Streaming accounts for 12% of AM/FM radio listening in the US according to Edison Research in its Share of Ear study. The findings are based on measurements of what portion of listening to AM/FM content happens on a traditional radio receiver and how much is done on a digital device. The research methodology fully represents the US 13+ population, including not only those who are online but also those who are either not online or lightly online. The research finds that 12% of all AM/FM radio listening is via streaming, while 88% of listening is done to a traditional, over-the-air radio signal.
AM/FM radio content in the US is now available through a variety of digital apps and devices, making radio listening possible on computers, smartphones, smart speakers, and through radio station websites, apps, and third party apps. Although streaming AM/FM content continues to see small amounts of incremental growth each year, and at 12% is the highest measure yet, the largest amount of listening goes to the over-the-air (OTA) signals from devices such as car radios and clock radios.
Laura Ivey, Director of Research at Edison Research said, “There are many outlets for Americans to listen to free broadcast radio, including the smartphones that we know are ubiquitous in our population. To realize growth, radio has to capitalize on its content being available beyond just a traditional radio receiver. We know that the pandemic has shifted US listeners from their cars, where traditional radio is easily available, to their homes, where radio must be accessed on different devices. The challenge is how to convince listeners to follow radio content on different devices – radio not on ‘a radio’.”
