A recently published U.S. study of internet usage shows drastic increases in streaming of audio or video by users.

Suprised?

I didn’t think so.

The study, published last week by Bridge Ratings in Glendale California, sampled 2222 persons in the U.S. to ask them about their streaming habits. Among other data, the study shows a sharp increase in audio and video streaming compared to just four years ago, especially in the last two years.

“The Internet broadcast audience has penetrated American lives, and while users in the early days of the Internet were more likely to be early adopters of technology than the rest of the U.S. online population, “streamies” - those Internet consumers who stream audio or video has grown so significantly over the last two years that one-half of the U.S. population now claims they stream audio/video on a regular basis.”

The study highlighted some notable stastics. 84% of Americans have some form of Internet access ( a 25% increase in four years). Streaming is skewed toward males, where in 2003 it was more even between genders. 77 million Americans have streamed in the last week, compared to 38 million in 2003.

One particularly notable stastic states that 71% of those surveyed discovered new music on the Internet that they later purchased. This statistic flies in the face of the age-old argument by record companies that the Internet is merely a place for piracy and shouldn’t have the same privelages (i.e. exemptions from royalty fees) afforded to traditional radio stations.

“Also clear from this study is the confirmation that the more often one spends streaming video and audio on the Internet, the less time is spent with traditional media - radio specifically. In fact, traditional radio is impacted more seriously by Internet streaming than is traditional television viewing.”

This study should be poignant for traditional brick-and-mortar broadcasters, especially those who have no internet presence (Are there any? If so, what could they possibly be waiting for?). The writing is on the wall:

1) People want streaming media.
2) People are willing to go through the extra step or two to stream from their home or work computer (perhaps because of a general dissatisfaction with the standard fare on the air waves).
3) A majority of people have always-on internet connections at home and at work.

What will the next four years bring? Certanly more of the same.