Last week, Edison Research released its annual Infinite Dial 2025 report, highlighting how podcasting has officially transitioned from a niche format to a mass-reach media channel. When Edison launched the Infinite Dial Study in 1998, audio streaming was still in its infancy, accessible only via slow dial-up connections. Fast-forward 27 years, and podcasting is now a mainstream media powerhouse.

The data from Infinite Dial 2025 is precise: podcasting has arrived as a key channel in media planning. Marketers can no longer overlook podcasts’ impact and reach, and shifting budgets from traditional media to podcasting is not just feasible—it’s essential.

Podcasting’s Reach Now Rivals TV

For years, the biggest critique of podcasting was its lack of scale. That argument no longer holds. According to Infinite Dial 2025:

  • 158 million Americans (55% of persons 12+) listen to podcasts monthly.
  • Among key demographics (18-34, 18-49, and 25-54), monthly reach is between 65% and 73%.
  • For the first time, podcasting’s weekly reach among 18-34s (52%) equals TV’s (52%).

Source: The Infinite Dial® 2025

This shift signals a significant turning point in media consumption habits. With linear TV viewership declining, podcasts have become a viable alternative for brands looking to engage younger audiences. Even among 18-49s, podcast weekly reach (51%) is now 84% of live and time-shifted TV’s (61%).

Female Podcast Audiences Are Surging

Another striking insight from Infinite Dial 2025 is the explosive growth in female podcast listeners:

  • Women’s monthly podcast reach jumped 16% year-over-year, from 45% in 2024 to 52% in 2025.
  • Women’s podcast habituation is at an all-time high, with 71% of female monthly listeners tuning in weekly.
  • 7% of women now exclusively “watch” podcasts rather than listen, reinforcing the role of video podcasts.

Source: The Infinite Dial® 2025

This data should be a wake-up call for brands targeting female consumers: podcasts must be prioritised in media plans. Female podcast engagement is at record highs, providing marketers with an engaged, loyal, and growing audience.

What Every Marketer Needs to Know

The Cumulus Media | Westwood One Audio Active Group® has summarized the most crucial data to showcase long-term podcast audience trends:

  • 85% of Americans (12+) are now familiar with “podcasting”—up from 60% in 2017.
  • 73% of Americans have listened to a podcast at some point, a staggering 83% increase since 2017.
  • 55% of Americans consume podcasts monthly, doubling from 24% in 2017.
  • 40% of Americans now listen weekly, doubling from 15% in 2017.

Podcast consumption has increased and become a habit.

 

Source: The Infinite Dial® 2025

Source: The Infinite Dial® 2025

Arnie Semsky’s “5% Solution”: Why Brands Must Invest in Podcasting

At the dawn of cable television, BBDO media legend Arnie Semsky introduced the “5% solution”—a recommendation that brands allocate 5% of their media budgets to cable to generate meaningful impact. Those who followed his advice reaped massive rewards as cable TV became dominant.

The same principle applies to podcasting today. Marketers should dedicate at least 5% of digital ad budgets to podcasting before competition increases and inventory becomes scarce.

The Time to Act Is Now

The Infinite Dial 2025 results make one clear: podcasting is now a mass media channel that commands serious attention from advertisers. With reach numbers rivalling TV, explosive female audience growth, and increasing listener habituation. These brands fail to integrate podcasts into their media mix and risk missing out on a highly engaged, fast-growing audience.

At AdTonos, we deliver over 1 billion podcast ad impressions in the U.S. monthly. Ready to unlock the power of programmatic podcast advertising? Contact us today to discuss PMP deals and start reaching the audiences that matter most.

More on the field’s results can be found via the Cumulus Media/Westwood One.