Peak Radio Streaming Audience Reaches 0.15% of the Population Covered by FM Signal

Direct takeaway from what's explained below

At the time of peak listenership on a typical weekday, it was found that 15 out of every 1,000 inhabitants were listening to one of the local radio stations via streaming.Now, let’s break down the process that led to these figures, which can serve as a model for replicating this analysis in other parts of Brazil and around the world.

How the data was collected

The measurement was carried out through real-time monitoring of each station’s Shoutcast and Icecast streaming panels. From these panels, it was possible to identify the exact number of players simultaneously connected. Duplicate connections from the same IP address were excluded to avoid counting the same listener more than once.

For example, in one of the panels analyzed, 1,197 players were connected. After filtering out repeated IPs, the actual number of unique simultaneous listeners dropped to 1,127.The all-time peak, recorded since the station began uninterrupted operation, was 1,558 unique listeners. However, for comparative purposes, we used the regular peak of 1,127, as it reflects a typical day rather than an exceptional event.

This procedure was repeated for all stations under analysis, and their results were added together to determine the total number of simultaneous listeners during the day’s peak.

The panel analyzed belongs to the leading station in the region, which holds a wide lead over its competitors.This leadership is well-documented by various local research institutes using different measurement methodologies, reinforcing the station’s influence on the overall audience count.

However, even in cities where no single station holds such dominance, the combined streaming audience tends to result in similar percentages, based on the same method and the respective coverage area.

Peak of the day

Each station has its own daily peak time, but for this analysis, we used the moment when the combined total of all stations reached its highest point: 10:41 a.m. on a Monday.Although audience levels fluctuate throughout the week, using this standardized reference preserves the original objective of this observation.

Area of influence

The population considered in this study refers to the coverage area of the stations, meaning the region where FM signals are received with good or excellent quality.While there are indeed listeners from other cities or even countries with no FM signal from the station, these outlying listeners represent a negligible portion when compared to the population that has direct and regular access to the broadcasts, the true base of the station's influence.

• Population covered with good or excellent FM signal: 1,493,766 inhabitants

• Number of unique simultaneous online listeners at peak time: 2,249 IPs

• Streaming audience as a percentage of the covered population at peak: 0.15%

Why is the population with good FM signal also the one most likely to listen via streaming?

Because this is the same population that already listens via FM. These individuals have integrated the station into their routines, have built familiarity and loyalty toward local broadcasters, and are more likely to access the content using whichever device is closest, often a smartphone, notebook, or desktop computer.

In this region, traditional FM receivers are much more common in cars. At home, even where radios still exist, many people prefer to use their personal “radio”, their mobile phone ,with or without earphones.It's important to understand that having a radio at home is no longer a standard. In retail environments, sound systems are typically used for commercial purposes. And for those working in contexts that allow them to listen to content, many choose to stream radio or play music from platforms like Spotify,customizing their audio experience.

About the region analyzed

This specific percentage refers to Natal, a city in northeastern Brazil. It is not a globally representative number, since each region of the world has its own unique characteristics.However, preliminary findings suggest similar patterns in other northeastern Brazilian capitals. A broader study is underway to verify whether this trend holds true in cities from other regions of the country.

Different percentages around the world

Even considering major cultural and economic differences, in countries with satisfactory internet coverage, both in terms of infrastructure and widespread public access, early comparisons show similar behavior.In one metropolitan area from another country, initial estimates using the same methodology pointed to a streaming audience peak of 0.18%, under the same conditions and criteria.

Radio audience is always a percentage of the population covered by the FM signal

This is a fluctuating audience, which, when added to the streaming audience, forms the total listener base, or global audience.It’s important to emphasize that signal coverage is not the same as audience. Audience represents the station's conversion capacity within the area where its signal is available, in other words, it is the actual engagement the station achieves among the population it can reach.