Podcast Listening Grows as Video Redefines the Podcast Landscape [REPORT]

Edison Research’s The Podcast Consumer 2025 charts the continued rise of podcast listening in the U.S and underscores the significant appeal of video podcasts.

• Podcast consumption continues at a record high: 73% of those ages 12+ have ever consumed a podcast, 55% have consumed a podcast in the last month, and 40% have consumed a podcast in the last week, each measure being an all-time high. Since 2015, the total time spent with podcasts among those ages 13+ has grown by an astounding 355% to 773 million hours per week.
• Video podcast consumption has redefined the podcast landscape: Over half (51%) of the U.S. 12+ population has ever watched a video podcast; 37% have watched a video podcast in the last month and 26% have watched a video podcast in the last week. Those who actively watch video podcasts are younger and more diverse than those who only listen to audio-only podcasts.

Edison Research Vice President Megan Lazovick presented findings from the study, which combines research from Edison’s The Infinite Dial®, Share of Ear®, Edison Podcast Metrics™, and other original custom research.

According to Lazovick, “It feels as if some people are just now waking up to the opportunities in video podcasting, but I can assure you that the audience has been awake, eyes wide open and watching for some time now. Over half the U.S. population has consumed a video podcast.”

Key findings from the study include:

Podcasts offer high engagement and trust from listeners: 88% of weekly podcast consumers agree that hearing ads is a fair price to pay for free content; 68% say they don’t mind hearing ads on podcasts

Podcast consumers have a high-value consumer profile: Monthly podcast consumers are more likely to be college-educated and to have higher incomes than the overall market, and they have high incidences of business ownership and home ownership

Podcasts offer a diverse listener base: 51% of Black Americans ages 12+ and 58% of Latino Americans ages 12+ are monthly podcast consumers

Other findings include:

• 31% of Americans age 18+ who have driven or ridden in a car in the last month ever listen to podcasts in their primary vehicle
• Those who use in-car infotainment systems are more likely to listen to podcasts in-car; 44% of those who are age 18+ who have driven or ridden in a car in the last month and use Android Auto or Apple CarPlay, listen to podcasts in-car

To download report, CLICK HERE.