Mixcloud set to dramatically increase in-home usage with Sonos, Chromecast and Apple TV launches

Online radio platform Mixcloud, which is reshaping the way the world listens to long-form music and talk radio, broadens its reach into the homes of listeners through a flurry of connected device launches.
Following the launch on Apple TV last month, the announcement came this week that Mixcloud is now available on the Chromecast and Sonos platforms. This rapid expansion sees Mixcloud launching on 3 new platforms in the space of one month allowing current Mixcloud users a better in-home listening experience.
There are millions of hours of audio on Mixcloud – now you can search and find something to suit any occasion from the comfort of your couch with a choice of devices – Apple TV, Sonos and Chromecast. The Apple TV and Sonos integration also see Mixcloud placing a greater emphasis on their catalogue of thousands of talk Podcasts, from Science and Education to Technology and Food.
Increasing weekend listening
77% of UK adults listen to audio at home versus 51% in the car and just 17% at work, according to research by Audiometrics. In the US, Millennials are adopting streaming rapidly and in home is leading the way with 63% uptake amongst 18-34 year olds (Edison Media). By comparison 46% are streaming radio while working out and 44% while walking on the go.
Recent Mixcloud findings demonstrate clearly that this in-home usage is highly correlated with weekend listening for Apple TV and Sonos communities as opposed to the traditional website audience who tend to favour Mixcloud during weekdays whilst at work.
The Mixcloud data below shows the trends relating to time and day usage across the website, mobile apps and Sonos platform in more detail.
Mat Clayton, Cofounder of Mixcloud said: “We’ve been working hard over the past few months to launch a number of new platforms; it’s great to see them go live and watch the reaction from our existing community and new listeners alike. We attracted over 20,000 Sonos beta users before going live, and we’ve consistently been in the top 3 music apps globally on the Apple TV app store. We’re confident that Mixcloud’s long form content provides one of the best in-home listening experiences and we’re excited to bring it to more people.”
Eric Karsenty, Partnership Marketing EMEA at Sonos added: “We’re excited to give our customers the opportunity to add the unique catalogue of music and talk radio from Mixcloud to their Sonos experience and play it in any or every room in their home.”
The growing connected device market
With the expansion into the connected TV market, Mixcloud’s 14 million monthly listeners count is set to increase dramatically through 2016. The market opportunity is clear and it is estimated that by the end of 2018 there will be around 760 million connected TV sets globally.  In the UK, according to recent Ofcom research, over 56% of homes now have Connected TVs of some kind and this is set to continue growing rapidly.
According to Strategy Analytics, market leader Google Chromecast continues to lead the global digital media streamer market with a 35% market share while Apple TV took second place with a 20% market share. Sonos continues to dominate the connected audio market – being a pioneer for many years, it was estimated to account for up to 80% of total market revenues in 2015.

About RJ Frometa

Head Honcho, Editor in Chief and writer here on VENTS. I don't like walking on the beach, but I love playing the guitar and geeking out about music. I am also a movie maniac and 6 hours sleeper.

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