Nielsen: Radio Rules Ad-Supported Audio, Earning 66% Of Daily Listening Time.

Nielsen’s just-released quarterly audio report for January-March 2025 shows that within the ad-supported audio universe for adults 18+ in the U.S., consumers spent 66% of their daily listening time with radio, vs. 19% for podcasts, 12% for streaming audio services, and 3% for satellite radio, based on Edison Research’s “Share of Ear.” Compared to Q4 2024, radio’s share of ad supported listening time was 1% lower this quarter, while podcasting’s share was 1% higher.

The report, which includes data from Nielsen and Edison, shows adults 35+ spending 73% of listening time with radio, with 25-54s at 61%, and 18-34s at 47%. For those three demo groups, podcasts’ share is 15%, 24%, and 32%, respectively.

Overall, Nielsen’s analysis shows daily audio consumption among adults 18+ during Q1 2025 averaged 3 hours and 45 minutes of daily listening across ad-supported and ad-free platforms, the former accounting for 64% of total listening. The report notes that this is similar to TV, where 72% of total viewing was spent on ad-supported platforms in the first quarter.

“Delineating between total listening (or viewing) and the ad-supported universe is vital in today’s burgeoning media landscape where consumer choice grows by the day, and marketers are looking at every available opportunity to cut through,” Nielsen’s report says. “With broad reach and ample ad space, it’s not surprising that audio remains a critical part of the media mix for companies with varying budget sizes.”

Nielsen’s breakdown of each major radio format’s share of total listening, including both over-the-air and streaming, shows news/talk dominant among persons 18+ and 35+, while adult contemporary is strongest among 18-34s and 25-54s.