Podcast Listening Expands Across the Day, Led by Midday Peaks.

Podcast creators may think anytime is a good time to listen to an episode. But listeners are showing they have hours of the day that are far more conducive to listening to podcasts.

Edison Research’s forthcoming third quarter Share of Ear report finds Americans age 13 and older spend 10% of their total daily audio time listening to podcasts. And in a preview of the data being released next week to subscribers, it says the greatest percentage of podcast listening occurs between 10am and 2pm. That is when 29% of all daily podcast consumption occurs.

Edison says the morning commuting hours of 6am and 10am ranks second, with 24% of podcast listening occurring within this daypart. The mid-afternoon and evening commute hours of 2 to 6pm ranks third, accounting for 21% of all podcast listening time. And while research has shown some people use podcasts to wind down before bed, Edison says only 12% of listening occurs between 6 and 10pm, with another 11% coming between the hours of 10pm and 2am.

“Podcast listening does not disappear overnight,” the firm says in a blog post. Edison data shows 3% of podcast consumption occurs from 2 to 6am. “Some people keep very different hours and schedules from the traditional 9-5 workday,” it notes.

Cultural identity is proving to be a key driver of podcast listening among Latinos, according to Edison Research. The findings show that Spanish-language podcast fans are more engaged — and more eager for culturally relevant content — than their general-market peers.

Edison says 68% of Spanish-language podcast listeners would tune in more often if they found shows on topics that interest them, compared to 64% of Latino listeners overall. More than half (55%) of Spanish-language podcast listeners say they want to hear more stories from Latinos, while 52% are looking for content that reflects their country of origin or features more Spanish-speaking hosts.

Translation is also a factor. Nearly half (46%) of Spanish-language podcast listeners say they would listen more if more podcasts were translated into Spanish. Edison says these findings highlight a stronger desire for cultural representation among those already consuming Spanish-language podcasts.

“Podcasting continues to provide a platform for Latino voices and perspectives,” the company said. “These listeners want content that reflects who they are — culturally, linguistically, and personally.”

The data, released as part of the 2024 Latino Podcast Listener Report, underscores the growing opportunity for creators and advertisers to deepen their connection with Latino audiences through authentic and inclusive storytelling. Edison notes that content reflecting Latino identity and lived experience doesn’t just attract new audiences — it builds loyalty among existing listeners as well.