Crowd React Media has released its latest State of Media 2025 study, and there’s another interesting nugget that was released Tuesday as media consumption rises in line with the number of different ways people are consuming. In surveying adults over the age of 18 through online surveys and focus group conversations, the major takeaway is that there is no downtime for the audience.
According to the findings, those surveyed show that the consumer is “always on,” as stated by Glenda Bos, Partner and founder of Harker Bos Group and Crowd React Media. With a ready, active, and engaged audience, advertisers have a wonderful opportunity to reach a consumer that is never offline.
Moreover, in every media platform in which the survey was conducted, the results garnered more than 50% cume on each platform. These findings ranged from 90% who use social media to the 51% who said they listen to podcasts. Another key takeaway is that the consumer seeks out content no matter how it’s delivered. Specifically, 76% cume represented listening to radio, while 64% cume represented satellite or cable television.
In both cases, the results clearly show that advertisers will receive an automatic brand lift by simply being associated with trusted influencers on either platform.
Furthermore, earlier this month, the State of Media 2025 study showed that radio remains a top form of media in 2025, with 76% of adults saying they listen to AM/FM radio at least occasionally.
However, those who said they used radio frequently — at least 3–5 times per week — were significantly fewer. Specifically, 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% among the 18–34 demographic. Additionally, men tended to self-identify as frequent radio listeners more than women — 42% versus 38%.
Lastly, 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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