In a shift that highlights changing listener habits, AM/FM radio streaming has surpassed Spotify and Pandora in ad-supported audio reach, according to new data from Edison Research’s Share of Ear report for Q1 2025. This marks a significant milestone for traditional broadcasters expanding into digital platforms.
Cumulus Media and Westwood One’s Chief Insights Officer Pierre Bouvard notes that AM/FM streaming now commands 8% of all ad-supported audio listening—up from 6% in 2017. By contrast, Spotify and Pandora’s ad-supported services each hold a 5% share. Based on interviews with over 4,000 Americans aged 13 and up, the research shows that radio’s digital presence is not only holding steady but growing in strength.
Another key takeaway is the unique reach AM/FM streaming offers in media planning. While Spotify alone reaches 7% of adults aged 25–54 daily, layering on Pandora increases that to 13%. Add podcasts, and the total climbs to 37%. But including traditional AM/FM and its streaming arm lifts reach to nearly 80%. Bouvard emphasized, “You have missed the vast majority of American ad-supported audio” if AM/FM isn’t part of a campaign.
A big factor behind this reach is the minimal overlap between platforms. One-third of AM/FM streamers don’t listen to over-the-air radio, providing valuable incremental audience. Among total listeners, 6% are stream-only, 10% use both, and 84% stick with traditional radio.
The growth of radio streaming is especially strong in at-home and workplace listening. Edison’s data shows that 74% of AM/FM streaming happens at home, higher than Spotify’s 65%. In workplaces, over-the-air radio dominates with a 55 share, while AM/FM streaming continues to outperform Spotify, Pandora, and even their combined reach.
Perhaps most surprising is the performance of spoken word formats in streaming. Among adults aged 25–54, News/Talk grows from 6.7% in total AM/FM listening to 15.4% in streaming. Sports formats rise from 5% to 12.5%. These shifts are even more dramatic among 18–34-year-olds, where Sports jumps from 3.5% to 9.9% and News/Talk from 3.9% to 9.7% in streaming.
Bouvard describes AM/FM streaming as “the fountain of youth for spoken word” and encourages advertisers to prioritize News, Talk, and Sports in their digital audio buys.