Podcast Listening Hits New Highs As Video Changes The Game.

Podcast consumption in the U.S. has reached unprecedented levels, and the rise of video is accelerating industry momentum, according to Edison Research’s newly released The Podcast Consumer 2025 report. The annual study offers a detailed look at the evolving behaviors, platforms and preferences of podcast audiences.

“It’s beyond doubt that in 2025 podcasts have achieved mainstream dominance,” Edison VP Megan Lazovick said Wednesday during a presentation of the new report. Backed by a decade of longitudinal data from The Infinite Dial, Share of Ear, Edison Podcast Metrics, and multiple custom studies, the report paints a picture of a thriving medium that has expanded far beyond its audio roots.

Record-High Reach and Time Spent

In 2025, an estimated 158 million Americans are monthly podcast consumers — up from 46 million in 2015. The growth in weekly listening is even more dramatic: 115 million weekly consumers now spend a total of 773 million hours per week with podcasts, a 355% increase over 2015.

“Since 2015, the number of people listening to podcasts has increased by millions, and we also know that those who do listen to podcasts are spending more time doing so,” Lazovick said. “So if you consider that — more people and more time — you see a massive increase in the total number of hours spent listening.”

The format now reaches 73% of Americans age 12 and older, up from 11% in 2006 and 50% in 2019. In 2025, 55% are monthly listeners and 40% are weekly consumers.

The Rise of Video Podcasting

One of the biggest shifts highlighted in the report is the rise of video podcasting. More than half (51%) of the U.S. 12+ population has watched a video podcast, 37% have done so in the past month, and 26% are weekly viewers.

“It feels as if some people are just now waking up to the opportunities in video podcasting,” Lazovick said. “But I can assure you that the audience has been awake, eyes wide open and watching for some time now.”

While most podcast consumers engage with both audio and video, video viewers stand out: they skew younger, are more racially diverse, and are more likely to use a range of devices and platforms — including computers, TVs, and smartphones — for podcast consumption.

Video podcast viewers also discover content differently. YouTube is the leading source of podcast discovery for Gen Z, followed closely by social media and friends or family. “Video consumers are increasingly flipping from one platform to another,” Lazovick noted.

A Diverse and Valuable Audience

The report highlights podcasting’s appeal across age, race and income levels. Among those age 12 to 34, 66% are monthly listeners. For ages 35 to 54, the figure is 61%, and for 55+ it’s 38%, each a record high.

Among Black Americans, 58% are monthly podcast consumers, up from 33% in 2020. Latino listeners also reached a record: 51% are now monthly consumers, more than double the 24% recorded five years ago.

Podcast audiences are also more affluent and educated than the general population. Forty-seven percent of monthly listeners earn more than $75,000 per year, compared to 43% of the U.S. 12+ population. Fifty-one percent have college degrees, and weekly podcast consumers are more likely to be business owners (18%) and homeowners (56%).

Strong Ad Performance and Fandom

Podcast listeners remain highly receptive to advertising. Edison’s data shows that 88% of weekly consumers agree that ads are a fair trade for free content, and 68% say they don’t mind hearing ads.

More importantly, advertising works: 44% of weekly podcast listeners age 13+ have purchased a product after hearing it promoted in a show, up from 34% in 2020. Lazovick attributes much of this to podcast fandom. Fans — defined as monthly listeners who score themselves 5 or higher on a 10-point engagement scale — spend over nine hours per week with podcasts, nearly four hours more than casual listeners.

Fandom translates into brand loyalty:

• 65% of podcast fans feel grateful to brands that support their favorite shows

• 57% pay attention to sponsoring brands

• 55% are more likely to consider products recommended by hosts

Among women, the numbers are even stronger: 75% of women 18+ who hear podcast ads say they’ve taken action as a result.

Tech-Driven Growth

Technology continues to shape how and where podcasts are consumed. Smart TVs, now in 75% of U.S. homes, are driving in-home podcast listening. Among those using internet-connected TVs, 42% of their listening time is spent with podcasts — more than music videos or streaming music.

In the car, the link between dashboard tech and podcast listening is clear. While 31% of Americans age 18+ say they’ve listened to a podcast in their primary vehicle, that jumps to 44% among those who use Apple CarPlay or Android Auto.

“The newer the vehicle, the more likely [drivers] are to report listening to podcasts in the car,” Lazovick said.

A Competitive Advantage for Advertisers

Lazovick said the data lays out a solid case for why “podcasts deserve brands’ budgets.” Not only do they have massive and growing reach with premium demographics, but she noted the medium has high engagement and expanding video reach.

“Podcasts offer a competitive advantage,” she said. “These are all the things you can tout when you are talking about the significance and value of podcasts and podcast consumers.”

Download Edison’s Podcast Consumer 2025 HERE.