Recently, we highlighted how younger Americans over-index for daily audio listening. This week, we again turn to Share of Ear® to understand how young Americans are spending time with audio in one very important location: the car. 

Americans between the ages of 13 and 34 spend an average of just under one hour per day listening to audio in the car. Most of that time (63%) is spent with ad-supported audio platforms. 13–34-year-olds utilize a variety of ad-supported audio platforms, but one platform clearly surpasses the rest in the car. AM/FM Radio, including over-the-air and radio streams, accounts for 70% of the time spent with ad-supported audio sources in the car. AM/FM Radio is the way for advertisers to reach the most young consumers in the car.  

Podcasts rank a distant second, accounting for 11% of ad-supported in-car audio time. Streaming Music accounts for a significant amount of in-car audio time, but most of that listening is ad-free. When we filter consumption by ad-supported platforms, Streaming Music comes in third at 10%. Music and Music Videos on YouTube close out the fourth slice of the pie at 7%. Note that Share of Ear captures listening by everyone in the car, not just the driver. SiriusXM, where only their non-music channels have ads, gets 2% of listening time among this younger group. Distribution across all platforms shown below. 

Share of Ear captures audio consumption across locations, devices, and platforms, in addition to numerous filtering capabilities. Contact our team today to learn more about Share of Ear.