Nielsen and Edison Research unveil Q2 2024 U.S. audio listening trends
New data reveals shifts in radio, podcast, and streaming audio consumption across demographics in Q2 2024.
Nielsen and Edison Research have released their latest quarterly report, The Record, providing comprehensive insights into U.S. audio listening trends for the second quarter of 2024. The report offers a detailed analysis of how Americans allocate their time across various audio platforms, including radio, podcasts, streaming services, and satellite radio.
According to the data, Americans spent an average of 4 hours and 5 minutes daily with audio content during Q2 2024, accounting for nearly 20% of their day. This significant time investment underscores the enduring importance of audio in consumers' media consumption habits.
The report reveals that radio continues to dominate the ad-supported audio landscape, capturing 67% of daily listening time among adults 18 and older. Podcasts secured the second-largest share at 19%, followed by streaming audio services at 11%, and ad-supported satellite radio channels at 3%.
Interestingly, the 18-34 age group showed a notable shift in listening habits compared to the previous quarter. Radio's share of time in this demographic increased from 45% in Q1 to 48% in Q2, while podcast consumption experienced a slight decrease from 37% to 35%.
The data also provides insights into listening trends across different radio formats. News/Talk radio emerged as the most popular format, accounting for 10% of all radio listening and 19.8% of streaming radio listening among persons 18 and older. Adult Contemporary followed closely, with an 8.1% share of both overall radio listening and streaming.
When examining demographic-specific trends, Urban Adult Contemporary/R&B dominated among Black listeners 18 and older, capturing 29.2% of radio listening and 34.5% of streaming. For Hispanic listeners in the same age group, Mexican Regional was the top format, with a 12.2% share of radio listening and 6.3% of streaming.
The report also highlights differences in format preferences across age groups. For listeners aged 35 and older, News/Talk radio claimed the largest share at 11.4% of overall radio listening and 22.2% of streaming. In contrast, the 18-34 age group favored Adult Contemporary, which accounted for 8.4% of radio listening and 13.6% of streaming.
One notable trend is the higher share of streaming listening for News and Sports programming, as well as certain rock-based formats like Alternative and Classic Rock. This pattern generally holds across different racial groups, with some variations observed in Spanish-language formats among Hispanic listeners.
The data from "The Record" emphasizes the persistent relevance of audio in Americans' daily media consumption. It provides valuable insights for marketers and advertisers seeking to optimize their cross-channel media strategies. By understanding the nuances of audio consumption across different demographics and platforms, businesses can more effectively target their audiences and allocate their advertising budgets.
The report's findings also have implications for content creators and broadcasters. The continued strength of traditional radio formats, alongside the growing importance of streaming and podcasts, suggests a need for diversified content strategies that cater to evolving listener preferences.
As the audio landscape continues to evolve, reports like "The Record" serve as crucial tools for industry professionals to stay informed about shifting trends and consumer behaviors. The quarterly nature of the report allows for timely adjustments to strategies based on the most current data available.
It's worth noting that while the report provides extensive data on ad-supported audio consumption, it does not delve into ad-free platforms or specific content preferences within each format. Future research in these areas could offer even more comprehensive insights into the audio consumption landscape.
The collaboration between Nielsen, a global leader in audience measurement, and Edison Research, known for its expertise in audio research, lends credibility to the findings presented in "The Record." Their combined methodologies and extensive data collection processes ensure a robust and reliable snapshot of the U.S. audio market.
As we look ahead, it will be interesting to observe how these trends evolve in subsequent quarters, particularly as technology continues to shape the way consumers access and interact with audio content. The rise of smart speakers, in-car entertainment systems, and other emerging technologies may further influence listening habits and preferences.
In conclusion, "The Record" Q2 2024 report offers a wealth of information for anyone involved in the audio industry or interested in media consumption trends. Its findings underscore the enduring power of audio as a medium and highlight the dynamic nature of listener preferences across different demographics and platforms.
Key facts from the report
Americans spent an average of 4 hours and 5 minutes daily with audio content in Q2 2024.
Radio accounted for 67% of daily ad-supported audio listening time among adults 18+.
Podcasts captured 19% of ad-supported audio listening time.
News/Talk radio was the most popular format, with 10% of overall radio listening and 19.8% of streaming.
Urban Adult Contemporary/R&B dominated among Black listeners 18+, with 29.2% of radio listening.
Mexican Regional was the top format for Hispanic listeners 18+, with 12.2% of radio listening.
The 18-34 age group showed increased radio listening from Q1 to Q2 2024.
News and Sports programming had higher shares of streaming listening across demographics.