Edison: Radio Still Dominates In-Car Listening

Why It Matters

Radio’s dominance secures a broad advertising platform in cars, while streaming’s gradual rise signals emerging competition for listener attention and ad spend.

Key Takeaways

• AM/FM radio holds 55% of U.S. in‑car listening time.
• Streaming audio accounts for only 16% of total in‑car listening.
• Among 13‑34 year olds, radio share is 46% and streaming 30%.
• Radio’s lead persists despite 12‑year growth in streaming share.
• Advertisers can still rely on car radio for mass reach.

Pulse Analysis

Edison Research’s latest Share of Ear data confirms that traditional AM/FM radio remains the cornerstone of in‑car audio consumption. Even as vehicle infotainment systems integrate Apple CarPlay, Android Auto, and a plethora of streaming apps, radio still accounts for more than half of the time drivers spend listening to audio. The 55% share marks a modest decline from previous years, yet it outpaces the 16% share captured by streaming platforms, highlighting the resilience of broadcast radio in a fragmented media landscape.

For marketers, the findings reinforce the value of automotive radio as a mass‑reach channel. Brands can continue to allocate sizable portions of their media budgets to radio spots, especially when targeting broad demographics. However, the 30% streaming share among 13‑34‑year‑olds signals that younger audiences are increasingly turning to on‑demand services. Advertisers aiming at this cohort may need to blend traditional radio buys with digital audio advertising, leveraging programmatic platforms that can insert ads into streaming playlists and podcasts.

Looking ahead, the balance between radio and streaming could shift as connected‑car technology matures. 5G‑enabled vehicles will offer higher‑bandwidth streaming, and automakers are embedding subscription‑based audio services directly into dashboards. Yet regulatory considerations, such as the FCC’s stance on broadcast spectrum, and the low barrier to entry for AM/FM receivers suggest radio will retain a foothold for the foreseeable future. Stakeholders should monitor how emerging audio ecosystems and consumer preferences evolve, ensuring ad strategies remain agile in the dynamic in‑car listening environment.