Cumulus To Keep Streaming On TuneIn
You may remember last month’s announcement by Entercom to end its relationship with TuneIn, and instead stream its stations on the self-owned Radio.com platform. Now another broadcaster has made the opposite decision to keep TuneIn in the fold. Over the weekend Cumulus announced it would keep TuneIn as a distribution point for the streaming side of its 441 stations.
While Entercom’s strategy is to control its streaming fortunes by distributing and monetizing its own online inventory, Cumulus appears to be staying with a “be everywhere” plan. In addition to remaining on TuneIn’s network, Cumulus stations are also streamed on the competitor iHeart. The downside of this plan is that Cumulus gives up a decent chunk of inventory to these aggregators, but it’s unlikely that they’d sell all their ad units anyways. The upside is ubiquity. By staying on these third party distributors Cumulus puts its stations in front of the most ears possible, which could drive incremental usage.
I’m not sure which of the two diametrically opposed strategies is better for broadcasters right now, so it will be interesting to see both versions play out.