Radio continues to lead in ad-supported audio consumption, maintaining its influence across generations and listening environments. According to Edison Research’s latest Share of Ear report for 2024, radio remains the top choice for listeners seeking free, ad-supported content, whether in the car, at home, or in the workplace.
Radio’s Stronghold at Home and Work
AM/FM radio isn’t just dominant in cars and leads to ad-supported listening at home and in workplaces. At home, more than half of ad-supported listening time is dedicated to radio, outpacing streaming music at a three-to-one ratio. Meanwhile, radio secures nearly two-thirds of all ad-supported audio consumption in workplaces, making it an essential part of daily routines.
While listening habits have evolved significantly—shifting platforms and content preferences—one constant remains: most audio consumption happens at home. Traditionally, this majority was steady but modest. However, in early 2020, global changes sparked a surge in at-home listening, peaking at 50 additional minutes per day.
Source:Edison Research website
Interestingly, smart speakers have contributed to the growth of AM/FM streaming, with a 43% share of ad-supported listening on these devices. While smart speaker ownership has plateaued, the consumption of AM/FM content through them has more than doubled since 2018, indicating that listeners continue to seek radio content in new and convenient ways.
Debunking the Gen Z Radio Myth
It’s often assumed that younger audiences have abandoned traditional radio, but Edison Research proves otherwise. Gen Z spends nearly as much time with AM/FM radio (30%) as they do with ad-supported streaming music (32%). Podcasts also play a significant role in their audio consumption, capturing 29% of their listening time.
Millennials also demonstrate a balanced audio diet, with 48% of their listening dedicated to AM/FM radio, 30% to streaming music, and 16% to podcasts. This suggests that while digital audio options continue to grow, traditional radio remains a vital part of daily media consumption.
Radio’s Enduring Appeal Among Older Generations
As expected, older audiences remain the most loyal to AM/FM radio. Baby Boomers allocate 69% of their ad-supported audio time to terrestrial radio, while Gen X listeners dedicate 64% of their listening to the medium. This ongoing loyalty highlights radio’s stronghold in the media landscape, particularly among demographics that advertisers may want to target for high engagement and reach.
The Rising Power of Podcasts
Podcasts continue to grow as a dominant audio format, securing the #2 spot in share of listening for three consecutive years and surpassing streaming music. Over the past decade, podcast consumption has increased fivefold, attracting listeners with compelling content across various genres, including true crime, business, and sports.
Additionally, Edison Research Share of Ear for 2024 study suggests that podcasts are highly effective advertising platforms. A study by Audacy found that 64% of listeners appreciate podcast sponsors, and many take action after hearing an ad—40% visit a website, while 37% make an in-store purchase. This indicates that podcasts not only engage listeners but also drive meaningful brand interactions.
What This Means for Advertisers
The latest Edison Research findings emphasize that radio remains a powerful medium for ad-supported listening, offering reach and engagement across all generations. Whether through traditional broadcasts, smart speakers, or digital streaming, AM/FM radio continues to be a key player in the audio advertising ecosystem. Meanwhile, the sustained growth of podcasting presents additional opportunities for brands to connect with audiences in a highly engaging format.
To explore more insights from Edison Research and stay ahead of the latest audio advertising trends, visit their website here.
Source: Edison Research website, Edison Research Share of Ear report for 2024
