Bouvard: Radio dominates ad-supported audio

Cumulus/Westwood One Chief Insights Officer Pierre Bouvard, one of radio’s biggest cheerleaders, breaks down the latest Share of Ear data from Edison Research.
The data shows that Pandora and Spotify’s ad-supported audiences have decreased significantly while radio’s remains robust.
The data Bouvard digs into shows that over the past five years, Pandora and Spotify, which had a miniscule ad-supported audience to begin with, have experienced even more erosion in those audiences. “Compared to Q2 2016, Spotify’s Q2 2021 ad-supported audience shares have dropped from 1.6% to 1.4%. Pandora’s ad-supported audience share has been cut in half (7.1% to 3.8%).”