We’re Part of the 27% and Proud of It

Internet Radio InfographicA recently released infographic from BrandSavant.com indicates that 53% of online Americans listen to “streaming audio” in one form or another. It distinguishes among three large categories: Personalized radio (Pandora and iTunes — music), On-Demand Music (esp. Spotify), and Live Streaming (TuneIn, Backbone and others).  Music, music and everything.

This could alternatively be framed as: Robot DJ, Infinite iPod and Radio.  Certainly, Pandora and Spotify perform their functions with wonderful precision, but neither fills the function of real online radio any more than MTV and VH1 complete the cable television experience.

Twenty-seven percent of the people, and we think that number will soar when in-car dashboards are better connected, listen to the thousands of live streaming stations available on tuners like TuneIn. And, what is the composition of the programming on these stations?  Much of it is music, some of it personally curated by talented program directors, and some of it produced on autopilot.  It takes a lot for a station to stand out among the crowd.

At Backbone, we’re fortunate to work with clients who really know what it takes to make radio great.  We work with faculty advisors who understand traditional radio and teach their students how to apply that experience into online radio which represents their colleges and high schools.  We work with seasoned news organizations and professionals to create compelling talk radio that engages listeners and callers from around the world.  We work with professional and Division 1 NCAA teams and leagues who create an exciting blend of live play-by-play with interactive halftimes and 24/7 team-related sports content.  This is real radio.

Music is wonderful, whether you listen to it passively or actively grab it on-demand.  But there is much more to radio than music, just as there is much more to music than radio.  We love being part of the 27% of the radio you can’t get from Pandora or Spotify.

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