AM/FM Radio Rules the Road: New Study Finds 56% Share of In-Car Listening and 85% of Ad-Supported Audio
This article presents findings from Edison Research’s “Share of Ear” study, now in its third year of analyzing in-car audio listening habits by auto brand. The data paints a clear picture of the in-vehicle audio landscape, showing that AM/FM radio continues to dominate the dashboard despite the expansion of streaming services and satellite radio. The study provides strategic takeaways for both automakers designing infotainment systems and marketers seeking to connect with drivers.
Key findings from the study include:
AM/FM radio’s dominance: It represents 56% of all in-car listening time across ad-supported and ad-free content, and commands an impressive 85% share of ad-supported listening, a reach that no other platform comes close to matching.
Streaming and satellite shares: SiriusXM’s ad-free music channels hold a 13% share, while Spotify’s ad-free subscription captures 6% of in-car listening. This shows that while subscription services have a foothold, their reach is still far behind AM/FM.
Brand-by-brand listening patterns: Across most automakers, AM/FM comprises 50–60% of total in-car audio. Tesla drivers are a notable exception, with significantly higher podcast listening and much lower SiriusXM usage compared to other brands. This suggests that vehicle features and consumer demographics influence audio preferences.
Post-pandemic recovery: During the COVID-19 pandemic, the percentage of AM/FM listening happening in cars dropped due to reduced commuting. As of the most recent study, that share has rebounded to around 50%, returning to pre-2020 listening norms.
These insights have clear implications for the industry: for auto design teams, the findings reinforce the importance of keeping AM/FM as a standard feature in infotainment systems rather than relegating it behind streaming interfaces. For marketers, the data confirms that AM/FM radio remains the single most effective ad-supported medium for reaching a mass audience of drivers, especially those in the market for a vehicle.
Even in an era of rapid growth for streaming audio and satellite services, AM/FM radio’s dominance in the car remains unshaken. It consistently delivers the highest share of listening across virtually all auto brands and holds an unparalleled position in ad-supported audio. This resilience underscores its enduring value—both as a must-have entertainment feature for consumers and as a critical advertising platform for brands aiming to influence drivers on the road.
Learn more about the key findings in this video or ready the full article here.
To review the full study, you can explore the findings here.