Radio is the #1 Ad-Supported Audio Source for All Ages

RADIO ONLINE | Wednesday, March 8, 2023

Edison Research

Listeners ages 13+ in the U.S. spend 59% of their daily, ad-supported audio time with AM/FM radio, more time than with all other ad-supported audio sources combined, including YouTube, podcasts and ad-supported streaming services. AM/FM radio is the top ad-supported audio source for all ages in the U.S., including Gen Z (age 13-24) who spend 33% of their daily ad-supported audio time with AM/FM radio, more than for any other ad-supported platform.

The finding comes from Edison Research's Share of Ear dataset and is the first in a four-part series to be released through Edison's Weekly Insights email on the power of traditional AM/FM radio in the U.S.

Gen Z audio consumers are well-known to favor their mobile phones for audio consumption, so it may come as a surprise to learn that 33% of the total time they spend on a daily basis with ad-supported audio goes to AM/FM radio, which includes over-the-air broadcasts and streams.

When considering only ad-supported audio, the next closest platform for Gen Z is YouTube, which is where they spend 31% of their daily audio time. Streaming services represent 20% of their total ad-supported audio time, and podcasts account for 15%.

Beyond Gen Z, AM/FM radio remains the number one source of ad-supported audio for all other ages. Americans age 25-54 spend over half of their daily audio time (55%) with AM/FM radio (including over-the-air and streams), and Americans age 55+ spend the overwhelming majority of their ad-supported audio time (78%) with AM/FM radio (including over-the-air and streams).