Cumulus Media | Westwood One’s Audio Active Group blog reveals data from Edison Research’s ongoing Share of Ear study, specifically data from the third quarter of 2025. Among the key takeaways from the study are: 1) AM/FM radio dominates ad-supported audio with a 64% share, followed by podcasts at 20%;
2) Marketers and media agencies significantly overestimate audience shares to Pandora/Spotify and massively underestimate AM/FM radio audiences; and 3) Interestingly, as older demographics flock to podcasts, the median age of the podcast audience ages sharply from 29 in 2017 to 39. The study notes that “in 2017, podcasts’ daily reach was greatest among 18-24s. Eight years later, podcasts’ daily reach has surged, especially in older demographics. The older the age group, the greater the growth in the podcast daily audience. Today, podcasts’ greatest reach centers on 25-44s, with significant growth among 45-64s.” See the full blog post here.
