Bridge Ratings Consumer Profile: "Streamies"


April 4 , 2007

Boom in Streammies Triggered by YouTube, MySpace

The Internet broadcast audience has penetrated American lives, and while users in the early days of the Internet were more likely to be early adopters of technology than the rest of the U.S. online population, "streamies" - those Internet consumers who stream audio or video has grown so significantly over the last two years that one-half of the U.S. population now claims they stream audio/video on a regular basis.

Americans have access to the Internet in more places than just at home. Statistics related to 'wired households' does not sufficiently represent daily Internet use among Americans ages 12 and older. The combination of at-home, at-work, mobile and out-of-home or portable access points affords most Americans the opportunity to be connected regardless of location.

46% of Americans have Ever Watched or Listened to Streamed Media - Up from 38% in 2003

Bridge Ratings recently completed its second study of Internet users from national interviews with more than 2,222 persons 12 and over, projecting that 140 million have ever listened or viewed online broadcasts while 91 million have streamed audio or video content within the month prior to the survey. 77 million use Internet broadcasts (audio and video) weekly. While 84 percent of Americans* (252 million) now have Internet access — up 25 percent from January 2003 — the study found that 22 percent consider themselves to be what we defined as "innovators" or "early adopters" of new ideas or things. This compares to approximately 16% of the U.S. population.

*For the purposes of this study, "Internet Access" is defined by whether the consumer has access to the Internet on a typical day whether it be at home, at work or some other location."

The largest percentage growth is seen among teens (+33%) and 25-34 (24%) year olds. Growth 12-34 was stimulated primarily by the significant growth of MySpace and YouTube.

Compared to our last study in 2003, the gender distribution of those who stream video or audio while browsing on the Internet has tilted in favor of the males where 61% of those polled in this study indicated the streamed. this is up significantly from 2003's 53%.

Overall, the state of the U.S. streamie population continues to expand. 140 million Americans have ever streamed, 91 million say they've streamed audio/video content in the last 30 days and 77 million have done so in the last week.

Streamies increasingly are using the Internet for the purchase of music, especially music they initially hear on the Internet. 59% of those interviewed had purchased music this way, improving from 45% having done so in our last study in 2003.

A significant finding for all media, but certainly for traditional radio stations that also stream on-line is the fact that more Americans than ever are discovering music on the Internet:

71% of the sample had discovered new music that they later purchased.

While Streamies in general spend more time on-line than their non-Streamie counterparts..

....those who stream on a weekly basis spend almost an hour more per day online:

Also clear from this study is the confirmation that the more often one spends streaming video and audio on the Internet, the less time is spent with traditional media - radio specifically. In fact, traditional radio is impacted more seriously by Internet streaming than is traditional television viewing.

Streamies say that they are spending 30 minutes more per day listening to on-line audio than they were a year ago and only about 15 minutes less TV a day. 33% of audio streamers who have listened on-line in the past month have listened to one or more streams of terrestrial radio - a positive growth from a year ago (23%).

Sample: 2222 persons 12+, Error: +/- 2.1%
Geography: national
Random telephone dialing

Bridge Ratings is a ratings and research company based in Glendale, California. We are dedicated to providing on-going, immediate, reliable, useable and affordable audience measurement services for the radio industry. Our methodology is based on sound consumer research principles. We are in the business of tracking listeners - not listening. Because we are a true research company we offer flexibility


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