“Share Of Ear” Q2 2022: AM/FM Radio Continues To Dominate Ad-Supported Audio
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of American audio time use. Edison Research surveys 4,000 Americans to measure daily reach and time spent for all forms of audio. Here are the key findings from the just released Q2 2022 report.
2017 versus 2022: Over-the-air AM/FM radio is dominant, AM/FM radio streaming doubles in share, beating Pandora two to one
A comparison of persons 25-54 ad-supported audio shares from Q2 2017 to Q2 2022 reveals surprising trends:
- AM/FM radio’s total share (over-the-air plus streaming) is dominant at a 72%, slightly down from 2017 (78%).
- AM/FM radio streaming shares have doubled from a 6% share in 2017 to a 12% share today.
- AM/FM streaming now beats Pandora two to one (12% to 6%). The roles have reversed. Back in 2017, it was Pandora that beat AM/FM radio streaming by nearly two to one in share (11% to 6%).
- Spotify shares are small and stagnant.
In a typical day, most Americans only listen to AM/FM radio while few listen to Pandora, Spotify, or SiriusXM
- 91% only listen to AM/FM radio and do not listen to ad-supported Pandora.
- 92% only listen to AM/FM radio and do not listen to ad-supported Spotify.
- 91% only listen to AM/FM radio and do not listen to ad-supported SiriusXM.
There are few exclusive listeners of Spotify, Pandora, or SiriusXM. Only 3%-4% of daily listeners only listen to Pandora, Spotify, or SiriusXM and do not listen to AM/FM radio. On the other hand, a strong AM/FM radio schedule will reach half to two-thirds of Pandora, Spotify, and SiriusXM audiences at no extra cost.
Audio shares are pandemic proof revealing little change before, during, and after the pandemic
Many have wondered if the pandemic shifted audio usage patterns. Overall, ad-supported shares are remarkably consistent from Q2 2019 to Q2 2022. AM/FM radio is stable and dominant. Podcasts are up. Pandora is down. For the most part, a very stable trend.
For political campaigns, AM/FM radio is the best audio platform to reach voters
Among registered voters and across the entire political spectrum, AM/FM radio is the dominant ad-supported option with shares in the mid-70s, according to the Q2 2022 “Share of Ear.”
AM/FM radio streaming hits a record high representing 16% of all AM/FM radio listening
Among 25-54s, AM/FM radio streaming now accounts for 16% of total AM/FM radio listening. The share of total AM/FM radio listening occurring via the stream has doubled in the last five years (8% to 16%).
AM/FM radio is the “queen of the road” with a stunning 89% share of ad-supported audio in the car
AM/FM radio’s dominant in-car ad-supported shares have been rock steady over the past six years: 92% in Q2 2017 to 89% in Q2 2022.
Key takeaways:
- 2017 versus 2022: AM/FM radio streaming doubles in share, beating Pandora two to one
- In a typical day, most Americans only listen to AM/FM radio while few listen to Pandora, Spotify, or SiriusXM
- Audio shares are pandemic proof revealing little change before, during, and after the pandemic
- For political campaigns, AM/FM radio is the best audio platform to reach voters
- AM/FM radio streaming hits a record high representing 16% of all AM/FM radio listening
- AM/FM radio is the “queen of the road” with a stunning 89% share of ad-supported audio in the car