Edison: Ad-Supported Audio Dominates Car Listening by Young Adults
Edison Research says that according to its ongoing Share of Ear study, Americans between the ages of 13 and 34 spend an average of just under one hour per day listening to audio in the car with 63% of that time spent with ad-supported audio platforms. Although this demographic listens to a number of ad-supported 
platforms, AM/FM radio, including over-the-air and radio streams, accounts for 70% of the time spent with ad-supported audio sources in the car. Edison says, “Podcasts rank a distant second, accounting for 11% of ad-supported in-car audio time. Streaming music accounts for a significant amount of in-car audio time, but most of that listening is ad-free. When we filter consumption by ad-supported platforms, streaming music comes in third at 10%. Music and music videos on YouTube close out the fourth slice of the pie at 7%. Note that Share of Ear captures listening by everyone in the car, not just the driver.”
is nearly universal among Hispanic (94%) and Black (93%) consumers; 2) AM/FM radio commands more than 80% of all ad-supported audio time in vehicles. Nearly three-quarters of out-of-home radio use during peak drive times occurs in the car, placing brands closest to the point of purchase; 3) however, a significant “perception gap” exists; while marketers often rank radio low for effectiveness, Nielsen data reveals it delivers the highest ROI of any platform trailing only social media; and 4) radio and podcasts combined account for more than 80% of all daily ad-supported audio time, while streaming music accounts for only 15%. 
entertainment & integrated marketing Jeff Meza says, “Cultural ROI is the vehicle for us at Urban One to further our mission to help educate the industry and brand partners alike on the importance that intentions must be rooted in strategy, and this new economy requires development of total market plans that are inclusive and representative of authentic experiences.” Urban One VP, television and digital research Audrey Cochran adds, “I am incredibly proud of the work we’ve done to quantify the undeniable impact that Black consumers have on U.S. culture. This study not only demonstrates their impact and influence on broader consumer behavior but also underscores the value of authentically connecting with this segment – and the business risks of failing to do so.” 
people spend by far the most amount of their time at home, the at-home environment offers a variety of listening devices including smart speakers, internet-connected TVs, and computers, in addition to mobile phones… And we know from our qualitative research that podcast listeners can listen while they multitask at home.” After listening at home, listening at work contributes 16% to the overall daily listening time to podcasts, while in-car listening captures 11% of daily listening time. Edison adds, “We can theorize that because people often take short drives during the day including quick trips to the store, or school, or on errands, that those short trips might not be conducive to becoming fully engaged with a podcast.” Finally, 6% of listening happens in various other locations, such as gyms, grocery stores, or while walking.
says that key points for advertisers to know about podcast listeners include: 1) More people than ever are listening to podcasts: 67% of the 12+ population has ever listened to a podcast; 47% of the 12+ population are monthly podcast listeners and 34% are weekly listeners; 2) Listeners are spending more time than ever with podcasts: In 2014, out of the daily time spent listening to all audio by those age 13+, 2% was spent with podcasts. In 2024, that number more than quadrupled and podcasts now account for 11% of daily time with audio. Twenty-three percent of weekly podcast listeners spend 10 hours or more listening to the medium each week; and 3) Podcasts reach all generations: 29% of kids age 6-12, 59% of those age 12-34, 55% of those age 35-54, and 27% of those age 55+ are monthly podcast listeners.