The Edison “Share of Ear” reports deliver great insights into how Americans listen. They create these by surveying actual consumers and then provide an analysis of how ad-supported audio impacts media buys. In the latest edition, there are some great takeaways about radio streaming.
Let’s review those and how they can be advantageous in audio advertising strategies.
AM/FM Radio Streaming Crushes Spotify and Pandora
We’ve talked about how advertisers tend to believe Spotify and Pandora have the ad-supported market quartered. That’s not so. In Q1 2025, OTA (over-the-air) radio remained the dominant technology. AM/FM streaming showed strong results, outperforming Spotify and Pandora.
Why it matters: It’s an opportunity to counter misconceptions. For either type of radio, OTA or streaming, they win over Spotify and Pandora. If advertisers are pushing dollars there, they are likely not seeing much traction because the audience is so small.
Most Audio Streaming Occurs at Home
Home is the dominant local for streaming listening. It’s not even close, accounting for 65% of all time. For radio streaming, it’s 74%.
This gives advertisers an edge in understanding their audience’s location. Listening at home can lead to different actions than when they are in the car. They may be more apt to take an online action to check out a brand.
More insights on home listening: Most Audio Listening Happens at Home: What Does That Mean for Radio Spot Messaging?
The Addition of AM/FM Streaming Ads Expands Reach and Amplifies Frequency
The study revealed that only 6% of streamers listen only in this way. Most (10%) listen to a mix of streaming and OTA. Thus, there’s a lift on reach and amplification for advertising.
Why it matters: The streaming audience is mainly a hybrid, but a campaign gains additional coverage to reach other ears when it includes this channel.
News and Sports Radio Streaming Has Greater Share Than OTA for Key Demographic
For those listening to these categories, ages 25-54, they stream the content more than they listen to OTA.
For News, it’s 15.4% vs 6.7%.
For Sports, it’s 12.5% vs. 5%.
The percentage of listeners ages 18-34 for these programming types is even bigger for streamers. Combined, it accounts for a 19.6% share.
Pro tip: Advertisers who want to reach such a group should consider streaming buys along with OTA.
Any Radio Buy Is Good for Local Businesses
While this article highlights the streaming data, “Share of Ear” continuously points out that radio has considerable value in media plans. It delivers reach and frequency that complement digital and creates a cohesive campaign that performs better.
Using this data to prove your point about the power of radio can turn naysayers into believers!
Get more insights like this by reading, Radio Has the Listeners: How to Demonstrate the Value and ROI of Local Radio Advertising.
