Music Moves Women—And Radio Still Plays Key Role.

For American women, music is more than a backdrop—it's a daily companion, a form of emotional support, and a shared experience that connects families and spans generations. And radio continues to be a vital part of that soundtrack.

That’s the picture painted by new findings from Edison Research and SiriusXM Media, presented during a webinar Tuesday exploring how women engage with music and what it means for advertisers.

“Music is omnipresent,” said Megan Lazovick, VP at Edison Research. “Women across all demographics deeply integrate music into their daily routines.”

The study, based on a national sample of 2,500 women age 18 and older who have listened to audio in the past month, found that 84% had consumed music during that time. Among all audio content types, music dominates women’s listening—accounting for 77% of their daily audio time.

While streaming platforms now lead in music discovery, traditional AM/FM radio continues to play a significant role. Nearly half (49%) of women surveyed said they still turn to radio to discover new music—just behind YouTube and social sharing from friends and family. SiriusXM indexed even higher among women aged 55+, reinforcing radio's continued relevance among older audiences.

“Women are incredibly dedicated listeners,” Lazovick said, noting that the average woman spends nearly three hours daily listening to music. Hispanic women listen even more—over four hours per day.

Music’s Dual Roles In Women’s Lives

The study finds music plays both emotional and practical roles. Among respondents, 85% said music is a powerful stress reliever, 81% use it to escape, and 77% say it brings back memories of better times. For many, it's an antidote to daily pressures and an emotional anchor during tough moments. Music also offers a sense of reliability and companionship according to the research.

“Music serves as a form of medicine,” said Melissa Paris, VP of Sales Research at SiriusXM Media. She noted the emotional weight music carries, helping women navigate stress, grief, family challenges, and mental health struggles.

In fact, 87% of women surveyed say they turn to music to cope with life’s difficulties. The top emotional benefits include stress relief (85%), escape (81%), and feelings of nostalgia or connection to better times (77%).

But the relationship isn’t purely emotional—music plays a practical role too. Over half of women say it helps pass time or makes mundane tasks more enjoyable. Nearly a quarter use it to help concentrate on challenging tasks. Music also helps structure family life, with many using it to entertain children, calm them, or establish daily routines.

The study revealed that music is often a shared experience within households. Among women with children under 18, 92% say their kids listen to music, and 89% listen alongside them. “Music bridges generations,” Paris said, recalling dancing with her daughter to Taylor Swift’s “22” at a concert as one of her most cherished memories.

The data showed this bond is especially strong among multicultural mothers. Additionally, 78% of women agree that music improves their child’s mood, and 72% say it helps spark imagination—making music a screen-free way to both entertain and educate.

Women also turn to music to help with daily tasks—whether it’s staying entertained while doing chores or establishing routines for their children. Nearly half of moms surveyed use music to calm or entertain their kids, and 78% agree music is a great screen-free tool.

The study found that music listening is often shared. Among women with children under 18, 89% say they listen to music with their kids. That figure rises among multicultural mothers, who report even higher rates of shared listening. Many say they use music to expose their children to various genres or their cultural heritage.

What Women Listen To

Genre preferences vary across demographics. Women 18-34 gravitate toward hip-hop, indie rock, and Spanish-language music. Women 55 and older prefer classic rock, classical, and oldies—formats often associated with radio. In fact, genre variety and curated playlists are among the reasons many women continue to turn to broadcast and satellite radio despite the rise of streaming.

The study also highlights the growing desire for female representation in music. Among women aged 18-34, 37% say most of the artists they listen to are female—compared to just 8% among women 55 and older. Younger listeners also feel deeper personal connections to artists, particularly when they’re visible in media, collaborate with other women, or support relatable causes.

That emotional connection extends to brands. Women are primary decision-makers in areas such as grocery shopping, health and wellness, and family finance—and 85% recall hearing ads in these categories while listening to music.

“Music offers a uniquely powerful platform for authentic brand connections,” Lazovick said. “The smart brands are paying attention and supporting these young voices.”

Top recalled ad categories included movies and TV, restaurants, and streaming video. Adding audio ads can now be dynamically personalized by genre, time of day, and even weather—giving brands real-time opportunities to be present in meaningful moments.

“Music is not just background noise,” Paris said. “It’s an integral part of women’s identities, relationships, and daily experiences. It's a powerful medium for authentic brand connections.”