The latest findings from Edison Research’s annual “Infinite Dial” survey for 2024 reveal a remarkable surge in podcast consumption across the United States. Supported by Audacy, Cumulus Media, and SiriusXM Media, this comprehensive survey provides invaluable insights into evolving digital audio trends. Cumulus Media’s Westwood One extensively discussed the study’s conclusions in an article on their blog. We summarise the most important observations.
According to the survey, over 100 million Americans now tune in to podcasts every week, representing a significant milestone in the medium’s growth. Among Americans aged 12 and above, 34% are regular podcast listeners—an increase from 31% in 2023 and 26% in 2022. This surge underscores the growing popularity and widespread adoption of podcasts as a preferred form of entertainment and information consumption.
Key takeaways from the survey include
Record Podcast Listening Reach
- A staggering 100 million Americans listen to podcasts weekly, comprising 34% of the population aged 12 and above.
- Female listenership outpaces males, with an average of 9.5 weekly episodes consumed by women compared to 7.2 by men.
- 45% of women in the U.S. age 12+ have listened to a podcast in the last month, up from 39% in 2023, an increase of 15%; 32% of women in the U.S. age 12+ have listened to a podcast in the last week, up from 27% in 2023, an increase of 19%
Demographic Shifts in Podcast Consumption
- Podcast listening is highest among younger demographics, with 59% of 12-34 year-olds and 55% of 35-54 year-olds tuning in monthly.
- While males historically listened to more podcasts, the gender gap is narrowing, with only a three-point difference observed in 2024.
Online Audio Listening Hits New Highs
- A staggering 76% of Americans aged 12 and above engage with online audio monthly, totaling approximately 218 million individuals.
- Notably, online audio consumption is highest among younger age groups, with 90% of 12-34 year-olds and 85% of adults aged 35-54 tuning in monthly.
Smart Speaker Ownership Trends
- Smart speaker ownership, while slightly declining to 34%, remains prevalent in U.S. households, with nearly half of owners possessing three or more devices.
- Radio sets continue to be a staple in American households, with 60% owning traditional AM/FM radios.
Social Media and Tech Adoption Patterns
- Facebook, Instagram, and TikTok lead in social media brand awareness, with Facebook being the most frequently used platform among all age groups.
- However, Twitter/X usage has experienced a notable decline, dropping to 19% post-acquisition.
The survey also sheds light on media ownership and tech adoption trends, with insights into audiobook consumption, social media usage, smartphone ownership, and smart TV penetration.
The Infinite Dial remains a crucial resource for understanding emerging media trends and consumer behaviors. As podcasting and online audio continue to redefine the media landscape, these insights provide invaluable guidance for content creators, advertisers, and industry stakeholders alike.
