Two things separate the way online radio works in the US from the way it tends to work internationally.
First, there’s far more cooperation between the interested parties abroad.
And when people work together on common goals, common incentives, common platforms, they are more likely to achieve results.
Broadcasters in the US need to recognize that the online radio marketplace is not an extension of the radio platform – it’s an all new platform. And new platforms grow because they’re nursed with tender loving care by all those who stand to benefit from the new platform. If it’s strictly “me against you,” then we will be fighting for crumbs.
Second, there’s a sense that more consumption of content is good – and not simply more expensive.
In the US many broadcasters deliberately throttle back consumption of online content and limit access to it. Why? Because of difficulties monetizing the content and the onerous licensing fees.
Which brings us back to point one.
Watch as I discuss these very issues with Triton Digital’s EVP Marketing, Patrick Reynolds:
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