MUMBAI: A recent research by AccuStream iMedia found out that music radio online (live streaming channels and individual track plays) generated 4.85 billion total listening hours in 2007, which is 26.1% up over 2006.

The total listening hours averaged 404.2 million hours per month in 2007 (excluding downloaded music) compared to 320.5 million hour in an average in 2006, which included leading music subscription services such as Napster, Yahoo Music and Rhapsody.

Shoutcast (owned by AOL) remains at the top in the music radio segment in the US with 48.4 per cent of total listening hours for the year, followed by Clear Channel Online, Yahoo Music, AOL Radio Networks and Pandora.

The report also contains finalized '07 revenue estimates for streaming audio and video advertising sold against usage.

Internet music radio ad billings came at $80 million in 2007 for audio ads, which is 194 per cent up over the $ 26.9 million generated in 2006. Adding another $ 12-15 million generated through video ads placed inside music channel environments, the market was worth approximately $92 million in 2007.

The medium's visibility with advertisers has improved due to online commitments made by terrestrial brands such as Clear Channel and Citadel. But broadcasting remains concentrated, with the top ten sites capturing 90+ per cent of total listening hours monthly.