Yet another report released in 2017 shows the prevalence, and growth, of radio in the news media sphere. Pew Research Center’s “State of the News Media” report measures various forms of news transmission from cable news, to radio to newspapers. Of the data collected so far in 2017, the numbers for audio and podcasts remain high.
The report splits audio news into two categories: “terrestrial radio” (AM/FM) and “digital formats” based on method of transmission. Both methods have high and steady listenership, with the report finding 91 percent of Americans over the age of 12 listening into AM/FM radio throughout 2016, and 61 percent of that population listening to digital radio in May 2017 alone.
Since 2009, the percentage of listeners over 12 has stayed in the 90th percentile for AM/FM radio, showing the steadiness of listenership in the “terrestrial radio” category. As for “digital formats” the report found a steady increase in listenership over the past decade. In 2007, only 12 percent of Americans over age 12 reported listening to online radio per week, and just 10 years later, that number is up to 53 percent and climbing.
News and talk stations proved most popular across the board, with 9.6 percent of listeners tuning into a news or talk station in any 15-minute window throughout the day, followed by pop contemporary at 8.1 percent, and adult contemporary with 7.5 percent. Additionally, online radio listenership in cars has increased dramatically from six percent of all cell phone owners in 2010, to 40 percent in 2017.
Again, we can see that radio, whether it be AM/FM or digitally broadcast, remains steady and high in listenership. And as digital formats continue to increase, it seems like an ideal time to explore options to incorporate your audio online.