The experts agree – according to Westwood One’s Pierre Bouvard, Netflix is having a major impact on the way Americans use television, to the point where at least one network exec feels the need to be on it and fears being on it. But is Pandora having the same effect on AM-FM?
Not so much, says Bouvard, and stats from Edison Research back up the claim.
But first a look at TV: Bouvard noted the this: “Rich Greenfield from BTIG research cites Alan Wurtzel, president, Research & Media Development, NBCUniversal, who marvels, ‘I have to give Netflix huge credit, when we ask consumers do they like the service, they don’t like it, they love it … I’ve always been concerned with the fact that by selling our product to Netflix it’s always been a double-edged sword. We are teaching consumers a behavior that will come back to kill us.’”
The first body of evidence from Edison’s “Share of the Ear” study is simple medium usage in terms of time allocated:
55%: AM/FM radio
14%: owned music
7%: Pandora
7%: other streamed audio
7%: SiriusXM
5%: TV music channels
3%: podcasts
2%: other
Bouvard notes that AM/FM is eight times bigger than Pandora
Next, Edison broke down daily audio habits and got these results:
74%: AM/FM
71%: AM/FM, no Spotify
63%: AM/FM, no Pandora
11%: AM/FM, plus Pandora
4%: Pandora, no AM/FM
3%: AM/FM, plus Spotify
2%: Spotify, no AM/FM
Bouvard again notes just how clearly radio remains in the audio driver’s seat. He concluded, “In radio, Pandora and Spotify have a small niche, but are dwarfed by AM/FM.”
