A new audience research report reveals that sports-formatted AM and FM radio stations are experiencing significant growth in streaming audiences and revenue shares. According to Nielsen data released by the Audio Active Group, the sports radio format now ranks number one in streaming shares among adults aged 18 to 34 and adults aged 25 to 54.
For the younger demographic, the sports format holds a 3.7 percent overall share of traditional broadcast listening, but captures a 13.9 percent share of streaming audiences.
For the 25 to 54 demographic, the format’s 5.1 percent total broadcast share jumps to a 14.2 percent share when measuring streaming platforms.
Listening is strongest during the midday hours, followed by morning drive and afternoon drive. While over-the-air sports listening primarily happens in vehicles, the total listening audience is evenly split between the home and the car when digital streaming is included in the metrics. The research also highlighted that sports radio listeners rank among the most affluent audiences in the industry, with household incomes rising 17 percent since 2020.