Crowd React Media has released its latest State of Media 2025 study, and there’s an interesting nugget in the radio portion pertaining to the midday timeslot.
Radio remains a top form of media in 2025, with 76% of adults saying they listen to AM/FM radio at least occasionally.
Those who said they used radio frequently — at least 3-5 times per week — were significantly fewer, whoever. 43% of those aged 35-45 identified themselves as frequent listeners. That figure dropped to 40% for those aged 55+ and an even lower 36% to the 18-34 demographic. Men tended to self-identify as frequent radio listeners more than women 42% versus 38%.
62% of those radio listeners said they listened in morning drive (6-10 AM). However, more listeners said they listened in middays (10 AM-2 PM) — 47% — than in afternoon drive (2-6 PM), which saw 39% of listeners say they consumed during the daypart.
“As work-from-home and hybrid schedules become more common, this block has evolved from
background music to active listening,” the Crowd React Media study suggests. “It’s a window where stations can connect with professionals, stay-at-home parents, and midday shoppers—groups that are harder to reach through other media.”
In the overall media landscape, social media topped the list of platforms used “frequently” by the Crowd React Media respondents. 78% said they use social media frequently, while streaming television (72%) and cable TV (71%) also reached the 70% plateau.
59% said they use YouTube frequently, with 56% saying music streaming and 50% saying video games were mediums they utilized similarly. News media was at 45%, with radio (40%) and podcasts (32%) rounding out the field.
The Crowd React Media study surveyed just under 1,100 U.S. adults about their media habits, preferences, frustrations, and routines. Those surveyed represent all regions of the United States, as well as a broad mix of genders and age groups.
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