What Edison Just Told Us

Two weeks before Christmas, Edison Research hosted a webinar unpacking its latest Infinite Dial and Share of Ear findings.  If you thought “nothing ever changes in audio,” Edison politely disagrees. Here are the highlights that matter, plus a few that should make you raise an eyebrow:

• AI-narrated audio is on the rise. Yes, robots are talking, and audiences are listening. The future has a voice, and apparently, it doesn’t need a lunch break.

• AM/FM radio still rules ad-supported audio. A commanding 64% of all ad-supported listening—across radio, podcasts, and streaming—comes from good old terrestrial radio. The rumors of radio’s demise remain… wildly exaggerated. 

• Podcasting isn’t just audio anymore. Video matters. If your podcast doesn’t have a visual component, you may be whispering in a world that’s watching.

• Podcast buys can boost reach. Shifting some ad dollars to podcasts can extend advertisers’ audience reach. Keyword: This is an addition, not a replacement.

• In-car listening is going digital. The dashboard is evolving fast. If your station isn’t easy to find on your car’s digital radio, you may already be parked in the slow lane.

• Your station app is no longer optional. It’s essential. Now is the time to audit the app experience, from usability to push notifications. (Yes, people actually read those.) 

• Streaming listeners are paying up. Time spent with music streaming is shifting from free tiers to paid subscriptions. Fewer ads, higher expectations. 

• TikTok is driving discovery. Music, podcasts, and audiobooks. TikTok is the new tastemaker, whether we like it or not. 

• YouTube is Gen Z’s podcast HQ. For those born between 1997 and 2012, YouTube is the top platform for podcast consumption and discovery. Audio content, meet video’s biggest stage. 

• America wakes up early. Very early. Edison found that 30% of Americans are awake by 6:00 AM. If your morning show starts at six, congratulations, you’ve already missed a third of the country. 

Bottom line: Audio is thriving, evolving, and getting more crowded by the minute. The winners will be the stations that adapt quickly, embrace digital smartly, and remember that while platforms change, great content still wins.  No algorithm required.

Pic designed by KamranAydanov for Freepik.com.

John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful?  You can leave a comment below or email John at John@Lundradio.com.