AM/FM Radio Dominates Q2 2025 Edison's Share of Ear

RADIO ONLINE | Monday, September 29, 2025 | 2:19pm CT

Edison Research

Edison Research's latest Share of Ear report underscores the strength of AM/FM radio in the U.S. audio landscape, while highlighting the disconnect between perception and reality when it comes to digital platforms like YouTube Music, Spotify, and Pandora. This week's Cumulus Media | Westwood One Audio Active Group blog examines the Q2 2025 release.

According to the Q2 2025 study, AM/FM radio captures a commanding 66% share of ad-supported audio, far surpassing podcasts (20%), Spotify (5%), and Pandora (4%). By comparison, YouTube Music's ad-supported audience barely registers, accounting for just 1%.

The findings also reveal that media agencies continue to underestimate radio's reach. A recent Advertiser Perceptions study showed agencies believed Pandora and Spotify combined to hold 41% of audience share, compared to just 26% for AM/FM. In reality, Edison's data shows AM/FM is 2.5 times larger, and its audience is 13 times that of ad-supported Spotify and 17 times that of Pandora.

Political advertisers in particular lean heavily on radio, with AM/FM capturing a 67% share among registered voters across party lines. The study also found radio maintains dominance in-car, with an 85% share, cementing its role as what Edison calls the "queen of the road."

Streaming continues to enhance radio's reach, representing 13% of total AM/FM listening, with one-third of streaming listeners exclusively tuning in online. Adding radio streaming to over-the-air campaigns was found to deliver incremental reach and amplified frequency.

Edison's research further shows that AM/FM leads on smart speakers (54%) ahead of podcasts (22%), Spotify, and Pandora. For marketers, the report warns that relying solely on digital audio misses 70% of the U.S. audience-emphasizing the need to include AM/FM radio in media plans to achieve meaningful reach.

Read the full blog post here.