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NPR's audience is getting older
Oct 19, 2015 12:28 am
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Current magazine reports that the average–quarter-hour listening during National Public Radio's morning drive time has dropped 11 percent in the past five years, and the afternoon audience is down 6 percent. Young people are listening even less, and the only age bracket with a listening increase is 65-plus. The "Morning Edition" show has 20 percent fewer listeners under 55 since 2010, Nielsen data shared by NPR. "All Things Considered" had a slight gain among listeners ages 12-24 and 55-64 and larger growth among 65-plus listeners. NPR is now guessing that in 2020, 30 percent of its audience will be 44-year-old or younger, a figure that was almost double in 1985. NPR's podcast downloads rose 75 percent last year, and NPR.org grew nearly 35 percent, so there is some hope for the future.
Current magazine reports that the average–quarter-hour listening during National Public Radio's morning drive time has dropped 11 percent in the past five years, and the afternoon audience is down 6 percent. Young people are listening even less, and the only age bracket with a listening increase is 65-plus. The "Morning Edition" show has 20 percent fewer listeners under 55 since 2010, Nielsen data shared by NPR. "All Things Considered" had a slight gain among listeners ages 12-24 and 55-64 and larger growth among 65-plus listeners. NPR is now guessing that in 2020, 30 percent of its audience will be 44-year-old or younger, a figure that was almost double in 1985. NPR's podcast downloads rose 75 percent last year, and NPR.org grew nearly 35 percent, so there is some hope for the future.