The power of streaming in digital audio

We have been reading for years how Digital TV streaming is changing the way in which we watch television. For example, people between the ages of 18 to 24 only watched movies and TV shows half the time on a television set. But, what’s going on with the radio and audio?

In recent days, Audio.Ad launched the study “State of digital audio in the US Hispanic market”, looking to analyze audio content habits of Spanish speakers through different Internet connected devices.

Within the general findings and conclusions of the study, I want to focus on the streaming results.

3 out of 10 respondents in the study consume audio through online streaming sites. The apps most used by Hispanics are: Pandora (not available for Latin America) with 33%, Spotify with 15% and Bandcamp with 15%.

Pandora is a platform that allows you to create your own radio stations with your favorite type of music; nevertheless, even though the Spanish speakers’ most listened to application in the US continues to be limited, its service is not available outside the US, Australia and New Zealand.

In the case of Spotify things change a little bit. According to The Telegraph, it is the first musical streaming service to reach 100 million active users throughout the world, and 30% of this figure are premium users.

And Bandcamp, app that supports artists’ success through the purchase of music by their fans, turning it into an exclusive service based on user experience and musical taste. By 2015, music lovers had paid US$ 162 million to artists using Bandcamp.

All of these have a defined target and audience that, when aggregated, provide a great entry gate for online advertisement, where histories and emotions play a fundamental role in connecting brands and Hispanics with audio messages.