Get Serious Clout with Sports Betting and eSports Audiences

October 19, 2021/0 Comments/in Digital Publishing, eSports, Radio, Television /by jesse

We are always looking for new ways to help you to engage with your audiences through our POST and TopicPulse lines of products, so when our team heard about the recent rise of sports betting and eSports, we knew it was a huge opportunity and we could help new customers!

That’s what led to TopicPulse SportsEdge, which is a modified version of TopicPulse intended to help companies in fantasy sports, sports betting, esports, and VR industries.

As we prepare to launch SportsEdge, today we’ll unpack some findings from one of our recent studies within these industries. These results will certainly catch your attention!

The Findings and Ways They Can Help YOU!

Demographics of Sports Bettors

The recent Futuri + Geiger study shone a light on what kind of people are ready for sports betting to make its way into the mainstream. 7 out of 10 sports bettors are men. Most are employed full-time and earn more than $75,000 each year. About half of all sports bettors are in their mid 20’s to mid 40’s.

So what? Why should your media company market to this segment? Are these people really still listening to the radio and watching television if most of their time is spent betting on sports online?

Yes, they are! Sports bettors are still using the radio and television, as well as web media just like everyone else. It would be a missed opportunity not to engage with this demographic on these forums. 4 out of 10 sports bettors enjoy listening to sports talk. 1 out of 4 enjoy listening to newscasts.

According to the Futuri + SmithGeigerGroup study, half of the survey takers said that they bet on season games, playoffs, and big events like the Super Bowl and March Madness. 4 out of 10 of the survey takers said they would see it as a positive if local news programs were to offer odds, betting lines, and best bets in their sports reports

Wouldn’t it be great to engage with sports bettors and always have engaging content to keep them coming back? SportsEdge can help you accomplish exactly that!

eSports Viewership on the Rise

Sports betters are a big market, but what about eSports viewers as well?

We can answer that with a resounding YES.

The numbers are astounding and represent a wide market: there are slightly more men than women playing video games. 3 out of every 4 children play video games. The median age of the video gamer is 31, so half of all gamers are older than 31 and the other half is younger. Half of all video game players play seven or more hours a week, but still have time for life’s other activities and traditional mainstream media consumption.

Best of all, 227 million US consumers played video games in 2021, an increase from the 214 million who played in 2020. Furthermore, there were 26.6 million monthly eSports viewers in the US in 2021. That number is projected to grow to 31.4 million in 2023.

That’s a lot of people, but what about the money? There is $1.8 BILLION anticipated eSports revenue by 2022. 69% of this eSports revenue will come from sponsors or ads. Media rights, ticket sales, and merchandise will account for only the other 31% of eSports revenue.

Particularly with eSports, there are unique opportunities for advertising such as appealing to a niche audience, but best of all having a large audience for a long time period at a low cost. That sounds like a winning equation to me!

With such a growing interest in eSports and revenue to be gained in this area, why would you want your company to get left out of all the action?

Sports Betting and eSports: Key Takeaways

Now you know why sports betting and eSports are two key audiences in advertising that need to be capitalized on by your company.

If you’re ready to take advantage of this, we’re ready to help.

We can’t wait to add SportsEdge to the TopicPulse family of products that we already offer, and we’re confident that you’re not going to want to miss out on getting involved early with this product, so stay tuned!

How Sports Betting Could Be a Safe Bet for Your Business

October 16, 2021/0 Comments/in Digital Publishing, eSports, Industry News /by jesse

We’re back today with some more insight into what The Future of Audience and Revenue study from Futuri and SmithGeiger Group uncovered about maximizing your audience for increased revenue.

So far we’ve talked about the ways in which the modern audience has changed, and how your organization can adjust to meet their evolving expectations.If you want to see real results, you’ll need to be prepared to take some risks.

Those risks often mean exploring new markets, and on that note, here’s some advice that you have certainly never heard from your financial advisors: it might be time to go all-in on betting.

We’re not talking about hitting the horse track or pinning it all on a prizefighter. What we are talking about is giving your audience what they want. And the answer to what they want is simple – they want to place some bets.

Weighing the Odds

The Futuri x SmithGeiger study found that 72% of its over 2,000 participants that were between the ages of 16 and 74 are still tuning in for the big game, whether they’re watching at their favorite dive bar with friends or at home from the comfort of their own couch.

Once again, locally produced content reigns supreme. 69% of the aforementioned 16-to-74-year-olds keep up with sporting events by accessing a local news site, and 71% tracking results through their preferred source’s app.

Now, consider how those numbers jump for esports and gaming. In 2020, Forbes reported that the gaming industry generated over $120 billion in revenue as opposed to football, which generated only $11 billion. But whether they’re following the score by sitting in front of the big screen, visiting the local news provider’s website, or going straight to the app, the study found that over 90% of respondents are “tuning in.”

Baseball might be America’s favorite pastime, but for media companies, the game has changed. Some people want to watch baseball. Some people want to watch competitive Farming Simulator. How can you reach them all?

Go All-In

With the legalization of sports betting in 2018, betting on sports has become an attractive enterprise. The Futuri x SmithGeiger study discovered that roughly 62% of respondents are willing to bet on sporting events.

The best way to meet their needs, then, is to produce content that caters to that desire. And the easiest way to do this is, once again, to reach them at a local level.

Additionally, 42% of respondents expressed interest in seeing odds and betting lines presented on their local news programs, which is another potential strategic move for your company.

In short, the possibilities are endless. Whether you’re broadcasting expert predictions or hosting radio contests, the “fun” part of betting is feeling like you’re part of the action. The savvy media company needs to be committed to making that desired content readily available to their audience.

What’s the Next Step?

If embracing new content seems like a daunting task, remember that you’re not alone.

Futuri’s got your back.

We’re prepared to make your sports betting transition easier if that’s a route you choose to pursue. Our solutions like TopicPulse are set to drive your content to the forefront of your audience’s search. Will you be ready for them?

Have more questions? A good place to start would be taking a look a the results of the Futuri x SmithGeiger study to use. I’ll introduce you to some of the tools that can help you grow your content, audience, and revenue. You can learn more about the whitepaper and study right here.

Adjusting to the Expectations of the Modern Audience

October 14, 2021/0 Comments/in Digital Publishing, Radio, Television /by jesse

It’s time to take another look at some of the noteworthy discoveries resulting from The Future of Audience and Revenue study, from Futuri and SmithGeigerGroup.

In my last post, we introduced you to the key discoveries that came about from this study. Media consumers and their needs are evolving – and if news outlets and content creators want to keep up, we’d better evolve too.

In this post, we’ll be taking a look at what exactly the modern audience expects from their media experience in 2021 and how you can prepare to meet those needs. Don’t worry–these aren’t unattainable goals. They just take a little planning and effort.

Three Ways to Adjust to the Change in Audience Expectation

Cultivate Trust

What do CNN, PBS, and Newsmax all have in common? Less than 50% of the 2,000+ responders in our study respondents considered these “mainstream” media sources as trustworthy institutions. That number steadily declined along with the age of American media consumers, dropping beneath 25%.

From this, one thing is clear: today’s media consumers are looking for someone they can trust.

…So where are people looking for content they can trust? We’ve concluded the talking heads at big institutions are out, and local news providers are in.

Find the Right Content

That leads us to another question: how can content creators source new content that’s sure to grab a consumer’s attention?

Futuri’s survey revealed that social media is key. Content creators need to make the most of social media in their bid to reach consumers, and it isn’t enough to rely on rates of usage. We all have that one relative who takes those clickbait articles on Facebook as the gospel truth. This means it’s important to sort the wheat from the chaff.

It’s good news, then, that we’re seeing an increase in the development of tools aimed at making this process faster and easier. Futuri is ready to answer this demand with its AI-driven content discovery tool, TopicPulse. Whether you’re looking to reach audiences through traditional communication methods like radio or television, or producing digital content, TopicPulse provides a platform you can use to get your specific audience just what they’re looking for. This tool lets users sort news from both big studio creators and local producers, ensuring that it meets consumers’ needs across the board.

Social Media is Key

Since the modern audience has changed, content creators need to change the way they reach their audience, too – and there’s no way to do that without embracing social media!

The best way to do this is to be willing to invest in social and digital platforms. This is going to require a lot of hard work and investment, but it will be well worth the effort.

We rolled up our sleeves and really dug into social media for the Future of Audience and Revenue study, so please contact Futuri or visit the study’s page to learn more.

A New Dawn for Media Companies

The days of channel surfing are gone. Audiences know what they want, whether they’re listening to podcasts or streaming their favorite show, and there are a LOT of options.

But fear not! While the breadth of different media channels may seem a little daunting for your company at first, it also presents an opportunity for unprecedented growth. All that’s required is a commitment to finding opportunities for success and being willing to invest in them.

Luckily, Futuri is here to help. From some of the best tools for radio, television, and digital publishers to a deep look at where the future of the industry lies, we’ll support you and your company’s growth.

Three Surprising Findings about the Modern Audience

October 5, 2021/0 Comments/in Digital Publishing, Radio, Television, Uncategorized /by jesse

We are thrilled to dive into The Future of Audience and Revenue study, from Futuri and SmithGeigerGroup. Because of its incredibly wide-ranging nature, we want to take time to unpack some of the most eye-opening discoveries on our blog, and that quest begins today.

As a reminder, this extensive study was Futuri’s most groundbreaking research yet and the result of polling more than 2,000 Americans and over 200 media executives about five key news verticals: radio, TV, social media, digital publishing and esports.

Now, as the study’s coverage begins to swirl from news outlets like Inside Radio , Radio World, and NAB Amplify, we want to break down the first of many industry-changing discoveries: ways the modern audience is changing.

What is the “modern audience”?

When we say “modern,” we mean it. The Futuri Study looks at how media consumers were impacted during and after the COVID-19 pandemic permanently changed lives. Specifically, the surveys were conducted between late spring and mid-summer 2021.

With that in mind, here are three of the most surprising discoveries about the modern audience group.

Three Surprising Finds from The Future of Audience and Revenue study about Modern Audience

Based on the survey, here are three surprising takeaways about the modern audience in relation to the current media landscape.

It’s time to redefine our favorite media terms:

From conversations in our focus groups, we learned there is no more “TV” and no more “radio.” Instead, there is “video” and “audio” delivered on multiple platforms and consumed by different audiences every moment of the day. There is also all manner of written and visual content. Some platforms blur the lines. As media creation and consumption change, our perception of “media” must also change.

In other words, if your friend tells you he is watching TV, he might be: streaming on his Tablet, using YouTube on his phone, following a webinar on his desktop browser, or, of course, actually watching TV!

The new definition of TV is much broader than ever before.

The Modern Audience is More Connected and Active than Ever Before

Not only are modern consumers changing the way they talk about media… they’re consuming a lot more of it!

As our study revealed, the demand for media content is at an all time high. In America, 41% of people consume more than 10 hours of video per week and 64% — almost two-thirds — consume more than 5 hours. That is a LOT of video!

Here are a few ways how people’s media consumption habits changed between Q1 and Q2 of 2021 alone:

57% watched streamed content more often.
51% watched TV more often.
48% used social media more often.
30% listened to local AM/FM radio stations more often

With this many consumer habits on the rise, something else is on the rise, too…

The Modern Audience is ready to SPEND

The modern audience is willing to pay good money for good content! This is GREAT news for all of us.

While our consumer habits might be leaning towards craving more content, the price we’re willing to pay is rising to match.

Americans are already spending between $37 and $51 per month on video and audio subscriptions depending on age, and in the case of more affluent HHI $100k+ consumers, this number has reached $66.

Best of all? There’s still room for those numbers to climb as more unique offerings and platforms are created.

If news outlets and content creators can tap into the honey hole of what consumers are craving, there’s an opportunity to create a new subscription-based income method that can revitalize a balance sheet.

Where do we go from here?

If you were keeping a score of the pros and cons from this list, my hope is that you have no “cons” and three “pros.”

While the modern audience is changing what it thinks of as media, it still craves quality content and is willing to open up its wallet to acquire it.

Because of this, we shouldn’t fear “the end,” but look forward to a better future for our industry!

And we’ve just scratched the surface of the breadth of research about the modern audience from this study. If you’re ready to learn more about this group–and how your company can learn and profit–then we encourage you to sign up for my free webinar on October 12. In it, we’ll be looking at how the findings of The Future of Audience and Revenue 2021 apply to three unique vertices: radio, television, and digital publishing. You can sign up for the time best aligned with your vertical.

Remember, a change in the modern media’s audience and landscape doesn’t mean an end to profitability for your company. Instead, it means more profitability if you have the tools and knowledge to connect with your audience. Futuri Media is here to help.

Come back for my next post when we discuss practical ways to adjust to the change in audience behavior.

Some Key Findings from The Future of Audience and Revenue 2021

September 28, 2021/0 Comments/in Digital Publishing, Industry News, Radio, Television, Uncategorized /by jesse

Futuri Media recently concluded our most insightful nationwide media study to date: The Future of Audience and Revenue 2021 study, with SmithGeigerGroup.

In preparation to make these industry-shaking discoveries public, let’s discuss a few of the key findings from the study as a preview, of sorts. While this is only the tip of the iceberg, my hope is that it serves as a conversation starter moving into the release of the study.

On Tuesday, October 12, CEO Daniel Anstandig will present a series of webinars with takeaways and action steps for using the information from our SmithGeiger study to grow your content, audience, and revenue. Hopefully, you can register for a spot for this exclusive event.

The Purpose of The Future of Audience and Revenue 2021

When we got the ball rolling for one of the most innovative media studies ever recorded, there were three big questions that were common threads through all the uncertainty we identified in the current media and audience landscape:

How Americans perceive, consume, and pay for media content today, particularly now that we’ve been experiencing pandemic-related disruptions for more than a year-and-a-half.
How media executives perceive the sector and its ability to meet future challenges.
How media executives can leverage technology to impact content, audience, and revenue growth

We were resoundingly successful at not only answering those questions but implementing the answers into action steps that can be used to unlock revenue growth and enhance ROI. This helped lead to our key findings.

Key Findings from The Future of Audience and Revenue 2021

Futuri Media analyzed the results from SmithGeigerGroup’s work to break the findings down into VERY specific industry-level takeaways — many of which we’ll discuss during the October 12 webinars.

But, for the sake of this blog, let’s discuss a few higher-level findings that apply to all industries.

Social media is the greatest opportunity for content, audience, and revenue growth.

No longer can we identify ‘alternative’ news sources because those we used to consider as such have all become mainstream. Mainstream to the point, even, that many people are consuming more news on social media than the “traditional channels” of old — eye-opening numbers that will be revealed in the whitepaper. But fear not. This is an opportunity, not a challenge. If we can embracing and master new platforms and channels, it’s a huge opportunity to reach new markets and user profiles with the content that they want while using the medium they choose to consume it.

Investment in social and digital platforms is essential for growth.

Piggy-backing off the first point is this: while social media and digital platforms are an opportunity, they’re also a necessity. To keep up with the industry, we much make the required changes in company culture, strategy, systems, technology, and personnel in order to meet the opportunities of the new normal. It will take hard work and considerable investment, but those investments will unlock more revenue potential down the line.

The Modern Audience Can’t Get Enough

If the pandemic’s impact on the industry needed to be reduced down to one thought, it’s this: people want more. More news. More entertainment. More social media. Overall, the demand for media has never been more robust. Today, 41% of Americans are consuming more than 10 hours of video per week, and 64% consume more than 5 hours. Between Q1 and Q2 2021 alone, we were astounded to discover that:

57% watched streamed content more often.
51% watched TV more often.
48% used social media more often.
30% listened to local AM/FM radio stations more often.

In other words, while the industry is changing, there’s never been a better time to be a part of it. The tree of opportunity is ripe for the picking.

And the number one finding…

Our biggest key takeaway — one that significantly impacts every vertical of the industry — is something we’re too excited about to share in a blog post. We’ll be revealing that industry-shaking discovery and much more in the October 12 webinars, so we hope to see everybody there!

You can register for your spot right here.

Holidays 2020: How CCM Radio Can Take Its Listener Relationships to the Next Level

November 19, 2020/0 Comments/in Industry News, Resources, Tech Trends /by Mia Cross

As we close a year that has been phenomenally stressful for most of us for many reasons, not the least of which is the contagious, deadly virus out there (come on, vaccine!), many of the year-end social and spiritual outlets we’ve relied on forever aren’t available to us — at least in the same form we’re used to. So, how can CCM radio help fill these gaps?

This is an excellent time to think through how you can deepen your relationship with your listeners around the holidays if you haven’t already, and in this guest post for Christian Music Broadcasters, Futuri’s Zena Burns shares her insight into how you can do just that.

Click here to continue reading.

Four Ways to Maximize Your Talk Breaks

August 12, 2019/in Tech Trends /by Zena

To create engaging breaks, radio should focus on timely tidbits, local happenings, and reveal themselves

Faced with more competition than ever, radio stations need to make sure their listeners stick around for talk breaks rather than tuning out. The good news for AM/FM stations? Audiences want to hear what hosts have to say. In fact, listeners routinely say their favorite DJs and hosts are a top reason they use local radio. Talk breaks give these popular personalities a chance to speak directly to their audience, engage them on quirky or newsworthy topics, give a glimpse behind the curtain, or get personal. To make the most of breaks radio hosts and producers should plan and program these segments. Understanding that it takes 5 minutes of listening within a 15 minute period to get ratings credit helps us strategize length and content of these breaks as well.

When it comes to breaks, you want to sound as fresh as possible. If you’re a country station, your listeners want the latest music news and celebrity gossip. Sports listeners are hungry for info and insights on their hometown teams. Pop stations can dish on pop culture news and fun factoids to entertain younger fans, like it being National Avocado Day or National Leftover Day and local celebrations or promotions. Radio hosts can share details about their lives and interests. (Listeners really do want to hear about your dating life and your new puppy!) In these breaks you have the audience’s attention, so don’t waste the opportunity.

Of course, radio hosts and producers are already multi-tasking media mavens juggling on-air, digital, and social responsibilities. Here are four suggestions for making your breaks as engaging as possible:

Hot topics in your community

Radio stations are local experts, so there’s no one better to share news and information about happenings in your community. During talk breaks, music stations can share news about upcoming concerts and events while also plugging events your station is sponsoring and where talent is making appearances. You can also clue listeners in on up-and-coming acts that might be coming to town as well as intimate venues they should check out. Similarly, news and talk stations can keep listeners up to date on local news and current events including any newsmakers coming to town or gatherings. Sports stations can dish on local players and teams as well as upcoming opponents and the best tailgates in town.
Give them the best industry news

When it comes to dishing on the latest news and gossip, you need to be as plugged in as possible. Listeners expect their favorite DJs and hosts to be in the know. Music format talent should be as up to date as possible on pop culture, celebrity news, and music information, and they should be ready to share that information like a newscaster. Likewise, sports stations can comment on developments in your team’s league or conference and information on teams and sports. Establish your over the air, digital, mobile, and social brand as the go-to resource for your audience’s latest news and information needs and your breaks will become indispensable.
Craft conversation starters and destinations

Listeners often view breaks as water cooler moments that give them fodder to use in casual conversations throughout the day. To facilitate those moments, radio hosts should be on-point with trends, quirky tidbits, and oddball news, and as they then relay that to your audience and tell them how it impacts your life. This can even be a way to tie in advertisers. For instance, if it is National Ice Cream Day, tell your listeners about your favorite flavors or failed attempts at making homemade ice cream. You can also direct them to a local ice cream shop for free cones. With effective breaks, you can help guide listeners’ conversations as well as drive them to local businesses.
Keep an eye on what’s fading

While it is important to stay on top of news and trends, you also need to know what’s fading out. These may be topics that you want to avoid, such as a song that’s past its prime or a celebrity who has faded from public view. If the audience thinks you’re out of touch with what’s cool and interesting you lose your platform as a must-listen during breaks. Take note of the topics in your industry that seem to have lost their luster, whether that’s an overplayed song, an overexposed talent, or a meme that’s had its five minutes run out.

At Futuri Media, we know AM/FM stations need help tracking news and trends. Our TopicPulse tool is like insurance for your talk breaks. We track what topics and conversations are trending or fading with your specific target audience so you can focus on your live broadcast, and make sure any voicetracked content is as fresh as possible once it airs. As a real-time story discovery tool, TopicPulse’s AI curates news and information from social channels like Facebook, Twitter, and Instagram as well as more than 100,000 verified news sources. We track what’s popular, what is emerging, and what’s fading.

With TopicPulse, hosts and producers can quickly and easily find fodder for talk breaks, social posts, on demand content, and more! The web-based tool allows you to search by format, topic. and even keyword to find information and news stories that are relevant and interesting to your listeners. Based on our live-tracking, TopicPulse can see what topics are trending and what is burning out. During a live radio broadcast it is invaluable to know what your audience is searching for and reading about in real-time. Our system tracks what is about to go viral, and you can’t get much more up-to-the-minute than that.

TopicPulse also offers IdeaStarters™ that are updated in the TopicPulse app throughout the day and delivered via e-mail twice daily to prep for AM and PM drive. These packaged talk break content offerings feature talking points and even pre-written script suggestions that your hosts can plug and play.

Futuri Media Discusses Digital Strategy for Broadcasters with Broadcast Dialogue

May 14, 2019/in Tech Trends /by Zena

Our very own Jim Tarantine and Zena Burns spoke with Broadcast Dialogues‘s Connie Thiessen about Futuri’s recent studies on podcasting and time-shifted radio content, and how broadcasters can take advantage of the growing digital audio space. They use their discussion on this podcast to discuss in-depth and answer the question, “What if radio was created after the internet?”

The podcast is available to listen to at broadcastdialogue.com.

Today's Podcast Listener: 2019 National Survey Report

Major New Podcast Study Reveals Listener Habits, Trust in Hosts

April 9, 2019/in Industry News, Press Release, Tech Trends /by Zena

National study also contains insights on implications for radio

Las Vegas, Nevada, April 9, 2019 – Most podcast users are millennial males, listen weekly, and engage with podcasts at home, according to a major new study by the University of Florida College of Journalism and Communications (UFCJC) and Futuri Media, a leading audience engagement and sales intelligence technology firm.

Results were presented at the National Association of Broadcasters’ NAB Show on April 9 as part of a panel discussion titled “Radio’s New Analytics: Understanding Listeners, Delivering Results.”

The study, which included a national survey and in-depth interviews, was conducted in February 2019 with 2,000 regular podcast users who listened to podcasts in the past six months, and 18 participants who gave in-depth interviews on their habits. The study did not define podcasting vs. other types of on-demand audio, and respondents self-identified as podcast listeners. The study results suggest that consumers now consider several types of on-demand audio to be podcasts.

While the study was not limited to those who use terrestrial radio, the sample was large enough that it delivered several insights on the radio format preferences of those who also listen to podcasts regularly.

The study found that nearly three-quarters of users have been listening to podcasts for less than three years and, on average, listen to 4 podcasts per week for either 30 or 60 minutes. Users listen to podcasts on multiple platforms, but YouTube is far and away the dominant platform (70%), followed by Spotify (34%), iTunes/Apple Podcasts app (33%), Pandora (30%), and Google Play music app (23%).

Not surprisingly, nearly 80% of survey respondents listen to podcasts on their mobile devices. What is somewhat surprising is that the users listen to podcast most frequently at home (3.9 on a 5-point frequency scale), followed by in vehicles (2.8/5).

Politics and Government podcasts are the most popular, with 15% listing it as their favorite genre. Music was next (11%) followed by interviews/conversations, comedy, sports and recreation and non-fiction storytelling, cited by 8 – 9% of respondents.

Listeners trust their podcast hosts highly, prefer host-read ads, and look for creative, informative, humorous, and integrated podcast experiences. They want to listen to hosts who are authentic, feel like a friend, and share the users’ passions and beliefs.

The study also found that among radio listeners who listen to podcasts regularly, 25-34 is the top age cell with both spoken word and music formats, with spoken word format attracting a more male audience (73% vs. 27% female), and music formats having a more even, but female-leaning split (51% female to 49% male). The top five favorite radio formats for regularly podcast listeners surveyed were Classic Rock (11%), Hip-Hop/Rap (10.9%), Country (10.4%), News/Talk (9.7%), and Alternative Rock (6.6%)

The study, which was supported by Futuri Media and their POST podcasting system, was designed and executed by UFCJC Telecommunication Professor and Director of Media Consumer Research Sylvia Chan-Olmsted with the help of doctoral student Ms. Rang Wang on the survey and undergraduate students in a capstone class who helped conduct the interviews. More insights from the study can be found at http://bit.ly/2019podcaststudy.

The Profound need for time-shifted audio for the radio business

New Study Shows Radio Can Significantly Benefit from Time-Shifting Content

April 4, 2019/in Industry News, Tech Trends /by Zena

The study concluded that there is a profound appetite for time-shifted radio content among radio listeners – notably, highly monetizable and younger audiences – and that opportunities are currently untapped as awareness of the availability of time-shifted radio content among listeners remains low.

A new study conducted by Futuri Media and Nielsen, “The Profound Need for Time-Shifted Radio Content for the Radio Business,” finds that time-shifting content, which revolutionized the TV industry years ago, now offers major opportunities for the radio industry, with high consumer interest, but low consumer awareness.

As noted in a piece in Inside Radio, “Conducted by Nielsen and Futuri Media, the study finds that half of respondents say they will listen to time-shifted audio while a high percentage are willing to share audio content they access on social media channels with their friends.” More key takeaways from the extensive study, which had a sample comprised of 602 individuals that listened to radio content for at least one hour over the past week. include:

More than half of radio listeners 18+ would listen to short audio clips on social media. Among that group, nearly 8 in 10 would listen to time-shifted clips of radio station content.
Younger audiences and heavy radio users, leaning male, are the sweet spot for time-shifted radio content.
Station websites and mobile apps matter as much as social media.
Listeners who are interested in time-shifted radio content want to interact with your station.
P1s engage with time-shifted radio content even when not listening.
Radio has yet to actualize its potential in the time-shifted space.

The study also found that stations using Futuri’s podcasting, on-demand, and digital audio management system, POST, to produce time-shifted radio content see higher ratings and revenue than non-users. A Nielsen analysis of minute-level PPM data compared against POST server logs shows that AM/FM outlets who produce time-shifted radio content using POST get 3x more time-shifted listening on average within 24 hours of the original broadcast than stations not using POST. This number goes up to 8.4x higher time-shifted minutes for listeners aged 18-49 and 5.4x for the 25-54 range.

A complete white paper on the study, which includes more key takeaways, insights developed from the survey data, and tips on developing a strong time-shifting strategy, is available for free download at futurimedia.com/timeshiftedaudio.

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