In today’s music landscape, streaming data has become an incredibly valuable tool for understanding listener behavior. Services such as Spotify, Apple Music, and YouTube provide a constant flood of real-time data that showcases which songs are being played, skipped, added to playlists, and shared.
For Hot AC music programmers, this information can certainly help shape decisions. Relying heavily on streaming data to determine music adds is a mistake to avoid. It can be risky and counterproductive to long-term success.
Adding to the problem is that many record labels rely solely on streaming data. They use it to decide what they will pitch radio programmers to add to their station’s playlist. When the new Ed Sheeran album comes out, as a Hot-AC programmer, you should listen to each song to consider which ones to play. When I programmed ‘The Pulse‘ at Sirius XM we did exactly that with the album ‘Equals’. The song “Overpass Graffiti was one the label was not planning to work. We played it along with ‘Hits 1’ because it felt like a hit to us.
We saw solid audience research first, and streaming numbers followed with solid growth. The label never did officially work the song and radio largely ignored it. Find the time, to find the gems!
Streaming Does Not Always Mean Radio Audience
The biggest problem I see in leaning a lot on streaming data is the fundamental difference between a streaming user and a radio listener. Streaming audiences tend to skew younger and more niche. They self-curate, and chase trends. Hot AC radio, on the other hand, is built on serving a broader, slightly older demographic—typically 25- to 54-year-olds—who value familiarity, consistency, and songs that hold up to repeat listening over time.
Streaming’s viral hits often burn fast and fade quickly. But Hot AC thrives on durability—songs that can live in medium or even heavy rotation for weeks without fatigue. That is not to say that you should never jump on a trend. Case in point, a few years ago the show Stranger Things made a little remembered song from the 80’s, Kate Bush’s “Running Up That Hill” a massive streaming song. It translated well to the Hot AC audience.
Just because a song trends on TikTok doesn’t mean it belongs next to core artists and songs that define the format. It does mean Hot AC programmers should evaluate it for their audience. That’s more on sound, texture, and feel than pure numbers. When a programmer adds a song based purely on streaming performance, they risk alienating core listeners who expect a different emotional or musical experience.
Programming Is Still an Art
Data is useful, but programming is still an art! Part instinct, part timing, and part audience understanding. A great programmer knows their market, understands regional preferences, and has a feel for how new songs fit into the overall texture of their station. Hot AC success lies in creating a carefully curated sound that reflects current music trends while staying true to the brand identity of the station. Algorithms don’t do that. Humans do!
For instance, a song with 50 million streams might make sense on a Top 40 station but could clash sonically with what Hot AC listeners expect. Also, some ballads or acoustic-driven tracks that don’t stream huge numbers might still resonate strongly with a Hot AC audience and deserve a spot on your playlist. Ignoring those potential gems just because they don’t spike on streaming charts misses the opportunity to connect in a more meaningful way.
Timing Matters
Streaming data is often ahead of radio. That can be both a blessing and a curse. While it’s tempting to jump on a song the moment it starts to bubble online, radio programmers must consider the life cycle of a hit. A song might peak on Spotify but still be unfamiliar to the your radio audience. Adding it too late makes the station sound out of touch. Jumping on it too early can cause confusion or tune-out.
Programmers must weigh multiple factors: Gut is a big deal. So are national trends, early airplay feedback, and Shazam data, among others. Streaming is one input, but it’s far from the only one that matters. Effective programming is about layering data sources.
Finally, radio still has the power to connect with local audiences in a way that streaming simply cannot. What works in San Francisco may flop in Minneapolis. Local tastes, cultural differences, and even seasonal preferences play a role in what songs connect. Programmers who rely heavily on national or global streaming data are ignoring the very people their station is meant to serve. If weekly callout is not economical in your market situation, find ways to do it gorilla style. Utilize your app, website, and create an on-air new music feature.
Bottom Line
Hot AC programmers should absolutely monitor streaming data. It provides valuable insights into what’s emerging and what listeners are exploring. But it’s one piece of a much larger puzzle. Great programmers combine data with experience, intuition, and market knowledge to build playlists that resonate with their audience. Hot AC is a format that values familiarity and emotional connection, heavily following streaming trends can be a shortcut to brand erosion. Use the data, but don’t let it use you.
Jim Ryan is a Music Radio columnist for Barrett Media. In addition, he runs Jim Ryan Media LLC, a consulting company which assists major market radio brands and top talent including national radio personality Delilah. Prior to relaunching his consultancy in 2025, Jim spent 15 years with Audacy/CBS Radio, serving as SVP of Programming. Among his responsibilities included programming WNEW-FM and WCBS-FM. His career includes additional programming stops in Los Angeles, San Francisco, and Houston. Jim was voted the #2 PD of 2024 in Barrett Media’s Top 20 series in the AC category. He can be reached by email at Jim@JimRyanMedia.com.
