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Edison/SiriusXM Report Underscores Music’s Role For Women

A new study from EDISON RESEARCH and SIRIUSXM MEDIA shows that women in the U.S. age 18 and older spend an average of 2 hours and 55 minutes per day listening to music, with AM/FM radio continuing to play a huge role.

Hispanic women were found to listen even more than average, over four hours daily. The study also showed that 87% of women turn to music to manage life challenges.

The study was presented during a recent webinar by EDISON RESEARCH VP MEGAN LAZOVICK and SIRIUSXM MEDIA VP/ Sales Research MELISSA PARIS. The WOMEN & MUSIC report surveyed 2,520 women who listened to audio in the past month.

It incorporates data study combines data from EDISON’s INFINITE DIAL, SHARE OF EAR, and PODCAST METRICS research, and is weighted to reflect national U.S. demographics.

Among Key Findings:

77% of women’s daily audio listening is devoted to music.

84% consumed music in the past month.

49% use AM/FM radio to discover new music, just behind YOUTUBE and social sharing.

89% of mothers with children under 18 listens to music with their kids.

EDISON RESEARCH VP MEGAN LAZOVICK said, “Music is omnipresent. “Women across all demographics deeply integrate music into their daily routines.”

SIRIUSXM MEDIA VP MELISSA PARIS added, “Music serves as a form of medicine. It helps women navigate stress, grief, family challenges, and mental health struggles.”

“Music offers exceptional opportunities for authentic brand connections. Music’s omnipresence in women’s lives and their emotional connection make a compelling case for music-focused advertising.”

Genre preferences varied by age. Women 18–34 favored Hip-Hop, indie rock, and Spanish-language music, while those 55 and older preferred classic rock, classical, and oldies. Female representation also differed by age: 32% of women aged 18–34 said most of their listening was to female artists, compared to just 7% among those 55 and up.

Data Showed Women As Key Decision-Makers:

79% are responsible for fashion and apparel purchases.

73% handle grocery shopping.

67% manage health and wellness spending.

59% are involved in financial decisions.

Additional findings show music is frequently used for family bonding.

Among Women With Children:

89% listen to music with their kids.

78% say music improves their child’s mood.

72% say it sparks imagination.