Nielsen has released its annual Audio Today report examining how Americans use broadcast radio, podcasts, streaming and satellite radio.
Nielsen notes that the report “also details the growth in digital streaming listening as a portion of the overall radio audience, plus listening location, time of day, timely new podcast insights (courtesy of Nielsen Scarborough) and a deep dive into the listening habits and format preferences of nearly 20 unique audience segments.”
Highlights provided by Nielsen note:
- Year after year, radio continues to reach more American consumers than any other platform, linear or digital. Radio reaches 91% of the U.S. population in a given month, including 91% of Black consumers and 95% of Hispanics.
- In the audio universe, only AM/FM radio can deliver the scale advertisers need. Its impact is even more pronounced when comparing reach among ad-supported options for audio marketing campaigns.
- Radio use spans the bulk of the day, reaching consumers on the path to purchase; it is the dominant audio source in the car. AM radio has been in the news regularly this year, and is a great example of the power of radio in vehicles: three-quarters (74%) of all AM radio listening happens in the car.
- At the same time, podcast consumers are shifting their habits to listen more while commuting and traveling. Heavier podcast usage is growing, while lighter usage is in decline.
- Comedy and news remain the top podcast genres, but society & culture, education and history saw significant growth this year.
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Open in new tab Nielsen also shared its June 2022 report to show the differences from year-to-year:
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