Remember when ad-free listening meant flipping through your CD wallet or untangling a cassette tape? Good times. Dodging ads is a breeze these days—just a few taps and a subscription to Spotify Premium, YouTube Premium, or Apple Music, and voilà! Your soundtrack, uninterrupted.

But despite this shift, most audio consumption in the U.S. still happens in environments where ads are present. According to Edison Research’s Share of Ear study for Q1 2025, 64% of Americans aged 13+ spend their daily audio time with ad-supported content, while only 36% listen to ad-free audio.

The Power of Ad-Supported Audio

Ad-supported audio includes traditional AM/FM radio and radio streams, music on YouTube with ads, the free tiers of streaming platforms, and podcasts. This broad range of channels continues to offer advertisers strong opportunities to connect with engaged listeners throughout the day.

What makes this especially compelling is the age breakdown of the data. Among Americans aged 55 and older, 75% of audio time is spent with ad-supported content.

Even among younger audiences—typically more tech-savvy and open to paid streaming options—54% of their audio time still goes to ad-supported sources. That leaves 46% with ad-free platforms, a significant share but not quite a majority.

Why Are Young Listeners Still Tuning Into Ads?

While younger listeners (ages 18–34) are more likely to use paid platforms, many still rely on free, ad-supported versions. This may be due to cost-consciousness or simply because the ad experience isn’t intrusive enough to justify a subscription fee. Services like Spotify and YouTube make upgrading easy and affordable, but many users choose not to—especially when multitasking or passively listening.

What This Means for Advertisers

Even in an age of personalization and premium content, ad-supported audio remains a dominant and effective way to reach consumers. Whether through streaming radio, podcasts, or music on YouTube, advertisers can still connect with audiences during key moments of their day—commuting, exercising, working, or relaxing.

Audio advertising continues to:

  • Increase brand and product awareness

  • Deliver high engagement and recall

  • Offer non-intrusive, contextually relevant placements

With 64% of daily listening still ad-supported, there’s a massive opportunity for brands to stay top of mind—even when listeners aren’t ready to make a purchase.

Watching how this balance between ad-supported and ad-free audio shifts will be fascinating as technology evolves and listeners gain even more control over their media experiences. Will more users opt to pay for ad-free subscriptions? Or will the continued strength of free, high-quality audio content keep ad-supported listening in the lead?

One thing is clear: for advertisers, the audio landscape remains fertile ground for impactful storytelling and brand growth.

Find out more about Edison Research’s Share of Ear study here.