It’s the time of year when radio stations are trying to wrap up 2025, find fill-in bodies, schedule out the rest of the year, and reset for a few days before it’s full steam ahead into 2026. And as we look ahead to 2026, much has been written on this site and elsewhere about digital strategies for radio brands, which is a long-overdue conversation that needs more attention. But if you need some data to back it up, I’ll bring it to you here.
Edison Research’s quarterly “Share of Ear” study, in its 11th year, surveyed 4,000 Americans annually to measure daily reach and time spent for all forms of audio. The good news is that AM/FM radio dominates ad-supported audio with a 64% share, followed by podcasts (20%). Radio remains undervalued, but it’s indisputable that listeners continue to shift toward time-shifted listening and podcasts.
As older demographics flock to podcasts, the median age of the podcast audience has aged sharply from 29 in 2017 to 39 in 2025. As noted in the study, in 2017, podcasts’ daily reach was greatest among 18–24s. Eight years later, podcasts’ daily reach has grown significantly, particularly among older demographics. The older the age group, the greater the growth in the podcast daily audience. Today, podcasts’ greatest reach centers on 25–44s, with significant growth among 45–64s.
That means the 35–64 crowd, the core of many News/Talk audiences, is also leaning in on more podcast listening. And while we aren’t going to lose them on the radio overnight, making sure they know you have available podcasts of your local shows is critical.
In fact, this may be the most important time in the history of podcasts to let your listeners know they can find you on any podcast platform. A few years ago, the podcast concept was still likely foreign to many news/talk radio listeners. The data shows it no longer is, so it’s time to move on your digital strategy.
As the Edison Research shows, in the 25–54 demographic, AM/FM radio share of ear is 60%, while podcast listening is 25%. For 35–64, it’s 68% on AM/FM radio and 19% on podcasts. That percentage is only going to grow.
And while AM/FM continues to dominate in-car listening at an 84% share of ear, it’s our job, just like with an active social media presence, to be top of mind for our audiences wherever they are. If we can drive them to our content in the home, in the gym, and at the office via time-shifted listening options, we’re keeping the brand of our shows and stations at the forefront for our audience, not just being the thing they listen to when they’re driving to and from work or running errands.
In a media environment that is more crowded than ever before, we have to compete everywhere and anywhere we can. You’ll be amazed at how many people don’t realize your radio show is available on a podcast. In our bubble, it may seem obvious, but to many, podcasts and radio shows are different things. They’re not. We are all competing in the same places. Use your huge radio audience to promote this now as much as possible.
So as we close out the year and look ahead, embracing digital strategies and promoting podcast availability are no longer optional — they’re essential for staying connected with audiences across all age groups. By meeting listeners where they are and offering flexible, on-demand content, radio brands can maintain their relevance and continue to thrive in a shifting media environment. Good luck in 2026.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Pete Mundo is a weekly columnist for Barrett Media, and the Vice President of News/Talk for Cumulus Media, while also hosting “Mundo in the Morning” and programming KCMO Talk Radio in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on X @PeteMundo.
