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New data from Nielsen and Edison Research shows that AM/FM radio is still the dominant force in the audio world after third quarter data was released.
During the months of July, August, and September, 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 services like SiriusXM.
In the 25-54 demographic, 62% of daily time spent listening was with ad-supported radio. That number jumps to 74% in the Persons 35+ demo.
Not only is the medium the top form of audio consumption, but it is growing in the 18-34 demographic. During the second quarter, 48% of time spent listening by that demographic was with ad-supported radio. In the third quarter, that figure grew to 51%.
Additionally, podcast usage has slipped slightly by those in that demographic. In the first quarter, 37% of all time spent listening by users in that demo was with podcasts. During the second quarter, that figure slipped to 35%. During the latest three-month window, it dropped even more, down to 31%.
In total, users surveyed by Edison Research and Nielsen for its “The Record” series counted 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.
In the 18+ and 35+ categories, news/talk remains the most listened-to format. The 25-54 and 18-34 demos were led by adult contemporary.
