Streaming
radio listeners have words of caution to music services, including Radio, that have
designs on converting them from FREE to PAID SUBSCRIBER: “Not so fast.” Kelly Music Research surveyed 500 people aged
17 to 59 years old in large, medium and small markets nationwide about their
behavior and preference for streaming music services. We asked about some of the big streaming
players who offer FREE and PAID services.
We also included AM/FM radio in the array of topics. Not only did most say “no thanks” to the idea
of paying for their current free streams, verbatim comments show that many were
infuriated by the hypothetical scenario suggesting that AM/FM Radio might one
day ask for a subscription fee.
FREE Still Rules
Fewer than
8% of our survey respondents reported using the PAID versions of Pandora,
Spotify or SoundCloud. Advertiser
supported FREE is still preferred among those who have embraced streaming. Pandora leads the pack among streamers with
64% saying they have used some form of the service. The number jumps to 75% of the younger 17-34
demographic. Spotify was the service
more likely to earn paid users with 4.6%, followed by Pandora’s paid version
with 2.4%.
Would You
Pay?
If FREE were
no longer an option, few said they would ante up. Assuming there are other services out there
that remain free, the vast majority would rather switch than pay. Only 12% say they would pay for their
favorite stream if it were no longer free.
Men are more likely to pay (14.2%) than women (10.5%). Younger streamers are the most willing to pay
- 22% of 17-24, 16% of 25-34, 11% of 35-44 and 8% of 45-59. The remainder would refuse to pay and just
find a free service.
AM/FM Radio
Usage
They are
still listening to AM/FM. Interestingly,
only 1.6% of our sample says they never listen to AM/FM. However, significant numbers now only listen
to Radio while in the car. While 98%
report they still listen to traditional radio, 40.4% say the only place they
listen to AM or FM radio stations is in the car. Among the younger 17-34 year olds, about 50% tune
in to AM/FM only in the car.
Would you
pay for AM/FM?
Similar to
our question about being forced to pay for their favorite free streaming
service, we also proposed the notion of being forced to pay to listen to AM/FM
radio. Only 9.7% said they would pay to
listen to their favorite AM/FM station.
Compare this to 12% who say they’d pay for their favorite stream choice.
Verbatim
Comments
Often the
most interesting reading in surveys is responses to open-ended comments. These comments are optional, so not everyone
adds a comment. Typically, those who are
most moved by the subject or are passionate about an issue feel compelled to
say something extra. It’s important to
remember each comment is only one person’s opinion. As you read through the comments, you will
see themes surface. It is these common
threads that can lead to real answers, assumptions, or more questions.For 25 years Kelly Music Research has provided music testing and market analysis surveys for the Radio Industry. Custom callout, library tests and perceptual surveys are available for cash or barter. For more information, call 610-446-0318, e-mail KellyMusicResearch@gmail.com or visit www.KellyMusic.com
Optional additional comments re: PAID vs FREE audio streaming. Gender, Age and home State
listed.
(Verbatim listener comments unedited)
F, 55, AR,
I will never pay to listen to music. I also like the DJ's. Why put them out of jobs?
I will never pay to listen to music. I also like the DJ's. Why put them out of jobs?
M, 27, VA,
I don't think there is a paid radio station. All the channels I listen to are free of charge.
I don't think there is a paid radio station. All the channels I listen to are free of charge.
F, 54, PA,
Music has been the main source of entertainment way before television. With everything costing money music needs to remain free. Music does so many things. It lulls babies to sleep, makes people cheer up, allows people to put their feelings into songs, and makes special moments even better by hearing a special song that makes your heart race and make you smile. Keeping it free makes it available for everyone.
Music has been the main source of entertainment way before television. With everything costing money music needs to remain free. Music does so many things. It lulls babies to sleep, makes people cheer up, allows people to put their feelings into songs, and makes special moments even better by hearing a special song that makes your heart race and make you smile. Keeping it free makes it available for everyone.
M, 34, VA,
Listening to free music determines whether or not I would purchase the music
Listening to free music determines whether or not I would purchase the music
F, 55, AR,
too much out there to have to pay for it
too much out there to have to pay for it
F, 43, WA,
I will only pay for music if I want an entire CD. On-line and radio should be free!
I will only pay for music if I want an entire CD. On-line and radio should be free!
M, 30, MA,
If music streaming services that were originally free was paid, then I'd most likely stop using streaming services.
If music streaming services that were originally free was paid, then I'd most likely stop using streaming services.
F, 58, MO,
I pay for Sirus radio because the FM stations where I live have too much crap on them & very little music -- and the music is always the same!! Never anything different -- I know there is a ton of music made & all I hear on the radio is repeated music over & over!!
I pay for Sirus radio because the FM stations where I live have too much crap on them & very little music -- and the music is always the same!! Never anything different -- I know there is a ton of music made & all I hear on the radio is repeated music over & over!!
F, 48, WA,
1) Feel free to share additional comments on PAID vs FREE music services:
I will not pay, regardless
1) Feel free to share additional comments on PAID vs FREE music services:
I will not pay, regardless
F, 50, NJ,
please don't tell me they are going to start charging to listen to the dang radio - airwaves have always been and should always remain FREE
please don't tell me they are going to start charging to listen to the dang radio - airwaves have always been and should always remain FREE
F, 51, TX,
no reason to pay for music these days
no reason to pay for music these days
M, 57, NJ,
I think Most Music should be free.
I think Most Music should be free.
M, 49, NJ,
I have sirius so i listen too that most of the time
I have sirius so i listen too that most of the time
F, 48, PA,
They took tv away now the radio? Cmon.
They took tv away now the radio? Cmon.
F, 59, PA,
Love my surius
Love my surius
F, 36, MO,
If i was going to pay for music, i would probably just buy songs/albums from itunes.
If i was going to pay for music, i would probably just buy songs/albums from itunes.
M, 58, SC,
Free is king!
Free is king!
M, 42, NJ,
Love XM
Love XM
F, 35, NC,
I pay for Tidal because it has exclusive access to my favorite artist's catalogue, which is not available on any other service.
I pay for Tidal because it has exclusive access to my favorite artist's catalogue, which is not available on any other service.
M, 56, OK,
Free is better because the service can always sell ad space for income.
Free is better because the service can always sell ad space for income.
F, 21, TX,
I currently ony listen to FREE music services. I will never subscribe to PAID music services.
I currently ony listen to FREE music services. I will never subscribe to PAID music services.
M, 43, PA,
I definitely believe the artists should get their fair share of the profits from these services, especially when they're just getting started. Bands need the resources to not only live on, but so they can evolve and grow.
I definitely believe the artists should get their fair share of the profits from these services, especially when they're just getting started. Bands need the resources to not only live on, but so they can evolve and grow.
F, 31, PA,
I support my favorite artists by buying music, merchandise, concert tickets...but I would absolutely never pay to listen to favorite songs on a per-listen basis.
I support my favorite artists by buying music, merchandise, concert tickets...but I would absolutely never pay to listen to favorite songs on a per-listen basis.
M, 51, OR,
I suscribe to Rhapsody
I suscribe to Rhapsody
F, 48, NJ,
At one time I was willing to pay for music services & did so for about a year & found it to be a waste. I had an additional 50+ stations & still often found nothing I wanted to listen to.
At one time I was willing to pay for music services & did so for about a year & found it to be a waste. I had an additional 50+ stations & still often found nothing I wanted to listen to.
F, 55, NY,
I have a sirius radio
I have a sirius radio
F, 36, WI,
I pay for streaming because i need it for my job.
I pay for streaming because i need it for my job.
M, 25, NJ,
I woulf pay for spotify however 9.99 per month is expensive in my opinion.
I woulf pay for spotify however 9.99 per month is expensive in my opinion.
F, 58, NJ,
I'd never pay for the radio, I'd listen to cd's
I'd never pay for the radio, I'd listen to cd's
M, 45, SC,
Paying for music should be limited to buying it. If I had to pay for music services, I would just buy the music and play it on my own MP3 player or CD player rather than pay a monthly subscription. Music subscriptions are not worth it in my opinion. By the time you pay for a month's subscription fee, you could have added an album to your personal collection. Support the artists BUY the music, not rent it.
Paying for music should be limited to buying it. If I had to pay for music services, I would just buy the music and play it on my own MP3 player or CD player rather than pay a monthly subscription. Music subscriptions are not worth it in my opinion. By the time you pay for a month's subscription fee, you could have added an album to your personal collection. Support the artists BUY the music, not rent it.
F, 52, PA,
I am willing to pay to hear music I like if it is WITHOUT commercials
I am willing to pay to hear music I like if it is WITHOUT commercials
F, 47, TN,
It would depend on the price of a paid music service as to whether I would use it or just find a free service
It would depend on the price of a paid music service as to whether I would use it or just find a free service
F, 54, MO,
It seems the platform. is much like cable,or dish tv. several stations,or networks. With the same,or similar formats
It seems the platform. is much like cable,or dish tv. several stations,or networks. With the same,or similar formats
F, 46, PA,
On a tight budget dont do extras
On a tight budget dont do extras
F, 51, NJ,
Paid is ok if low fee...no commercials and less repetition
Paid is ok if low fee...no commercials and less repetition
F, 28, CA,
I would more likely listen to a free music services because then if the song is good I'll decide if I want to buy the song or not because of how much I like it.
I would more likely listen to a free music services because then if the song is good I'll decide if I want to buy the song or not because of how much I like it.
M, 42, PA,
Ridiculous. ... pay for music on thd radio. Desperate times. ...
Ridiculous. ... pay for music on thd radio. Desperate times. ...
M, 47, OH,
ive never paid for radio.
ive never paid for radio.
F, 49, PA,
Stations should raise revenue the old fashioned way - earn from advertisers and/or sponsors!
Stations should raise revenue the old fashioned way - earn from advertisers and/or sponsors!
F, 47, NJ,
unfair to charge for music
unfair to charge for music
M, 28, NY,
Only paid service I use is Sirius XM in my truck because they have three commercial free country channels. Including Prime country a 90's country channel that I love
Only paid service I use is Sirius XM in my truck because they have three commercial free country channels. Including Prime country a 90's country channel that I love
F, 46, PA,
I would only consider a paid service if there were no commercials and the cost was low
I would only consider a paid service if there were no commercials and the cost was low
F, 54, PA,
Free is always better!
Free is always better!
M, 42, MD,
If the artists got more than a mere pittance, I would be more likely to pay for services such as these, however, knowing what artists get -- especially younger or less popular artists -- I'd rather purchase their music outright and use Clementine or MusicBee for my player.
If the artists got more than a mere pittance, I would be more likely to pay for services such as these, however, knowing what artists get -- especially younger or less popular artists -- I'd rather purchase their music outright and use Clementine or MusicBee for my player.
M, 45, FL,
Free Services like Spotify would benefit from allowing the same functionality of the paid service but commercials/ad should be required listening to use this functionality.
Free Services like Spotify would benefit from allowing the same functionality of the paid service but commercials/ad should be required listening to use this functionality.
F, 53, AR,
Its not worth it to have to pay to listen to music. I have CDs I can listen to over and over again.
Its not worth it to have to pay to listen to music. I have CDs I can listen to over and over again.
F, 22, CA,
it makes sense that streaming services are starting to charge, i like that i can take spotify anywhere and i don't have to deal with commericals. if the radio was no longer free, they would lose a lot. no one wants to pay for FM/AM radio, thats what satelite radio is for.
it makes sense that streaming services are starting to charge, i like that i can take spotify anywhere and i don't have to deal with commericals. if the radio was no longer free, they would lose a lot. no one wants to pay for FM/AM radio, thats what satelite radio is for.
F, 40, PA,
I don't want to pay to listen to music
I don't want to pay to listen to music
F, 46, NY,
Always try to stay with FREE service
Always try to stay with FREE service
M, 47, MD,
If FM started charging I would go to sirius xm.
If FM started charging I would go to sirius xm.
M, 44, NC,
Genreally music should be free. If you want a particular song or album for your own collection, you should purchase that.
Genreally music should be free. If you want a particular song or album for your own collection, you should purchase that.
F, 28, MD,
I think that paid services would need to offer more background services to outweigh free services.
I think that paid services would need to offer more background services to outweigh free services.
F, 25, NC,
Free music services are the best. If things were required to be paid in order to listen I feel as though they would lose a lot of business.
Free music services are the best. If things were required to be paid in order to listen I feel as though they would lose a lot of business.
F, 35, NC,
I don't see a need to pay for music services. I would rather listen to commercials than pay for service.
I don't see a need to pay for music services. I would rather listen to commercials than pay for service.
F, 51, PA,
If I had to pay to listen to music, I might as well just buy CDs and listen to them. That way it's only a one time fee.
If I had to pay to listen to music, I might as well just buy CDs and listen to them. That way it's only a one time fee.
M, 46, MI,
I used to have XM and later XM/Sirius Satellite Radio. A few years later I discontinued the service. I would rather listen to a service that has minimal advertising.
I used to have XM and later XM/Sirius Satellite Radio. A few years later I discontinued the service. I would rather listen to a service that has minimal advertising.
F, 50, PA,
I like to listen to free am/fm radio and satellite
I like to listen to free am/fm radio and satellite
F, 49, PA,
I don't think that we should be charged to hear music.
I don't think that we should be charged to hear music.
M, 54, NJ,
I'll pay for downloads and CD's, I will not pay to listen to a FM/AM radio station
I'll pay for downloads and CD's, I will not pay to listen to a FM/AM radio station
F, 54, SC,
Radio should always be free.
Radio should always be free.
F, 40, PA,
The only thing I pay for money is ITUNES and thats it.
The only thing I pay for money is ITUNES and thats it.
M, 53, SC,
I prefer not to pay for radio music. I am a member of Amazon Prime and I get the streaming service through Amazon, at a price, but the other benefits contribute to why I am willing to pay the fee for the service
I prefer not to pay for radio music. I am a member of Amazon Prime and I get the streaming service through Amazon, at a price, but the other benefits contribute to why I am willing to pay the fee for the service
F, 47, OR,
As far as radio is concerned, there are already cable versions to pay for and there should be plenty of free options. I believe in equity and deleting a free option for radio stations doesn't serve those who do not make enough money to pay for the extra luxury of a paid only music service.
As far as radio is concerned, there are already cable versions to pay for and there should be plenty of free options. I believe in equity and deleting a free option for radio stations doesn't serve those who do not make enough money to pay for the extra luxury of a paid only music service.
M, 36, MO,
I like my music free that's how it has been and should stay
I like my music free that's how it has been and should stay
F, 58, SC,
I enjoy saterlite radio and pay a fee however I wish that they were free as well.
I enjoy saterlite radio and pay a fee however I wish that they were free as well.
F, 44, OR,
I listen to radio and streaming service to hear new music and I don't mind advertising (I don't love commercials, but I think it's a fair trade). When I hear new artists and albums that I like I buy CDs and/or vinyl.
I listen to radio and streaming service to hear new music and I don't mind advertising (I don't love commercials, but I think it's a fair trade). When I hear new artists and albums that I like I buy CDs and/or vinyl.
M, 47, NC,
The commercials that they play pays for the music. I shouldn't have to pay on top of that.
The commercials that they play pays for the music. I shouldn't have to pay on top of that.
F, 40, WA,
Music shouldnt be something you oay for
Music shouldnt be something you oay for
M, 56, NJ,
I like Sirus radio and think it's fairly reasonable
I like Sirus radio and think it's fairly reasonable
F, 22, ID,
Well first of all, it depends on the total monthly cost and what benefits I would receive by purchasing this service. It's not as simple as saying I will only use a free service.
Well first of all, it depends on the total monthly cost and what benefits I would receive by purchasing this service. It's not as simple as saying I will only use a free service.
F, 50, MO,
I pay for XM radio. I would not pay for FM or another streaming music service.
I pay for XM radio. I would not pay for FM or another streaming music service.
F, 35, PA,
I do listen to Amazon Prime so it's paid but I was already paying when they added streaming music.
I do listen to Amazon Prime so it's paid but I was already paying when they added streaming music.
F, 43, PA,
I listen to commercials to help keep my radio station free to me. I hope that doesn't change.
I listen to commercials to help keep my radio station free to me. I hope that doesn't change.
F, 25, CA,
free is better! but i love my radio stations on air.
free is better! but i love my radio stations on air.
M, 57, OH,
I think AM & FM radio should remain free. I would not like it, but I suppose I would pay for radio (I would expect to have a selection of AM/FM stations for the price).
I think AM & FM radio should remain free. I would not like it, but I suppose I would pay for radio (I would expect to have a selection of AM/FM stations for the price).
M, 36, PA,
I pay for television service, I would not pay for radio service.
I pay for television service, I would not pay for radio service.
M, 56, NJ,
I listen to siruis radio
I listen to siruis radio
M, 47, PA,
I have a Sirius paid subscription
I have a Sirius paid subscription
M, 55, MD,
Not enough of my favorite content.
Not enough of my favorite content.
F, 20, IL
I don't mind commercials, that is how I get to listen to music for "free".
I don't mind commercials, that is how I get to listen to music for "free".
M, 40, MD,
I pay for sirius xm but would never pay for internet radio
I pay for sirius xm but would never pay for internet radio
F, 32, NY,
I would just pay on itunes and have the songs for life.
I would just pay on itunes and have the songs for life.
F, 45, PA,
I enjoy my Sirius subscription. I don't have it in my car, however. I wish regular radio would offer more choices.
I enjoy my Sirius subscription. I don't have it in my car, however. I wish regular radio would offer more choices.
M, 25, ID,
Free radio still is important.
Free radio still is important.
M, 56, PA,
If I'm already paying a fee for my internet access and with music streaming I have to pay more (due to BW usage), I would not like paying for streaming music.
If I'm already paying a fee for my internet access and with music streaming I have to pay more (due to BW usage), I would not like paying for streaming music.
F, 50, MD,
I like having a free service to introduce me to new music. There is so much new music out there that is not good, I would not be happy to have to pay to hear it.
I like having a free service to introduce me to new music. There is so much new music out there that is not good, I would not be happy to have to pay to hear it.
F, 43, PA,
The only paid music service I use is Amazon music because it is included with my Amazon Prime subscription. For under $100 per year, not only do I get music, but I get movies, free 2-day shipping and other benefits.
The only paid music service I use is Amazon music because it is included with my Amazon Prime subscription. For under $100 per year, not only do I get music, but I get movies, free 2-day shipping and other benefits.
M, 34, SC,
i use i heart radio to stream a good rock station , Columbia S.C. Rock station Fox 102.3 is the worst rock radio station. Complete garbage
i use i heart radio to stream a good rock station , Columbia S.C. Rock station Fox 102.3 is the worst rock radio station. Complete garbage
M, 57, NJ,
I pay for Sirius
I pay for Sirius
F, 47, SC,
Like amazon prime free music now because no commercials
Like amazon prime free music now because no commercials
M, 29, ID,
I can understand paying for my Slacker Radio service but paying for FM and AM broadcasts is just not cool
I can understand paying for my Slacker Radio service but paying for FM and AM broadcasts is just not cool
M, 26, WV,
Why will i pay to listen my FAVORITE FM or AM RADIO STATION in the Car?
Why will i pay to listen my FAVORITE FM or AM RADIO STATION in the Car?