Observed Signal · Nov 30, 2025 · Industry Analysis · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
AM/FM Radio Remains America's Mass-Reach Audio
Nielsen data shows AM/FM radio still reaches 87% of Americans weekly, with strong penetration in the 18–34 demographic. In an interview, Pierre Bouvard, Chief Insights Officer at Cumulus Media | Westwood One, argues radio’s strength is persistent reach and contextual listening — two‑thirds of radio listening happens away from home and nearly half occurs in cars — making streaming a complement rather than a replacement. Radio streaming has grown as a share of listening (from 7% in 2017 to 13%), and on smart speakers AM/FM holds 54% of ad‑supported audio versus podcasts at 20%. Bouvard emphasizes on‑air personalities as the primary driver of loyalty and notes limited, practical AI uses (e.g., localized AI voice tags) that augment but do not replace human talent.
Confirms AM/FM radio remains a large, persistent reach channel and clarifies how streaming and smart‑speaker listening affect audio ad planning; relevant for advertisers, agencies and audio monetization strategies.
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Key Takeaways & Evidence Grounding
- Nielsen reported AM/FM radio reaches 87% of the U.S. population each week.
- Pierre Bouvard is Chief Insights Officer for Cumulus Media | Westwood One.
- Share of radio listening via streams rose from 7% in 2017 to 13% (reported timeframe).
- Two-thirds of radio listening occurs away from home and almost half occurs in the car.
- On smart speakers, AM/FM radio represents 54% of ad-supported audio while podcasts represent 20%.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Studies: AM/FM Still Dominates In‑Car Listening
Multiple recent studies and industry reports show that traditional AM/FM broadcast radio remains the primary in‑car audio source for many drivers. Edison Research’s Q2 2025 Share of Ear found AM/FM accounts for 56% of U.S. in‑car audio time (13% satellite, 6% streaming), and AM/FM makes up 85% of ad‑supported in‑car audio. A WorldDAB survey of 8,000+ car buyers across six countries reported 83% listen to broadcast radio in vehicles and 50% say radio is their most frequent in‑car audio. Even among Tesla owners, AM/FM represented 51% of in‑car audio time. Industry reports note friction points for radio discovery in modern cars (fewer physical radio buttons; defaults to last audio source), while Audacy research finds radio advertising drives post‑listen actions (e.g., 56% looked up an advertiser after hearing a radio ad).
Podcasts Surpass Radio in U.S. Listening Habits!
Edison Research’s Share of Ear survey finds that, for the first time, podcasts account for a larger share of spoken‑word listening in the U.S. than AM/FM talk radio: podcasts represent 40% of spoken‑word listening time versus 39% for radio. Edison’s data and related industry reports highlight growing video podcast consumption (included in the stats), an estimated 115 million weekly U.S. podcast listeners, and platform interest from streaming services such as Netflix signing deals with iHeartMedia and Barstool Sports. YouTube reported 700 million hours per month of podcast viewing on living‑room devices in 2025 (up from 400 million). Triton Digital’s 2025 report shows large overlap between audio and video podcast audiences and genre differences in format preference.
Study: Audio's Mental Availability Boosts Brand Reach
The study "Audioeffekt 2026 – Always within Reach", produced by RMS and ARD MEDIA, examines how mental availability in everyday situations contributes to media reach and brand presence. Based on an online sample of 2,878 German adults, the research measured usage across eleven media types over five days and associations with 25 Media Entry Points. Results show radio leads the surveyed media with an 18% Mental Market Share and 86% of respondents associating radio with at least one relevant everyday situation. Music streaming and radio also score highest on Network Size (7.1 and 6.8 associations respectively). The study argues that audio—particularly radio and music streaming—is strongly embedded in recurring daily contexts and therefore important for brand building and media planning.
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