The Podcast Consumer 2024
The Pitch
Listeners spend
more time with
podcasts than ever
Podcasts reach
all generations
Podcasts reach
receptive
audiences
Podcast listeners
are diverse
and increasingly
female
Podcasts have
more listeners
than ever
Podcasts listeners
are a highly
coveted audience
for advertisers
Source: The Infinite Dial 2024
Podcast have
more listeners
than ever
of the . 12+ population
have listened to a podcast
67%
of the . 12+ population has listened
to a podcast in the last month
47%
of the . 12+ population has listened
to a podcast in the last week
34%
RECORD
HIGH
RECORD
HIGH
RECORD
HIGH
11 13
18
22 23
25
29 27
30
33
36
40
44
51
55 57
62 64
67
2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 '20 '21 '22 '23 2024
Estimated
192 Million
Podcasting Listening
% E V E R L I S T E N E D T O A P O D C A S T
U . S . P O P U L A T I O N A G E 1 2 +
9 11
12 12 14 12
15 17
21
24 26
32
37
41
38
42
47
2008 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 '20 '21 '22 '23 2024
Estimated
135 Million
Monthly Podcasting Listening
% L I S T E N E D T O A P O D C A S T I N T H E L A S T M O N T H
T O T A L U . S . P O P U L A T I O N A G E 1 2 +
7 8
10
13 15
17
22 24
28 26
31
34
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
Estimated
98 Million
Weekly Podcasting Listening
% L I S T E N E D T O A P O D C A S T I N T H E L A S T W E E K
T O T A L U . S . P O P U L A T I O N A G E 1 2 +
Source: The Infinite Dial 2024
Listeners spend
more time with
podcasts than ever
Since 2014, the average time spent
listening to podcasts has grown by
Share of Time Spent
Listening to Audio Sources
Q1 2024
Edison Research Share of Ear ® Q2 – Q4 2023, Q1 2024
. Population 13+
Podcasts 11%
All other audio
sources
89%
Share of Time Spent Listening
to Audio Sources
2014
Podcasts 2%
2024
Edison Research Share of Ear ® Q2 – Q4 2023, Q1 2024
. Population 13+
Podcasts
20%
All other sources
80%
Share of Time Spent Listening to
Ad-Supported Audio Sources
Average Time Weekly Podcast Listeners Spend Listening to Podcasts
BA S E : LI S T E NE D T O PODCA S T I N LA S T WE E K
5%
3%
4%
10%
33%
38%
28%
30%
21%
21%
20%
25%
18%
16%
19%
19%
23%
22%
29%
16%
Total
Age 12-34
Age 35-54
Age 55+
5 HOURS T O LE S S
T HA N 1 0 HOURS
LE S S T HA N
ONE HOUR
1 0 HOURS
OR MORE ME A N
7:43
7:35
7:44
8:01
1 HOUR T O LE S S
T HA N 3 HOURS
3 HOURS T O LE S S
T HA N 5 HOURS
Podcasts Reach All Generations
56
39
26
50
43
22
55
51
21
59
55
27
Age 12-34 Age 35-54 Age 55+
2021 2022 2023 2024
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N T H E L A S T M O N T H
T O T A L U . S . P O P U L A T I O N A G E 1 2 +
Source: The Infinite Dial 2024
Young
listeners
are loyal
listeners
of those age 12-34 are
monthly podcast listeners
59%
of those age 12-34 are
weekly podcast listeners
43%
22
27
34 36 33
40 43
2018 2019 2020 2021 2022 2023 2024
Weekly Podcast Listening Among Age 12-34
% L I S T E N E D T O A P O D C A S T I N L A S T W E E K
U . S . P O P U L A T I O N A G E 1 2 - 3 4
G E N Z
PODCAST LISTENER
REPORT
Source: The Infinite Dial 2024
Podcasts reach
key consumers
of those age 35-54 are
monthly podcast listeners
55%
of those age 35-54 are
weekly podcast listeners
41%
20
27 25
30 31
39 41
2018 2019 2020 2021 2022 2023 2024
Weekly Podcast Listening Among Age 35-54
% L I S T E N E D T O A P O D C A S T I N T H E L A S T W E E K
U . S . P O P U L A T I O N A G E 3 5 - 5 4
Source: The Infinite Dial 2024
Older
audiences
are increasingly
listening to
podcasts
of those age 55+ are
monthly podcast listeners
27%
of those age 55+ are weekly
podcast listeners
34%
#InfiniteDial
T H E I N F I N I T E DI A L © 2 0 2 3 E DI S O N R E S E A R C H
#InfiniteDial
T H E I N F I N I T E DI A L © 2 0 2 3 E DI S O N R E S E A R C H
17
22 24
28 26
31
34
2018 2018 2020 2021 2022 2023 2024
Weekly Podcast Listening Among Age 55+
% L I S T E N E D T O A P O D C A S T I N T H E L A S T W E E K
U . S . P O P U L A T I O N A G E 5 5 +
Podcast listeners are diverse
and increasingly female
Source: The Infinite Dial 2024
Podcasts reach a
diverse audience
of Black Americans listen to
podcasts each month
48%
of Latino Americans listen
to podcast each month
43%
Monthly Podcast Listening
33
24
38 36
45
32
45
34
48
43
Black Americans Latino Americans
2020 2021 2022 2023 2024
% L I S T E N E D T O A P O D C A S T I N T H E L A S T M O N T H
T O T A L U . S . P O P U L A T I O N A G E 1 2 +
67%
58%
15%
15%
12%
18%
1%
2%
5%
7%
2014
2024
Ethnicity of Monthly Podcast Listeners
B A S E : U . S . A G E 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T M O N T H
W H I T E
A F R I C A N -
A M E R I C A N H I S P A N I C A S I A N O T H E R
( E S T . 3 9 M I L )
( E S T . 1 3 5 M I L )
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Ways Latino Weekly Podcast Listeners Have Interacted with Podcasts
“Have you ever... from a podcast?”
35% signed up for
a newsletter
22% attended a
virtual event
31% purchased
branded merchandise
21% donated or
gave money
18% attended an
in-person event
Base: . Latino Weekly Podcast Listeners
Source: The Infinite Dial 2024
The listening
gender gap
is closing
of . Women are monthly
podcast listeners
45%
of . Women are weekly
podcast listeners
32%
43
3941 36
46
39
48 45
Men Women
2021 2022 2023 2024
Monthly Podcast Listening
% L I S T E N E D T O A P O D C A S T I N T H E L A S T M O N T H
T O T A L U . S . P O P U L A T I O N A G E 1 2 +
Gender of Monthly Podcast Listeners
B A S E : U . S . A G E 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T M O N T H
55%
51%
45%
48% 1%
2014
2024
M E N W O M E N
( E S T . 3 9 M I L )
( E S T . 1 3 5 M I L )
* N O N - B I N A R Y A D D E D I N 2 0 2 1 ; 2 0 2 4 : L E S S T H A N 1 %
15 18
21 25 23
27
32
2018 2019 2020 2021 2022 2023 2024
Weekly Podcast Listening Among Women
% L I S T E N E D T O A P O D C A S T I N T H E L A S T W E E K
F E M A L E U . S . P O P U L A T I O N A G E 1 2 +
Average number of podcast episodes listened to in a week
Total weekly
podcast listeners
Male weekly
podcast listeners
Female weekly
podcast listeners
BA S E : U. S . A GE 1 2 + A ND LI S T E NE D T O PODCA S T I N LA S T MONT H
Source: The Infinite Dial 2024
Podcasts
listeners are a
highly coveted
audience for
advertisers
Compared to the . population,
monthly podcast listeners are…
More affluent
More employed
More educated
Not
college
educated
51%
College
educated
49%
Educational Attainment of Monthly Podcast Listeners
B A S E : U . S . A G E 1 8 + M O N T H L Y P O D C A S T L I S T E N E R S W H O G A V E A R E S P O N S E
Not
college
educated
56% College
educated
44%
. POPULATION 18+ MONTHLY PODCAST CONSUMERS 18+
Employed
full-time
or part-
time
52%
Not
currently
employed
48%
Employment Status of Monthly Podcast Listeners
Employed
full-time
or part-
time
63% Not
currently
employed
37%
B A S E : U . S . A G E 1 8 + A N D L I S T E N E D T O P O D C A S T I N L A S T M O N T H
. POPULATION 18+ MONTHLY PODCAST CONSUMERS 18+
Less than
$75K
44%
$75K or
more
56%
Household Income of Monthly Podcast Listeners
B A S E : U . S . A G E 1 8 + M O N T H L Y P O D C A S T L I S T E N E R S W H O G A V E A R E S P O N S E
Less than
$75K
52%
$75K or
more
48%
. POPULATION 18+ MONTHLY PODCAST CONSUMERS 18+
MAYBE
UPDATE THIS
Sports Audio Report
Sport fans who watch sports video
programming spend an average of
$185 $321
Sport fans who listen to sports
podcasts spend an average of
How much do sports fan spend on
sports/team/athlete memorabilia
or merchandise each year?
on sports merchandise each year on sports merchandise each year
56% own a home
Among . adult weekly podcast listeners:
13% drink spiked
seltzer each
week
16% own a
business
48% shop at big-
box retailers
each week
Base: Employed Full or Part-time
Base: Age 21+
Source: Edison Podcast Metrics
Listeners are
receptive to
podcast ads
46% of weekly podcast
listeners have purchased a
product or service as a result
of hearing an ad on a podcast
As a result of hearing a sponsorship or ad on a podcast, what
percent of listeners purchased a product?
U . S . W E E K L Y P O D C A S T L I S T E N E R S A G E 1 8 +
Q1 2020 Q1 2023
34%
% saying yes
46%
Q3 2019 – Q1 2020 n= 6,066
Q2 2022 – Q1 2023 n= 10,237
The Pitch
Listeners spend
more time with
podcasts than ever
Podcasts reach
all generations
Podcasts reach
receptive
audiences
Podcast listeners
are diverse
and increasingly
female
Podcasts have
more listeners
than ever
Podcasts listeners
are a highly
coveted audience
for advertisers
The Podcast Consumer 2024
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Podcast have more listeners than ever
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Listeners spend more time with podcasts than ever
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Average Time Weekly Podcast Listeners Spend Listening to Podcasts
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Young listeners are loyal listeners
Weekly Podcast Listening Among Age 12-34
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Podcasts reach key consumers
Weekly Podcast Listening Among Age 35-54
Older audiences �are increasingly listening to podcasts
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Weekly Podcast Listening Among Age 55+
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Podcasts reach a diverse audience
Monthly Podcast Listening
Ethnicity of Monthly Podcast Listeners
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Add latino front page
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The listening gender gap is closing
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Gender of Monthly Podcast Listeners
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Podcasts listeners are a highly coveted audience for advertisers
Educational Attainment of Monthly Podcast Listeners
Employment Status of Monthly Podcast Listeners
Household Income of Monthly Podcast Listeners
Slide Number 47
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Listeners are receptive to podcast ads
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