27% of US consumers listened to Pandora, vs. 7% who used Spotify.
Spotify’s audience skews much younger than Pandora’s. nearly two-thirds of US Spotify users were between the ages of 13 and 29, with 18- to 24-year-olds accounting for the largest share.
AM/FM radio continues to be the preferred medium among core radio listeners, with 81% of weekly radio station listening taking place on an AM/FM radio in a vehicle (51%) or at home, work, or school (30%).
Spotify reported that users created more than 14,000 playlists under the BMW program.
Some 44% of Americans aged 12 and up listen to online radio on a weekly basis, up from 36% last year and 33% the year prior.
Multicultural consumers are more digitally connected to music than the total market.
Consumer opinion suggests that delivering ads in the traditional manner of radio is less likely to be tolerated in the streaming realm.
In 2012, music listeners in the UK streamed 3.7 billion tracks, according to BPI; in 2013, that figure doubled to 7.4 billion.
eMarketer estimates there will be 159.8 million digital radio listeners in 2014, and that figure will grow to 183.4 million in 2018.