Radio still dominates ad-supported audio. Yet new Nielsen data shows continued declines in radio usage while sports talk is gaining younger listeners on AM/FM streaming audio.
What We Know: Nielsen’s Q1 2026 U.S. Audio Listening Trends report confirms radio remains the leader in ad-supported audio time spent. However, radio’s share declined across every key demo year over year and quarter over quarter. Among P18+, radio’s share dropped from 66% in Q1 2025 to 62% in Q1 2026. Meanwhile, ad-supported streaming audio jumped from 12% to 16% among the same group. Sports talk radio, notably, leads all formats in AM/FM streaming share among P18-34 listeners — topping every other format in that demo.
What The Data Shows: (All data compiled from Nielsen Q1 2026, Q4 2025, Q1 2025 The Record)
Share of daily time spent with ad supported audio among US audiences
Radio
| Demographic | Q1 2026 | Q4 2025 | Q1 2025 |
|---|---|---|---|
| P18+ | 62% | 67% | 66% |
| P18-34 | 45% | 47% | 47% |
| P25-54 | 58% | 62% | 61% |
| P35+ | 68% | 74% | 73% |
Podcasts
| Demographic | Q1 2026 | Q4 2025 | Q1 2025 |
|---|---|---|---|
| P18+ | 20% | 18% | 19% |
| P18-34 | 30% | 32% | 32% |
| P25-54 | 25% | 23% | 24% |
| P35+ | 16% | 13% | 15% |
Ad Supported Streaming Audio
| Demographic | Q1 2026 | Q4 2025 | Q1 2025 |
|---|---|---|---|
| P18+ | 16% | 12% | 12% |
| P18-34 | 24% | 20% | 20% |
| P25-54 | 15% | 13% | 13% |
| P35+ | 13% | 9% | 9% |
Ad Supported Satellite Radio Channels
| Demographic | Q1 2026 | Q4 2025 | Q1 2025 |
|---|---|---|---|
| P18+ | 2% | 3% | 3% |
| P18-34 | 1% | 1% | 1% |
| P25-54 | 2% | 2% | 2% |
| P35+ | 3% | 4% | 3% |
SPORTS TALK FORMAT ONLY: Share of Total Audience (Over-the-Air + Streaming)
| Demographic | Q1 2026 | Q4 2025 |
|---|---|---|
| P18+ | 3.8% | 5.2% |
| P18-34 | 2.7% | 3.5% |
| P25-54 | 4.0% | 5.0% |
| P35+ | 4.0% | 5.5% |
NOTE: Q1 2026 P18-34 – Second lowest percentage among those surveyed – All News Format 1st)
SPORTS TALK FORMAT ONLY: Share of Total AM/FM Streaming ONLY
| Demographic | Q1 2026 | Q4 2025 |
|---|---|---|
| P18+ | 9.1% | 10.3% |
| P18-34 | 10.3% | 9.9% |
| P25-54 | 11.6% | 12.5% |
| P35+ | 8.9% | 10.4% |
NOTE: Q1 2026 – Sports Talk format second highest percentages of AM/FM streaming (News Talk Format 1st). Sports Talk format tops all formats P18-34.
What Remains Unclear: Sports talk’s streaming strength is real, but its overall audience share dropped sharply especially with NFL postseason dominating a majority of Q1. Also, despite still finishing as the leader in ad-supported audio time spent, radio’s overall percentage continues to dwindle. Especially amongst the older demographics.
What It Means: For media planners, the takeaway is straightforward. Radio and podcasts together still command 82% of daily ad-supported audio time. Ignoring either format in an audio strategy means leaving significant reach on the table. Sports talk’s streaming dominance, especially among younger demos, signals opportunity for advertisers targeting P18-34 audiences. The data makes one thing clear — audio is not shrinking. It is, instead, shifting.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
