A shift in audio consumption habits among listeners aged 13 to 34, where spoken word audio now accounts for as much listening time as AM/FM radio, represents a significant trend in media preferences, particularly among Gen Z and younger Millennials.
Reports from Edison Research demonstrate the change marks a dramatic departure from a decade ago when AM/FM radio dominated.
Among listeners aged 13 to 34, spoken word audio (including podcasts, news, talk shows, sports, and audiobooks) and AM/FM radio each accounted for 14% of total audio listening time in Q2 2024. This parity is a stark contrast to 2014, when AM/FM radio held a seven-to-one lead over podcasts (approximately 21% vs. 3% of listening time).
Edison Research’s Share of Ear study shows that in 2024, 13-34-year-olds spent 23% of their daily audio time on spoken word content, more than doubling the 11% recorded in 2014. This represents a 109% increase over the decade.
Closing the Age Gap: In 2014, the 13-34 age group lagged behind older demographics in spoken word consumption (11% vs. 22% for 35-54 and 26% for 55+). By 2024, the gap narrowed significantly, with 13-34-year-olds only 5 percentage points behind the 35-54 and 55+ groups (both at 28%).
Podcasts are the key driver of increased spoken word consumption among younger listeners. Their on-demand, niche content appeals to this demographic, offering everything from true crime to music-related shows.
Popular Shows: In 2024, podcasts like The Joe Rogan Experience (No. 1), Call Her Daddy (No. 4), and This Past Weekend with Theo Von (No. 5) dominated, reflecting a shift toward personality-driven, non-traditional media content over legacy radio formats like NPR’s Fresh Air (No. 1 in 2014).
Video Podcasts: The rise of video podcasts, particularly on YouTube (the top podcast platform for Americans), has boosted engagement. Spotify reported 350 million users streamed video podcasts in Q2 2024, with video consumption growing 20 times faster than audio-only.
Mobile devices are the primary platform for spoken word audio, with 39% of daily consumption among those 13+ occurring on phones, compared to 35% on AM/FM receivers. For 13-34-year-olds, digital platforms like Spotify (53% preference) and YouTube (37%) far outpace traditional radio for podcast listening.
In-Car and At-Home Trends: While AM/FM radio remains dominant in cars (62% of spoken word consumption), at-home listening has shifted toward mobile devices and smart speakers (11% stream AM/FM stations digitally). This aligns with younger listeners’ preference for portable, on-demand access.
Nielsen’s PPM adjustments aim to mitigate radio’s decline, but the preference for on-demand, personality-driven podcasts among Gen Z and Millennials suggests a lasting change.