainstream, baby!   (link)

FINDING #2 – FOR THE STREAMERS IT’S PANDORA, THEN SPOTIFY, THEN NOBODY:  Pandora continues to be the clear market leader with 32% of the US population listening each month, following by Spotify at 18%, iHeart at 13%, and Apple at 8%.  Keep in mind as you see the YoY growth numbers for Spotify that this is total audience, so subscription and free listening combined.  Spotify doesn’t publicly release its split between the two buckets but industry experts estimate it to be 40% Sub/60% Free.  If those percentages are true then Spotify’s addressable reach (% of the US population who can be reached by ads) drops to 11%.  By comparison Pandora’s addressable reach is about 31% – so think of a 3 to 1 spread between the two.  (link)

FINDING #3 – AM/FM STILL DOMINANT IN CAR . . . BUT:    With over 8 out of 10 Persons 12+ still tuning in to broadcast radio in the car each month there’s no doubt that terrestrial radio is still king of the road.  But we’re starting to see the beginnings of a perceptible shift.  If you look at AM/FM and CD listening (both incumbent formats of in-car listening), you’ll see a 2% and 4% YoY drop respectively.  In reverse Owned Digital Music and Online Radio listening are up 7% and 4%.  I know these don’t seem like huge moves, but 4-5% can add up quickly over just 5 to 10 years.  And when (not if) broadcast radio losses its monopoly in the car you’ll see radio as we know it fall apart.  (link)

Hope this was helpful.  Have a great Friday (and weekend) everyone!