As digital platforms increasingly encroach on traditional radio’s dominance in the media landscape, a mid-2024 election study reveals evolving media preferences among U.S. news consumers, underscoring a notable decline in AM/FM radio usage.
The research, carried out by Signal Hill Insights and Sounds Profitable in June 2024, surveyed over 5,000 American adults.
While media engagement remains robust overall, news consumers are dedicating less time to traditional radio. Although 76% still listen monthly, 24% report cutting back on broadcast radio consumption.
Digital alternatives are steadily filling the gap left by AM/FM radio. Among news podcast listeners, 93% use YouTube monthly, with 59% increasing their time on the platform. Streaming TV services also enjoy widespread popularity, with strong usage across both ad-supported and ad-free options.
Comprising 31% of the total podcast audience, news podcast listeners are slightly more male and reflect a diverse demographic, including 22% Hispanic/Latino, 16% Black/African American, and 5% Asian American individuals.
Word-of-mouth continues to drive podcast discovery, with 73% of news podcast listeners exchanging recommendations within their social networks and 83% likely to try a podcast suggested by a friend or colleague.
The study also sheds light on factors leading news podcast listeners to abandon specific shows. Repetitive content, excessive ads, and the discovery of superior alternatives topped the list of reasons for churn, with 14% of listeners specifically pointing to an overload of advertisements as a dealbreaker.
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