Radio Remains Twice as Popular as Podcasts and Music Streaming

Despite the rise in popularity of podcasts and music streaming services, new Nielsen data shows that American adults still spend the majority of their daily listening time on radio broadcasts. The data from the first quarter of 2024 reveals that radio listening accounts for 67% of ad-supported listening, followed by podcasts at 20%, music streaming at 10%, and satellite radio at 3%.

However, there is a noticeable shift among younger audiences, with only 45% of listening time dedicated to radio in the 18 to 34 age group. This demographic is choosing on-demand audio options at a higher rate, with 37% on podcasts and 18% on streaming audio or satellite radio.

On the other hand, for those over 35 years old, radio remains the preferred choice, capturing 74% of listening time in that demographic. News or talk radio is the most popular type of content among adults, accounting for almost 11% of all radio use, followed by adult contemporary music, classic hits, country music, and sports radio.

The report also highlights that most audio content is consumed outside of the home during the day, with 80% of in-car listening dedicated to radio. The data was compiled using information from Edison Research’s Share of Ear study and Nielsen’s audio measurement technology.

While radio broadcasts have been a staple in American culture for over a century, the slight decline in listenership has been accompanied by a rise in podcast and online audio consumption. The report sheds light on the evolving listening habits of Americans across different age groups and platforms.