In 2021, more than three-quarters of the time that US adults spent listening to ad-supported audio went to AM/FM radio. Podcasts trailed way behind traditional radio, capturing just 11% of ad-supported listening, while Pandora, SiriusXM, and Spotify each accounted for less than 10%. AM/FM radio held a majority share across adult age groups and was the most listened-to ad-supported audio not only in the car (88%), but also in the home (72%) and workplace (68%).

Canada’s digital audio audience is growing faster than any other digital medium we track in the country, including digital video viewers and social media users. This year, digital audio will match terrestrial radio in listenership and exceed it in engagement, according to our forecasts.

Digital radio—the repurposing of terrestrial radio programming for digital streaming—is boosting sales in radio with the value of added reach. The audience lift achieved is seen as complementary, not overlap, and sales of local radio ads are propped up as a result. “An audio ad package can start in radio as a broad reach vehicle for advertisers,” said Rogers Media’s Viner.

Listening to digital audio is also more popular than listening to the radio, although radio retains a significant share of audio time spent. This year, nearly 55% of total audio time will be spent on digital platforms (1:40), while the remaining 45% (1:23) will be spent with traditional radio. Digital first exceeded radio in 2020 and has only grown its share since. This trend will continue.

Digital audio time spent: Includes listening on desktop/laptop computers and mobile devices to radio stations with editors or DJs, professional or amateur, who curate the playlists; streaming services that generate playlists based on the user’s preference of artist, track, or genre; other automated playlists (i.e., those not set by editors or DJs); personally configured playlists (i.e., those set by the

Digital audio time spent: Includes listening on desktop/laptop computers and mobile devices to radio stations with editors or DJs, professional or amateur, who curate the playlists; streaming services that generate playlists based on the user’s preference of artist, track, or genre; other automated playlists (i.e., those not set by editors or DJs); personally configured playlists (i.e., those set by the

Digital audio time spent: Includes listening on desktop/laptop computers and mobile devices to radio stations with editors or DJs, professional or amateur, who curate the playlists; streaming services that generate playlists based on the user’s preference of artist, track, or genre; other automated playlists (i.e., those not set by editors or DJs); personally configured playlists (i.e., those set by the

Its satellite radio division features many talk radio shows, which can be listened to on its digital app. The company also owns the streaming service Pandora, distributor Stitcher, and ad tech vendor AdsWizz.