Pandora Leads Among Younger Listeners radio services such as Pandora are gaining ground among younger users. 

Subscription-based and free streaming music services drew nearly a quarter (23%) of average weekly music listening time among listeners between the ages of 13 and 35 in the fourth quarter -- up from 17% a year ago, per NPD Group.

That’s nearly the same as the share that are listening to AM/FM radio, which fell two percentage points to 24%. Among people 36 and over, AM/FM radio dominated with a 41% share.

“Driven by mobility and connectivity, music-streaming services are rapidly growing their share of the music listening experience for teens and young adults, at the expense of traditional music listening methods,” said Russ Crupnick, senior vice president of industry analysis at NPD.



With the streaming music category, Pandora is the clear favorite among listeners 13-35 with a 39% share, followed by iHeartRadio (11%), and Spotify (9%). More than half (51%) of this audience said most of their music listening was in their cars.

The findings come from NPD’s “Music Acquisition Monitor,” based on data from 7,600 NPD consumer surveys. Survey data was weighted to represent U.S. population of Internet users (age 13 and older).

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