According to new Edison Research, Americans now spend 812 million hours each week consuming podcasts. That figure is nearly four times higher than it was just ten years ago.
What We Know: Podcast consumption in the U.S. has surged dramatically over the past decade. New data from Edison Research at SSRS shows total weekly listening hours have grown almost 400% since 2015. This year alone, total time spent with podcasts climbed 5% in twelve months. The medium’s reach continues expanding, with no signs of slowing down.
What They Said: Gabriel Soto, Senior Director of Research at Edison Research at SSRS (via PodNews): “Total podcast consumption time, a measure that accounts for both consumer growth and the increase in time we commit to podcasts, showcases to advertisers just how massive the medium has become. Ten years ago, I remember having to teach college friends how to listen to stand-up comedy podcasts on their journeys to class. Today, I study how that medium evolved into a mainstream cultural staple, a staple in the marketing playbook that advertisers cannot ignore.”
What Remains Unclear: Key questions remain about future consumption habits. It’s unclear whether weekly listening hours will continue growing at this pace or eventually plateau. Additionally, how younger audiences discover and engage with podcasts could significantly shift consumption patterns going forward. There’s also no data stating specific categories of content being consumed
What It Means: Podcasting is no longer a niche medium — it’s a dominant force in American media. Advertisers and content creators continue to take notice as audiences deepen their commitment to the format. This is the second consecutive year Edison Research has tracked total consumption time, suggesting the data will become a vital industry benchmark.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
