Edison Study Reveals Traditional Radio Still Leads Music Streaming in U.S

Edison Research has discovered that music rules audio consumption since 74% of Americans' daily listening time is attributed to it. Examining American listening behaviour among 13 years of age and above, the company—which specialises in audio consumption research and analytics—emphasized the importance of both traditional radio and modern streaming services.

By means of survey data and real listening measurements, the study provides insights on the availability of musical content across platforms.

The Key Points:

• Edison Research reveals music accounts for 74% of daily audio consumption time in the United States

• Their data shows AM/FM radio and radio streams lead with 32% of music listening time

• Edison Research's findings indicate that streaming services contribute to 28% of music listening time.

• Edison's analysis finds YouTube captures 18% of music listening through videos and music content

• Their research reveals that both SiriusXM and self-owned music each contribute 9% of listening time.

• Edison Research highlights a demographic shift by noting that for listeners aged 13-64, streaming surpasses AM/FM radio in audio consumption, with 31% compared to 30%.

Highlights:

Edison Research's data showcases the enduring dominance of music in audio consumption, with traditional radio maintaining its leadership position while streaming services continue to gain ground, particularly among younger demographics. Their thorough analysis provides essential insights into the changing trends of audio consumption, uncovering a significant preference for streaming services among younger listeners.

The Big Picture: Edison Research's findings have significant implications for the audio industry as a whole. Content creators and platforms need to carefully balance their focus between emerging formats like podcasts and the dominant music sector. The research suggests that while podcasting represents an important growth area, music remains the primary driver of audio consumption, anchoring the audio industry's content landscape.

These insights from Edison Research should guide investment decisions towards prioritizing music-related content, shaping content strategies to leverage the enduring appeal of music, and developing advertising approaches that capitalize on the widespread consumption of audio content.

The significant presence of traditional radio alongside streaming services suggests that successful audio strategies should encompass both established and emerging platforms, enabling content creators to connect with diverse audiences and adjust to evolving consumption patterns.

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