Radio accounts for the majority of time that Americans ages 18–34 spend with ad-supported radio each day.
That’s according to Nielsen and Edison Research. They said the percentage for that demographic bracket grew to 51% in the past quarter from 48% in the second quarter, while listening share for podcasts among the same group decreased for the second quarter in a row.
The companies released fresh data about listening habits of Americans to various audio sources. “Audio accounts for nearly 20% of daily time,” they said. “In Q3 2024, that translated to 3 hours and 57 minutes of daily listening across both ad-supported and ad-free platforms like radio, podcasts, streaming music services and satellite radio.”
But the report focuses on time spent with audio channels supported by ads.
“From July to September 2024, listeners spent 67% of their daily time with ad-supported audio with radio, 18% with podcasts, 11% with streaming audio services and 3% with satellite radio. At every age, consumers spend more than half of their daily ad-supported audio time with radio, and listeners 35 and older give nearly 75% of their audio time to radio,” the companies wrote.
Their blog posts promote audio listening to potential media advertisers. A summary of their findings including several other interesting data tidbits can be found here. Interactive graphics let you compare the daily listening “pie” for other age demographics.
