Edison Report Shows Gains for AM/FM Radio & 4 More Key Insights
Edison Research鈥檚 full year 2024 Share of Ear report is here, and it鈥檚 packed with compelling insights about how Americans consume Audio. From growth for ad-supported AM/FM radio to the continued rise of podcasts, here are the five key takeaways:
1. AM/FM Radio Gains Momentum
For the first time since 2021, AM/FM radio has picked up share of ad-supported listening, with growth for both over-the-air and cross platform. What鈥檚 driving the growth? A lot of it comes from workplace listening. As more people head back to the office, we鈥檙e seeing an uptick in car commutes and more time spent listening on the job.
When you combine broadcast and streaming platforms, AM/FM radio now commands nearly 70% of the daily ad-supported share of listening.

2. AM/FM is #1 Everywhere!
AM/FM is the go-to for ad-supported Audio in every setting鈥攁t work, at home, and especially in the car, where it remains a dominant force.
Radio commands nearly 90% of ad-supported listening in the car – a share that has remained remarkably consistent for a number of years. But radio鈥檚 dominance outside of the car may surprise some people. More than half of ad-supported listening in the home is to AM/FM radio, overshadowing streaming music by a margin of three to one. Radio is even stronger in the workplace, where nearly two-thirds of ad-supported listening is to over-the-air or streaming radio.

3. Gen Z鈥檚 Soft Spot for Radio
It may come as a surprise, but Gen Z consumes more ad-supported radio than streaming music. Nearly 40% of 18-24-year-olds listened to AM/FM radio 鈥 either over-the-air or online 鈥 compared to 32% who listened to a streaming music service. That means Gen Z spends more time listening to radio鈥攚hether in cars, on phones, or via smart speakers鈥攖han they do on platforms like Spotify.
Gen Z comes for the free content and stays for the sense of connection through relatable hosts. A recent study found that 72% of Gen Z listeners say radio helps them destress and enjoy 鈥渕e-time.鈥 Moreover, 60% feel like they鈥檙e hanging out with their favorite hosts while listening, and 56% prefer radio鈥檚 content curation over digital-only platforms1.

4. Podcast Popularity Continues to Climb
Podcasts just keep growing鈥攁nd they鈥檝e officially claimed the #2 spot in share of listening for three years in a row, surpassing streaming music. Over the past decade, podcast listening has skyrocketed, increasing its share of listening more than 5X. From comedy and true crime to sports, news, and lifestyle topics, there鈥檚 a podcast for everyone, and audiences can鈥檛 get enough.
Podcasts also deliver big for advertisers. Avid listeners aren鈥檛 just engaging with content鈥攖hey鈥檙e engaging with ads. About 64% appreciate podcast advertisers for supporting their favorite shows, and many take action on what they hear: 40% visit a website to learn more about a product, while 37% go to a retail store to make a purchase2.
Podcasts have truly become a powerhouse in Audio, attracting loyal audiences and delivering tangible results for advertisers.

5. Smart Speaker Listening Dominated by AM/FM
In 2024, AM/FM streaming claimed the largest share of ad-supported listening on smart speakers, reinforcing radio鈥檚 stronghold in the Audio space. Smart speaker listening has more than doubled its share since 2018鈥攁 trend worth watching.
Most of this listening happens at home, where smart speakers are becoming a go-to device for tuning into favorite radio streams. Whether it鈥檚 a news update, a favorite morning show, or local sports talk, listeners are embracing the convenience of smart speakers to stay connected.

Edison鈥檚 Share of Ear report underscores the enduring power of AM/FM radio while highlighting exciting growth areas like podcasts and smart speakers. For advertisers, these insights provide a clear roadmap for reaching audiences across a diverse and evolving Audio landscape.
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1 不良研究所 Cross-Platform Audio Study, Suzy Insights, n=1,241 U.S. P18+
2 Scarborough Podcast Recontact Study (Listeners only) 2023 Release 1 Total (Nov 2023), Base: Total Podcast Listeners 18+; The Extraordinary Power of the Everyday Podcast Listener, 不良研究所, June 2024
Edison Research Share of Ear, 4Q 2024 (4Q data reflects 1Q-4Q 2024 average); Ad-supported Audio platforms only and excludes Music on YouTube; A18+