Nielsen, in collaboration with Edison Research, has unveiled their latest report, The Record: Q4 U.S. Audio Listening Trends, highlighting the patterns of audio consumption among American listeners during the last quarter of 2024. As per the report, audio media captured nearly 20% of Americans’ daily media consumption, averaging 3 hours and 54 minutes per day across various platforms including radio, podcasts, streaming music services and satellite radio.

In the fourth quarter of 2024, ad-supported audio remained the preferred choice, with 67% of the daily listening time devoted to radio. Podcasts followed at 18%, streaming audio services at 12%, and satellite radio at 3%. These figures are consistent with the previous quarter, with only a slight increase in streaming audio by 1%.

The demographic breakdown shows a clear divide in preferences: radio dominates among listeners aged 35 and over, capturing 74% of their ad-supported listening time, whereas younger audiences aged 18-34 prefer podcasts, which account for 32% of their daily audio time.

Seasonal shifts in listening habits were also evident. The AC format saw a significant rise, notably during the holiday season when stations typically switch to a Christmas music format. Among adults 18 and older, the AC format’s audience share increased by 9% from the third to the fourth quarter, and a notable 17% increase among the 18-34 age group.

This quarter’s insights align with the heightened interest in news and sports, likely driven by the national elections and major sports events such as the Major League Baseball playoffs and the National Football League season. These events traditionally boost listenership for news and sports radio formats.