Share of Ear: 18-24s Cross the Threshold

larry rosin contributor logo canvasThis guest column is contributed by Larry Rosin, President of Edison Research. It was first published on The Infinite Dial blog.

The combination of sample size and tracking in our Share of Ear surveys allows us to see the changes in audio consumption as they happen.

In our most recent release of data, we found that for the first time, among 18-24 year olds Streaming Audio (that is, audio from Internet pureplays from Pandora, Spotify, and their ilk) has surpassed Broadcast Radio. As the graph below shows, Streaming has now inched ahead, 29%-28% among this young age group.

share of ear 18-24 streaming more than amfm 638w

This advantage comes despite the fact that for audio consumption in the car, streaming is as yet quite small. Despite this disadvantage, streaming wins at-home and at-work in sufficient amounts to surpass radio overall.

We will of course keep tracking this age group and all others as well as the dynamic audio landscape evolves.


Larry Rosin