Radio remains the most preferred audio medium in the US

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 20, 2019, 1:38 PM UTC

Millennials top the audio consumption list with 18.8 hours in a week.

This piece cites an Ipsos-iHeartRadio report stating that homes with smart speakers spend 47% more time listening to the radio during prime hours than homes without them. The report further says that radio reaches more people than any other audio format in the US.

69% of consumers listen to the radio at least once a day, while only 34% of people tune into other streaming services like Apple Music and Spotify. A different report from Edison Infinite Dial states that the podcast audience has grown from 22% in 2009 to 51% this year.

iHeartRadio study also points out that Americans of all ages listen to an average of 17.2 hours of audio per week, with baby boomers tuning in for 15 hours in a week. Though radio gets the highest listenership, podcasts and other streaming services are growing in popularity.

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