According to Nielsen’s latest edition of The Record, U.S. consumers spent an average of 3 hours and 45 minutes per day listening to audio in the first quarter of 2025 across ad-supported and subscription-based platforms. The quarterly report, which tracks listening habits through data from Nielsen and Edison Research, highlights the continued strength of audio in a fragmented media environment.
Ad-supported audio made up 64% of total audio consumption during the period, mirroring trends in video consumption where 72% of viewing occurred on ad-supported platforms, according to Nielsen’s Ad Supported Gauge report.
Radio remained the dominant force in ad-supported audio, accounting for 66% of daily listening time, followed by podcasts at 19%, streaming audio services at 12%, and satellite radio at 3%. Compared to the fourth quarter of 2024, radio’s share slipped by 1 percentage point while podcasting increased by the same margin.
Listening trends varied sharply by age. Among adults 35 and older, radio captured 73% of daily ad-supported listening, while podcasts represented just 15%. For listeners aged 18 to 34, radio’s share dropped to 47%, while podcasts rose to 32%, reflecting generational preferences in content consumption.
“With broad reach and ample ad space, it’s not surprising that audio remains a critical part of the media mix for companies with varying budget sizes,” Nielsen noted in the report. “Audio formats can have powerful reach with audiences of different demographics.”
The report also called attention to radio’s strong performance with Black audiences. Nielsen encouraged marketers to explore its Black Diverse Intelligence Series for more insights into how brands can grow and connect with Black consumers through inclusive audio campaigns.
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