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CREATE A PROFILE: Digital Audio / Satellite Radio

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AM/FM radio was the original portable electronic medium as technology migrated out of homes and into cars and onto transistor radios through the mid-20th century. Now online audio services and satellite radio have stolen some of traditional radio's mobility thunder with delivery on multiple devices and capacity for each user to customize content or to receive unique content based on algorithms.

Although it's all sound, consumers and the respective industry segments differentiate among traditional AM/FM radio, digital audio/Internet radio services, and satellite radio services. The newer audio options have established a place in the media spectrum relatively quickly, appealing to younger consumers, early adapters, upscale adults – and advertisers, who are attracted to the expanded options afforded by satellite and digital/online audio marketing.
  • Pureplay radio services are webcasters that transmit only on the Internet; they don't transmit simulcasts of AM/FM radio broadcasts. These may not be interactive ("on demand") based on a ruling on royalty payments. (Arista)
  • Online radio's monthly audience (pureplay/AM/FM streamed combined) is estimated at 228 million, representing 79% penetration of the U.S. 12+ population.
    • 90% of America's 12-34-year-olds listen online monthly
    • 87% of 35-54's are online listeners
    • The 55+ audience is slower to adopt, with just 63% penetration

(Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

  • 41% of radio listeners listen to radio more than compared to before COVID.

(Source: Point to Point, Strategic solutions Research Part 1, 2024)

  • AM/FM Radio accounts for 43% of spoken word listening.

(Source: Edison Research, Share of Ear, Q2 2024)

  • 62% of consumers use an ad-supported music streaming service.

(Source: Digital media trends, 15th edition, Deloitte 2021)

  • Among the U.S. population age 13+, 64% of the daily time spent listening to audio is with ad-supported sourced.

(Source: Edison Research, "Share of Ear", Q1 2025)

  • 57% of female sports fans "frequently" or "occasionally" listened to sports audio content in the last year.

(Source: Edison Research, Sports Audio Report: Female Fans, 2024)

  • In the last year, 48% of female sports fans listen to sports content through AM/FM radio (over-the-air or online).

(Source: Edison Research, Sports Audio Report: Female Fans, 2024)

  • 33% of female sports fans listened to sports audio content in the last week.

(Source: Edison Research, Sports Audio Report: Female Fans, 2024)

  • 37% of weekly female sports audio listeners spent 5+ hours listening to sports audio in the last week.

(Source: Edison Research, Sports Audio Report: Female Fans, 2024)

  • 80% of female sports audio listeners listen to sports audio with other people.

(Source: Edison Research, Sports Audio Report: Female Fans, 2024)

  • On average, female sports audio listeners spend 6 hours and 36 minutes per day listening to audio.

(Source: Edison Research, Share of Ear, Q2 2024)

  • 59% of female sports listeners spent listening to sports on AM/FM radio.

(Source: Edison Research, Share of Ear, Q2 2024)

  • 53% of adults were reported that being unbothered by hearing the same audio ad twice in the same day as it helps them remember the brand or service more.

(Source: Veritonic, Audio Ad Study 2024)

  • 64% of sports fans "frequently" or "occasionally" listened to sports content in the last year through AM/FM radio, podcasts, or SiriusXM.

(Source: Edison Research, Sports Audio Report, June 2024)

  • 58% of sports audio listeners consume sports audio to be apart of a community of fans.

(Source: Edison Research, Sports Audio Report, June 2024)

  • 56% of sports audio listeners consume sports audio to feel more connected with friends, family, and colleagues.

(Source: Edison Research, Sports Audio Report, June 2024)

  • 64% of sports audio listeners trust products/services used by announcers or commentators they like/follow.

(Source: Edison Research, Sports Audio Report, June 2024)

  • 67% of sports audio listeners trust products/services used by athletes the like/follow.

(Source: Edison Research, Sports Audio Report, June 2024)

  • 40% of sports audio listeners agree that there aren't enough audio programs that cover the sports they like/follow.

(Source: Edison Research, Sports Audio Report, June 2024)

  • 78% of respondents reported that they are likely to listen to streaming audio and podcasts when they are outside during the summer.

(Source: Veritonic, Summer Audio Listening Trends, April 2023)

  • AM/FM radio reaches 63% of persons 13+ daily.

(Source: Edison Research, Share of Ear, Q2 2023 - Q1 2024)

  • 55% of audio listeners trust messages delivered by the human voice.

(Source: Audacy Innovation Tracker, June 2024)

  • 23% of audio listeners trust messages delivered by an AI voice.

(Source: Audacy Innovation Tracker, June 2024)

  • 90% of persons ages 25-54 listen to over-the-air AM/FM radio, in Q4 2024.

(Source: Edison Research, "Share of Ear", Q4 2016 - Q4 2024)

  • 89% of men ages 25-54 listen to over-the-air AM/FM radio, in Q4 2024.

(Source: Edison Research, "Share of Ear", Q4 2016 - Q4 2024)

  • 90% of women ages 25-54 listen to over-the-air AM/FM radio, in Q4 2024.

(Source: Edison Research, "Share of Ear", Q4 2016 - Q4 2024)

  • 57% of Gen Z sports fans consume sports audio content to hear unique perspectives on sports content not covered in other media.

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

  • 60% of Millennial sports fans consume sports audio content to hear unique perspectives on sports content not covered in other media.

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

  • 50% of Gen X sports fans consume sports audio content to hear unique perspectives on sports content not covered in other media.

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

  • 34% of Boomer sports fans consume sports audio content to hear unique perspectives on sports content not covered in other media.

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

  • Hispanics ages 18-34 spent 8 hours and 11 minutes listening to AM/FM radio in a week.

(Source: Nielsen Audience Insights Data Tables, Q2 2018 - 2024)

Percentage (%) of share of ad-supported audio time spent by age and demographic:

  • Persons 25-54: 63%
  • Women 25-54: 66%
  • Men 25-54: 62%
  • African Americans 25-54: 75%
  • Hispanics 25-54: 49%

(Source: Edison Research, "Share of Ear", Q1 - Q4 2024)

Hispanic audio consumers by age:

  • Ages 18-24 - 15%
  • Ages 25-39 - 33%
  • Ages 40-54 - 29%
  • Ages 55-64 - 13%
  • Ages 65+ - 10%

(Source: Nielsen Scarborough Podcast Recontact Study USA+ (May 2024) Hispanic Adults 18+)

Hispanic audio consumers by ethnic decent:

  • Mexican, Mexican-American - 56%
  • Central American - 9%
  • Cuban - 5%
  • Puerto Rican - 12%
  • South American - 10%
  • Other - 14%

(Source: Nielsen Scarborough Podcast Recontact Study USA+ (May 2024) Hispanic Adults 18+)

Time spent listening to AM/FM radio, by demographic:

  • Hispanics 18+ - 55%
  • African Americans 18+ - 77%
  • Men 18+ - 67%
  • Women 18+ - 71%

(Source: Edison Research, "Share of Ear", Q4 2023 - Q3 2024)

Percentage of sports fans, by generation, that "frequently" or "occasionally" listen to sports content through broadcast AM/FM radio:

  • Gen Z - 30%
  • Millennial - 52%
  • Gen X - 52%
  • Boomer - 41%

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

Average time spent listening to sports audio content in the last week, by generation:

  • Total - 5 hours & 53 minutes
  • Gen Z - 6 hours & 10 minutes
  • Millennial - 6 hours & 16 minutes
  • Gen X - 5 hours & 17 minutes
  • Boomer - 5 hours & 38 minutes

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

Average time spent listening to sports audio content in the last week, by ethnicity:

  • White - 5 hours & 32 minutes
  • Black - 7 hours & 56 minutes
  • Latino - 5 hours & 45 minutes

(Source: Edison Research, Sports Audio Report: Demographics at Play, 2024)

Percentage (%) of those who consider radio to be very trustworthy, by age group:

  • Adults 18-34 - 79%
  • Adults 35-54 - 75%
  • Adults 55+ - 83%

(Source: Katz Radio Group 2024 Media Trust Study)

Consumers who dined out were most likely to listen to audio in every daypart:

  • 6AM - 8AM - 79%
  • 8AM - 10AM - 72%
  • 10AM - 12PM - 67%
  • 12PM - 3PM - 67%
  • 3AM - 5PM - 68%
  • 5PM - 7PM - 58%
  • 7PM - 9PM - 60%
  • 9PM - 12AM - 66%

(Source: Mobility of Audio Study, SiriusXM Media, Publicis Media, and Edison Research 2024)

Percentage (%) of those who listened to audio in the same window as an activity (from 8AM-5PM):

  • Shopping in-person - 73%
  • Shopping online - 70%
  • Running errands - 75%
  • Dining out - 72%

(Source: Mobility of Audio Study, SiriusXM Media, Publicis Media, and Edison Research 2024)

Audio ads inspire action:

  • 63% of ad-supported streaming audio listeners have taken action after hearing an audio ad (e.g. bought a brand or product, searched for the brand online, etc.)
  • 53% of ad-supported audio listeners have taken an action after hearing an audio ad while on-the-go (e.g. shopped at a specific store, ate at a specific restaurant, etc.)

(Source: Mobility of Audio Study, SiriusXM Media, Publics Media, and Edison Research 2024)

Engagement to radio, by age:

  • Ages 18-24 - 33%
  • Ages 25-54 - 55%

(Source: Point to Point, Strategic solutions Research Part 1, 2024)

Hours spent listening to the radio, by age demographic:

  • Ages 18-24:
    • 30 mins - 1 hour - 27%
    • 1 - 2 hours - 30%
    • 2 - 3 hours - 19%
    • 3+ hours - 24%
  • Ages 25-54:
    • 30 mins - 1 hour - 15%
    • 1 - 2 hours - 27%
    • 2 - 3 hours - 24%
    • 3+ hours - 34%

(Source: Point to Point, Strategic solutions Research Part 1, 2024)

What people like about radio:

  • Connection to the community - 42%
  • Music/Music variety - 40%
  • Radio personalities - 25%
  • Local news/Traffic/Weather - 20%
  • Entertainment - 15%
  • Convenience/Ease of use - 13%

(Source: Point to Point, Strategic solutions Research Part 2, 2024)

Radio usage: Office vs. Work from Home:

  • Less than 25% of the time:
    • Office - 23%
    • At home - 28%
  • About 25% of the time:
    • Office - 20%
    • At home - 23%
  • About 50% of the time:
    • Office - 43%
    • At home - 41%

(Source: Point to Point, Strategic solutions Research Part 2, 2024)

Motivations for all workers to listen to more local radio from 9am to 3pm:

  • More nonstop music - 65%
  • Funny content - 39%
  • Updates on local info & events - 31%
  • A personality that is a great companion along with playing a lot of music - 25%
  • Traffic information - 19%
  • More from your favorite personalities - 19%
  • Contests - 16%

(Source: Point to Point, Strategic solutions Research Part 2, 2024)

Radio listened to most by location:

  • At home - 21%
  • In the car - 62%
  • Working from home - 22%
  • Working at a job site - 37%

(Source: Point to Point, Strategic solutions Research Part 1, 2024)

  • 11% of Americans age 13+ listen to AM/FM radio streams at home.

    • (Source: Edison Research, Share of Ear, 2023)

    U.S. Monthly Radio Reach (Hispanics by age group):

    • Hispanics 18-34 - 91%
    • Hispanics 35-49 - 97%
    • Hispanics 50+ - 97%

    (Source: Nielsen NPOWER, Nielsen RADAR, Nielsen Total Media Fusion - Q1 2023)

    Share of time spent with ad-supported audio among U.S. audiences, Hispanic Adults 18+:

    • Radio - 54%
    • Podcasts - 28%
    • Ad-supported streaming audio - 16%
    • Ad-supported satellite radio channels - 3%

    (Source: Edison Research, "Share of Ear", Q3 2024; Hispanic Adults 18+)

    Share of time spent listening to ad-supported sources, by age:

    • Age 13-34 - 54%
    • Age 35-54 - 65%
    • Ag 55+ - 75%

    (Source: Edison Research, "Share of Ear", Q1 2025)

    Share of audio listening time by platform, by those ages 13-22:

    • Streaming Music - 37%.
    • Music videos on YouTube - 23%.
    • AM/FM Radio - 20%.
    • Podcasts - 7%.
    • SiriusXM - 5%.
    • Other - 8%.

    (Source: Edison Research, 10 years of Share of Ear, 2024)

    Percentage (%) of monthly reach among all audio sources (Hispanic Adults 18+):

    • Radio - 94%
    • YouTube Music - 44%
    • Spotify - 31%
    • Pandora - 23%
    • Amazon Music - 15%
    • Apple Music - 15%
    • Satellite Radio - 11%

    (Source: Nielsen RADAR, Nielsen Scarborough - Q1 2023)

    Percentage (%) of monthly reach among ad-supported radio (Hispanic Adults 18+):

    • Radio - 94%
    • YouTube Music - 40%
    • Spotify - 18%
    • Pandora - 21%
    • Amazon Music - 12%

    (Source: Nielsen RADAR, Nielsen Scarborough - Q1 2023)

    Preferred audio sources during road trips:

    • Streaming Audio - 73%
    • Podcasts - 63%
    • AM/FM Radio - 58%
    • Other audio - 8%

    (Source: Veritonic, Summer Audio Listening Trends, April 2023)

    Preferred audio sources used when bored:

    • Podcasts - 66%
    • Streaming audio - 58%
    • AM/FM Radio - 23%

    (Source: Veritonic, Summer Audio Listening Trends, April 2023)

    Preferred audio sources used while waiting in line at the airport or waiting for an appointment:

    • Podcasts - 51%
    • AM/FM Radio - 21%
    • Other Audio - 13%

    (Source: Veritonic, Summer Audio Listening Trends, April 2023)

    Preferred audio sources used when trying to relax:

    • Podcasts - 57%
    • AM/FM - 31%
    • Other Audio - 6%

    (Source: Veritonic, Summer Audio Listening Trends, April 2023)

    Three major platforms that make up the ad-supported sports audio landscape:

    • AM/FM Radio (Over-the-air or online) - 52%
    • Podcasts - 36%
    • SiriusXM Radio - 24%

    (Source: Edison Research, Sports Audio Report, June 2024)

    Importance of keeping up to date with music among U.S. population 12+:

    • Not at all important - 51%
    • Somewhat important - 35%
    • Very important - 14%

    (Source: Edison Research, Music Discovery Report, 2024)

    Sources used to find out about music among U.S. population 12+:

    • Friends/Family - 82%
    • YouTube - 70%
    • AM/FM Radio - 58%
    • Spotify - 48%
    • Instagram - 40%
    • TikTok - 36%
    • Facebook - 32%
    • Video Games - 28%
    • Pandora - 26%
    • Apple Music - 26%
    • SiriusXM - 24%
    • Music TV Channels - 24%
    • Amazon Music - 22%
    • iHeartRadio - 18%

    (Source: Edison Research, Music Discovery Report, 2024)

    Percentage of those who say it's somewhat or very important to keep up to date with music, by demographic:

    • Male - 49%
    • Female - 50%
    • Ages 12-34 - 44%
    • Ages 35-54 - 30%
    • Ages 55+ - 26%
    • White - 54%
    • African Americans - 19%
    • Hispanics - 17%

    (Source: Edison Research, Music Discovery Report, 2024)

    Smart Speakers / Voice
    • 35% of People 12+ own a smart speaker.

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • 78% of U.S. adults own any Amazon speaker while 41% own any Google speaker.
    • 47% of U.S. adults have one smart speaker, 24% have two and 29% have three or more smart speakers.
    • When compared to the first month of smart speaker ownership, Adults 18+ used their smart speakers as follows:
      • More often: 43%
      • About the same: 40%
      • Less often: 17%
    • How smart speaker owners listen to audio most often:
      • Smartphone or tablet: 34%
      • AM/FM radio: 19%
      • Smart speaker: 20%
      • Computer or laptop: 11%
      • Other: 16%

    (Source: The Smart Audio Report, Spring 2022)

    • % of people who listen to audio on smart speakers more often by age:
      • 18-24: 4%
      • 25-34: 17%
      • 35-44: 18%
      • 45-54: 28%
      • 55-64: 16%
      • 65+: 21%

    (Source: The Smart Audio Report, Spring 2022)

    • Audio listening through smart speakers:
      • 22% of P12+ say they listened to a smart speaker in the last month.
      • 18% of P12+ say they listened to a smart speaker in the last week.

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • % of people who are making purchases using voice assistance by age:
      • 18-24: 50%
      • 25-34: 67%
      • 35-44: 63%
      • 45-54: 63%
      • 55-64: 41%
      • 65+: 38%

    (Source: Open Voice Network; Vixen Labs; June 2022)

    • 66% of smart speaker owners listen to the news on their smart speakers.

    (Source: The Smart Audio Report, Spring 2022)

    • 54% of households that own a smart speaker obtain weather updates on their smart speakers.

    (Source: 2024 MRI-Simmons Fall Doublebase)

    • Share of ad-supported audio time spent on the smart speaker, among Persons 18+:
      • AM/FM Radio - 51%
      • Ad-supported Pandora - 14%
      • Podcasts - 13%
      • Ad-supported SiriusXM - 13%
      • Ad-supported Spotify - 9%

    (Source: Edison Research, "Share of Ear," Q1 - Q4 2024)

    • Percentage of smart speaker ownership by generation:
      • Gen Z - 18%
      • Millennials - 29%
      • Gen X - 26%
      • Boomers - 27%

    (Source: Edison Research, "Share of Ear," Q4 2023 - Q3 2024)

    • Percentage of smart speaker ownership by age:
      • Persons 13 - 34 - 40%
      • Persons 35 - 54 - 41%
      • Persons 55+ - 30%

    (Source: Edison Research, "Share of Ear," Q3 2018 - Q3 2024)

    • Smart speaker audio time spent by location:
      • Home - 90%
      • Work - 8%
      • Other - 2%

    (Source: Edison Research, "Share of Ear," Q3 2018 - Q3 2024)

    • Percentage of time spent listening on smart speakers by time of day:
      • Morning: 6am - 10am - 25%
      • Midday: 10am - 3pm - 30%
      • Afternoon: 3pm - 7pm - 22%
      • Evening: 7pm - 12apm - 17%
      • Overnight: 12am - 6am - 5%

    (Source: Edison Research, "Share of Ear," Q3 2018 - Q3 2024)

    • Top 10 Smart Speaker ownership by brand in the U.S. as of June 2023:
      • Amazon Echo - 65%
      • Google Home - 26%
      • Apple Homepod - 21%
      • Bose - 17%
      • Google Nest - 17%
      • Sony - 11%
      • JBL- 9%
      • Eufy Gene- 8%
      • Fabriq- 7%
      • Harmon Kardon- 6%

    (Source: Statista Consumer Insights, 2023)

    • Smart speaker frequency of use in the U.S. in 2023:
      • Daily - 50%
      • Monthly - 26%
      • Never/Rarely - 24%

    (Source: Enterprise Apps Today, 2023)

    Audio Podcasting

    • A podcast is an audio program formatted to be played on the iPod and made available for free or for purchase over the Internet. The name derives from the combination of broadcast and iPod.
    • Podcasts are shows similar to a radio show that is produced by professionals or amateurs and posted to the Internet for download and listening or viewing.

    (Source: About.com)

    • 245 million P12+ are familiar with audio podcasts.
    • In 2025 - 70% of persons 12+ had ever listened to an audio podcast, an all-time high – increasing from 44% in 2018, 40% in 2017 and 36% in 2016

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • 22% of US adults with an annual income of $200,000+ spend at lease 5 hours per week with online audio (podcasts/online radio).

    (Source: Forrester, Weigh The Pros And Cons Of 11 Emerging Marketing Channels, 2020)

    • 69% of podcast listeners are interested in hearing ads for podcasts that are in the same genre as podcasts they listen to.

    (Source: Veritonic, The Podcast Advertising Efficacy Guide, March 2024)

    • 57% of podcast listeners prefer an ad for a new podcast to be voiced by the individual that hosts the podcast.

    (Source: Veritonic, The Podcast Advertising Efficacy Guide, March 2024)

    • 81% of podcast listeners are more likely to listen to a new podcast if the ad for the podcast is tailored to their interests.

    (Source: Veritonic, The Podcast Advertising Efficacy Guide, March 2024)

    • 49% of podcast listeners said that ads from brands and services that they've never heard of capture their attention.

    (Source: Veritonic, The Podcast Advertising Efficacy Guide, March 2024)

    • 45% of podcast listeners are more likely to listen to a new podcast if the host is a celebrity that they follow on social media.

    (Source: Veritonic, The Podcast Advertising Efficacy Guide, March 2024)

    • 10% of share of audio time spent amongst persons 18+ was spent on podcasts.

    (Source: Edison Research, "Share of Ear," Q4 2017 - Q4 2024)

    • P13-34 spend 23% of their total daily audio time listening to spoken word audio.

    (Source: Edison Research, "Share of Ear," 2014 - Q2 2024)

    • A35-54 spend 28% of their total daily audio time listening to spoken word audio.

    (Source: Edison Research, "Share of Ear," 2014 - Q2 2024)

    • A55+ spend 28% of their total daily audio time listening to spoken word audio.

    (Source: Edison Research, "Share of Ear," 2014 - Q2 2024)

    • Approximately 158 million (55%) of Americans reported listening to a podcast in the past month in 2025 – more than double the amount from 21% in 2016
      • 51% of men listened to a podcast in the last month while 45% of listeners were women.
      • 58% of America's 12-34-year olds listened and/or watched a podcast in the last month
      • 55% of adults 35-54 listened and/or watched a podcast in the last month while only 33% of adults 55+ listened

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • In 2025 - 35% of persons 12+ had listened and/or watched a podcast in the last week – nearly triple the amount in 2015 (10%).

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • Podcast listening overview:
      • 48% of P12+ listened to and watched a podcast.
      • 27% of P12+ never listened to or watched a podcast.
      • 22% of P12+ ever listened to a podcast but never watched.
      • 3% of P12+ ever watched a podcast but never listened.

    (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

    • Top 10 podcasts in the U.S., in Q4 2024:
      • The Joe Rogan Experience
      • Crime Junkie
      • The Daily
      • Call Her Daddy
      • This Past Weekend w/ Theo Von
      • Dateline NBC
      • SmartLess
      • Stuff You Should Know
      • Morbid
      • Pod Save America

    (Source: Edison Research, Edison Podcast Metrics U.S. Q4 2024)

    • Top 10 new podcasts in 2024:
      • Talk Tuah with Haliey Welch - Betr
      • Candice - Candice Owens
      • So True with Caleb Hearon - Headgum
      • Mind Game with Lebron James and JJ Redick - ThreeFourTwo Productions and Uninterrupted
      • Six Feet Under with Mark Calaway - Underscore Talent
      • Basically Unfiltered with Remi, Alisha, Zane and Heath
      • Messy with Christina Applegate and Jamie-Lynn Sigler - Wishbone Production
      • The Salty Podcast - Devin Cordle
      • Where Everybody Knows Your Name with Ted Danson and Woody Harrelson (Sometimes) - Team CoCo & Ted Danson, Woody Harrelson
      • Wartime Stories - Ballen Studios

    (Source: Edison Podcast Metrics Q1 - Q4 2024)

    • Number of podcast shows listened to in the past week by listeners:
      • 1-3 shows - 55%.
      • 4-9 shows - 39%.
      • 10+ shows - 5%.

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Fall 2024 Report)

    • Podcast platforms that was used the most for podcast consumption:
      • YouTube - 34%.
      • Spotify - 17%.
      • Apple Podcasts - 11%.

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Fall 2024 Report)

    • How often podcast listeners listen to an episode after a release:
      • Immediately after release - 25%.
      • Within 24 hours - 47%.
      • 1 to 3 days after release - 16%.
      • 4 to 7 days after release - 9%.
      • More than 7 days after release - 4%.

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Fall 2024 Report)

    • Devices used by weekly podcast audiences:
      • Mobile phone - 70%.
      • Computer/laptop - 12%.
      • A TV - 7%.
      • Tablet - 5%.
      • Smart speaker - 5%.

    (Source: Edison Podcast Metrics Q2 2023 - Q1 2024)

    • Podcast consumers who have started listening to a new podcast in the last 3 months, by age:
      • Aged 18-34 - 66%.
      • Aged 35-59 - 49%.
      • Aged 50+ - 34%.

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Fall 2024 Report)

    • Podcast listeners share of time spent listening to audio sources:
      • Podcasts - 35%
      • AM/FM Radio - 22%
      • Streaming - 18%
      • YouTube Music Videos - 11%
      • SiriusXM - 5%
      • Audiobooks - 4%
      • Owned Music - 3%
      • TV music channels - 2%
      • Other - 1%

    (Source: Edison Research, "Share of Ear", Q4 2023 - Q3 2024)

    • Percentage of persons who listen daily to podcasts, by age in Q4 2024:
      • Persons 13 - 17 - 16%
      • Persons 18 - 24 - 22%
      • Persons 25 - 34 - 30%
      • Persons 35 - 44 - 25%
      • Persons 44 - 54 - 20%
      • Persons 55 - 64 - 12%
      • Persons 65+ - 11%

    (Source: Edison Research, "Share of Ear", Q4 2017 - Q4 2024)

    • Percentage of time spent listening to podcasts by location:
      • Home - 67%
      • Work - 16%
      • In the car - 12%
      • Other - 6%

    (Source: Edison Research, "Share of Ear", Q4 2019 - Q4 2024)

    • Percentage of time spent listening to podcasts by time of day:
      • 10am - 3pm - 32%
      • 6am - 10am - 22%
      • 3pm - 7pm - 20%
      • 7pm - Midnight - 17%
      • Midnight - 6am - 9%

    (Source: Edison Research, "Share of Ear", Q4 2023 - Q3 2024)

    • Percentage of those who began listening to podcasts within the past year, by demographic:
      • Male - 45%
      • Female - 55%
      • Black/African American - 32%
      • Hispanic - 19%

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Fall 2024 Report)

    • Average time (hours) spent with podcasts within the past week:
      • Podcast Newcomers (started listening within the past year) - 6.8 hours
      • Podcast Intermediates (started listening 2-3 years ago) - 6.5 hours
      • Podcast Pioneers (started listening 4+ years ago) - 8 hours

    (Source: Cumulus Media and Signal Hill Insights' Podcast Download - Fall 2024 Report)

    • What people like to do while listening to podcasts:
      • Doing chores - 60%
      • While relaxing - 48%
      • While commuting - 48%
      • Working out - 42%
      • At work or school - 32%
      • While sleeping - 20%
      • Other - 6%

    (Source: OnePulse Study, January 2025)

    • 41% of people who've listened to Apple Music & Spotify in the last 30 days have also listened to a podcast in the last 30 days.

    (Source: 2024 MRI-Simmons Fall Doublebase)

    Satellite Radio

    • Satellite radio arrived on the American scene with the September 2001 debut of XM Satellite Radio, followed by Sirius Satellite Radio in July 2002. The two competitors merged in July 2008 after it became apparent the sector couldn't support two distinct entitites – now known as SiriusXM Radio.
    • Satellite radio services broadcast from satellites, with programming delivered primarily to vehicles or other dedicated devices. Programming is available only to those who subscribe to the service.
    • Satellite radio subscriber categories:
      • Self-Pay – individuals pay their own monthly fee
      • Promotional – Depending on how initial deal with an auto partner is structured, promotional subscriptions may or may or may not be "paid" by the manufacturer or a third party
    • Satellite service claimed 33 million total subscribers as of Q2 2024. 

    (Source: SiriusXM Radio, August 2024)

    • 41% of households that are subscribers to SiriusXM Radio only listen to AM/FM radio at home during the week.

    (Source: 2024 MRI-Simmons Fall Doublebase)

       Be sure to read this article: Time With Radio is Time Well Spent.    In Spanish: El Tiempo con la Radio es tiempo bien invertido.

    Digital Audio

    • Accessibility: Consumers like the ability to access streamed content 24/7, via an increasing variety of delivery platforms
    • Ease of Use: is a major factor in consumers' quick adaptation of streaming services, other digital audio.
    • Consumer Data: Digital audio platforms have a wealth of "big data" on their subscribers that can be used to help advertisers target specific consumers or segments.
    • Targeting: Targeted audio advertising can be inserted into live stream, enabling advertisers to target listeners based on user profiles, listening preferences, location, demographic and psychographic criteria and on specific devices; or to create custom segments based on listener data.
    • Trackable: Advertisers can immediately see impact of response to their advertising.
    • Mobility: 40% of vehicles have phone integration.
    • (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)
    Satellite Radio Advantages
    • Availability: Consumers can access in their cars, as well as on many digital devices. Also available via many cable and satellite TV services
    • Drivers can access same programming anywhere: Has strong appeal to people who spend a lot of time in their vehicles, and especially those who drive long distances
    • Emulates AM/FM Radio: Wide variety of programming choices, with channels offering choices of music formats, on-air personalities, and news, talk and sports formats
    • Ad Acceptance: Although they pay a subscription fee, satellite listeners appear to tolerate commercials

    Digital Audio
    • Awareness Outpaces Use:
      • Awareness of streaming services is high among the American public
        • 87% are aware of Spotify
        • Pandora has 84% recognition
        • 77% are aware of Apple Music
        • 76% know about iHeartRadio and 77% know about Amazon Music
        • Audacy has 16% of awareness levels and TuneIn Radio has 14% of awareness levels respectively
          (Source: The Infinite Dial 2025 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)
    • Reliability: Consumers won't tolerate poorly designed interfaces or unreliable features and will switch quickly to alternative services
    • Lack on In-Vehicle Penetration: The majority of vehicles still don't have stereo systems that will accommodate a Smartphone or blue-tooth connection, limiting access to streaming services on the road
    • Cost: Access to services (or expanded functionality) may require payment of subscription fees
    • Resolution of ongoing legal issues regarding royalties for music aired on digital audio and satellite radio channels may lead those incur additional costs for their programming and ultimately result in passing those costs along to subscribers, or limiting music selections available
    • Increased Competition in Sector:  Pandora has been the early leader among digital services, but has experienced some erosion as competition with other services has heated up
    • Relatively Low Rate of Adaptation:  Consumers are not migrating en masse to digital. Consumers continue to tune into AM/FM radio as radio continues to deliver content across devises and platforms as well as on-demand
      Content Limitations: News and Sports content isn't widely available at this time, although music consumers also want access to information.
    • Privacy Issues: Perceived advantage through ability to track consumers may also prove to be a liability as government, consumer concerns regarding privacy increase.
    • Accountability: Online radio and music services do not have accredited audience measurement services in place.
    • Online audio channels/services compare the total audiences they claim against single AM/FM radio stations in any given market, making the claim that they are #1 in the market; rightly would need to aggregate all stations for broadcast groups within that market for a more accurate comparison.
    • Additionally, there is no way to determine duplication among "registered users," as many may have created multiple account to avoid reaching caps on free listening.
    Satellite Radio Disadvantages
    • Low In-Car Use: Satellite radio touts its in-vehicle presence, but enjoys relatively low in-car use among consumers
    • SiriusXM claims 83% penetration of total new vehicle population and 53% for total used vehicle population.
      • (Source: SiriusXM Investor Data Q1 2023)
    • Availability doesn't translate to use
      • 22% of Adults 18+ who have driven or ridden in a car in the past month have ever used satellite radio in their primary vehicle
        (Source: The Infinite Dial 2024 – Edison Research/Audacy/Cumulus Media/SiriusXM Media)
    • Digital Music/Online Radio challenging satellite radio's in-car use:
    • AM/FM radio is nearly ubiquitous in vehicles of all ages – new or on the road for 10 years or more – and is available at no cost to the listener
    • Digital audio services such as Spotify, etc. are challenging satellite radio's position as the in-car option to AM/FM radio.
      • SiriusXM has dipped a toe into the streaming audio waters as it has invested in Pandora.
      • Apple's CarPlay presents a challenge to satellite radio as it allows iPhone connectivity to the vehicle's dashboard for easier access to apps, music, phone calls, etc.
    • Monetary Investment: Hardware and/or subscription fees required to receive satellite radio contrast to free over-the-air radio
    • Resolution of ongoing legal issues regarding royalties for music aired on digital audio and satellite radio channels may lead those incur additional costs for their programming and ultimately result in passing those costs along to subscribers, or limiting music selections available

       Be sure to read this article: Time With Radio is Time Well Spent.    In Spanish: El Tiempo con la Radio es tiempo bien invertido.

    AM/FM Radio offers broad reach that will fill in the gaps of high percentages of the U.S. population not reached by alternative audio platforms.
    • Reaches 80% of the total U.S. 18+ population weekly, according to latest Nielsen Audio data
    (Source: Nielsen Audio RADAR 163, December 2024)
    Traditional radio offers advertisers an established, audited audience ratings system (Nielsen Audio); online audio services make claims based on a variety of untested and questionable metrics.

    Radio is the go-to source in weather events, emergencies: Consumers turn to AM/FM radio during emergencies and weather events when access to television and cable signals fails. FM chip-enabled smartphones also help to deliver information during these same emergencies.

    Insures Exposure to Ad Messages: On AM/FM radio, everyone hears the same content (both programming and advertising) and advertisers run messages tied to specific content in specific time periods; customized online audio sites allow everyone to listen to their own individualized station, so there's no way to buy against specific content at a specific moment. Airing schedules on both AM/FM and digital/online and/or satellite insures that target audiences will be exposed to the advertiser message.

    Radio has a high out-of-home presence, making it an optimal vehicle for retailers and other advertisers who need to reach the on-the-go consumer right before they shop:
    • Among Adults 18+ who have driven/ridden in a car in the past month
      • 70% have ever listened to AM/FM radio in their primary vehicle 
      • 55% have ever used owned online audio in their primary vehicle
      • 32% have ever listened to podcasts
      • 25% have ever used a CD player in their primary vehicle
      • 22% have ever used SiriusXM in their primary vehicle
      • 16% have ever used an MP3/digital files
      (Source: The Infinite Dial 2024 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)

       Be sure to read this article: Time With Radio is Time Well Spent.    In Spanish: El Tiempo con la Radio es tiempo bien invertido.



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