However, radio did top the share of weekly listening in 2016 among U.S. adults consuming news at 12.9%, edging up from 12.5% in 2015. The listenership was highest among older listeners, with a 19.9% share among the over-50 demographic. For ages 35-49 the share was 8.5% and for ages 18-34 the share was just 5%.
The generation shift in TSL is apparent in radio’s general reach also. In Q4 2016, the 12-17 crowd listened to AM/FM an average 7 minutes and 3 seconds per week. Time spent listening inched upward as the age cohorts got older, topping at 15:`17 for the 50-64 group.
Nielsen’s recent data dives have revealed many trends for audio consumption in the U.S. The Q3 comparable metrics report revealed growth for both radio and streaming. The full 2016 music report also saw music consumption reach new highs, with streaming once again a big factor in the industry’s strong performance.