Why Radio Is Still Valuable in the Streaming Age & More Burning Questions: Ask the Pop Shop

On the new Billboard Pop Shop Podcast, Katie & Keith are opening up the mailbag to answer your burning questions – starting with a question about why radio is still important (and valuable) in the streaming age.

Listener “yaelkaa” asks: “I’m still unclear about the point of (a) radio-released single in the time of streaming.”

We can start by looking at Billboard’s own charts to show how big of an imprint radio still has on American music fans. A few weeks ago, on the July 6-dated Radio Songs chart, the No. 1 song was Post Malone’s “I Had Some Help,” featuring Morgan Wallen, with 76.5 million audience impressions in the U.S., according to data tracking firm Luminate — meaning, it was estimated that song was heard 76.5 million times by people that week. Compare that to the same week’s No. 1 on the Streaming Songs chart, which was Kendrick Lamar’s “Not Like Us,” with 45.4 million official streams in the U.S. And of course, that number includes repeated plays by the same person through the week. The numbers, at least that week, speak for themself: Radio is still very powerful when it comes to the sheer number of people that will hear a song.

Also, we can look at the financials of radio plays versus on-demand audio streaming plays. We dug into the numbers to estimate how much money was generated for the publishers and the songwriter for one major hit song, Noah Kahan’s top 10-charting Billboard Hot 100 hit “Stick Season.” How much would that have generated from radio plays and on-demand audio streams? Which of the two, radio or streaming, likely generated the bigger financial win? Listen to our special Ask the Pop Shop episode below to learn more about that and other questions.

The Billboard Pop Shop Podcast is your one-stop shop for all things pop on Billboard‘s weekly charts. You can always count on a lively discussion about the latest pop news, fun chart stats and stories, new music, and guest interviews with music stars and folks from the world of pop. Casual pop fans and chart junkies can hear Billboard‘s executive digital director, West Coast, Katie Atkinson and Billboard’s managing director, charts and data operations, Keith Caulfield every week on the podcast, which can be streamed on Billboard.com or downloaded in Apple Podcasts or your favorite podcast provider. (Click here to listen to the previous edition of the show on Billboard.com.)