The final quarter of 2024 marked a significant milestone for audio consumption in the U.S., accounting for nearly 20% of Americans’ daily media time. That equates to an impressive 3 hours and 54 minutes per day spent across various audio platforms, including radio, podcasts, streaming music, and satellite radio.
The Power of Ad-Supported Audio
One in five hours of ad-supported audio is now spent on podcasts. According to Nielsen’s 2024 Quarterly Audio Report, incorporating data from Edison Research, commercial radio remains the dominant ad-supported audio channel, capturing 67% of all listening time. However, podcasts are rapidly gaining ground, particularly among younger audiences.
For listeners aged 18-34, podcasts now account for almost a third of all ad-supported audio consumption. This demographic shift highlights the continued growth and influence of podcasting as an advertising medium despite the overall dominance of traditional radio.
Podcast popularity is not limited to the U.S. According to the 2024 Australian Podcast Report, 48% of individuals aged 18-34 listen to podcasts monthly in Australia. Additionally, podcast listeners engage with more shows than ever, showcasing a significant opportunity for advertisers to expand their reach.
Audio Consumption Breakdown
According to The Record, a quarterly report by Nielsen and Edison Research, the demand for ad-supported audio remained steady throughout Q4 2024:
- 67% of daily ad-supported listening was dedicated to radio.
- 18% went to podcasts.
- 12% was spent on streaming audio services.
- 3% was attributed to satellite radio.
These figures have remained relatively unchanged from the previous quarter, highlighting audio’s consistent and reliable role in the American media landscape.
Age Demographics and Listening Habits
Audience engagement varies significantly by age group:
- Radio continues to dominate among older listeners, accounting for 74% of daily ad-supported listening among those aged 35+.
- Podcasts appeal to younger audiences, representing 32% of daily audio time among those aged 18-34.
This data underscores how different age groups engage with audio differently, providing advertisers with targeted opportunities to reach specific demographics effectively.
Radio Listening and Format Trends
The end of the year saw expected shifts in listening habits. Key highlights include:
- News & Sports Surge: A rise in sports and news radio audiences, fueled by national elections and Major League Baseball playoffs combined with peak NFL season.
- Holiday Music Boom: The Adult Contemporary (AC) format experienced a 9% increase in audience share among adults 18+ and a 17% boost among 18-34-year-olds, driven by stations switching to all-Christmas music in the lead-up to the holidays.
What This Means for Advertisers
With media planning for 2025 in full swing, brands should consider the stability and reach of audio advertising. Audio remains an effective channel for targeted, engaged, and immersive advertising experiences. Whether through radio, podcasts, or streaming, businesses can connect with audiences in a deeply personal way.
Moreover, as digital platforms introduce more privacy-conscious targeting solutions, audio advertising offers a unique advantage by leveraging contextual and behavioural insights rather than relying on traditional identifiers. Advertisers should consider diversifying their strategies to include conventional and emerging audio formats to maximize reach and engagement.
Explore the latest audio insights and measurement solutions today to stay ahead of the trends and maximize your advertising impact.
Source: Edison Research, “Share of Ear®” Q4 2024 and Nielsen website.
