Study on online radio in Germany: Webradio Monitor 2009

The number of German online radio stations has sharply risen in the past years. By April 2009, there were 1,914 online radios. By the end of 2009, the number will increase to approx. 2,200 – a five-fold increase in stations since 2006 (when there were around 450).

With the publication of “Webradio Monitor 2009”, the Bavarian regulatory authority for commercial broadcasting / BLM and Berlin strategy consultant Goldmedia present a comprehensive market overview of providers, use, scope, and ad revenue among German online radios. The study quantifies use through primary data research, drawing from a survey of all online radio providers (1,319). The study includes market and potential analyses as well as a categorisation of internet radios according to genre and type of offerings.

Methodology of Study:  In the period from May to June 2009, Goldmedia surveyed 1,319 German providers (with a total of 1,914 online radio stations) on the number of times their streaming content was accessed. The survey participants reported that their online radio channels reach an average of 3,933 users per day. This sums to a total daily scope of 7.5 million German online radio users. This value includes all access from within and outside of Germany and also users who accessed the station multiple times. For this reason, it is not possible to make a direct comparison with user surveys on internet radio use, like the ARD/ZDF online study or the Bavarian radio analysis (Funkanalyse Bayern).

Key-Findings

• New online radio report published by Goldmedia
• Five-fold increase in online radio offerings since 2006
• 4/5 broadcast exclusively online, 1/5 are live streams by FM radio stations
• Forecast for 2013: about 21m German online radio users per day
• Average daily use of online radio at the end of 2008: 73 minutes
• High marketing potential despite absence of uniform “currency” for advertising
  
  

The short version of the study in English can be accessed at no charge here: