To shed some more light on how to use this method and its effectiveness, we decided to put together this material. As a company that works based on data, this is the best way to prove any information. As the saying goes: “There is no argument against facts.”
Some studies on radio consumption in streaming
Firstly, as demonstrated by the Inside Radio study by KANTAR IBOPE philippines phone lookup radio consumption by the population of 13 metropolitan regions studied increased by 3 percentage points, totaling 83% compared to last year. Based on this consumption, approximately 7.4 million of these people listened to radio via the web.
Furthermore, 29% of listeners believe that the possibility of listening to the radio online has changed the way they consume the medium.
The study also points out that there was an 85% growth compared to 2019 in radio consumption via the internet.
These studies demonstrate how radio has been increasing its popularity as listeners are increasingly adopting radio consumption through Streaming (web).
Therefore, to save money and effort and follow the new consumer trend, most broadcasters in Brazil broadcast the same programming via streaming as that broadcast on conventional radio (on battery-powered radios, in cars or other devices).
We asked the radio stations why the programming is the same…
“It’s a personal problem, with people, and another is a problem of schedule disruption. Since the announcer works a certain time, that ‘Voz do Brasil’, which is from 7 to 8, usually ends its shifts. There’s no one left there. The last one at 7 o’clock, he opens the channel where he will catch ‘A Voz do Brasil’, puts it on and leaves. After that, the announcer who comes in at 8 o’clock at night arrives.”
“And speaking of this shift… it’s an hour that you’ll have to pay extra for or an hour that doesn’t justify it, so the same programming is played. Of course, some radio stations, which have a larger infrastructure, have staff that continues to work for the app, for streaming… but most don’t…” – responds Johann from Amizade radio, in Igrejinha – Rio Grande do Sul.
We also asked the radio station Studio FM 99.1 in Jaraguá do Sul. They answered:
“Regarding the broadcast of the Voice of Brazil, we broadcast the same programming on the radio as on the web, for the sake of programming standards and optimization of procedures. In addition, we recognize the effectiveness of the 'Voz do Brasil' as a habit that has long been part of Brazilian radio culture.”
Even with all the investment made by broadcasters to be increasingly present in the digital world, there are still disagreements and different understandings about broadcasting via antenna and streaming. We can use as an example the fact that, during CNN's programming, journalist Raquel Landim categorically stated that there is no broadcasting of the program “Voz do Brasil” via radio streaming.