Edison Research presented the 27th annual Infinite Dial presentation this afternoon, marking the longest-running survey of digital media and consumer behavior in the United States. With support from Audacy, Cumulus Media, and SiriusXM Media, the results revealed yet another banner year for podcast consumption as the top finding of the research.
For the first time in the survey’s history, over 50% of respondents reported consuming a podcast in the past month. This milestone demonstrates that podcasting has now reached a point where more people are engaging with podcast content than not.
One of the key drivers behind this surge in podcast consumption is the increasing prevalence of video-based podcast content. Notably, YouTube has now surpassed both Spotify and Apple Podcasts as the most-used platform among those surveyed for podcast listening.
Furthermore, in nearly every metric related to podcasting, the data reflected record-breaking levels of awareness and usage. Among those surveyed, a record 85% indicated awareness of podcasts, while 70% stated they have listened to a podcast—representing approximately 202 million Americans.
The Impact Of Video On Podcast Consumption
For the first time, the Infinite Dial survey distinguished between those who listen to podcasts and those who watch podcast content. Due to the rise in video podcast consumption on YouTube, 51% of respondents said they have watched at least one podcast on video. This means that more than half of those surveyed are consuming podcast content through visual platforms. Additionally, 33% of respondents identified YouTube as their primary platform for podcast consumption, compared to Spotify at 26% and Apple Podcasts at 14%.
These findings signal not only a significant increase in podcast consumption but also a shift in how people are engaging with podcasts.
“The reality is that the overwhelming majority of people who watch podcasts will say that they are podcast listeners,” said Megan Lazovick, Edison Research Vice President. “As more people discover the platform via video, it’s smart to think about it as consumption instead of just listening. That is not intended at all to undercut the magic of audio-only content. There’s room for both video and audio in the world of podcasts.”
Online Audio Consumption At All-Time High
Additionally, the survey highlighted record-high online audio consumption. A total of 79% of those surveyed reported listening to online audio in the past month, equating to 228 million Americans. This surge has been primarily driven by the 55-and-older demographic. The data showed that 63% of adults over 55 now consume digital audio on a monthly basis—an 11% increase from the 2024 survey.
“As someone who has been using Infinite Dial since I was working at the original Virgin Radio in London, I’ve watched digital audio evolve from a niche to mainstream,” said James Cridland, Editor of Podnews. “These numbers don’t just inform strategy—they validate the direction our industry has been moving.”
Spotify Leads The Game In Online Audio
When it comes to digital audio brand awareness, Spotify continues to lead the pack. Among those surveyed, 87% reported being aware of the platform, while 35% said they had used Spotify in the past month. The rising usage of YouTube for both podcasts and music placed it second at 28%, followed by Pandora and Apple Music in third and fourth place, respectively.
Regarding traditional radio’s presence in the digital audio landscape, iHeartRadio led in brand awareness at 76%, compared to Audacy’s 16%. However, when it came to actual usage, only 9% of respondents reported using the iHeartRadio app, and Audacy did not appear in any of the usage findings.
Additional key insights from the survey include:
Car Audio Continues Its Digital Shift
- Among Americans aged 18+ who have driven or ridden in a car in the past month (88%), 40% have Apple CarPlay or Android Auto, and 33% actively use one of these systems.
- Specifically, 28% have Apple CarPlay, with 22% actively using it.
- Meanwhile, 19% have Android Auto, with 13% actively using it.
Public Opinion Supports Social Media Regulation
- Social media reaches 86% of Americans, equating to approximately 248 million people.
- Nearly half (48%) of Americans support banning social media access for anyone under the age of 16.
To view the complete findings from the 27th annual Infinite Dial presentation, you can click here.
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