Music listening in the twenty-first century : Italian consumer attitudes to Internet radio

The Internet has both dismantled the music system and addressed its inequalities. Audio as a platform is stronger than ever as more and more ways to listen continue to emerge. The popularity of radio, whether via digital streaming, satellite or tradi- tional AM/FM, is linked to consumer tendency to multitask. This study seeks to high- light the changes taking place using an exploratory methodology, examining listeners’ behaviour, effects and corporate reactions in Italy. Our exploratory analysis of Italian radio listeners indicates that Internet music listening is the real catalyst for change in the music industry, while interactive features nevertheless play a minor role.