Yes Piers, I am in the U.S. Folk music is not broadcast 'on the radio' except for a few scheduled hours here and there on public radio. There is much more coverage in certain isolated metros or college towns. But your average resident of the US has never heard of a folk radio station.

As pay-subscriber satellite radio began to show up in cars years ago, folk was revived, if only to increase the number of channels they could brag about. These had goofy and awful playlists put together by some clueless person on loan from the world of rock or pop.

Now we have an improved environment in some respects, with satellite radio improving I hear, and with people letting spotify or applemusic guide them into hearing new stuff.   Though that can have its own pitfalls with people getting siloed into whatever the algorithm thinks they want.