Majority of Americans Still Prefer Ad-Supported Audio

RADIO ONLINE | Wednesday, April 9, 2025

Edison Research

Despite the surge in popularity of ad-free subscription services like Spotify Premium, YouTube Premium, and Apple Music, a significant portion of Americans continue to opt for ad-supported audio. According to Edison Research's latest Share of Ear study for Q1 2025, 64% of the daily audio consumption among Americans aged 13 and older is dominated by ad-supported sources such as AM/FM radio, radio streams, music on YouTube with ads, SiriusXM talk channels, free versions of streaming services, and podcasts.

Data indicates a pronounced preference for ad-supported listening, especially among older demographics. Individuals aged 55 and above are particularly inclined towards ad-supported audio, with 75% of their listening time dedicated to such sources.

Conversely, younger listeners (ages 18-34) show a closer split in their audio preferences. While ad-supported sources still lead, 46% of their listening time is spent on ad-free audio. This trend among younger listeners underscores the shifting dynamics in audio consumption, driven by the accessibility and affordability of removing ads on platforms like Spotify and YouTube.

This enduring preference for ad-supported audio underscores its effectiveness as a medium for reaching consumers and boosting brand awareness. The evolving landscape of audio consumption poses interesting questions on how these trends will shift as more users gain access to ad removal options.

Edison Research's ongoing Share of Ear study continues to track these changes, providing valuable insights for advertisers and content creators aiming to optimize their strategies to meet listener preferences.