According to an analysis in Westwood One’s blog, Edison’s most recent quarterly measure of time spent with all forms of audio shows AM/FM with a 62% share of ad-supported audio time spent among persons 18+, vs. ad-supported Spotify’s 6%.

The report also points to a significant gap between advertiser perceptions and measured audience behavior. Survey data cited in the analysis indicate that marketers estimate AM/FM radio and ad-supported Spotify have roughly equal audience shares, while Edison data shows a much larger lead for radio. The study argues that many advertisers overestimate the reach of ad-supported streaming audio and underestimate radio’s role in the audio marketplace.

Another key finding involves Spotify’s audience composition. Edison reports that most Spotify listening occurs on the platform’s ad-free subscription tier, with 78% of listening time coming from premium users and only 22% from ad-supported listeners. As a result, the report concludes that the advertising opportunity available through Spotify is substantially smaller than many marketers assume.

Edison Research at SSRS’ quarterly Share of Ear study is the authoritative examination of time spent with audio in America.