AM/FM Radio Dominates In-Car Listening Despite Streaming Competition
Key Insights
AM/FM radio captures 56% of all in-car audio time in the US, dwarfing ad-free SiriusXM (13%) and Spotify (6%).
In the realm of ad-supported audio, AM/FM's dominance soars to 85% of listening time.
Even among Tesla drivers, AM/FM radio holds a significant 51% share of total in-car audio.
The share of AM/FM listening in cars has rebounded to pre-pandemic levels, stabilizing at 50% of all AM/FM usage.
Why does this matter? AM/FM radio's continued dominance highlights its value for advertisers seeking to reach a broad audience. For automakers, it underscores the importance of retaining AM/FM tuners in vehicle design.
In-Depth Analysis
Edison Research's Q2 2025 Share of Ear study provides a comprehensive look at in-car audio trends. The study reveals that AM/FM radio's strength lies in its broad appeal across various demographics and vehicle brands.
Key Findings:
Overall In-Car Audio: AM/FM radio leads with 56% share, followed by SiriusXM (13%) and Spotify (6%).
Ad-Supported Audio: AM/FM radio dominates with 85%, while podcasts account for 7%, ad-supported SiriusXM for 4%, and Spotify and Pandora for 2% each.
Listening by Vehicle Brand: AM/FM radio maintains a strong presence across major brands, including Chevrolet (64%), Honda (62%), Subaru (60%), Toyota (56%), and Ford (55%). Even luxury brands like BMW, Audi, and Lexus show AM/FM as the top in-car listening source.
Tesla Drivers: AM/FM radio holds a 51% share of total in-car audio time. For ad-supported audio, AM/FM captures 74% of listening among Tesla drivers.
Rebound to Pre-Pandemic Levels:
The study also notes that in-car AM/FM listening has rebounded to pre-pandemic levels, with 50% of all AM/FM usage occurring in vehicles. This is a significant increase from the pandemic low of 40%.
Actionable Takeaways:
Automakers should consider the enduring role of AM/FM radio in the driver experience when designing infotainment systems.
Marketers should recognize radio's unmatched capacity to reach a captive audience.
FAQs
Q: Is AM/FM radio still relevant in the age of streaming?
Yes, AM/FM radio continues to be the dominant force in in-car audio entertainment, capturing a majority share of listening time.
Q: How does AM/FM radio perform compared to streaming services like Spotify and SiriusXM?
AM/FM radio significantly outperforms streaming services in in-car listening, holding a 56% share compared to SiriusXM's 13% and Spotify's 6%.
Q: Are electric vehicle drivers listening to AM/FM radio?
Yes, even among Tesla drivers, AM/FM radio maintains a strong presence, accounting for 51% of all in-car audio time.
Key Takeaways
AM/FM radio's continued dominance in in-car listening underscores its lasting appeal and relevance in the audio landscape. Despite the rise of streaming services, traditional radio remains a primary source of entertainment and information for drivers. This has significant implications for advertisers and automakers alike, highlighting the importance of radio as a powerful medium for reaching a broad audience.
Discussion
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