Edison Research: Blacks Listen to Radio Longer
Edison Research says that according to data from its ongoing Share of Ear study, Black listeners “lead the charge in audio listening.” The study says that the U.S. Black population spends 4 hours and 23 minutes
listening to audio daily, compared with 3 hours and 50 minutes among the non-Black population – over 30 minutes more per day. “This listening includes music as well as spoken-word content, such as podcasts and talk radio. We often thank creators for the audio masterpieces that captivate us, which are all very much deserved. Today, we also thank Black consumers for fueling the success of musicians, podcasters, and radio hosts.”
from the study include: 1) the proportion of AM/FM radio in-car listening rose 9% year-over-year and is on par with pre-pandemic levels of listening; 2) spoken-word content listening is at an eight-year high with 39% of ad-supported listening (including AM/FM, streaming and podcasts) devoted to news/talk, talk, and sports; and 3) looking at Persons 25-54, the share of ad-supported audio time spent with personalities/talk shows has increased the most – from 11% of ad-supported listening in Q4 2016 to 19.4% in Q3 of 2023. 