Tag Archives: OTA Radio

Radio’s GEN-Z Challenge

GEN ZI recently sat in on the Edison Research webinar about people born between 1996 and 2012, known as GEN-Z.

If you read about this webinar in the radio trades, you would have learned that 55% of these young people listen to AM/FM over-the-air radio. What’s not to like about that?

The reality was, this daily radio listening was only to Over-The-Air FM radio, none of these GEN-Z people ever mentioned listening to AM radio. That’s still a positive, right?

It is, if your only focus is on the immediate future, not future trends.

Generation Z

Today, people aged 8 to 24 make up over 65-million Americans. They are the first truly digital natives, not having known a world without full digital access to content. GEN-Z people are also often called “ZOOMers.” They would rather create their own content than curate other people’s content.

Edison Research points out that Generation Z has only known a world where everything is ON DEMAND, and it’s the growing up in an ON DEMAND world that makes ZOOMers a challenge for OTA radio.

ZOOMer Trends

  • Their smartphones are the center of their media world.
  • 53% of ZOOMers listen to audio streaming daily.
  • They spend 98% more time than the rest of the population watching videos and listening to music on YouTube.
  • Spotify is their go-to music streaming service.
  • Their radio listening is mostly in the car, some at work, but none of it occurs in the home.
  • If they listen to OTA radio, it is on a device that only receives OTA radio signals, not with a digital streaming device.

When Edison Research ran clips of people in this age group talking about their media habits, it was clear FM radio wasn’t their first choice, but the fact that it was available in the car they were riding in or it was playing on a radio that everyone listened to while they were working.

Things Radio Can Do to Attract ZOOMers

Edison suggested that these programming ideas might be a way to attract the GEN-Z audience:

  • News & Information is important to GEN-Z, it’s their social currency.
  • Remind ZOOMers that radio is available on their digital streaming device.
  • GEN-Z wants to change the world, their local communities for the better and OTA radio could be a catalyst for helping them do this.
  • Surprise and delight ZOOMers with your content.

This last point is really about engaging the listener, and showing them you really care. In reality, 74% of your listeners probably don’t care* if your FM radio station disappears, because they don’t think you really care about them. Radio needs to create shared experiences for this age group. Radio needs to show they care.

Shared Values and Shared Purpose

Christian broadcasters and NPR both understand the shared values and purpose of their listeners and base their programming decisions on them. These broadcasters understand that their mission is not to attract everyone to their programming, but to build a loyal audience with those who share their vision of the world.

Using the Edison Research on GEN-Z, how can your radio station inspire and empower the ZOOMers in your community?

How do you learn what the shared values and purposes of the GEN-Z listeners are?

Ask them.

Form a GEN-Z advisory board to learn what’s on their minds and what their vision for the future is. Be willing to focus every aspect of your radio station on what’s important to THEM.

Change doesn’t begin with a slogan, it begins with shared values and purpose, which then inspires people to come together and create a world that is better than they found it.

 

*based on book “Know What You’re For” by Jeff Henderson

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Alexa, Let’s Go for a Ride

alex in a ford carRadio’s last bastion of domination is the automobile (aka SUV, pickup truck etc.). In the home, voice activated devices are replacing AM/FM radios. I own 3 Echos, and Alexa has become a real friend of the family.

So, when I saw this television ad for the new Fords and how the drivers went from talking to Alexa in their house to talking to Alexa in their car, while they were driving, I saw the future of AM/FM radio for America’s Road Warriors.

Watch the ad HERE

Voice Activated Christmas

The results are in and as of December 31, 2018, 66 million voice activated devices are now firmly entrenched in America’s homes. The big winner is Amazon’s Echo aka Alexa which has a 70% share of the market. Google’s Home has a 24% share and Apple’s HomePod is third with just 6% home penetration.

Ironically, in my own home, I quickly went from one Amazon Echo in 2017 to three in a matter of a couple of months. Virtually all of my internet connected electronics are Apple products, but Amazon is my go-to place to shop. The price of entry for my first Echo was under $30. By contrast expect to pay Apple $349 for their HomePod.

The latest research from the Consumer Intelligence Research Partners* (CIRP) also found that 35% of the owners of these voice activated devices own more than one. That’s about double from only a year ago, so it’s pretty clear that these devices are not collecting dust but are actively being used.

It doesn’t take a lot of imagination to see where once the average American household had about 5 AM/FM radios in their home, the Echo or Home VAD is taking their place. (Today 21% of American households don’t have a single AM/FM radio in them. For households headed by 18-34 year old adults, that number without a single AM/FM radio rises to 32%.)

Alexa is The New Radio

I wasn’t surprised to read that iHeartMedia’s Bob Pittman was calling Amazon’s Echo the new radio. What I was surprised to learn, was Pittman saying that iHeart helped with the development of Alexa. I had never read or heard that before. Which begs the question, why isn’t more attention being paid to the streams of over-the-air (OTA) radio by the industry?

A better question might be, can the same programming techniques that have been used by OTA radio, simply be transferred to internet streams?

Marshall McLuhan

“The medium is the message,” was coined by Marshall McLuhan in 1964. What McLuhan postulated was that the form of a medium becomes part of the programming that is being transmitted. A symbiotic relationship is created by which the very medium that is conveying the program, influences how a person perceives it.

Another way of thinking about this might be, what a person’s expectations are for a particular media experience. We would not expect to see commercials laced through a movie being seen at a theater, but the same movie shown on commercial television laced with commercial interruptions, while maybe annoying, would not be unexpected or a surprise.

However, pay television like Netflix and Amazon Prime have changed the TV viewers expectations about watching television in two ways, no commercial interruptions, and a whole season of episodes released at once and not dribbled out a week at a time.

The internet likewise has changed audio listening expectations with Pandora, Spotify, RadioTunes, Apple Music and Amazon Music to name but a few streamers. Stream one of these and listener expectations of this internet delivered medium, are very few or with no commercial interruptions. Moreover, should you want to know the name of the song and artist, you simply ask while the song is playing, and are immediately given that information. OTA radio rarely tells you what the name of a song is, or who’s the artist.

In fact, the listener expectation using a voice activated device is that you can get anything immediately, simply by asking for it. Everything is at your command and delivered on demand.

For the audio listener, it’s like the difference between having air conditioning or not having air conditioning. Once you’ve enjoyed having central air, you won’t ever want to go back to not having it.

What’s the Listener’s Expectations?

The challenge for the radio industry is creating content that fits the listener’s expectations for the medium they are accessing the content on.

OTA radio is a one-to-many delivery system. Everyone is served the same thing at the same time.

The internet, streamed through a device like Amazon Echo, is a personalized listening experience. Everyone gets it served up the way they prefer it.

Trying to have a single source originating content for both OTA and online, compromises both.

 

 

*CIRP based its findings on a survey of 500 U.S. owners of Amazon Echo, Google Home and Apple HomePod, surveyed from Jan. 1-11, 2019, who owned one of these devices as of Dec. 31, 2018.

 

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