Spotify, Pandora, YouTube, and Amazon Music have millions of listeners. At least that’s the perception. But new data from Edison Research shows how prevalent the usage is among those utilizing the ad-supported tiers.
In the latest Share of Ear Study, the data suggests that only 13% of time spent listening to ad-supported audio is spent with the likes of Spotify, Pandora, YouTube, or Amazon Music.
That figure sits behind podcasts, which averaged 20%. That represents a slight increase from the second quarter data, when the medium was at 19%.
It is also well behind AM/FM radio, which, for the second consecutive quarter, saw 64% of all time spent listening to ad-supported audio.
In only one demographic — Persons 18-34 — did an ad-supported digital audio platform reach double-digits, as Spotify hit 11% in that specific sector.
However, advertiser perceptions show that of more than 300 marketing agencies and advertisers viewed the share of ad-supported audio time at 41% just between Spotify and Pandora, with 26% of time dedicated to AM/FM radio. In reality, terrestrial radio is 11 times larger than perceived vs Spotify and 13 times larger than perceived against Pandora.
Edison Research’s Share of Ear Study is now in its 11th year. It routinely surveys 4,000 Americans annually to measure daily reach and time spent listening to all forms of audio.
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