Media Trends
For the first time, podcasts have surpassed AM/FM radio as the leading platform for spoken-word audio listening in the United States.
According to
Edison Research’s Share of Ear study, podcasts now account for 40% of daily spoken-word listening time, slightly ahead of AM/FM radio at 39%.
A decade ago, the gap looked very different. In 2015, AM/FM radio dominated spoken-word listening with 75% of the share, while podcasts accounted for just 10%.
The shift has been gradual and this year marks the first time the scales have tipped, although this milestone is more about the rise of on-demand listening than it is about the decline of radio.
Why It Matters
Audiences are increasingly choosing when and how they engage with spoken-word content.
Podcasts allow listeners to start, stop, and explore topics on their own schedule while accessing a wide range of niche content tailored to their interests. At the same time, spoken-word audio remains a significant part of daily media habits, representing about 25% of all time spent with audio.
Next Steps
For communicators and media leaders, this shift offers a reminder:
- Meet audiences where they are listening
- Think beyond a single platform
- Create content that travels across broadcast and digital spaces
Radio still holds tremendous trust and reach. Podcasts add flexibility and depth. Together, they reflect how audiences now consume ideas, stories, and conversations.
You can rest assured the appetite for spoken-word content is still strong. However, the platforms delivering audio are evolving. Understanding this shift is key to communicating effectively in today’s audio landscape.
How is your organization balancing broadcast and on-demand audio in your communication strategy?
Shauna Goodison
Director of Communications | shauna@eaglecom.ca