Nielsen’s latest report, The Record: Q3 U.S. Audio Listening Trends, examined how U.S. audiences spent their time consuming audio in Q3 2025 and found that Americans spend an average of around 3 hours and 53 minutes per day listening to the radio, podcasts, and streaming services.
SMI’s Senior Client Services Account Manager, Vanessa Verrillo, shares that many advertisers come to audio with preconceived notions. “We often hear two main misconceptions. The first being that audio only means podcasts these days. The second is that no one listens to the radio anymore.”
Year after year, research reflects that radio is indeed alive and well.
Verrillo adds, “The most successful campaigns we see are generally ones that take a holistic approach to audio, as each channel offers something unique.”
A holistic audio approach leverages the full audio ecosystem, combining scale, attention, and context to deliver the greatest impact across the listening day. For brands that want to reach audiences when and where they actually listen, a multi-channel audio strategy is key to connecting with people.
Let’s dive into the how and why:
RADIO CONTINUES TO ANCHOR AD-SUPPORTED LISTENING
According to Nielsen, radio accounts for roughly 62% of all ad-supported audio listening, making it the single largest driver of reach in the audio ecosystem. What makes this seminal medium so consistently popular is a dominance rooted in habitual listening. From your favorite local station on the way to work to the tunes that keep you company in supermarkets and waiting rooms—radio delivers scale, frequency, and consistent exposure across broad audiences.
PODCASTS ADD FOCUSED ATTENTION AND ENGAGEMENT
Podcasts now represent about 20% of ad-supported audio listening, holding a steady share quarter over quarter. This consistency signals maturity, as podcast listeners actively choose their own curated content and listen for longer stretches. This combination creates a high-attention environment where messages are absorbed in context, and brand affinity can be built more effectively.
The captivating storytelling found on podcasts is more likely to resonate with audiences, building trust and strengthening brand recall for meaningful cross-channel engagement.
THE STRATEGIC ROLE OF AD-SUPPORTED STREAMING
Nielsen found that ad-supported streaming accounts for approximately 15% of ad-supported listening, while satellite radio represents a smaller 3% share. While streaming commands significant overall listening time, much of it occurs on paid, ad-free tiers, limiting its ad-supported footprint. Still, ad-supported streaming fills important contextual moments—workouts, focus time, and personalized listening—helping brands extend reach and reinforce messaging in environments where radio or podcasts may not fit as naturally.
While streaming and satellite add incremental reach and situational relevance, radio and podcasts alone account for more than 80% of ad-supported audio listening. Even a 10% shift in budget to radio can uncover new audience segments, increase overall reach, and amplify the impact of your broader audio strategy.
NO SINGLE CHANNEL CAPTURES THE FULL LISTENING DAY
For advertisers, this means planning across formats rather than choosing one “winner” channel. By reflecting how people actually listen, a coordinated audio approach maximizes both reach and resonance, turning everyday listening habits into meaningful opportunities to connect with audiences.
HOW SMI BRINGS AUDIO CAMPAIGNS TO LIFE
A multi-channel audio strategy is only as strong as the messaging and its placement—that’s where Strategic Media excels. With decades of experience, SMI helps brands leverage the full audio entourage by delivering broad reach through radio, podcast, and streaming platforms.
Our dynamic team handles the full production process from start to finish: media buying, script or talking points development, voice casting, recording, editing, and analysis. In a landscape where audiences move fluidly between radio, podcasts, and streaming, a multi-channel audio strategy is key to connecting with listeners.