AM/FM Remains A Dominant Force

Edison Research’s latest “Share of Ear” study shows AM/FM radio remains the dominant force in ad-supported audio, holding a 64% share in Q3 2025 — far surpassing all other platforms. The quarterly report, summarized this week on the Cumulus Media | Audio Active Group blog, highlights how traditional radio continues to drive reach, especially when paired with digital audio.

According to Edison’s data, podcasts now account for 20% of ad-supported listening, solidifying their position as a major media channel with broad demographic appeal. Meanwhile, ad-supported streaming music services remain relatively small: Spotify holds 6% of the market, Pandora 5%, and both YouTube Music and Amazon Music account for 1% each.

The study also reveals a significant perception gap among marketers and media agencies. An Advertiser Perceptions survey conducted in August 2025 found that buyers believe Pandora and Spotify capture 41% of the audience, relegating AM/FM radio to just 26%. In reality, Edison’s measurement shows AM/FM is 2.5 times larger than advertiser estimates — and 11 times bigger than ad-supported Spotify.

Podcasts continue to expand their audience, particularly among older listeners. Since 2017, the median age of the podcast audience has climbed from 29 to 39, reflecting sizable growth among adults 25-44 and 45-64. Despite the shift, podcasting remains one of the youngest-skewing audio platforms.

Edison also underscores the importance of including AM/FM radio in media plans. Spotify, Pandora, and podcasts combined reach only one-third of Americans. When AM/FM is added, reach more than doubles — from 33% to 74% — making it essential for campaigns targeting broad audiences.

In the car, radio maintains its long-standing dominance. AM/FM commands an 84% in-vehicle share across key demographics, including 79% of adults 18-34 and 81% of adults 25-54, reinforcing its place as what the blog calls the “queen of the road.” Read the entire blog post here.

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