The podcasting landscape is undergoing a massive shift as a new wave of listeners rewrites the rules of engagement. Edison Research’s latest report, The Evolving Ear: How New Consumers are Shaping Podcasting’s New Chapter, dives into its quarterly Share of Ear data to reveal the industry trends defining this new era. These insights highlight the critical developments in platform growth and listener behavior that advertisers and agencies need to watch as the medium evolves.
Podcasting’s audience continues to grow.
Podcasting continues to grow and become an essential part of a brand’s media mix, driven by a 355% increase in weekly listening hours over the past decade. With an influx of first-time listeners, brands have a significant opportunity to scale their reach and meet audiences where they are.
Video is redefining podcasting.
Video has transformed podcasting, especially for new consumers. While longtime listeners still lean toward audio, 77% of first-year listeners now actively watch video podcasts, surpassing the 75% who prefer audio-only content.
Video also serves as a powerful discovery tool, with roughly 70% of all listeners migrating to audio-only versions after first discovering a podcast through video. With platforms like YouTube and Spotify leading the way for podcast listening, video has become a key driver for both expanding reach and building long-term engagement.
New platforms offer opportunity.
As audio becomes more accessible and personalized, it has expanded to new platforms to connect with listeners where they seek out content. Smart TVs have seen a notable rise, and have surpassed the smart speaker in podcast consumption since 2021.
Podcasting is also increasingly expanding into social media , with first-year listeners being nine times more likely than long-timers to use platforms like Facebook, TikTok and Instagram to find and consume podcasts. As digital habits shift, the expansion of audio across devices and social media platforms creates a significant opportunity for brands to reach audiences with precision.
Listener demographics are evolving.
First-year podcast listeners provide access to a new, diverse audience that is increasingly female and younger than longtime consumers. 52% of first-years identify as women versus 39% of long-timers, and there’s an 8-year difference in median age between first-years (35) and long-timers (43). These listeners also represent a broad range of ethnic backgrounds with 39% of first-years identifying as Hispanic, Black, Asian or with another non-white ethnic group, compared with 25% of long-timers. As listener audiences evolve, publishers need to be prepared to meet the expectations of an increasingly varied audience.
It is crucial to maintain the authenticity and reliability that listeners have always valued to connect across demographics. By leaning into a diversity of people and opinions, podcasting remains a space where brands can connect with audiences through trusted, authentic voices.
