Nielsen Audio reports a 22% plunge in AM/FM Cume listening among 18–34-year-olds since 2020, accelerating radio’s audience erosion in 2025. Nielsen's Report is part of the company's annual suite of audience measurement data for the U.S. radio industry. The data is based on a combination of Portable People Meter (PPM) electronic tracking in larger markets and diary-based surveys in smaller ones, incorporating the latest U.S. Census updates for accuracy.
The steepest weekly cume drop—from 92% reach in Q1 2020 to 72% in Q3 2025—reflects a generational exodus to on-demand audio, with Spotify and YouTube Music now capturing 59% of 18–34 listening share, up from 38% five years ago.
Nielsen’s recently released Fall 2025 Radio Market Report details:
- Average quarter-hour (AQH) share for AM/FM among 18–34s fell 27% in the top 50 markets.
- Time spent listening (TSL) shrank 31%, from 9.1 hours/week in 2020 to 6.3 hours in 2025.
- Smartphone-only listeners (no car/home radio) now dominate the demo at 78%, up from 54%.
Driving the collapse:
- Streaming ubiquity – 87% of 18–34s use ad-supported tiers (Spotify Free, YouTube) vs. 41% for radio.
- Car dashboard shift – Apple CarPlay/Android Auto default to podcasts/music apps in 68% of 2025 model-year vehicles.
- Ad avoidance – Radio’s 18-minute commercial hours push users to ad-free or skippable platforms.
- Consequences for broadcasters: Revenue impact: 18–34 ad buys down 41% YOY (Kantar Media).
- Station closures: iHeartMedia cited the demo’s exit when surrendering 7 signals in college towns last quarter.
- Format extinction: Top 40 and Urban stations in mid-sized markets report negative cash flow without 18–34 listeners.The 22% decline—the fastest demographic drop in Nielsen’s 50-year history—signals AM/FM’s transition from mass medium to niche utility, with 2026 projections forecasting sub-65% reach among under-35s.
