In the 25 years since Netflix debuted, streaming services have exploded, offering audiences a mind-boggling variety of options, from HBO Max to Disney+ to Peacock and more. However, streaming services are on choppy waters – one in three streaming customers are switching, or even canceling, their subscriptions. In TransUnion’s Consumer Pulse study, they called it the “subscription squeeze.” And the trend holds: The most recent Audacy consumer study shows that in the next three months 29% of video service subscribers are planning to cancel or scale back their service. And 22% of digital Audio pureplay subscribers are planning to cancel or scale back these services¹.

Ad-supported media platforms are not experiencing the same challenges. Radio garners the lion’s share of time spent with ad-supported media – certainly for substantially more time than TV.

Adults spend 63 percent of time with Radio, compared to 37 percent with TV. The trend holds true for younger demos and high-income households as well. 18 to 34 year olds spend a whopping 84 percent of time with Radio, and just 16 percent with TV. In $125k+ households, 66% of time goes to Radio, and only 34 percent with TV².

And who’s listening – virtually everyone. Radio is rich with valuable and diverse audiences. It connects advertisers and brands with listeners who are parents, Millennials, Hispanic, African American, and countless other dynamic cohorts who prefer to get information and entertainment through Audio³.

With these valuable audiences, it’s no surprise that returns with Radio are so strong.

Our Return on Ad Spend study with Neustar shows that Radio delivers the broadest reach and the deepest engagement. And it definitely means business. National advertisers can enjoy double-digit increases (up to +23%) in Audio ROAS, if they shift +1% to Audio, including both OTA and digital platforms.