Who pays the piper delivers the data: Audience measurement and programming in the crowdfunded radio

This paper investigates the functioning of Radio 357 – an Internet radio station financed since 2020, primarily by patrons. The empirical analysis based on in-depth interviews with patrons and radio staff shows how crowdfunded radio conceptualizes its activities, specifically how it acquires the knowledge of listeners and prepares its program offerings for them. In doing so, this study touches on the key differences between commercial terrestrial stations and crowdfunded radio and addresses the issue of ‘audience commodity’, first put forward by Smythe. The research conducted indicates that the shape of Radio 357 reflects the preferences of the majority of patrons and listeners, the observable behavior of patrons and listeners, employees’ beliefs about what good radio is, and the availability of alternative forms of funding (sponsorship). The success of Radio 357 shows that radio co-financed by patrons can become a viable alternative to radio stations funded by advertisers.