Despite the rise of digital streaming, traditional radio continues to dominate ad-supported audio listening—whether at home, at work, or on the road. According to Edison Research’s 2024 Share of Ear report, AM/FM radio accounts for nearly 90% of ad-supported in-car listening, proving its staying power even among younger audiences like Millennials and Gen Z.
Radio’s influence extends well beyond the car. At home, more than half of ad-supported audio listening is attributed to AM/FM, surpassing streaming music by a three-to-one margin. In workplaces, radio commands nearly two-thirds of ad-supported listening, highlighting its ongoing relevance in daily routines. Audacy, citing Edison’s data, points out that post-pandemic listening habits are gradually returning to pre-COVID trends.
When it comes to smart speakers, AM/FM streaming holds a 43% share of ad-supported listening, outpacing streaming music by 8%. Since 2018, AM/FM smart speaker listening has more than doubled, even as smart speaker ownership levels off.
Gen Z and Millennials Are Still Tuned In
Contrary to the belief that Gen Z has abandoned radio, the data suggests otherwise. This generation spends nearly as much time with AM/FM radio as with ad-supported streaming. AM/FM still makes up 30% of Gen Z’s listening, just behind streaming music at 32%, while podcasts account for 29%, reflecting a well-balanced mix of audio content.
Millennials also maintain a blend of traditional and digital audio. Their listening habits break down as 48% AM/FM, 30% streaming music, and 16% podcasts.
Older generations remain the most loyal radio listeners. Baby Boomers dedicate 69% of their ad-supported audio time to AM/FM, and Gen X follows closely with 64%, reinforcing radio’s lasting appeal.
Podcast Growth and Advertising Impact
Beyond radio, podcast listening continues to surge. For the third consecutive year, podcasts hold the second-largest share of audio listening, surpassing streaming music. Over the last decade, podcast consumption has increased more than fivefold, drawing audiences across diverse genres such as true crime and sports.
Podcasts also prove to be a powerful advertising tool. A separate Audacy study from June found that 64% of listeners appreciate podcast sponsors, with many taking action—40% visit a website, and 37% make an in-store purchase after hearing an ad.
As digital audio evolves, AM/FM radio remains a dominant force, adapting to new platforms while maintaining its stronghold in ad-supported listening across generations.