Nielsen: Radio Still Leads U.S. Audio Reach in 2026

RADIO ONLINE | Monday, March 16, 2026 | 2:42pm CT

Nielsen

A new report from Nielsen finds that radio continues to reach more Americans than any other media platform, maintaining its position as the leading source of ad-supported audio in the United States.

According to Nielsen's Audio Today 2026: How America Listens report, radio reaches 93% of U.S. adults each month, representing nearly 242 million people, while also maintaining strong reach among younger audiences, including 89% of adults ages 18-34.

The report notes that radio's reach also remains high among diverse audiences. Monthly reach stands at 93% among Black adults and 94% among Hispanic adults, underscoring the medium's broad appeal across demographics.

Despite growing competition from digital platforms, Nielsen says radio continues to dominate ad-supported audio listening. Data from Edison Research's Share of Ear study cited in the report shows 61% of daily ad-supported audio listening among adults goes to radio, compared with 21% for podcasts and 15% for ad-supported streaming audio.

Listening in vehicles remains a key driver of radio consumption. The report states that more than 80% of all ad-supported audio time in vehicles belongs to AM/FM radio, reinforcing its role during commutes and other out-of-home listening situations.

Nielsen also highlighted a "perception gap" among marketers. While many advertisers rank radio relatively low in perceived effectiveness, the company's global marketing data shows radio delivering some of the highest return on investment among major media channels, trailing only social media.

The report concludes that combining radio with podcasts can significantly expand reach, particularly among younger audiences, helping marketers approach near-universal coverage with audio campaigns.