According to Edison Research’s latest Share of Ear report, Americans aged 13+ now spend 66 % of their music streaming listening time on paid platforms, with ad-supported services making up the remaining 34%. This marks a major milestone for the streaming industry — most listening now happens on paid subscriptions even as overall audio remains dominated by ad-supported formats such as AM/FM radio and podcasts, according to Nielsen’s The Record Q3 2025.
Key findings
- In 2015, around 78 % of time spent with streaming music was on free platforms; by 2025 that share has dropped to 34%.
- The crossover point came in 2020, when paid tiers first overtook free listening.
- Edison attributes the trend to reduced ad tolerance, competitive pricing, and the normalisation of subscription models across entertainment.
- Despite the rise of paid tiers, Nielsen data shows that ad‑supported audio — including radio, podcasts, and free streaming — still accounts for most total listening time across all platforms.
Demographic insights
Edison’s demographic analysis shows that younger listeners are much more likely to pay for ad‑free streaming. Among Americans aged 18‑34, around 46 % of their total daily audio time was already ad‑free in early 2025, compared with just 25 % among those aged 55+. This generational divide suggests the growth of paid streaming is being driven largely by younger audiences who value convenience and uninterrupted listening.
Why it matters for listeners
This isn’t just about who pays — it’s about how people listen. Most music streaming time now happens on paid services, but millions still use free or ad-supported tiers for convenience and discovery. For some, paid subscriptions deliver better audio, uninterrupted playback, and offline access. For others, free streaming — supported by ads or library access — remains more than enough. The gap between free and paid experiences, however, continues to widen.
What to consider before upgrading
- Does the paid tier offer high‑quality audio, offline access, or playlists that justify the cost?
- Are there bundle deals (for video, audiobooks, or family plans) that improve value?
- Shop around — prices and perks vary between services, and duo, family, or annual plans can significantly cut the cost.
Summary
Edison Research’s data highlights a decisive shift: streaming‑music listening is now dominated by paid platforms, even as ad‑supported audio continues to rule the broader listening landscape. The findings suggest that while free options are far from obsolete, subscription streaming has become the new normal for many listeners — especially younger audiences seeking control, quality, and a smoother listening experience.
