New data from Edison Research shows that traditional radio continues to play a crucial role in how women in the U.S. discover and enjoy music. The “Women & Music” study, part of the 2025 Women’s Audio Report, surveyed over 2,500 women age 18 and older. It found that 49 percent of monthly music listeners discover new music through AM/FM radio, more than any other platform, including SiriusXM, TikTok, and Instagram. This influence is even more pronounced among older and rural listeners, and among women who associate music with family memories and nostalgia.
Edison reports that 89 percent of U.S. women are reached by music audio each day. On average, women spend about three hours daily listening to music, which is more than twice the time they devote to spoken word content. Nearly half of this listening happens through traditional radio, which remains especially strong during morning and afternoon drive times. These hours are vital for mothers, professionals, and commuters who turn to radio not only for music but also for news, weather, and a sense of connection.
The report also highlights how women incorporate music into parenting. Among women with children under 18, 89 percent say they listen to music with their kids. Radio, in many cases, serves as a shared experience—helping families create routines, pass time in the car, and introduce younger generations to different genres. Seventy-four percent say music helps them bond with their children, and 54 percent use it to teach kids about diverse musical styles.
Younger women are especially drawn to female representation in music. Among women ages 18 to 34, 37 percent primarily listen to female artists, compared to just 8 percent among women over 55. Sixty percent of all women surveyed say they value seeing and hearing female representation in media, including on radio and podcasts.
Beyond listening, women also influence buying decisions. They lead or share control in areas like grocery shopping, healthcare, and financial planning. Edison’s research shows that 85 percent of women recall hearing ads across radio and streaming, and over half say they pay attention to ads about food delivery, entertainment, and wellness.
For marketers and broadcasters, the takeaway is clear: radio continues to be a trusted and influential companion in the lives of American women.