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CREATE A PROFILE: Digital Audio / Satellite Radio

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AM/FM radio was the original portable electronic medium as technology migrated out of homes and into cars and onto transistor radios through the mid-20th century. Now online audio services and satellite radio have stolen some of traditional radio's mobility thunder with delivery on multiple devices and capacity for each user to customize content or to receive unique content based on algorithms.

Although it's all sound, consumers and the respective industry segments differentiate among traditional AM/FM radio, digital audio/Internet radio services, and satellite radio services. The newer audio options have established a place in the media spectrum relatively quickly, appealing to younger consumers, early adapters, upscale adults – and advertisers, who are attracted to the expanded options afforded by satellite and digital/online audio marketing.
  • Pureplay radio services are webcasters that transmit only on the internet; they don't transmit simulcasts of AM/FM radio broadcasts. These may not be interactive ("on demand") based on a ruling on royalty payments. (Arista)
  • Online radio's monthly audience (pureplay/AM/FM streamed combined) is estimated at 228 million, representing 79% penetration of the U.S. 12+ population.
    • 90% of America's 12-34-year-olds listen online monthly
    • 87% of 35-54's are online listeners
    • The 55+ audience is slower to adopt, with just 63% penetration

(Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

  • 58% of consumers listened to music from a streaming service e.g., Spotify (increasing to 74% among Gen Z).

(Source: YouGov Surveys, April 16, 2025 – May 13, 2025)

  • AM/FM radio accounts for 34% of total audio time spent among persons 18+.

(Source: Edison Research, Share of Ear, Q3 2025)

  • 42% of consumers listen to streamed music every day, while a further 21% listen multiple times a week. The number of consumers who never stream music is 15%.

(Source: Attest, 2025 U.S. Media Consumption Report)

  • 61% of persons 18+ listen to ad-supported radio daily, in Q4 2025.
    • Persons 18-34 - 44%
    • Persons 25-54 - 57%
    • Persons 35+ - 67%

(Source: Edison Research, "Share of Ear", Q4 2025)

  • Among U.S.adults 18+, 52% of daily audio listening is with ad-supported sourced.
    • AM/FM radio accounts for 64% of daily audio time spent on any ad-supported platform.
    • Podcasts have reached a 20% share.

(Source: Edison Research, Share of Ear, Q3 2025)

  • Marketers and media agencies significantly overestimate audience shares to Pandora/Spotify and massively underestimate AM/FM radio audiences.

(Source: Advertiser Perceptions, August 2025)

  • As older demographics flock to the medium, the median age of podcast listeners has risen from 29 in 2017 to 39 in 2025.

(Source: Edison Research, Share of Ear, Q3 2025)

  • Daily audio consumption amounted to 3 hours and 54 minutes of daily listening across both ad supported and ad free platforms like radio, podcasts, streaming music services and satellite radio. In the fourth quarter of 2025, ad supported audio accounted for 63% of all listening.

(Source: Nielsen, The Record: 2025 Q4 U.S. Audio Listening Trends)

  • Consumers spent 61% of their daily time in the fourth quarter with radio, 21% with podcasts, 15% with streaming music and 3% with satellite radio.

(Source: Nielsen, The Record: 2025 Q4 U.S. Audio Listening Trends)

  • Nearly six in ten sports fans now consume sports-related content every single day. Their intensity makes sports one of the most reliable forces driving audience loyalty and advertiser investment. Radio continues to be central to that story.

(Source: Crowd React Media, State of Sports Media, 2025)

Today's sports fans are diverse.
  • 27% are 18-34 years old
  • 38% are women
  • 38% are multicultural

(Source: Vision Insights, Decoder, Aug.-Oct. 2025)

  • 79% of sports podcast listeners say they love to have 'inside knowledge' about sports.

(Source: Vision Insights, Decoder, Aug.-Oct. 2025)

  • 57% of avid sports fans that listen to sports on audio follow athletes/ influencers on social media such as X, Facebook, and Instagram.

(Source: Vision Insights, Decoder, Aug.-Oct. 2025)

  • 69% of sports fans say they use every medium possible to stay connect to the sports they follow.

(Source: Vision Insights, Decoder, Aug.-Oct. 2025)

  • Over a quarter of sports audiences consume four or more hours of sports content.

(Source: State of Sports Media, Crowd React Media, 2025)

  • In contrast to AM/FM radio's 64% reach, streaming music services remain niche players with only a combined 13% ad-supported audio share between Spotify, Pandora, YouTube and Amazon Music.

(Source: Edison Research, Share of Ear - Q3 2025)

  • 80% of sports podcast listeners are more likely than the typical sport fan to trust brand sponsorships.
    • The same is true for 71% of sports radio listeners.

(Source: Vision Insights, Decoder, Aug.-Oct. 2025)

  • 48% of sports audio listeners say they're happy to support products recommended by heir favorite hosts.

(Source: Audacy Music and Talent Study 2025)

  • 50% of Gen X sports fans consume sports audio content to hear unique perspectives on sports content not covered in other media.

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

  • 34% of Boomer sports fans consume sports audio content to hear unique perspectives on sports content not covered in other media.

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

  • 66% of listeners have said that Spanish-language radio shapes their views.

(Source: Crowd Media, The State of Spanish Language Media, 2025)

  • 55% of listeners have interacted with their local Spanish-language radio station in the past.

(Source: Crowd Media, The State of Spanish Language Media, 2025)

  • Percentage of daily ad-supported audio listening time by Hispanics 18+ versus general audience 18+:
    • Radio - 55% versus 62%
    • Podcasts - 21% versus 20%
    • Ad-supported streaming audio - 21% versus 15%
    • Ad-supported satellite radio channels 3% versus 3%

(Source: : Edison Research, “Share of Ear” Q3 2025; Hispanic Adults 18+ , Adults 18+)

Percentage (%) of share of ad-supported audio time spent on AM/FM radio by age and demographic:

  • Persons 25-54: 60%
  • Women 25-54: 59%
  • Men 25-54: 62%
  • Hispanics 25-54: 60%
  • African Americans 25-54: 75%

(Source: Edison Research, "Share of Ear", Q4 2024 - Q3 2025)

Q4 2025 Radio Formats Share of Total Audience Adults 18+ (OTA + Streaming):

  • News/talk - 10.8%
  • Adult Contemporary - 8.4%
  • Country - 5.8%
  • Classic Hits - 5.7%
  • Classic Rock - 5.1%
  • Urban Adult Contemporary - 5.1%
  • All Sports - 5.1%
  • Pop Contemporary Hit Radio - 4.3%
  • Hot Adult Contemporary - 4.1%
  • Contemporary Christian - 3.5%
  • Mexican Regional - 3.0%
  • Alternative - 2.8%
  • Urban Contemporary|Hip-Hop/R&B - 2.7%
  • Adult Hits - 2.7%
  • All News - 2.7%

(Source: Edison Research, "Share of Ear", Q4 2025)

Radio's monthly reach of Hispanic consumers by age:

  • Ages 18-34 - 89%
  • Ages 35-49 - 95%
  • Ages 50+ - 97%

(Source: Nielsen, Audio Today 2026:The power of radio among Hispanic consumers, January 2026)

In the past three months, Hispanic consumers compared to the general market, actions taken as a result of ad exposure:

  • Made a purchase - 76% more likely from radio ad; 41% more likely from podcast ad
  • Recommended a product to others - 126% more likely from radio ad; 96% more likely from podcast ad
  • Visited a retail location - 49% more likely from radio ad; 95% more likely from podcast ad
  • Posted/followed on social media - 109% more likely from radio ad; 116% more likely from podcast ad

(Source: Nielsen Scarborough USA+, Release 1 2025 (May 2025), Adults 18+, Hispanic Adults 18+)

Radio language preferences, among Spanish-dominant and bilingual Hispanic audiences:

  • Equally in Spanish & English - 32%
  • Mostly in Spanish - 44%
  • Only in Spanish - 17%
  • Mostly in English - 5%
  • Only in English - 1%

(Source: Crowd Media, The State of Spanish Language Media, 2025)

Time of day that Spanish-language audiences listen to the radio:

  • Morning - 64%
  • Afternoon - 53%
  • Midday - 33%
  • Night - 16%

(Source: Crowd Media, The State of Spanish Language Media, 2025)

Time spent listening to AM/FM radio, by demographic:

  • Hispanics 18+ - 57%
  • African Americans 18+ - 75%
  • Men 18+ - 64%
  • Women 18+ - 65%

(Source: Edison Research, "Share of Ear,” Q4 2024 –Q3 2025)

Daily reach among persons 18+:

  • Digital audio - 33%
  • AM/FM radio - 59%

(Source: Edison Research, "Share of Ear,” Q4 2024 – Q3 2025 Persons 18+)

Gen Z audio listeners who've listened to audio within the past year agreed with the following statements about audio:

  • Audio has brought joy into their lives - 69%
  • Audio inspires them - 57%
  • Audio has a special way of bringing happiness into their day - 64%
  • Audio in the last year has provided them with companionship - 41%
  • Audio has given them a sense of community - 38%

(Source: Edison Research Gen Z Audio Study Q4 2024)

Percentage of sports fans, by generation, that "frequently" or "occasionally" listen to sports content through broadcast AM/FM radio:

  • Gen Z - 30%
  • Millennial - 52%
  • Gen X - 52%
  • Boomer - 41%

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

Average time spent listening to sports audio content in the last week, by generation:

  • Total - 5 hours & 53 minutes
  • Gen Z - 6 hours & 10 minutes
  • Millennial - 6 hours & 16 minutes
  • Gen X - 5 hours & 17 minutes
  • Boomer - 5 hours & 38 minutes

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

Average time spent listening to sports audio content in the last week, by ethnicity:

  • White - 5 hours & 32 minutes
  • Black - 7 hours & 56 minutes
  • Latino - 5 hours & 45 minutes

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

Percentage (%) of those who consider radio to be very trustworthy, by age group:

  • Adults 18-34 - 79%
  • Adults 35-54 - 75%
  • Adults 55+ - 83%

(Source: Katz Radio Group 2024 Media Trust Study)

Consumers who listen to the radio by daypart:

  • Morning (6AM - 10AM) - 62%
  • Midday (10AM - 2PM) - 47%
  • Afternoon (2PM - 6PM) - 39%
  • Evening/Night (6PM - 12AM) - 19%
  • Saturday - 43%
  • Sunday - 36%

(Source: Crowd React Media, The State of Media 2025)

How sports audiences listen to sports programming:

  • AM/FM radio - 59%
  • On mobile or tablet - 53%
  • Podcast - 36%
  • Desktop/Laptop streaming - 29%
  • SiriusXM - 24%
  • Smart home device - 19%

(Source: Crowd React Media, The State of Sports Media 2025)

Percentage (%) of those who listened to audio in the same window as an activity (from 8AM-5PM):

  • Shopping in-person - 73%
  • Shopping online - 70%
  • Running errands - 75%
  • Dining out - 72%

(Source: Mobility of Audio Study, SiriusXM Media, Publicis Media, and Edison Research 2024)

Audio ads inspire action:

  • 63% of ad-supported streaming audio listeners have taken action after hearing an audio ad (e.g. bought a brand or product, searched for the brand online, etc.)
  • 53% of ad-supported audio listeners have taken an action after hearing an audio ad while on-the-go (e.g. shopped at a specific store, ate at a specific restaurant, etc.)

(Source: Mobility of Audio Study, SiriusXM Media, Publics Media, and Edison Research 2024)

Engagement to radio, by age:

  • Ages 18-24 - 33%
  • Ages 25-54 - 55%

(Source: Point to Point, Strategic solutions Research Part 1, 2024)

Hours spent listening to the radio, by age demographic:

  • Ages 18-24:
    • 30 mins - 1 hour - 27%
    • 1 - 2 hours - 30%
    • 2 - 3 hours - 19%
    • 3+ hours - 24%
  • Ages 25-54:
    • 30 mins - 1 hour - 15%
    • 1 - 2 hours - 27%
    • 2 - 3 hours - 24%
    • 3+ hours - 34%

(Source: Point to Point, Strategic solutions Research Part 1, 2024)

What people like about radio:

  • Connection to the community - 42%
  • Music/Music variety - 40%
  • Radio personalities - 25%
  • Local news/Traffic/Weather - 20%
  • Entertainment - 15%
  • Convenience/Ease of use - 13%

(Source: Point to Point, Strategic solutions Research Part 2, 2024)

Radio usage: Office vs. Work from Home:

  • Less than 25% of the time:
    • Office - 23%
    • At home - 28%
  • About 25% of the time:
    • Office - 20%
    • At home - 23%
  • About 50% of the time:
    • Office - 43%
    • At home - 41%

(Source: Point to Point, Strategic solutions Research Part 2, 2024)

Motivations for all workers to listen to more local radio from 9am to 3pm:

  • More nonstop music - 65%
  • Funny content - 39%
  • Updates on local info & events - 31%
  • A personality that is a great companion along with playing a lot of music - 25%
  • Traffic information - 19%
  • More from your favorite personalities - 19%
  • Contests - 16%

(Source: Point to Point, Strategic solutions Research Part 2, 2024)

Radio listened to most by location:

  • At home - 21%
  • In the car - 62%
  • Working from home - 22%
  • Working at a job site - 37%

(Source: Point to Point, Strategic solutions Research Part 1, 2024)

  • 11% of Americans age 13+ listen to AM/FM radio streams at home.

    • (Source: Edison Research, Share of Ear, 2023)

    U.S. Monthly Radio Reach (Hispanics by age group):

    • Hispanics 18-34 - 91%
    • Hispanics 35-49 - 97%
    • Hispanics 50+ - 97%

    (Source: Nielsen NPOWER, Nielsen RADAR, Nielsen Total Media Fusion - Q1 2023)

    Share of time spent with ad-supported audio among U.S. audiences, Hispanic Adults 18+:

    • Radio - 54%
    • Podcasts - 28%
    • Ad-supported streaming audio - 16%
    • Ad-supported satellite radio channels - 3%

    (Source: Edison Research, "Share of Ear", Q3 2024; Hispanic Adults 18+)

    Share of time spent listening to ad-supported sources, by age:

    • Age 13-34 - 54%
    • Age 35-54 - 65%
    • Age 55+ - 75%

    (Source: Edison Research, "Share of Ear", Q1 2025)

    Share of time spent listening to AM/FM radio and podcast sources among Americans ages 18-29:

    • AM/FM radio - 14%
    • Podcasts - 14%
    • Other - 72%

    (Source: Edison Research, "Share of Ear", Q2 2025)

    Percentage of Americans 13+ who pay for audio subscription services:

    • Pay for one subscription - 35%
    • Pay for two subscriptions - 10%
    • Pay for more than two subscriptions - 6%

    (Source: Edison Research, "Share of Ear", Q1 2025)

    Share of time spent listening to audio sources, by those ages 13+:

    • AM/FM radio - 34%.
    • Streaming Music - 23%.
    • YouTube - 14%.
    • Podcasts - 10%.
    • SiriusXM - 7%.
    • Owned music - 6%.
    • TV music channels - 2%.
    • Audio books - 3%.
    • Other - 1%.

    (Source: Edison Research, "Share of Ear", Q3 2024 - Q2 2025)

    Percentage (%) of monthly reach among all audio sources (Hispanic Adults 18+):

    • Radio - 94%
    • YouTube Music - 44%
    • Spotify - 31%
    • Pandora - 23%
    • Amazon Music - 15%
    • Apple Music - 15%
    • Satellite Radio - 11%

    (Source: Nielsen RADAR, Nielsen Scarborough - Q1 2023)

    Percentage (%) of monthly reach among ad-supported radio (Hispanic Adults 18+):

    • Radio - 94%
    • YouTube Music - 40%
    • Spotify - 18%
    • Pandora - 21%
    • Amazon Music - 12%

    (Source: Nielsen RADAR, Nielsen Scarborough - Q1 2023)

    Preferred audio sources during road trips:

    • Streaming Audio - 73%
    • Podcasts - 63%
    • AM/FM Radio - 58%
    • Other audio - 8%

    (Source: Veritonic, Summer Audio Listening Trends, April 2023)

    Preferred audio sources used when bored:

    • Podcasts - 66%
    • Streaming audio - 58%
    • AM/FM Radio - 23%

    (Source: Veritonic, Summer Audio Listening Trends, April 2023)

    Preferred audio sources used while waiting in line at the airport or waiting for an appointment:

    • Podcasts - 51%
    • AM/FM Radio - 21%
    • Other Audio - 13%

    (Source: Veritonic, Summer Audio Listening Trends, April 2023)

    Preferred audio sources used when trying to relax:

    • Podcasts - 57%
    • AM/FM - 31%
    • Other Audio - 6%

    (Source: Veritonic, Summer Audio Listening Trends, April 2023)

    Three major platforms that make up the ad-supported sports audio landscape:

    • AM/FM Radio (Over-the-air or online) - 52%
    • Podcasts - 36%
    • SiriusXM Radio - 24%

    (Source: Edison Research, Sports Audio Report, June 2024)

    Importance of keeping up to date with music among U.S. population 12+:

    • Not at all important - 51%
    • Somewhat important - 35%
    • Very important - 14%

    (Source: Edison Research, Music Discovery Report, 2024)

    Sources used to find out about music among U.S. population 12+:

    • Friends/Family - 82%
    • YouTube - 70%
    • AM/FM Radio - 58%
    • Spotify - 48%
    • Instagram - 40%
    • TikTok - 36%
    • Facebook - 32%
    • Video Games - 28%
    • Pandora - 26%
    • Apple Music - 26%
    • SiriusXM - 24%
    • Music TV Channels - 24%
    • Amazon Music - 22%
    • iHeartRadio - 18%

    (Source: Edison Research, Music Discovery Report, 2024)

    Percentage of those who say it's somewhat or very important to keep up to date with music, by demographic:

    • Male - 49%
    • Female - 50%
    • Ages 12-34 - 44%
    • Ages 35-54 - 30%
    • Ages 55+ - 26%
    • White - 54%
    • African Americans - 19%
    • Hispanics - 17%

    (Source: Edison Research, Music Discovery Report, 2024)

    Smart Speakers / Voice
    • 35% of People 12+ own a smart speaker.

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • % of people who listen to audio on smart speakers more often by age:
      • 18-24: 4%
      • 25-34: 17%
      • 35-44: 18%
      • 45-54: 28%
      • 55-64: 16%
      • 65+: 21%

    (Source: The Smart Audio Report, Spring 2022)

    • Audio listening through smart speakers:
      • 22% of P12+ say they listened to a smart speaker in the last month.
      • 18% of P12+ say they listened to a smart speaker in the last week.

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • 66% of smart speaker owners listen to the news on their smart speakers.

    (Source: The Smart Audio Report, Spring 2022)

    • 53% of households that own a smart speaker obtain weather updates on their smart speakers.

    (Source: 2025 MRI-Simmons Spring Doublebase)

    • Share of ad-supported audio time spent on the smart speaker, among Persons 18+:
      • AM/FM Radio - 51%
      • Ad-supported Pandora - 14%
      • Podcasts - 13%
      • Ad-supported SiriusXM - 13%
      • Ad-supported Spotify - 9%

    (Source: Edison Research, "Share of Ear," Q1 - Q4 2024)

    • Percentage of smart speaker ownership by generation:
      • Gen Z - 18%
      • Millennials - 29%
      • Gen X - 26%
      • Boomers - 27%

    (Source: Edison Research, "Share of Ear," Q4 2023 - Q3 2024)

    • Top 10 Smart Speaker ownership by brand in the U.S. as of June 2023:
      • Amazon Echo - 65%
      • Google Home - 26%
      • Apple Homepod - 21%
      • Bose - 17%
      • Google Nest - 17%
      • Sony - 11%
      • JBL- 9%
      • Eufy Gene- 8%
      • Fabriq- 7%
      • Harmon Kardon- 6%

    (Source: Statista Consumer Insights, 2023)

    • Smart speaker frequency of use in the U.S. in 2023:
      • Daily - 50%
      • Monthly - 26%
      • Never/Rarely - 24%

    (Source: Enterprise Apps Today, 2023)

    Audio Podcasting

    • A podcast is an audio program formatted to be played on the iPod and made available for free or for purchase over the Internet. The name derives from the combination of broadcast and iPod.
    • Podcasts are shows similar to a radio show that is produced by professionals or amateurs and posted to the Internet for download and listening or viewing.

    (Source: About.com)

    • In 2025, podcasts have a monthly reach of 53.6%. The demographics are:
      • Men 18+ - 60.9%
      • Women 18+ - 46.6%
      • Adults aged 18-34 - 68.7%
      • 35-54 - 62.1%
      • 55+ - 35.0%
      • Hispanic - 66.1%
      • Black/African American - 59.0%

    (Source: Triton Digital, U.S. Podcast Report, 2025)

    • Advanced demographic index of U.S. podcast listeners:
      • College graduate - 122
      • Income of $100K annually - 123
      • Income of $150K annually - 129
      • Parent with a child under 18 - 164
      • Black/African American - 119
      • Hispanic - 115

    (Source: Triton Digital, U.S. Podcast Report, 2025)

    • Players/apps ranked by new episode RSS downloads:
      • Apple Podcasts - 49.7%
      • Spotify - 15.7%
      • iHeartRadio - 7.6%
      • Overcast - 3.5%
      • iOS unpecified app - 5.4%
      • Other - 18.1%

    (Source: Triton Digital, U.S. Podcast Report, 2025)

    • Listening is the predominant method to consume podcasting, but consumers are leaning into video, expanding how and where they engage with shows. Most consumers are both listening and watching. How do podcast consumers differ by method of consumption?
      • Women 18+: Listen only - 54%; Watch only - 45%
      • Men 18+: Listen only - 45%; Watch only - 54%
      • Age 18-34: Listen only - 27%; Watch only - 35%
      • Age 35-54: Listen only - 37%; Watch only - 29%
      • Age 55+: Listen only - 36%; Watch only - 35%
      • Income less than $50K annually: Listen only - 31%; Watch only - 46%
      • Income between $50K-$100K annually: Listen only - 33%; Watch only - 33%
      • Income over $100K annually: Listen only - 35%; Watch only - 21%

    (Source: Triton Digital, U.S. Podcast Report, 2025)

    • Percentage of U.S. population that consumed podcasts within the past month, by genre:
      • Comedy - 41.5%
      • News - 26.5%
      • Culture - 22.8%
      • Sports - 18.3%
      • True crime - 15.9%
      • Business - 10.3%
      • Education - 9.5%
      • Health & fitness - 8.8%
      • Religion & sprituality - 8.1%
      • TV & film - 7.7%
      • Music - 6.8%
      • Arts - 6.7%
      • Leisure - 4.3%
      • Science - 4.0%
      • History - 3.9%
      • Technology - 3.3%
      • Kids & family - 2.6%
      • Fiction - 2.5%
      • Government - 0.6%

    (Source: Triton Digital, U.S. Podcast Report, 2025)

    • Top podcasts as of 2025:
      • 1. The Joe Rogan Experience
      • 2. The Daily
      • 3. Crime Junkie
      • 4. Call her Daddy
      • 5. SmartLess
      • 6. Dateline NBC
      • 7. This Past Weekend w/ Theo Von
      • 8. New Heights with Jason & Travis Kelce
      • 9. Stuff You Should Know
      • 10. This American Life
      • 11. The Breakfast Club
      • 12. Conan O'Brien Needs a Friend
      • 13. TED Talks Daily
      • 14. Bad Friends
      • 15. Rotten Mango

    (Source: Triton Digital, U.S. Podcast Report, 2025)

    • 245 million P12+ are familiar with audio podcasts.
    • In 2025 - 70% of persons 12+ had ever listened to an audio podcast, an all-time high – increasing from 44% in 2018, 40% in 2017 and 36% in 2016

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • 44% of adults ages 18-34 have listened to a podcast in the last month.

    (Source: 2025 MRI-Simmons April Podcast Study)

    • 76% of podcast listeners listen to podcasts alone, while 19% listen with a spouse.

    (Source: 2025 MRI-Simmons April Podcast Study)

    • 40% of podcast listeners only need 5-20 minutes to decide to become a regular listener of a program.

    (Source: 2025 MRI-Simmons April Podcast Study)

    • 62% of podcast listeners typically listen to whole episodes.

    (Source: 2025 MRI-Simmons April Podcast Study)

    • 89% of podcast listeners think the genre is important when choosing a new podcast.

    (Source: 2025 MRI-Simmons April Podcast Study)

    • 533,943 shows have been released since the start of 2025.

    (Source: Listen Notes, July 2025)

    • 101,957 new podcasts have debuted during the first half of 2025.

    (Source: Listen Notes, July 2025)

    • In podcast advertising, brands pay for ad space within a podcast show, which can either be pre-recorded or read live by the host. These spots are typically inserted into designated timeslots, such as pre-roll, mid-roll or post-roll.

      Podcast ad placements can be bought from ad networks that collect ad inventory from multiple publishers, directly from podcast creators, or programmatically through agencies like ARM who work with demand-side platforms (DSPs) to use audience-based and outcome-based buying approaches.

    (Source: Ad Results Media, Podcasting Advertising Guide, 2026)

    • Podcast advertising continues to stand out as an effective channel because it combines audience trust, attentive listening, and measurable performance. As podcast consumption continues to grow and evolve, the benefits of advertising within podcasts remain strong — and in many cases, even more compelling in 2026.

    (Source: Ad Results Media, Podcasting Advertising Guide, 2026)

    • 81% of podcast listeners are more likely to listen to a new podcast if the ad for the podcast is tailored to their interests.

    (Source: Veritonic, The Podcast Advertising Efficacy Guide, March 2024)

    • 49% of podcast listeners said that ads from brands and services that they've never heard of capture their attention.

    (Source: Veritonic, The Podcast Advertising Efficacy Guide, March 2024)

    • 45% of podcast listeners are more likely to listen to a new podcast if the host is a celebrity that they follow on social media.

    (Source: Veritonic, The Podcast Advertising Efficacy Guide, March 2024)

    • 11% of share of audio time spent amongst persons 18+ was spent on podcasts.

    (Source: Edison Research, "Share of Ear," Q1 2017 - Q1 2025)

    • A35-54 spend 28% of their total daily audio time listening to spoken word audio.

    (Source: Edison Research, "Share of Ear," 2014 - Q2 2024)

    • A55+ spend 28% of their total daily audio time listening to spoken word audio.

    (Source: Edison Research, "Share of Ear," 2014 - Q2 2024)

    • 54% of podcast fans agree that podcasts are part of their daily routine, compared to 11% of casual listeners.

    (Source: Edison Research and Wondery, The Fandom Phenomenon, 2025)

    • 38% of podcast fans say they enjoy listening to podcasts more than other types of media they consume, compared to 8% of casual listeners.

    (Source: Edison Research and Wondery, The Fandom Phenomenon, 2025)

    • 61% of podcast fans say that they are more of a fan of their favorite show now than they were 10 years ago, compared to 47% of casual listeners.

    (Source: Edison Research and Wondery, The Fandom Phenomenon, 2025)

    • 65% of podcast fans reported they are grateful to the companies/brands that support their favorite podcast.

    (Source: Edison Research and Wondery, The Fandom Phenomenon, 2025)

    • 85% of podcast fans are fans because podcasts make them laugh.

    (Source: Edison Research and Wondery, The Fandom Phenomenon, 2025)

    • 71% of podcast fans say their fandom stems from feeling like they are friends with the host.

    (Source: Edison Research and Wondery, The Fandom Phenomenon, 2025)

    • Approximately 158 million (55%) of Americans reported listening to a podcast in the past month in 2025 – more than double the amount from 21% in 2016
      • 51% of men listened to a podcast in the last month while 45% of listeners were women.
      • 58% of America's 12-34-year olds listened and/or watched a podcast in the last month
      • 55% of adults 35-54 listened and/or watched a podcast in the last month while only 33% of adults 55+ listened

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • In 2025 - 35% of persons 12+ had listened and/or watched a podcast in the last week – nearly triple the amount in 2015 (10%).

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • Podcast listening overview:
      • 48% of P12+ listened to and watched a podcast.
      • 27% of P12+ never listened to or watched a podcast.
      • 22% of P12+ ever listened to a podcast but never watched.
      • 3% of P12+ ever watched a podcast but never listened.

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • Weekly podcast listenership (at least one podcast a week):
      • Total - 32%
      • 18-34 years old - 38%
      • 35-54 years old - 25%
      • 55+ years old - 40%
      • Male - 34%
      • Female - 24%

    (Source: Crowd React Media, The State of Media, 2025)

    • Podcast platforms that was used the most for podcast consumption:
      • YouTube - 39%.
      • Spotify - 21%.
      • Apple Podcasts - 8%.

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Spring 2025 Report)

    • How often podcast listeners listen to an episode after a release:
      • Immediately after release - 12%.
      • Within 24 hours - 58%.
      • 1 to 3 days after release - 19%.
      • 4 to 7 days after release - 8%.
      • More than 7 days after release - 3%.

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Spring 2025 Report)

    • Preferred episode length of a podcast:
      • Over 60 minutes - 9%.
      • 30 to 60 minutes - 39%.
      • 15 to 30 minutes - 30%.
      • Under 15 minutes - 8%.

    (Source: 2025 MRI-Simmons April Podcast Study)

    • Podcast consumers who have started listening to a new podcast in the last 3 months, by age:
      • Aged 18-34 - 54%
      • Aged 35-49 - 52%
      • Aged 50+ - 44%

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Spring 2025 Report)

    • Podcast listeners share of time spent listening to audio sources:
      • Podcasts - 35%
      • AM/FM Radio - 22%
      • Streaming - 18%
      • YouTube Music Videos - 11%
      • SiriusXM - 5%
      • Audiobooks - 4%
      • Owned Music - 3%
      • TV music channels - 2%
      • Other - 1%

    (Source: Edison Research, "Share of Ear", Q4 2023 - Q3 2024)

    • Percentage of time spent listening to podcasts by location:
      • Home - 68%
      • Work - 13%
      • In the car - 13%
      • Other - 6%

    (Source: Edison Research, "Share of Ear", Q1 2020 vs. Q1 2025)

    • Percentage of time spent listening to podcasts by time of day:
      • 10am - 3pm - 32%
      • 6am - 10am - 22%
      • 3pm - 7pm - 20%
      • 7pm - Midnight - 17%
      • Midnight - 6am - 9%

    (Source: Edison Research, "Share of Ear", Q4 2023 - Q3 2024)

    • Percentage of those who began listening to podcasts within the past year, by demographic:
      • Male - 46%
      • Female - 54%
      • Black/African American - 22%
      • Hispanic - 12%

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Spring 2025 Report)

    • Average time (hours) spent with podcasts within the past week:
      • Podcast Newcomers (started listening within the past year) - 6.9 hours
      • Podcast Intermediates (started listening 2-3 years ago) - 7 hours
      • Podcast Pioneers (started listening 4+ years ago) - 6.9 hours

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Spring 2025 Report)

    • What people like to do while listening to podcasts:
      • Doing chores - 60%
      • While relaxing - 48%
      • While commuting - 48%
      • Working out - 42%
      • At work or school - 32%
      • While sleeping - 20%
      • Other - 6%

    (Source: OnePulse Study, January 2025)

    • How often Americans listen to podcasts:
      • Daily - 15%
      • A few times a week - 15%
      • 1-2 times a week - 10%
      • A few times a month - 42%
      • 1-2 times a month - 7%
      • < once a month - 13%
      • Never - 33%

    (Source: Attest, 2025 U.S. Media Consumption Report)

    • Podcast listening during specific time periods of the day:
      • 6am -10am - 24%
      • 10am - 2pm - 29%
      • 2pm - 6pm - 21%
      • 6pm - 10pm - 12%
      • 10pm - 2am - 11%
      • 2am - 6am - 3%

    (Source: Edison Research, "Share of Ear", Q3 2025)

    • Top sports podcasts in 2025:
      • The Pat McAfee Show - 32%
      • Club Shay Shay - 28%
      • The Don Patrick Show - 27%
      • The Heard with Colin Cowherd - 23%
      • New Heights with Jason and Travis Kelce - 16%

    (Source: Crowd React Media, The State of Sports Media 2025)

    • 56% of people who've listened to Apple Music & Spotify in the last 30 days have also listened to a podcast in the last 30 days.

    (Source: 2025 MRI-Simmons Spring Doublebase)

    Satellite Radio

    • Satellite radio arrived on the American scene with the September 2001 debut of XM Satellite Radio, followed by Sirius Satellite Radio in July 2002. The two competitors merged in July 2008 after it became apparent the sector couldn't support two distinct entitites – now known as SiriusXM Radio.
    • Satellite radio services broadcast from satellites, with programming delivered primarily to vehicles or other dedicated devices. Programming is available only to those who subscribe to the service.
    • Satellite radio subscriber categories:
      • Self-Pay – individuals pay their own monthly fee
      • Promotional – Depending on how initial deal with an auto partner is structured, promotional subscriptions may or may or may not be "paid" by the manufacturer or a third party
    • Satellite service claimed 33 million total subscribers as of Q2 2024. 

    (Source: SiriusXM Radio, August 2024)

    • 41% of households that are subscribers to SiriusXM Radio only listen to AM/FM radio at home during the week.

    (Source: 2025 MRI-Simmons Spring Doublebase)

       Be sure to read this article: Time With Radio is Time Well Spent.    In Spanish: El Tiempo con la Radio es tiempo bien invertido.

    Digital Audio

    • Accessibility: Consumers like the ability to access streamed content 24/7, via an increasing variety of delivery platforms
    • Ease of Use: is a major factor in consumers' quick adaptation of streaming services, other digital audio.
    • Consumer Data: Digital audio platforms have a wealth of "big data" on their subscribers that can be used to help advertisers target specific consumers or segments.
    • Targeting: Targeted audio advertising can be inserted into live stream, enabling advertisers to target listeners based on user profiles, listening preferences, location, demographic and psychographic criteria and on specific devices; or to create custom segments based on listener data.
    • Trackable: Advertisers can immediately see impact of response to their advertising.
    • Mobility: 40% of vehicles have phone integration.
    • (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)
    Satellite Radio Advantages
    • Availability: Consumers can access in their cars, as well as on many digital devices. Also available via many cable and satellite TV services
    • Drivers can access same programming anywhere: Has strong appeal to people who spend a lot of time in their vehicles, and especially those who drive long distances
    • Emulates AM/FM Radio: Wide variety of programming choices, with channels offering choices of music formats, on-air personalities, and news, talk and sports formats
    • Ad Acceptance: Although they pay a subscription fee, satellite listeners appear to tolerate commercials

    Digital Audio
    • Awareness Outpaces Use:
      • Awareness of streaming services is high among the American public
        • 87% are aware of Spotify
        • Pandora has 84% recognition
        • 77% are aware of Apple Music
        • 76% know about iHeartRadio and 77% know about Amazon Music
        • Audacy has 16% of awareness levels and TuneIn Radio has 14% of awareness levels respectively
          (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)
    • Reliability: Consumers won't tolerate poorly designed interfaces or unreliable features and will switch quickly to alternative services
    • Lack on In-Vehicle Penetration: The majority of vehicles still don't have stereo systems that will accommodate a Smartphone or blue-tooth connection, limiting access to streaming services on the road
    • Cost: Access to services (or expanded functionality) may require payment of subscription fees
    • Resolution of ongoing legal issues regarding royalties for music aired on digital audio and satellite radio channels may lead those incur additional costs for their programming and ultimately result in passing those costs along to subscribers, or limiting music selections available
    • Increased Competition in Sector:  Pandora has been the early leader among digital services, but has experienced some erosion as competition with other services has heated up
    • Relatively Low Rate of Adaptation:  Consumers are not migrating en masse to digital. Consumers continue to tune into AM/FM radio as radio continues to deliver content across devises and platforms as well as on-demand
      Content Limitations: News and Sports content isn't widely available at this time, although music consumers also want access to information.
    • Privacy Issues: Perceived advantage through ability to track consumers may also prove to be a liability as government, consumer concerns regarding privacy increase.
    • Accountability: Online radio and music services do not have accredited audience measurement services in place.
    • Online audio channels/services compare the total audiences they claim against single AM/FM radio stations in any given market, making the claim that they are #1 in the market; rightly would need to aggregate all stations for broadcast groups within that market for a more accurate comparison.
    • Additionally, there is no way to determine duplication among "registered users," as many may have created multiple account to avoid reaching caps on free listening.
    Satellite Radio Disadvantages
    • Low In-Car Use: Satellite radio touts its in-vehicle presence, but enjoys relatively low in-car use among consumers
    • SiriusXM claims 83% penetration of total new vehicle population and 53% for total used vehicle population.
      • (Source: SiriusXM Investor Data Q1 2023)
    • Availability doesn't translate to use
      • 22% of Adults 18+ who have driven or ridden in a car in the past month have ever used satellite radio in their primary vehicle
        (Source: The Infinite Dial 2024 – Edison Research/Audacy/Cumulus Media/SiriusXM Media)
    • Digital Music/Online Radio challenging satellite radio's in-car use:
    • AM/FM radio is nearly ubiquitous in vehicles of all ages – new or on the road for 10 years or more – and is available at no cost to the listener
    • Digital audio services such as Spotify, etc. are challenging satellite radio's position as the in-car option to AM/FM radio.
      • SiriusXM has dipped a toe into the streaming audio waters as it has invested in Pandora.
      • Apple's CarPlay presents a challenge to satellite radio as it allows iPhone connectivity to the vehicle's dashboard for easier access to apps, music, phone calls, etc.
    • Monetary Investment: Hardware and/or subscription fees required to receive satellite radio contrast to free over-the-air radio
    • Resolution of ongoing legal issues regarding royalties for music aired on digital audio and satellite radio channels may lead those incur additional costs for their programming and ultimately result in passing those costs along to subscribers, or limiting music selections available

       Be sure to read this article: Time With Radio is Time Well Spent.    In Spanish: El Tiempo con la Radio es tiempo bien invertido.

    AM/FM Radio offers broad reach that will fill in the gaps of high percentages of the U.S. population not reached by alternative audio platforms.
    • Radio reaches 225 million adults 18+ every week
    (Source: Nielsen Audience Insights Q3 2025)
    Traditional radio offers advertisers an established, audited audience ratings system (Nielsen Audio); online audio services make claims based on a variety of untested and questionable metrics.

    Radio is the go-to source in weather events, emergencies: Consumers turn to AM/FM radio during emergencies and weather events when access to television and cable signals fails. FM chip-enabled smartphones also help to deliver information during these same emergencies.

    Insures Exposure to Ad Messages: On AM/FM radio, everyone hears the same content (both programming and advertising) and advertisers run messages tied to specific content in specific time periods; customized online audio sites allow everyone to listen to their own individualized station, so there's no way to buy against specific content at a specific moment. Airing schedules on both AM/FM and digital/online and/or satellite insures that target audiences will be exposed to the advertiser message.

    Radio has a high out-of-home presence, making it an optimal vehicle for retailers and other advertisers who need to reach the on-the-go consumer right before they shop:
    • Among Adults 18+ who have driven/ridden in a car in the past month
      • 55% have ever listened to AM/FM radio in their primary vehicle 
      • 46% have ever used owned online audio in their primary vehicle
      • 31% have ever listened to podcasts
      • 24% have ever used a CD player in their primary vehicle
      • 24% have ever used SiriusXM in their primary vehicle
      • 14% have ever used an MP3/digital files
      (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

       Be sure to read this article: Time With Radio is Time Well Spent.    In Spanish: El Tiempo con la Radio es tiempo bien invertido.



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