One of the platitudes in the world of communications and music is that radio is dissolving as music streaming services like Spotify and other digital variants grow. Today there is a study carried out in the United States that clarifies the audio landscape quite a bit, and that also shows that things are a little different from what the cliché dictates online. To count it with numbers: still 39% of those over 13 years of age consume audio from traditional radio, and in total 18% do so from digital services. The study was conducted by Edison Research and published by Variety.
It seems paradoxical if one considers that the 85% of record company revenueToday they go through online consumption. But the answer is another study, that of the MusicWatch consultancy, which only reveals the consumption of music. In the last quarter of 2020, listening to music on digital platforms took 33.2% of the share, and on radio only 15.9%. And this trend grows in the last five years, where music always wins in digital over the traditional radio system.
The Variety note points out that, in these circumstances, in recent years record companies have reduced their staffs dedicated to promoting music on the radio, which until the advent of platforms was the classic way of placing products and artists. Allen Kovacs, a veteran manager of bands like Motley Crüe in the 80s and labels like Better Noise, quoted by Variety, said that « radio was what accompanied someone the two or three hours they could spend in their car to and from the city. work; but today we work more and more from our homes: how much longer could radio last like this? « .
It is an interesting quote because it talks about how social change altered consumer habits. The pandemic, let’s continue with the platitudes, « sped up the times. » Before, a hit could reach 30 or 40 million listeners during its promotional period, which took it to the Top 40 ranking. Today this ranking is reached with 15 to 18 million listeners. And furthermore, in Spotify, the rankings rotate very fast, the news changes in a few weeks, while on radio they do so for much longer. Radio, therefore, lives less on music than on news, such-shows and other formats, while music moves to digital.