Podcasts Overtake AM/FM in Spoken-Word Listening: What It Means for Advertisers

For the first time ever, podcasts have surpassed AM/FM radio as the leading source of spoken-word audio listening in the United States.

According to new data from Edison Research’s Share of Ear study, podcasts now account for 40% of daily spoken-word listening, edging out AM/FM radio at 39% as of Q4 2025. It’s a milestone moment for the audio industry and a signal that listener habits have fundamentally evolved.

But this isn’t the end of radio. Instead, it’s a clear sign that audio as a whole is thriving, with audiences spreading their attention across multiple formats depending on their needs, interests, and routines.

A Decade of Change in Audio

To understand how significant this moment is, consider where the industry was just a decade ago.

In 2015, AM/FM radio dominated spoken-word listening with roughly 75% share, while podcasts captured only about 10%. Fast forward to today and the landscape looks dramatically different. Podcasts have grown into a mainstream medium with massive scale, loyal audiences, and expanding cultural influence.

This shift reflects broader changes in how audiences consume media. Smartphones, connected cars, and streaming platforms have made it easier than ever for listeners to access content whenever and wherever they want.

The result? Audio listening is no longer defined by broadcast schedules. Instead, listeners are curating their own audio environments.

The Power of On-Demand Audio

Podcasts thrive because they deliver something audiences increasingly value: control and personalization.

Listeners choose content that matches their interests and consume it on their own schedule. This deeper alignment between content and audience often leads to higher engagement and stronger relationships between hosts and listeners.

For advertisers, that engagement is powerful.

Podcast audiences tend to be highly attentive, and host-read ads often feel more like trusted recommendations than traditional interruptions. That dynamic can drive stronger brand recall and conversion compared to many other media formats.

Radio Remains a Massive Platform

While podcasts have captured the top spot in spoken-word listening, it’s important to keep the broader audio landscape in perspective.

AM/FM radio continues to dominate overall ad-supported audio listening, capturing about 64% of time spent, with podcasts in second place at around 20%.

Radio’s strength means it remains an essential channel for reach and frequency in many campaigns.

Meaning, this isn’t a replacement story. It’s an expansion story.

What This Means for Brands

For marketers and agencies, the takeaway is simple: the audio ecosystem is bigger and more fragmented than ever before.

Brands getting the most out of audio aren’t choosing between radio and podcasts. They’re building strategies that take advantage of the strengths of each. By combining multiple channels, such as podcasts, radio, streaming audio, and video, these channels create a more comprehensive way to reach listeners throughout their day.

For advertisers willing to embrace the full spectrum of audio, the opportunity is enormous.

Because the brands that understand where people are listening – and why – will be the ones that lead the conversation in 2026 and beyond.

Our audio specialists help brands design campaigns that reach audiences across the entire audio ecosystem. Get in touch with our team to learn how to turn today’s listening trends into measurable growth.