According to a study by Triton Digital, the behavior of digital radio listeners in the United States has changed with the emergence of the coronavirus, with American listeners more likely to opt for “talk” formats rather than music formats at a time when information about the virus is their major concern.
According to the study reported by rainnews.com, the share of streamed talk content has increased from 29% to 33% while the share of music content has increased from 64% to 59%.
The study compares the week of March 6 to 12 with the week of March 13 to 19.
It remains to be seen how these behaviors will evolve once the crisis has passed. Will listeners who have opted for the talk return to their previous habits?