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Online radio in Germany Web Radio Monitor 2011 Commissioned by the Bavarian Regulatory Authority for Commercial Broadcasting BLM July 2011 Goldmedia GmbH Strategy Consulting Dr. Klaus Goldhammer, Dr. Michael Schmid, Christine Link Oranienburger Str. 27, 10117 Berlin, Germany Tel. +49 30-246 266-0, Fax +49 30-246 266-66 info[at]Goldmedia.com
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Online radio germany-webradio_monitor_2011_goldmedia

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Page 1: Online radio germany-webradio_monitor_2011_goldmedia

Online radio in Germany

Web Radio Monitor 2011

Commissioned by the Bavarian Regulatory Authority for

Commercial Broadcasting – BLM

July 2011

Goldmedia GmbH

Strategy Consulting

Dr. Klaus Goldhammer,

Dr. Michael Schmid, Christine Link

Oranienburger Str. 27, 10117 Berlin, Germany

Tel. +49 30-246 266-0, Fax +49 30-246 266-66

info[at]Goldmedia.com

Page 2: Online radio germany-webradio_monitor_2011_goldmedia

2

Web Radio Monitor 2011

Contents

1. Introduction

2. The German online radio market

3. Use and scope of online radios

4. Mobile usage

5. Social media

6. Advertisement and marketing

7. Trends and forecasts

8. Executive summary

(Please note: longer version in German includes more information on regulations,

legal costs, advertisement, and marketing)

Page 3: Online radio germany-webradio_monitor_2011_goldmedia

3,064

791

Aussand Geantwortetsent responded

Web Radio Monitor 2010

Research objectives and methodology

3

Client and objectives

Client:

Goldmedia‟s study on the use of

German online radio was

produced for the second time

for the Bavarian Regulatory

Authority for Commercial

Broadcasting (BLM)

Study objectives:

Give overview of the German

online radio market

Quantify online radio market in

Germany through survey of all

providers

Provide market analyses and

forecasts for online radio in

Germany

Categorisation of German

online radio stations by genre

and type of service

Project time frame:

April to July 2011

Primary data research

through survey of all German

online radio providers

(n=3,064 ) via online and

offline questionnaires

Response: 791 completed

questionnaires (28%)

Survey period: May 23, 2011

– June 28, 2011

15 Interviews with industry

experts and representatives

Secondary data through

online desk research

Forecasts via top-down and

bottom-up analyses

www.webradiomonitor.de

Methodology Response rates

+

Response Rates Web Radio Monitor 2011

Page 4: Online radio germany-webradio_monitor_2011_goldmedia

4

Web Radio Monitor 2011

Contents

1. Introduction

2. The German online radio market

3. Use and scope of online radios

4. Mobile usage

5. Social media

6. Advertisement and marketing

7. Trends and forecasts

8. Executive summary

Page 5: Online radio germany-webradio_monitor_2011_goldmedia

Value chain: online radio in Germany 2011

Source: Goldmedia Web Radio Monitor 2011

User

GEMA

GVL

Streaming

Provider

Internet Service

Provider

Licensing DistributionContent

FM Broadcasters

Online-only

stations

Personalised

services

Aggregation

Online radio

aggregators

Webradio

Networks

Sales

Radio

marketers

Special

marketers for

online radio

End device

Smartphones

Online radio

receiver

Computer

Value chain for online radio in Germany:

market players (examples)

5

Page 6: Online radio germany-webradio_monitor_2011_goldmedia

450 521

1,600

1,914

2,692

3,064

16%

207%

20%

41%

14%

0

50

100

150

200

250

0

500

1000

1500

2000

2500

3000

3500

2006 2007 2008 04/2009 04/2010 04/2011

Zahl der Webradios Wachstum im Vergleich zum Vorjahrnumber webradios growth year on year

Online-Only

Streams

84%

Simulcast

Streams

11%

Online-

Subbrands

FM

5%

User

Generated

Content

0,41%

2,563

342150

9

Online-Only Simulcast Online-Submarke

UKW

Personalis.

Dienste/UGC

Online Only Simulcast sub-brand personalizedonline fm services/UGC

About 3,100 German online radio stations in

2011, rapid annual growth of 47% since 2006

6

Source: Goldmedia Web Radio Monitor 2009 - 2011, ALM

Jahrbuch

3,064 online radios in Germany (04/2011)

Ø annual growth of 47% since 2006

Online-only stations make up4/5

of total stations

High churn rate – in both 2009 and 2010, about

650 internet radio stations were discontinued

FM subbrands were also affected

Online radios in Germany, 2006 to end of 2011 Summary

Number of German online radios by service

type (04/2011)

German online radios by type of provider

(04/2011)

Page 7: Online radio germany-webradio_monitor_2011_goldmedia

AC

50%

AC

20%

AC

44%

CHR

17%

CHR

16%

CHR

7%

Oldies

9%

Oldies

13%

Oldies

18%

Info

5%

Info

5%

Rock

4%

Rock

15%

Rock

10%

Other

6%

Jazz

8%

Dance

9%

Dance

12%

Black

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

AC CHR Oldies/Schlager Informationen/Talk Rock Sonstiges MOR Jazz Klassik Dance Black MusicAC CHR Oldies/Hits Information/Talk Rock Other MOR Jazz Classical Dance Black Music

Commercial

FM radio

(342 stations)

Online FM sub-

brands

(150 stations)

Online-only

streams*

(2,563 stations)

Online radio offers great variety: more oldies, rock,

dance, jazz, hip hop, and news

7

Format comparison: commercial FM broadcasters and online radios in Germany (4/2011)

* Without aggregators and user generated content. Source: Goldmedia Web Radio Monitor 2011, n=3,064

Page 8: Online radio germany-webradio_monitor_2011_goldmedia

8

Web Radio Monitor 2011

Contents

1. Introduction

2. The German online radio market

3. Use and scope of online radios

4. Mobile usage

5. Social Media

6. Advertisement and marketing

7. Trends and forecasts

8. Executive summary

Page 9: Online radio germany-webradio_monitor_2011_goldmedia

20,00010,000

140,000

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

400.000

450.000

Simulcast

Streams

Online

Subbrands FM

Online Only

Streams

April 2009 April 2010 April 2011

Strong growth for maximum number of hits,

only slight growth for average hits

9

Maximum usage of selected online radios

(daily Ø 2009-2011)

Live

streaming

Online-only

services

Average daily hits per radio station according to their stations

Ø Hits/Day 2010 vs. 2011

Source: Goldmedia Web Radio Monitor 2011, n=791,2010 n=609 and Web Radio Monitor 2009 n = 143,

9

2011

Ø : 8,904

Hits/Day/Station

Ø : 7,800

Hits/Day/Station

2010

13,502

2,007

6,464

15,572

9,419

8,150

Simulcast

Streams

Online

Subbrands FM

Online Only

Streams

April 2010 April 2011

Page 10: Online radio germany-webradio_monitor_2011_goldmedia

53

72

52

62

Online Only

UKW

2011

2010

FM

Online only

Webradio hits

Satisfaction with view numbers drop compared to

2010, mainly disappointed FM web radio

10

*“Very satisfied“ and „rather satisfied“ with on call pay

Source: Goldmedia Web Radio Monitor 2011, n=791, Web Radio Monitor 2010, n = 609

“How satisfied are you with your online

radio access figures?”

Conclusions

52 percent of German webradio-

organizers are contented with the

hits(cp. 2010: 56 % - four percent)

In comparison to 2010, fall of

satisfaction with FM radio and

Online Only

Particularly the group of in 2010

“very satisfied” FM and Sub-brands

providers greatly reduced with 17

percent

Greater dissatisfaction as an

indication of dissatisfaction with

the fact that the medium can

achieve their own web radio in the

differentiated universe difficult the

desired attention

52% 62% 51%

Comparison: “Satisfied”* with on call pay 2010 and

2011

18% 13% 18%

34%49%

33%

29%19%

30%

16% 13% 17%

1 2 3

Sehr unzufrieden

Eher unzufrieden

Neutral

Eher zufrieden

Sehr zufrieden

very dissatisfied

rather dissatisfied

neutral

rather satisfied

very satisfied

Total FM Online only

Page 11: Online radio germany-webradio_monitor_2011_goldmedia

Germany vs. abroad: Only 12 percent of online

radio hits come from abroad

11

88.0%

81.0%

88.6%

12.0%

19.0%

11.4%

0% 20% 40% 60% 80% 100%

Gesamt

UKW

Online Only

Abrufe aus Deutschland Abrufe aus Ausland

Online Only

FM

Total

0 % 20% 40% 60% 80% 100%

Hits from Germany Hits from abroad

Use of German web radio stations by region (04/2011)

Source: Goldmedia Web Radio Monitor 2011, n=791

Page 12: Online radio germany-webradio_monitor_2011_goldmedia

0

2.000.000

4.000.000

6.000.000

8.000.000

10.000.000

12.000.000

14.000.000

16.000.000

1 51 101 151

Hit

s d

urin

go

ne

day

in A

pril 2

01

1

After retrieving sorted streams

Fathead market: 90% of the schedules are generated

by 5% of the online radios that responded!

12

Relationship between the range and market share for a recorded day in April 2011

90% of

the market

Relation between online radios and hits

Source: Goldmedia Web Radio Monitor 2011, n=791

Top 41

online radios

5%

Other

responding

online radios

95%50% of

the market

16 million

14 million

12 million

10 million

8 million

6 million

4 million

2 million

0

Top 41 online

radios

90%

Other

responding

online radios

10%

Online radios 2011 Hits 2011

Page 13: Online radio germany-webradio_monitor_2011_goldmedia

16%

9.121

25.054

31.176

27.791

24.090

21.93421.563

22.294

20.930

19.831 19.001

20.011

18.199

13.685

6.811

3.464

2.1831.690

1.079

0%

5%

10%

15%

20%

25%

30%

35%

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

05.00-06.00

Uhr

07.00-08.00

Uhr

09.00-10.00

Uhr

11.00-12.00

Uhr

13.00-14.00

Uhr

15.00-16.00

Uhr

17.00-18.00

Uhr

19.00-20.00

Uhr

21.00-22.00

Uhr

23.00-24.00

Uhr

Sh

are o

f co

verag

e in

p

ercent

Co

verag

e (m

a)

Werbeträger-Reichweite (ma Radio)*

UKW-Webradiosender

Online Only

Use of FM radio and online radio during the day (04/2011)

Usage during the day: Online radio is

mainly listened in the evening

13

14%

21%

16%

10%

5%6%

9%

11%

16%

30%

24%

17%

Example: 31% of all daily

online radio station hits take

place between 18:00 and

21:00.

* ma 2011 Radio I, figures in thousands

Source: ma 2011 Radio I, Goldmedia Web Radio Monitor 2011, n=791,

wide-reaching promotional support

FM radio stations

Online Radio

Page 14: Online radio germany-webradio_monitor_2011_goldmedia

Open internet 62.2%

Open internet 64.2%

Open internet 68.3%

Open internet 72.3%

Aggregators 15.0%

Aggregators 14.3%

Aggregators 13.2%

Aggregators 12.6%

Social media 16.0%

Social media 15.4%

Social media 13.0%

Social media 9.5%

Other routes 7.2%

Other routes 6.6%

Other routes 5.8%

Other routes 5.4%

2013

2012

2011

2010

Currently, almost three

quarters of the hits on

iRadio services are made

on their own

homepages

In the coming years, the

importance of social

media will increase.

Advantage of

aggregators: their

simplified overview and

structure help users

with selection in an

increasingly

differentiated market

Webradio

It‟s important for

broadcasters to be

accessible via all

channels

Alternative retrieval routes to gain importance:

social media and aggregators are the drivers

Various access channels’ shares of hits from 2010 to 2013

(percentage of hits)

Source: Goldmedia Web Radio Monitor 2011, n=791

Key facts

14

Page 15: Online radio germany-webradio_monitor_2011_goldmedia

15

Web Radio Monitor 2011

Contents

1. Introduction

2. The German online radio market

3. Use and scope of online radios

4. Mobile usage

5. Social Media

6. Advertisement and marketing

7. Trends and forecasts

8. Executive summary

Page 16: Online radio germany-webradio_monitor_2011_goldmedia

Comparison 2010 and 2011

34%

35%

34%

37%

2010

2011trifft eher zu

trifft voll zu

Partially accurate

Fully applicable

16

“Online

radio will

be able to

establish

itself on

mobile end

devices in

particular

(e.g.

iPhone).”

Industry assessment of mobile online radio

72 percent of broadcasters surveyed

expect to see mobile radio become more

popular, especially on mobile devices (4

perc. point increase compared to 68% in

2010)

Radio broadcasters are offering more and

more iPhone online radio applications.

BUT: So far, mobile ranges are only 12%

of total usage

FM broadcasters are very optimistic

regarding mobile usage. 88% believe

mobile online radio holds potential

Online-only providers are more optimistic

regarding the potential of mobile than

they were in 2010

UMTS successor LTE technology allows

data rates of 150 Mbit/s or more, which

will benefit applications such as online

radio

Assessment of mobile usage

Source: Goldmedia Web Radio Monitor 2011, n=791

37%

56%

36%

35%

32%

35%

23%

12%

25%

2%0%

2%2% 0% 3%

Gesamt UKW Online Only

trifft überhaupt nicht

zu

trifft eher nicht zu

neutral

trifft eher zu

trifft voll zu

not applicable

sometimes inaccurate

neutral

partially accurate

fully applicable

Total FM Online only

71%72% 88%

72%

68%

Three quarters of online radio broadcasters believe

that mobile broadcasting will grow more important

Page 17: Online radio germany-webradio_monitor_2011_goldmedia

7.5%

9.8%

13.0%

14.0%

6.7%

7.3%

10.1%

12.2%

6.9%

7.6%

10.5%

12.4%

5

6

7

8

9

10

11

12

13

14

15

Jan 10 Apr 10 Jul 10 Okt 10 Jan 11 Apr 11

Percent

UKW & UKW

Submarken

Online Only

Gesamt

Experts believe mobile usage will increase by at least 50% over the next five years. Some

providers have achieved an increase of this magnitude in 2011.

The primary reasons are greater smartphone penetration, increasing bandwidth, decreasing

costs, and development efforts in the automotive industry.

2011: Mobile usage at 12% - providers and

experts expect to rise 50% in 2015

17

Proportion of total use of mobile usage / month in% (2011)

17

Key facts

Source: Goldmedia Web Radio Monitor 2011, n=791

FM & FM Sub-

Brands

Online Only

Total

Oct 10

Page 18: Online radio germany-webradio_monitor_2011_goldmedia

40%

49%

39%

34%

40%

33%

22%

9%

23%

4% 3% 4%

1 2 3

trifft überhaupt nicht zu

trifft eher nicht zu

neutral

trifft eher zu

trifft voll zu

31.4%

77.4%

28.8%

68.6%

22.6%

71.2%

0% 50% 100%

Gesamt

UKW & Submarken

Online Only

App vorhanden keine App vorhanden

+ 3%

+ 5.3%

+ 2%TotalTotal

Total

FM sub-brands

Online only

App available App not available

Importance of mobile apps from nearly four-fifths of the FM providers implemented

Apps are becoming more important for online-only providers too. (Compared to 2010: a total

of 68% of online-only providers attributed increasing importance to apps.)

Experts also see significant growth potential for web radio in the area of mobile apps

Mobile apps are widespread: almost 80% of FM

simulcast stations offer apps

18

Share of radio stations with mobile apps (2011) Industry assessment of apps

18

Key facts

„In the future, mobile apps will be

of increasing importance for online

radio providers."

74% 89% 72%

Source: Goldmedia Web Radio Monitor 2011, n=791,

increase compared to Web Radio Monitor 2010, n=609

Total Online onlyFM

partially accurate

not applicable

sometimes

inaccurate

neutral

fully applicable

Page 19: Online radio germany-webradio_monitor_2011_goldmedia

2011 saw more than a third (35%) of internet radio apps on Apple, and just under a quarter on

both Windows and Android (23.7 and 23.2 percent, respectively)

Apple is the leader in terms of end devices too. In 2011, 22.5% of apps were made for the

iPhone, iPad, and other Apple devices, with Samsung, Nokia, and HTC following

Webradio apps in 2011: operators are active in

all operating systems and end devices

19

Online-radio supported operating

systems for apps in 2011

Webradio supported end devices for

apps in 2011

19

Key facts

Source: Goldmedia Web Radio Monitor 2011, n=791

Apple iOS

35.0%

Android

23.2%

Symbian

13.0%

Windows

23.7%

Sonstiges

5,1%

Other

5.1 %

Apple

22.5%

Nokia;

12.5%

Blackberry/

RIM

7.9%

Palm

3.6%

Sony

Ericsson

9.6%

Samsung

12.9%

LG

7.9%

Motorola

8.2%

HTC

12.1%

Sonstiges

2,9%

Other

2.9 %

Page 20: Online radio germany-webradio_monitor_2011_goldmedia

Notebooks

Market overview for smartphones and tablets:

approximately 10 million smartphones will be sold in 2011

20

5.4

7.2

10

17.6

0.81.5

2.2

0

4

8

12

16

20

2009 2010 2011* 2012**

Smartphones Tablets

Sales of smart phones and tablets in Germany

2009-2012 in millions

* Forecast BITKOM

** Forecast TNS Infratest

Source: BITKOM 2011 after EITO, IDATE and TNS Infratest Go Smart 2012 Study Both forecasts

are based on the population of people in Germany

Market breakdown by numbers

in 2010

Smartphone sales in Germany

2009-2011 in billions of euros

Tablets

Desktop

PCs

Netbooks

28

%

54

%

8%

10

%

1,3

1,6

2,2

0

0,5

1

1,5

2

2,5

2009 2010 2011

Growth trend in the smartphone segment remains unchanged. In 2011,

sales increased by 39% to 10 million units sold

In 2012, one in four Germans will have a smartphone

Tablet market continues to grow - notebooks and netbooks have lost market

share

+81%

+27%

+35%

+72%

+34%

+39%

Turnover:

2011:0.8 billion

2012:1 billion

Source: BITKOM 2011, EITO

Source: BITKOM 2011, EITO, IDATE

+76%

+88%+47%

Page 21: Online radio germany-webradio_monitor_2011_goldmedia

21

Web Radio Monitor 2011

Contents

1. Introduction

2. The German online radio market

3. Use and scope of online radios

4. Mobile usage

5. Social media

6. Advertisement and marketing

7. Trends and forecasts

8. Executive summary

Page 22: Online radio germany-webradio_monitor_2011_goldmedia

29%23%

30%

30% 43% 28%

32% 17% 34%

7%

11%

6%

2%6%

2%

1 2 3

trifft überhaupt

nicht zu

trifft eher nicht zu

neutral

trifft eher zu

trifft voll zu

Social media strategy for communication and

image necessary even for online radio stations

“A social media strategy is essential to the success of

online radio offerings.”

Assessment Social Media Findings

About 60 percent of online radios

believe that presence on social

media is essential

Social networks are mainly used to

relay program info and various

activities / competitions for specific

programs. “If you aren„t on social

networks, you don„t exist!”

Radio use on Facebook or other

networking apps remains weak.

Potential for "social radio" is

currently considered rather

moderate by service providers and

experts

Nevertheless, FM stations in

particular are planning to increase

their presence and add a player on

Facebook

Source: Goldmedia Web Radio Monitor 2011, n=791

59% 66% 58%

Gesamt Online OnlyUKW

not applicable

sometimes inaccurate

neutral

partially accurate

fully applicable

Page 23: Online radio germany-webradio_monitor_2011_goldmedia

23

Web Radio Monitor 2011

Contents

1. Introduction

2. The German online radio market

3. Use and scope of online radios

4. Mobile usage

5. Social media

6. Advertisement and marketing

7. Trends and forecasts

8. Executive summary

Page 24: Online radio germany-webradio_monitor_2011_goldmedia

9%4%

10%

16%

12%

17%

48%

42%

48%

18%

25%

17%

9%17%

8%

Gesamt UKW Online Only

Sehr unzufrieden

Eher unzufrieden

Neutral

Eher zufrieden

Sehr zufrieden

Very satisfied

Rather saitsfied

Neutral

Rather dissatisfied

Very dissatisfied

7%

17%

16%

12%

10%

9%

2009

2010

2011

eher zufrieden

sehr zufrieden

Rather satisfied

Very satisfied

One in four internet radio operators is satisfied

with the profitability of its service -- still?

24

Online radio profitability in 2011 Conclusion

A total of 25 percent of web radio stations

are satisfied with profitability of their

service

FM broadcasters‟ satisfaction with

profitability decreased significantly

compared to 2010, to only 16 percent (see

2009: 28 percent). For online-only

services, the satisfaction rate by 3

percentage points

There was a slight, overall decrease in

satisfaction from 2010 to 2011, in contrast

to the period from 2009 to 2010, which

saw and increase in the satisfaction rate

from 19% to 27%

That does not mean that the operators are

generally dissatisfied in 2011: Rather, the

proportion of "neutral" respondents ranged

from 42% to 48% – especially for FM

operators (2010: 26%, 2011: 42%)

“How satisfied are you with your online radio’s

access figures?”

27%25% 16%

Source: Goldmedia Web Radio Monitor 2011, n=791

Comparison 2010 and 2011

25%

27%

19%

Total FM Online only

Page 25: Online radio germany-webradio_monitor_2011_goldmedia

FM radio

stations

71%

Stations/

platforms not

including FM

broadcasters

Base: 10.3 mil. euros

turnover (netto) 2010

Spot

advertising

31%Classical /

Other online

advertising

69%

By advertising format

Market volume is mainly generated by traditional

(display) online advertisement by FM brands

25

Share of online advertising revenue according to ad format and service type (2010)

About three-quarters of revenues are now generated through traditional online advertising (including display /

banner ads). Spot advertising remains underdeveloped

Advertising on homepages is the greatest contributor to revenues

To date, FM stations‟ ad services have dominated. Among the online-only services, portals and online radio

aggregators are particularly strong

Conclusions

Source: Goldmedia Web Radio Monitor 2011

By channel type

Page 26: Online radio germany-webradio_monitor_2011_goldmedia

64.5%

53.6%

40.7%

20.8%

37.0%

36.0%

12.5%

32.0%

60.6%

42.3%

38.8%

35.5%

29.7%

20.1%

20.1%

14.7%

Displaywerbung

Sponsoring

Online-

Spotwerbung

Suchwortvermarkt

ung

Affiliate Marketing

Pre-Roll-Spot

In-Text-Werbung

Online-Video-

Werbung

Gesamt

UKW &

Submarken

Online Only

Display advertising

Sponsorship

Online advertising spot

Search term marketing

Affiliate marketing

Pre-roll spot

In-text ads

Online video advertising

Total

FM subbrands

Online only

60.2%

43.3%

37.7%

33.9%

28.6%

20.9%

19.7%

15.4%

Importance of display advertising is declining, but sponsor-

ship & spot advertising are becoming more important

26

Forms of advertising available among web radio providers

surveyed (2011)

Source: Goldmedia Web Radio Monitor 2011, n=791

Conclusion

Display

advertisement is still

the most important

ad form for online

radios (60.2 %)

Comparison: in

2010, 74% of online

radio providers used

display advertising

Sponsorship (43.3%),

audio spots (37.7%),

and SEO (33.9%) are

the next most

common forms of

advertising on online

radios

+

Page 27: Online radio germany-webradio_monitor_2011_goldmedia

43%52%

42%

27%

24%

28%

22% 15%22%

3% 6% 3%4% 3% 4%

Gesamt UKW Online Only

trifft überhaupt

nicht zu

trifft eher nicht zu

neutral

trifft eher zu

trifft voll zu

Strongly agree

Agree

Neutral

Disagree somewhat

Strongly disagree

Total FM Online only

Comparison of 2010 und 2011

23%

27%

42%

43%

2010

2011

trifft eher zu

trifft voll zu

More accurate

Fully applicable

Three fifths of online radio providers see great

potential for spot marketing

27

70% of online radio operators

see significant growth potential

for the online-only spot market

At 76%, FM radio providers are

significantly more optimistic

than online only providers –

70% of online-only providers

see considerable growth

potential in commercial

marketing

Opportunities for innovative

radio / online combinations

have increased further

Spot advertising will

increasingly be used in

combination with other

advertising media such as

display advertising, etc.

Industry estimatesCommercial marketing for online radio

Source: Goldmedia Web Radio Monitor 2011, n=791

" There is still considerable growth potential in the ad

market for pure online radio offerings ."

70%70% 76%

70%

65%

Page 28: Online radio germany-webradio_monitor_2011_goldmedia

28

Web Radio Monitor 2011

Contents

1. Introduction

2. The German online radio market

3. Use and scope of online radios

4. Mobile usage

5. Social media

6. Advertisement and marketing

7. Trends and forecasts

8. Executive summary

Page 29: Online radio germany-webradio_monitor_2011_goldmedia

Forecast for 2012: in addition to advertising revenue,

increased funding through alternative revenue streams

29

Share of online radio revenues in total sales 2010-2012 (all providers) *

*Values are averages, percentages of the responding stations without weighting by sales, with other smaller providers, so that lower sales are over-represented.

Source: Goldmedia Web Radio Monitor 2011, n = 791

Conclusion

Particularly for small online radio stations, alternative forms of revenue such as donations and sponsors are

important

Major online-only players are successful in marketing their own players or other individual business models /

customer relationships

A look at just FM providers reveals that ads currently provide 100% of financing, so paid content isn‟t a

feasible alternative to ad revenue, even in the coming years

61.8%

60.9%

57.4%

2.8%

1.9%

0.9%

35.3%

37.2%

41.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2011

2012

Netto-Werbeerlöse Kostenpflichtige Dienste Sonstige ErlöseNet advertising revenues Paid services Other revenues

Page 30: Online radio germany-webradio_monitor_2011_goldmedia

0

10

20

30

40

2010 2011 2012 2013 2014 2015

Net r

evenue in

m

illio

ns o

f € Best Case

Szenario

Trend

Szenario

Worst Case

Szenario

Best case

scenario

Worst case

scenario

Trend

scenario

Online advertising revenues in 2010: EUR 10.3

million (display, commercial, sponsoring, ...)

30

Basis: Webradiomonitor

2010/2011, forecast for

broadband development

according to BNetzA, trend

extrapolation / procedural

analogy, and expert interviews

Growth over the previous

year was 20%

To date, FM broadcasters‟

platforms have generated the

most sales

Online-only broadcasters

and aggregators have

driven sales growth most

Growth for online radio should

be significant; we forcast

growth of 16-29% per year,

depending on the scenario

Forecast

Advertising revenue (net) for all German online radio

services in Germany up to 2015Assumptions / Background

CAGR:

10-15

20%

16%

29%

25.9 mil.

euros

21.6 mil. euros

10.3 mil.

euros

37.2 Mio. euro

Source: Goldmedia forecast Web Radio Monitor 2011, CAGR = Compound Annual Growth Rate

Page 31: Online radio germany-webradio_monitor_2011_goldmedia

32

Web Radio Monitor 2011

Contents

1. Introduction

2. The German online radio market

3. Use and scope of online radios

4. Mobile usage

5. Social media

6. Advertisement and marketing

7. Trends and forecasts

8. Executive summary

Page 32: Online radio germany-webradio_monitor_2011_goldmedia

Web Radio Monitor 2011

Executive summary

Online radio

market in

Germany

Use

Germany has a total of 3,064 web radio stations (04/2011)

Four-fifths of services are online-only channels (2009: ¾)

Since 2006, services grew by 47%; a more moderate 14% since 2010

Average of 8,904 hits per stream per day (maximum 500,000) (FM stations alone

Ø 15,572, online-only channels alone Ø only 8,150 hits)

Average hits increased by 14 percent since 2010

Use: online-only stations are used most often in the evening, FM subbrands‟ usage

reflects traditional radio use more closely

Web radio is often used in parallel to surf the Internet

Advertising /

Marketing

Online advertising revenue for all German online radio stations in 2010 totaled

10.3 million euros (including display advertising, commercials, etc.)

Display advertising is still the most important form of advertising for online radio

after sponsorship, spot ads, and search term marketing

Advertising on FM stations‟ and online portals‟ homepages is the biggest source of

revenue

Two thirds of web radio providers say that audio spots have the highest growth

potential in the coming years

33

Page 33: Online radio germany-webradio_monitor_2011_goldmedia

Web Radio Monitor 2011

Executive summary

Mobile

Social media

Other trends /

proceeds About half of online radio providers believe pay radio is infeasible

Paid content only conceivable as part of premium services, ad-free streaming,

and exclusive information services

Alternative sources of revenue are becoming more important, like the sale of

software, players, and on-demand music streaming services

34

Of all services, 31% could be used via mobile apps

Proportion of total mobile use Ø 12.4 percent

Almost 80% of FM stations & nearly 30% of online-only stations have their

own apps

Market outlook: mobile will be one of the strongest growth drivers

Nearly two-thirds of all web radio providers believe a social media strategy is

essential, because providers get additional hits from social networks and

aggregators. Direct visits to the homepage are relatively insignificant

Social Web has great potential for commercialization and providers, because

the fixed costs are relatively low compared to above the line and attention

can be generated for free

Page 34: Online radio germany-webradio_monitor_2011_goldmedia

Goldmedia GmbH Strategy Consulting

Prof. Dr. Klaus Goldhammer | Dr. Michael Schmid | Christine Link

Oranienburger Str. 27 | 10117 Berlin-Mitte | Germany

Tel. +49 30-246 266-0 | Fax -66 | Info[at]Goldmedia.de

www.Goldmedia.com | www.Webradiomonitor.de