Radio, Podcasts Hold 83% of Ad-Supported Audio

Nielsen and Edison Research data show radio and podcasts dominate advertising-supported audio time in the third quarter of 2026.

Updated on Nov. 9, 2026 in Advertising

Open highway seen through a car windshield above a dark dashboard with a radio knob, with a studio microphone in the midground, under warm sunset light. — Radio and podcasts captured 83% of ad-supported audio time in the third quarter of 2026, according to Nielsen and Edison Research, while streaming music held 15%. AI Illustration. Upload story photo >

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Do you plan to listen to more radio or podcasts in the coming months?

Radio and podcasts account for 83% of ad-supported audio time, according to Nielsen and Edison Research measurements from July through September 2026. US consumers spent an average of 3 hours and 55 minutes a day with audio during that period.

Why it matters

The figures indicate that radio and podcasts remain the primary channels for reaching advertising audiences in audio, with streaming music accounting for a smaller 15% share. For advertisers and media buyers across the United States, the data frames where audio ad dollars are concentrated.

Nielsen and Edison Research measured ad-supported audio shares across July, August, and September 2026, with radio at 62% and podcasts at 21% among adults 18+. The source does not provide comparisons with earlier periods.

The players

Nielsen

Nielsen is a global audience measurement and data analytics company that tracks media consumption and advertising exposure.

Edison Research

Edison Research is a media research firm known for its Share of Ear studies tracking audio consumption in the United States.

The details

Radio reaches 92% of US adults every month, more than 242 million people, and about 65% of adult radio listening happens away from home. In the car, AM/FM accounts for more than 80% of ad-supported audio time.

July, August, and September 2026: Audio consumption measurement period covered by the Q3 2026 data.
Q3 2026: Edison Research's Share of Ear report was released.

Market Landscape

The Q3 2026 Share of Ear data continues Edison Research's ongoing tracking of how US audio time divides between broadcast radio, podcasts, and streaming music. The 83% combined share for radio and podcasts is the figure the report uses to characterize where ad-supported audio time currently sits.

For advertisers, the audio time shares point to radio and podcasts as the primary places ad-supported audio reaches listeners. Consumers listening to audio at home or in the car will continue to encounter these formats as the main sources of advertising.

The takeaway

Radio and podcasts together hold most of ad-supported audio time, so audio advertising plans should account for both formats, particularly for younger adults where podcasts claim a larger share.