{"id":277829,"date":"2025-10-04T19:17:24","date_gmt":"2025-10-04T19:17:24","guid":{"rendered":"https:\/\/www.europesays.com\/us\/277829\/"},"modified":"2025-10-04T19:17:24","modified_gmt":"2025-10-04T19:17:24","slug":"edison-underscores-am-fms-edge-versus-youtube-music-story","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/277829\/","title":{"rendered":"Edison Underscores AM\/FM\u2019s Edge Versus YouTube Music. | Story"},"content":{"rendered":"

A deeper dive into Edison Research\u2019s Q2 2025 \u201cShare of Ear\u201d report in Westwood One\u2019s weekly blog<\/a> continues to make a strong argument for AM\/FM radio vs. other ad-supported audio options, including YouTube Music, which has become a significant source of audio streaming.<\/p>\n

According to Edison, based on time spent with ad-supported audio among persons 18+, AM\/FM takes a 66% share followed by podcasts\u2019 20%, with ad-supported Spotify (5%), Pandora (4%), SiriusXM (3%), YouTube Music (1%) and Amazon Music (0.4%) making up the rest. Across all key demographics, AM\/FM remains dominant, with YouTube Music managing a 2% share among adults 18-43, 18-49 and 25-54.<\/p>\n

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Whether looking at in-vehicle or smart speaker listening, the trend is basically the same: AM\/FM radio is far ahead of all other options \u2014 especially for car listening, with an 85% share \u2014 while ad-supported YouTube Music delivers a 1% and 2% share, respectively.<\/p>\n

\u201cYouTube Music\u2019s fantastical audience claims far exceed audience reality,\u201d Cumulus Media\/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says. \u201cAgencies report YouTube Music is making claims of massive audiences to their ad-supported audio service. The word \u2018billions\u2019 gets thrown around a lot. It is unclear the metric or countries represented in these claims, [as] Edison Research reveals YouTube Music\u2019s ad-supported audiences are exceptionally small.\u201d<\/p>\n

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How important is streaming of AM\/FM radio itself? Edison shows that AM\/FM digital streaming\u2019s share has nearly doubled over the past eight years, from 7% in Q2 2017 to 13% currently. The strongest listening via streaming happens from 7pm to midnight, with hourly shares as high as 28.8%, while the lowest are during the drive home, with shares hitting a 5.7% low from 5-6pm.<\/p>\n

Edison\u2019s breakdown of daily reach among persons 18+ listening to AM\/FM radio shows 7% only listen to the stream and not the over-the-air broadcast, 9% listen both to the stream and over the air, and 84% listen only to the over-the-air platform and don\u2019t listen to the stream. Among those who stream AM\/FM, one-third only listen via the stream, while two-thirds also listen both over the air and to the stream.<\/p>\n

The takeaway for advertisers? \u201cAdding AM\/FM radio streaming to your over-the-air AM\/FM radio campaign generates incremental reach and amplified frequency,\u201d Bouvard says.<\/p>\n

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Edison also shows that AM\/FM radio reaches 60% of America in a typical day, vs. digital audio\u2019s 31% daily reach, with the former making a key difference in media plans. \u201cThe reality is when you put AM\/FM radio into a digital audio plan, reach soars,\u201d Bouvard says. \u201cThe addition of AM\/FM radio causes a massive lift in daily reach. You cannot check the box of an audio media plan that only contains digital audio – you\u2019ll miss 70% of America.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"A deeper dive into Edison Research\u2019s Q2 2025 \u201cShare of Ear\u201d report in Westwood One\u2019s weekly blog continues…\n","protected":false},"author":3,"featured_media":277830,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29],"tags":[171,3723,975,50,67,132,68],"class_list":{"0":"post-277829","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-music","8":"tag-entertainment","9":"tag-free","10":"tag-music","11":"tag-news","12":"tag-united-states","13":"tag-unitedstates","14":"tag-us"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/115317509108554133","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/277829","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=277829"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/277829\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/277830"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=277829"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=277829"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=277829"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}