Listeners aged 25-54 spend more time listening to AM/FM radio streams than to ad-supported streaming audio services. That’s the latest finding in a four-part Weekly Insights series from Edison Research focusing on some lesser-known stats about broadcast radio and how the medium displays certain strengths, particularly when compared with pureplay streaming services.
The term “AM/FM radio” typically conjures up images of listening through a traditional radio receiver but it also includes the online streams of stations, which have a significant audience of their own. “When we think of radio, we have to think of it as a product, not just a device,” Edison points out.
For this installment in the series, the research firm compares the audience of AM/FM radio streams (which are supported by ads) with listening to the ad-supported versions of streaming services. The comparison excludes listening to the paid subscription-based part of streaming audio services, since those do not connect listeners to advertiser messages.
“The streams of AM/FM radio stations are incredibly competitive with ad-supported streaming services,” Edison notes. Among the marketer-coveted 25-54 demo, AM/FM radio streams capture 52% of listening to ad-supported audio, compared to 48% for ad-supported streaming services.
The latest finding from Edison’s Share Of Ear survey is the fourth in a four-part series. Here is Inside Radio’s reporting on the other three installments.