Bridge Ratings Updates Digital Media Growth Projections

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Bridge Ratings Updates Digital Media Growth Projections

Apr 27, 2007 9:25 AM

Glendale, CA - Apr 26, 2007 - Bridge Ratings, a radio audience measurement service company, has updated its quarterly digital media growth projections. The projections cover Internet radio, satellite radio, HD Radio, terrestrial radio, podcasting and cell phones. The overall results of the study show that Internet radio growth is booming, interest in satellite radio is waning, and HD Radio growth will continue to grow, but not at the rate previously predicted.

At the end of 2006, Bridge estimate that 24 percent of the U.S. population (72 million Americans) listened to online radio in the previous 30 days. In this newest update of the report, 25 percent have listened in the previous 30 days. Weekly listening has also climbed with 19 percent of the sample listening to some form of Internet radio in the previous 7 days up to 57 million per week.

Bridge anticipates that at the end of 2007, monthly Internet radio listening will reach 31 percent of the U.S. population and 38 percent by the end of 2008.

Satellite radio growth expectations in 2004 were showing subscription growth at a steady pace to reach a combined total (both services) of 32 million subscribers by 2010. The revised projection for 2007 now places the anticipated combined subscription at 24 million by 2010. Predictions for 2007 have been adjusted from the 2004 anticipated combined total of 15 million to the 2007 anticipated combined total of 13.5 million.

The HD Radio projections have been reduced to fewer than 500,000 users by the end of this year. The study asked respondents, "Why isn't HD radio catching on?" The number one response from those who have "little or no interest at this time" was "Don't see a need" followed by "Not aware of its benefits."

The report shows that podcasting is increasing as a popular method to receive audio entertainment. The complete report is available at