Radio Still Reigns: Nielsen Data Shows Dominance in Ad-Supported Audio in Q1 2025
Despite the rise of podcasts and streaming services, radio continues to hold its ground as the king of ad-supported audio. New data from Nielsen's Q1 2025 audio report reveals that radio captures a commanding 66% of daily listening time among adults 18+ in the U.S. But what does this mean for the future of audio consumption, and how are different demographics engaging with various platforms?
The Nielsen report, incorporating data from Edison Research's "Share of Ear," paints a clear picture: radio's dominance is undeniable. Podcasts, streaming audio services, and satellite radio lag behind with 19%, 12%, and 3% respectively. While radio's share saw a slight dip of 1% compared to Q4 2024, with podcasting gaining the same margin, the overall trend points to the enduring power of traditional radio.
A closer look at the demographics reveals interesting patterns. Adults aged 35+ dedicate a whopping 73% of their ad-supported listening time to radio, while this figure drops to 61% for the 25-54 age group, and 47% for 18-34s. Conversely, podcasts gain traction with younger listeners, accounting for 32% of listening time among 18-34s, compared to 15% for the 35+ demographic.
Overall, daily audio consumption clocks in at 3 hours and 45 minutes for adults 18+, with ad-supported platforms capturing 64% of this time. This aligns with trends in television, where ad-supported platforms hold 72% of total viewing time, according to Nielsen's Ad Supported Gauge report.
"Delineating between total listening (or viewing) and the ad-supported universe is vital in today’s burgeoning media landscape where consumer choice grows by the day, and marketers are looking at every available opportunity to cut through," the Nielsen report states. This highlights the importance of understanding consumption habits in a fragmented media environment.
The report also analyzes the share of total listening by radio format, revealing that news/talk dominates among persons 18+ and 35+, while adult contemporary reigns supreme with 18-34s and 25-54s. Understanding these format preferences enables more focused, targeted advertising efforts.
The consistent demand for daily audio, and particularly ad-supported audio, highlights its enduring value for both consumers and advertisers. With its broad reach and ample ad space, radio remains a critical component of the media mix, offering powerful reach to diverse audiences. While podcasting continues to gain momentum, radio's established presence and diverse programming formats ensure its continued relevance in the evolving audio landscape.
What are your thoughts on the future of audio? Will radio maintain its dominance, or will other platforms eventually take the lead? Share your opinions and predictions in the comments below!
