Here’s a nugget sales associates working at broadcast radio stations might want to weave into their client pitches: The current “Share of Ear” for podcasts is now greater than that for Sirius XM Satellite Radio and TV music channels combined.
That’s just one key takeaway from newly released insights from Edison Research tied to its newly released data reflecting daily audio time among U.S. consumers.
Measuring 2023 through September 30, Edison finds that podcasts capture 11% of Americans’ daily listening time. That’s a new all-time high, and puts podcasts ahead of the nation’s home for Howard Stern and live audio ranging from sports play-by-play to branded channels from FOX News Media and specialty music offerings.
SiriusXM’s “Share of Ear” is at 8%; it had been widely believed that 10% of U.S. audio consumers were users of SiriusXM.
The other big takeaway from the latest data points from Edison Research?
While AM/FM radio retains the largest “Share of Ear,” it is now at 32% for over-the-air broadcasting; streaming of broadcast radio accounts for 5% of the “Share of Ear.”
Streaming Music stands at a strong No. 2, and includes use of Spotify, Pandora and similar services. YouTube has a 14% “Share of Ear,” while owned music on MP3, CDs or vinyl comprises just 5% of the daily “Share of Ear.”
“AM/FM Radio was down one point in Q2, so essentially AM/FM Radio is flat compared with Q1 2023,” Edison notes.
Streaming music rises by one point, it adds.
