The news: Edison Research’s Q2 2025 “Share of Ear” report revealed key trends in ad-supported audio and what channels are winning.
The conclusion? Radio is still dominating in time spent across age groups—and while podcasts are gaining ground, the shift is slow.
- Radio maintained a 64% share of total time spent listening to ad-supported audio for all listeners above 18, far ahead of podcasts (19%), ad-supported streaming audio (14%), and ad-supported satellite radio channels (3%).
- And while radio is down slightly from its 67% share in Q4 2024, podcasts didn’t gain much ground, only increasing 1% from its 18% share in Q4—indicating slow growth even as the medium draws advertiser attention.
- This trend is consistent regardless of age group. For 18-34 year olds, radio maintained a 45% share, while podcasts held firm with a 32% share. Ad-supported streaming audio and ad-supported satellite radio channels trailed behind (22% and 1% share, respectively).
- Radio still dominated older demographics, with a 71% share in time spent for persons 35+, followed by podcasts at 15%.