Westwood One's blog post Monday, emphasizes how AM/FM radio continues to dominate, particularly in ad-supported listening, while noting shifts in podcast demographics and the limitations of digital-only strategies.
AM/FM Radio's Domination in Ad-Supported AudioAM/FM radio remains the unchallenged leader in ad-supported audio, capturing 64% of total share—far outpacing competitors. This dominance holds across all demographics, making it a reliable choice. for advertisers seeking broad reach. For context, here's a breakdown of ad-supported audio shares from the report:
Marketers and agencies often misjudge these figures: they perceive AM/FM radio's share at just 26% (underestimating it by 2.5x), while overestimating Pandora and Spotify combined at 41% (actual combined share: ~11%). In reality, AM/FM radio's audience is 11x larger than ad-supported Spotify and 13x larger than ad-supported Pandora.A key insight for brands: Relying solely on digital platforms (e.g., Spotify, Pandora, podcasts) reaches only 33% of Americans.
Adding AM/FM radio boosts this to 74%, underscoring its role in expanding campaign efficiency.In-Car Listening:
AM/FM's Stronghold
AM/FM radio's lead is even more pronounced in vehicles, where it commands an 84% share of ad-supported audio. This varies slightly by age but remains robust:
- 35-64 years: 84%
- 25-54 years: 81%
- 18-34 years: 79%
With much consumer decision-making happening on the go (e.g., path-to-purchase moments), this positions AM/FM as essential for retail, automotive, and local advertising.
Other Notable Trends...Podcasts Are Aging:
Other Notable Trends...Podcasts Are Aging:
- The median podcast listener age has risen from 29 in 2017 to 39 in Q3 2025, fueled by surges among 45-64-year-olds.
- Daily reach now peaks among 25-44s, a shift from the younger 18-24 skew of the past.
- Streaming Growth, But Limited Scale: While platforms like Spotify show gains, their ad-supported shares remain niche compared to radio's ubiquity.
Overall, the report reinforces AM/FM radio's resilience in a fragmented audio landscape, advising marketers to integrate it for maximum impact rather than betting solely on digital upstarts. For the full blog post, check Westwood One's analysis.