Developing
Comscore sells audio measurement, and survey actions are self-reported; the report does not publish its weighting or margin of error.
In 60 seconds
- Top-20 US audio property minutes rose 13% versus July 2023 (243 billion to 274 billion), but July 2025 was 310 billion, so July 2026 is about 36 billion (roughly 11.6%) lower by PPC Land's calculation.
- Free music-service listeners fell 8.7% year over year in July and paid subscribers fell 10.0%; radio reach stayed near 62% and weekly podcast reach near 33%.
- In a survey of 3,242 US listeners, 58% prefer free ad-supported audio; 53% of 1,520 who recalled mid-content ads called them disruptive.
- TuneIn Free users reported purchasing after audio ads at 36% versus 13% for others (self-reported; 365 versus 2,877 respondents).
Impact Layer
- What changed
- A measurement firm's audio report highlights a long-term rise while its own data shows a recent fall.
- Why it matters
- Audio budgets use trend claims, and the choice of comparison year changes the story.
- Who is affected
- Audio, podcast and radio planners and measurement teams.
- Martech stack area
- Analytics, Advertising
- Stack impact
- Compare audio figures year on year as well as against older baselines, and ask for the weighting method before relying on survey figures.
- Business impact
- Low PPC Land's reading of a 27-page report with no publication date. Weighting method, panel provider, margin of error, ad spend, CPMs and the top-20 property names are not stated.
- Related technologies
- What to watch
- Whether the July decline continues in later months.
Comscore emailed its 27-page State of Audio 2026 report on October 20, 2026, with TuneIn as research partner. File metadata shows creation on October 16; the pages carry no date. PPC Land analysed it.
Minutes
The report leads with a 13% rise in top-20 US audio property minutes versus July 2023 (243 billion to 274 billion). Its own chart shows July 2026 below July 2025’s 310 billion, a drop of about 36 billion (roughly 11.6%) by PPC Land’s calculation. The slide calls consumption “strong” after a standout 2025.
Subscribers and reach
Free music-service listeners fell 8.7% year over year in July and paid subscribers fell 10.0%. Radio reach stayed near 62% and weekly podcast reach near 33%.
Survey
- 3,242 US listeners aged 18+, fielded July to August 2026 and described as weighted.
- 58% prefer free ad-supported audio to paying; 53% of the 1,520 who recalled mid-content ads called them disruptive; 69% would prefer one audio service.
- TuneIn Free users (365) versus others (2,877): self-reported purchase after audio ads 36% versus 13%.
Not stated
The weighting method, panel provider, margin of error, ad spend, CPMs, minutes by format and the names of the top 20 properties.
Our read
The headline is a long-range comparison. The year-on-year picture is less favourable and deserves equal prominence.
Sources
- PPC Land: Comscore data shows July audio minutes drop 36B from a year earlier (opens in a new tab)
Source for the report's figures, survey details and gaps.