Q3 2025 Edison “Share Of Ear”: AM/FM Radio Dominates Ad-Supported Audio
Edison Research’s quarterly “Share of Ear” study is the authoritative examination of time spent with audio in America. The study, in its eleventh year, surveys 4,000 Americans annually to measure daily reach and time spent for all forms of audio.
AM/FM radio dominates ad-supported audio
With a 64% share of ad-supported audio, AM/FM radio remains the dominant audio platform for marketers. At a 20% share, podcasts now have the scale and demographic mass appeal to be considered a major media solution. Streaming music services remain niche players with only a combined 13% ad-supported audio share between Spotify, Pandora, YouTube, and Amazon Music.
Marketers and media agencies significantly overestimate audience shares to Pandora/Spotify and massively underestimate AM/FM radio audiences
In an August 2025 study, Advertiser Perceptions asked 302 media agencies and marketers for the perceived audience shares of Spotify, Pandora, and AM/FM radio. The perceived audience shares of Pandora/Spotify (41%) are much greater than AM/FM radio (26%).
The reality? Edison’s “Share of Ear” reveals AM/FM radio shares are 2.5X greater than agency/advertiser perceptions.
What’s the Spotify/Pandora reality? AM/FM radio is 11X larger than ad-supported Spotify and 13X bigger than ad-supported Pandora.
You’ll miss two-thirds of America if your audio media plan only has digital audio; Adding AM/FM radio causes reach to surge from 33% to 74% of the U.S.
The net reach of Spotify, Pandora, and podcasts only reaches one-third of Americans. Adding AM/FM radio to the media plan causes reach to surge from 33% to 74%.
To reach consumers on the path to purchase, look no further than AM/FM radio; With an 84% in-car share, AM/FM radio is the “queen of the road”
AM/FM radio’s in-car shares are consistently strong among 18-34s (79%), 25-54s (81%), and 35-64s (84%).