Edison Research’s Podcast Consumer Report 2025 revealed six key insights around the state of podcasting, highlighting the benefits of podcasts that advertisers should take notice of. The report compiled research across Edison reports to provide a comprehensive look at the current industry landscape.
1. Podcasts have achieved mainstream dominance
With over half of Americans now consuming podcasts monthly and 40% tuning in weekly,1 the medium has taken a solid position in mainstream media. These record-high numbers have skyrocketed since 2015, seeing a 355% growth in weekly time spent listening.2
2. Podcasts reach every valuable audience segment
The accessibility of the medium enables a highly diverse audience to connect, while also attracting high-value consumers. Monthly podcast listeners tend to have higher incomes (47% earn $75k+), college degrees (51%), and high rates of business ownership (18%) and homeownership (56%).1 Listeners of all ages and races are increasingly tuning in, with growth across demographic groups in the past year.
3. Video is redefining the podcast landscape
Podcast consumers are adopting video as a part of the medium, with over half having consumed a video podcast. 37% are watching monthly, and 26% are watching weekly. These video podcast consumers are more likely to be younger and more diverse than the overall podcast audience.3
4. Podcast advertising delivers ROI and trust
This audience is receptive to advertising in their content, with 88% of weekly consumers 13+ agreeing that hearing ads is a fair price to pay for free content, and 68% agreeing they don’t mind hearing ads.3 Beyond ad receptivity, podcast listeners take action.
This high likelihood of purchasing after hearing an ad is due to the impact on fans. Edison partnered with Wondery to look more closely at the 83% of monthly listeners who self-identified as ‘podcast fans,’ and found these listeners value and trust their favorite shows. Fans spend an average of over nine hours weekly listening to podcasts, and 54% agree podcasts are part of their daily routine. They also value the ads they hear on their favorite shows, with 57% agreeing they pay attention to the brands that support the shows, and 65% feeling grateful to brands that support their favorite podcasts.4
5. Forward-looking trends suggest continued growth
The Podcast Consumer Report identified two main drivers of growth in the past year: female listenership and increasing technology integration. Female monthly listening has tripled in the past ten years, with 45% of women now listening to podcasts. Women are more likely to tune in to female hosts and more likely to be influenced by hearing an advertisement on a show (75% of monthly listeners who are women have acted in response to a podcast ad).5 Tech has also been a major driver, with 75% of the US population now owning a Smart TV, and 42% of the time spent listening to audio on Smart TVs going to podcasts.1
6. Podcasts offer a competitive advantage
All of these factors come together to create a significant competitive advantage for brands. The continued audience growth, high-value demographics, engaging content, and high ad receptivity of the podcast audience mean podcasts deserve serious consideration as a part of the media advertising landscape.
Sources: 1. Infinite Dial 2025; 2. Edison Research Share of Ear; 3. Edison Podcast Metrics Q2 ‘24 – Q1 ‘25; 4. The Fandom Phenomenon from Wondery and Edison Research; 5. The Women’s Audio Report 2025.
