The Custom Channels Blog

More Proof Why Brands Need To Start Their Own Internet Radio Station

Posted by John on April 12th, 2012

Interesting highlights about Internet radio in the latest The Infinite Dial 2012: Navigating Digital Platforms, a survey of 2,000 Americans from Edison Research and Arbitron.

The usage of online radio has been tracked 20 times in the past 15 years by this survey. That’s experience and accumulated knowledge to better understand online media.

“This year’s increase in weekly usage is the largest year-over-year jump we’ve ever recorded. The increased demand for online audio content, and the ever-expanding variety of that content, shows that online radio continues to be a resilient, adaptive media for the changing needs of today’s consumer,” said Bill Rose, Sr VP Marketing, Arbitron Inc.

That shows us that there’s strong demand and high usage from Americans for Internet radio.  One reason for the increase is mobile listening.  Smartphones are having a profound impact on media and entertainment.  Internet radio is reaching people on-the-go, in addition to at-work and at-home.


  • Online Radio reaches 39% Americans in a month – an estimated 103 Americans.
  • Online radio reaches 29% Americans in a week – an estimated 76 Americans.
  • Online radio listeners report listening for nearly ten hours per week, or about two hours a day.  That’s a high number considering all of the available entertainment and media choices.


First, these are good reasons for brands to use advertising, promotional and sponsorship opportunities both locally and nationally on existing Internet radio to reach this big audience.  Of course, it’s someone’s else content you’re joining in on.

The second take-away is that brands don’t have to be Pandora, Spotify, iHeartradio or a local FM station to have their own Internet radio station.  Lots of businesses and brands are jumping online creating and curating music channels with messaging that are interesting, fun and relevant to their target audience.  Brands such as Life is good, Floyd’s Barbershop, AARP, NoShoesRadio, Which Wich Superior Sandwiches,  MOD Pizza, Chipotle, CMT TV, and Abercrombie & Fitch have an online radio presence.

Remember, too, that Internet radio is sharable.  “I’m listening to…” on Facebook and twitter from a friend is a powerful endorsement.  Let your fans listen and spread the word.

For more advice on Internet radio, or to create your own online channel, contact us here at Custom Channels.  303-444-7700. 

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