Home  › Stats › Audience/Traffic

Streaming More Mainstream

  |  April 15, 2004   |  Comments

Audio and video Internet usage grew through 2003 and the first quarter of 2004, with music and news as the stream leaders.

Audio and video Internet streams [define] are becoming more commonplace, as AccuStream iMedia Research reports increased usage during 2003 and the first quarter of 2004.

"...streaming media is very much mainstream content now. Audiences over the years have become very educated, there is more residential broadband, there have been so many huge news events, from the JFK Jr. crash to the War in Iraq, that continue to drive up usage. Moreover, there is simply more programming available that appeals to mainstream audiences...," Paul Palumbo, founder and research director for AccuStream iMedia Research, says.

Video streams served during January and February 2004 by the top ten sites averaged 523 million, compared to 292 million in 2003. AccuStream iMedia Research noted a 104 percent video stream growth spurt in 2003, with expectations of another 28 percent in 2004. Music video captured the largest share of the streaming audience in 2003, followed closely by news.

Palumbo comments on the stream leaders: "Music and news have been very close for several years. News is always a big category, because there is so much breaking news that takes place at work, and people click in to find out what's happening. News is always going to be a top category, considering the office demographic and high speed access."

Streaming Video Content
Comparison, 2003
Category Share
Music 33%
News 28%
Sports 17%
Film 11%
Internet TV 6%
General Entertainment 5%
Source: AccuStream iMedia Research

The research firm also found aggregate tuning hours for Internet radio were up by 118 percent in 2004, with the top ten sites averaging 137.5 million during the first two months of the year, compared to 63 million in 2003.

Ken Dardis, president of Audio Graphics, Inc. expects online radio usage to increase with awareness, which can come as a result of industry-wide promotion.

"Online radio stations are far behind in promoting the industry. If we make the industry shine, everyone gets a chance to glow in its shadow." Dardis continues, "The industry will be a real force once media buyers understand the quality of audience."

According to an Audio Graphics, Inc. mid-2003 survey of more than 1,000 Internet radio users, just over 40 percent spent 1 to 3 hours listening, while roughly 47 percent spent more than 3 hours listening. More than half (52.7 percent) of the 2,049 respondents to an early 2004 survey placed Windows Media Player at the top of their lists, followed by Winamp Player (20.2 percent); Realnetworks Media Player (6.8 percent); and Quicktime/iTunes Player (4.6 percent).

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...