A Captive Audience
Let’s face it…there’s not much to do in your car. That’s really good, since you’re supposed to be driving and not doing other things.
I’m going to have plenty of windshield time today and tomorrow, and I’ll be listening to the radio to help pass the time.
Turns out lots of folks are in that same boat—or in this case, car.
Edison Research’s “Share of Ear” report for the last quarter has good news for fans of radio—and for those of us to do radio, as well.
Edison says the latest data, from the full year 2025, shows 53 percent of listening to over-the-air AM and FM radio stations took place in cars…that’s up 25 percent from 10 years ago.
Obviously, in-car listening dropped during the pandemic, when folks started working from home—but it actually did not trip that much. This number is the highest in a decade, and caps a three-year run where a majority of radio listenership was in the car…far exceeding levels from before the pandemic.
And get this…among younger demographics, those under age 35, in-car radio listening represents the vast majority of over-the-air AM/FM time spent. The very generation that should be plugging in their phones and listening to stuff on their personal devices…actually uses that time in the car for real live, traditional radio.
Same is true for women as a whole…the vast majority of their radio listening comes while in the car.
Beyond that, podcast listening does not appear to be an “in the car” thing…the number of folks listening to radio in the car is around 80 percent regardless of the age group…podcasts are next, but at barely 10 percent.
In large part, when you’re in the car, you’re a captive audience. But even with so many other choices out there, folks tend to choose a traditional radio station. Another example of the death of radio being prematurely predicted.
Whether you’re in your car or not…thanks for listening.
