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Smart Speakers Are Replacing Non-Car Radios...

 
Monday, March 1, 2021
 
NuVoodoo's "The Road Forward" presentation at the recent CRS was a real eye-opener. What they uncovered was as important as any recent radio study finding. Simply put, smart speakers are replacing non-car radios, especially among young demographics...
 
The presentation by NuVoodoo's Leigh Jacobs and Carolyn Gilbert combined results from two studies, a qualitative one and a quantitative one, done between November 2020 and January 2021 and representing 3,100 people who considered themselves fans of the "latest Country music" or "Country from the last 10 years."
 
Among their findings: 18-34s use smart speakers more than non-car radios, and only 45-54s are generally more connected to over-the-air (OTA) FM. While Jacobs noted that "FM over-the-air and FM streaming can be a potent combo," Gilbert added: "It's really time to ride the horse in the direction it's going, and we should acknowledge we should be using streaming to keep us in the game."
 
OTA FM listening still leads in the car, but digital service providers like Spotify, Amazon Music and Pandora dominate everywhere else. "In every other place we asked about - at work, outside the home, working at home, various rooms around the home - streaming of FM stations gets as much attention as a regular radio" - Leigh Jacobs...
 
Current Country music has positive momentum, in terms of how fans perceive it. DSPs have the edge, though, when it comes to introducing new artists and the expectation that they will play more songs listeners love than FM radio. Carolyn Gilbert adds: "FM is far from done, and we can do more to offer positive reinforcement to smart-speaker behavior." That includes promotions, marketing and contests...
 
Whether it's the blend of eras they prefer or the balance of songs by male Country artists and female Country artists, male listeners tend to think Country radio has it about right. That's less the case with female listeners: 56% of women responded they'd like a 50/50 balance of male and female artists, but only 49% said that's what they got from the station they listened to most. "Bottom line: Men are fine with the balance, it's women who perceived a bit of difference," said Gilbert...
 
While Country radio loses to DSPs on music delivery expectations, the study said strong hosts and a feeling of community continue to generate a lot of love for FM Country. Gilbert closes with this: "The non-music elements, the things that help attach a station to the listener in the community, are all the more important in 2021. It's got to be more than the music. We have to focus on content and talent. It's what we have that the DSPs can't possibly match."
 
I(n)M(y)O(pinion):
  • Radio is getting back to providing entertaining its audience between the music it plays. It's time to realize it was more than the music that made radio as important as it once was...
  • Of all the music formats, Country is my pick for most underrated...
  • Digital service providers are where most music listeners hear new music...
  • NBC's "Doc Emrick: The Voice Of Hockey" ranks right up there as one of the best sports documentaries ever done...
  • Do invite Bruce Springsteen and Barack Obama to the same party...
  • You can go ahead and invite Facebook & the Australian Government to the same party, as well... 
  • I was happy to see that Macy's is moving clothes well during the pandemic. We need them to be successful...
  • Sorry, Clubhouse, but I have no desire to wangle an invite to your website...
  • Gender neutrality has reached the Potato Head family...
  • Landing on Mars is wonderful and all that but shouldn't we be trying to fix the planet we inhabit first...   

 

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