PRTS 2019: DIGITAL PLATFORMS INCREASE THEIR SHARE OF RADIO LISTENERS BUT MOST STILL LISTEN THE OLD FASHIONED WAY

Fred Jacobs

Fred Jacobs from Jacobs Media Strategies [link] presented the 2019 edition of the Public Radio Tech Survey (PRTS 2019) in August at the PRPD conference. 

We believe this is the most comprehensive look at the perceptions and behavior of public radio listeners to date.

On Friday we looked at listeners to public radio news/talk programming, particularly “news fatigue” because of gloomy news and the continued media presence of President Donald Trump.

Today we are looking at the basics of listening to radio: Where public radio fans listen, when they listen and what platforms they choose.

Tomorrow, we will look at usage of digital media systems – Podcasts, Smart Speakers and SiriusXM satellite radio – that amplify public radio and also provide competition.

It is important to remember that this is not a random sample. It is an up-close up view of public radio by over 20,000 core listeners at 54 stations.

THE STATE OF RADIO IN 2019

Keith Richards, Famous Cockroach

Radio still has a vital pulse. An increasing percentage of respondents to PRTS 2019 are listening to radio via digital platforms.

But the majority of the public radio listeners who responded to the survey still listen AM and FM on radio receivers, particularly when in vehicles. As a friend of ours commented recently, traditional radio is the “cockroach” of media, sort of like Keith Richards, lead guitarist of The Rolling Stones. Radio has lasted through many media changes over the years and probably will out-last all of us.

There is no doubt that that the listeners surveyed for PRTS 2019 are increasingly listening to radio via digital platforms.

Mobile devices, streaming audio and podcasts are increasingly popular choices for respondents of PRTS 2019.

But listening to traditional radio on a "traditional device is still the way most people in PRTS 2019 listen to radio.

In less than a decade, more public radio listeners access programming through digital delivery devices. 

All though digital listening has doubled since 2013, two-thirds of the listeners said they listen to radio on traditional tuners.

Younger listeners – Millennial and Generation X – are the most apt to radio on a digital device

AAA music listeners have the largest percentage digital usage. 

Classical music listeners have the lowest digital listening.

The largest percentage of respondents (39%) said they most often listen to radio on an AM of FM receiver while in a vehicle.

The second largest percentage (27%) listen to radio on an AM of FM receiver while at home, work or school. The third largest percentage hear radio through streaming audio on computers.

Listening to radio in a vehicle is the “sweet spot” for radio stations.

No matter what age or public radio format, listening to radio is something nearly everyone surveyed does it.

But, in vehicle radio listening is the only place where 4 out of 10 respondents listen to the radio.

Sixty-three percent of millennial age say the only they listen to radio is in a vehicle. 

The older a listener is, the more likely the listener is to listen to radio in other locations.

 Millennial age respondents to PRTS 2019 have the most diverse ways to listen to audio in vehicles.

Traditional radio is the most common audio source for people of millennial age in vehicles. But listening to podcasts and streaming audio providers such as Pandora and Spotify are also significant.

A key factor to watch is whether a public radio listener owns an in-vehicle media system.

Respondents who have an in-vehicle media system are more likely to use digital audio choices. 

Still, listening to traditional radio is the top choice.

Public radio broadcasters have good reasons the keep track of ownership of in-vehicle media systems in their markets

Twenty-three percent of PRTS 2019 respondents said the reason they are listening less to public radio is because they have more audio options in the car.