Edison Research’s full year 2024 Share of Ear report is here, and it’s packed with compelling insights about how Americans consume Audio. From growth for ad-supported AM/FM radio to the continued rise of podcasts, here are the five key takeaways:

For the first time since 2021, AM/FM radio has picked up share of ad-supported listening, with growth for both over-the-air and cross platform. What’s driving the growth? A lot of it comes from workplace listening. As more people head back to the office, we’re seeing an uptick in car commutes and more time spent listening on the job.

When you combine broadcast and streaming platforms, AM/FM radio now commands nearly 70% of the daily ad-supported share of listening. 

AM/FM is the go-to for ad-supported Audio in every setting—at work, at home, and especially in the car, where it remains a dominant force.

Radio commands nearly 90% of ad-supported listening in the car – a share that has remained remarkably consistent for a number of years. But radio’s dominance outside of the car may surprise some people. More than half of ad-supported listening in the home is to AM/FM radio, overshadowing streaming music by a margin of three to one. Radio is even stronger in the workplace, where nearly two-thirds of ad-supported listening is to over-the-air or streaming radio.  

It may come as a surprise, but Gen Z consumes more ad-supported radio than streaming music. Nearly 40% of 18-24-year-olds listened to AM/FM radio — either over-the-air or online — compared to 32% who listened to a streaming music service. That means Gen Z spends more time listening to radio—whether in cars, on phones, or via smart speakers—than they do on platforms like Spotify.

Gen Z comes for the free content and stays for the sense of connection through relatable hosts. A recent study found that 72% of Gen Z listeners say radio helps them destress and enjoy “me-time.” Moreover, 60% feel like they’re hanging out with their favorite hosts while listening, and 56% prefer radio’s content curation over digital-only platforms¹.

Podcasts just keep growing—and they’ve officially claimed the #2 spot in share of listening for three years in a row, surpassing streaming music. Over the past decade, podcast listening has skyrocketed, increasing its share of listening more than 5X. From comedy and true crime to sports, news, and lifestyle topics, there’s a podcast for everyone, and audiences can’t get enough.

Podcasts also deliver big for advertisers. Avid listeners aren’t just engaging with content—they’re engaging with ads. About 64% appreciate podcast advertisers for supporting their favorite shows, and many take action on what they hear: 40% visit a website to learn more about a product, while 37% go to a retail store to make a purchase².

Podcasts have truly become a powerhouse in Audio, attracting loyal audiences and delivering tangible results for advertisers.

In 2024, AM/FM streaming claimed the largest share of ad-supported listening on smart speakers, reinforcing radio’s stronghold in the Audio space. Smart speaker listening has more than doubled its share since 2018—a trend worth watching.

Most of this listening happens at home, where smart speakers are becoming a go-to device for tuning into favorite radio streams. Whether it’s a news update, a favorite morning show, or local sports talk, listeners are embracing the convenience of smart speakers to stay connected.

Edison’s Share of Ear report underscores the enduring power of AM/FM radio while highlighting exciting growth areas like podcasts and smart speakers. For advertisers, these insights provide a clear roadmap for reaching audiences across a diverse and evolving Audio landscape.