01/02/2026
New Year Reality Check: Radio Still Rules Audio in the Upper Cumberland – 2026 Edition
Happy New Year! As we kick off 2026 here in Cookeville and across the Upper Cumberland, those same end-of-year debates are popping up again on social media and in conversations:
“Podcasts have taken over radio.”
“Everyone’s just streaming now.”
“Satellite radio is the future.”
Strong opinions.
But the numbers tell a different story.
The latest data from Edison Research’s Share of Ear® (Q3 2025) and Nielsen’s The Record shows Americans are spending nearly 4 hours a day with audio. When it comes to ad-supported audio—where local businesses like yours reach customers—radio is still the undisputed leader.
Here’s the national breakdown for ad-supported listening:
• Radio: 64%
• Podcasts: 20%
• Ad-supported streaming music: ~13%
• Satellite radio: 3%
That means radio claims almost two-thirds of the pie. Podcasts, streaming, and satellite combined fight over the rest.
Even among younger listeners (18–34), where on-demand options are growing:
• Radio holds around 45–50% of ad-supported time
• Podcasts: ~32%
• The rest splits the remainder
That’s not radio fading—it’s radio leading the pack, even with the toughest crowd.
For adults 35+ (the heart of the Upper Cumberland demographic)? Radio dominates with 70%+ share.
And here’s a stat that hits home for our area: Over 80% of in-car listening…commuting to work in Cookeville, driving the plateau, or heading to Crossville…still goes to radio. That’s where daily habits, and community connection happen.
What are Upper Cumberland listeners tuning in for?
It’s all about that local touch:
• Local personalities who actually live right here in the area they serve—voices you know from the grocery store, high school games, or church.
• Friends on the air: Morning shows that feel like chatting with neighbors.
• Fun: Laughs, contests, and feel-good moments that brighten the day.
• Favorite songs: The Country hits on stations like 94.7 The Country Giant, Classic Hits on 106.1 The Eagle, Todays Top Hits on 98.5 KISS FM, and Uplifting Contemporary Christian Music on 1077 Grace FM. From high school sports coverage to weather alerts, community events, and the music that soundtracks our lives—radio delivers what national podcasts and algorithms just can’t match.
The big picture the “radio is dead” crowd misses:
👉 Podcasts and streaming didn’t replace radio.
👉 They added to the audio world, making it bigger for everyone.
Radio remains the #1 reach platform—especially here in the Upper Cumberland—because it’s:
• Free and easy to access
• Truly local—covering Putnam, White, Cumberland, Overton, and beyond
• Everywhere—in your truck, at work, or on the job site
• Habit-forming and reliable
• Perfect for connecting businesses with real local customers
2026 takeaway:
Audio is thriving like never before.
Local radio is still the heartbeat of the Upper Cumberland.
Everything else is great—but it’s built on top of what radio provides every day.
At Cookeville Communications, we’re proud to bring you the stations that keep our community connected: 94.7 The Country Giant, 98.5 KISS FM, 107.7 Grace FM, and 106.1 The Eagle. Here’s to another year of great local radio!
Data sourced from Edison Research Share of Ear® Q3 2025 and Nielsen The Record reports.
