According to current.org, NPR is seeing some listening gains on digital platforms, particularly with podcasts, but its broadcast audience has dropped. Average–quarter-hour (AQH) listening during morning drive time has dropped 11 percent in the past five years, and afternoon drive audience has declined 6 percent. The only age bracket that has increased listening to NPR stations is the 65-plus audience.
In addition to the overall AQH drop during morning drive, Morning Edition has seen a 20 percent drop among listeners under 55 since 2010, according to Gwynne Villota, a senior research manager at NPR, who shared the Nielsen data.
Morning Edition saw about a 6 percent increase in AQH among 65-plus listeners since 2010. All Things Considered also saw slight AQH gains among listeners ages 12-24 and 55-64 and a roughly 10 percent gain for 65-plus listeners. But AQH listening for the show dropped by roughly 24 percent among 45- to 54-year-olds.
Among all radio stations, AQH for listeners 54-years-old and younger dropped from spring 2012 to spring 2015. News and talk stations, both commercial and noncommercial, saw AQH decline in all age groups — most dramatically among 45- to 54-year-olds, for which AQH dropped 24 percent. NPR stations saw a 20 percent decline in AQH in that age bracket.
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