Case Study Shows Benefits of Streaming

Since 2016, AM/FM radio audio streaming has grown to be a major media channel available for marketers and brands. This week's Westwood Blog reports two recent studies from Edison Research both reveal streaming’s strength in reach and time spent listening.

Edison Research’s Infinite Dial study: Advertisers can use audio streaming to reach a growing audience of habituated users

According to Edison Research’s recently released Infinite Dial study, the longest-running study of consumer digital media use, online audio streaming has experienced a significant listening surge in 2022 as 70% listen weekly.

Compared to 2021, monthly and weekly online audio audiences have leapt forward. 75% of Americans have listened to audio streaming in the last month. 70% have listened in the last week, up from 2022’s 67%.

Edison Research’s “Share of Ear” study reveals AM/FM radio streaming has soared to 20% of all 25-54 AM/FM radio listening. This is a dramatic increase from 2016 when streaming only represented 8% of total AM/FM radio listening.

Head snapper: AM/FM radio’s 25-54 streaming audiences are +44% larger than ad-supported Spotify and Pandora combined.

Edison’s Q4 2022 “Share of Ear” study reveals a surprising finding about the magnitude of AM/FM radio streaming. Among 25-54s, the ad-supported audiences of Pandora (5%) and Spotify (4%) are quite small. AM/FM radio’s streaming share of 13% is +44% larger than Pandora and Spotify combined.

Key takeaways:

• Edison Research’s “Share of Ear” study: AM/FM radio streaming has soared to 20% of all 25-54 AM/FM radio listening
• Head snapper: AM/FM radio’s 25-54 streaming audiences are +44% larger than ad-supported Spotify and Pandora combined
• AM/FM radio streaming worked: The shoe brand’s AM/FM radio streaming takeover led to consistent brand lift gains among the exposed audience
• Edison: A whopping 28% of men 25-54 AM/FM radio listening occurs via the stream, nearly three times the proportion of women 25-54

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