Plenty of people envision a first-time podcast listener as a teenager, but new data from Edison Research shows just how diverse those finding podcasting for the first time are.
In the company’s The Evolving Ear study, it showed that the median of those in their first year of podcast listening is actually 35. That means that while Gen Z and Gen Alpha grow into the medium, they’re matched by those in the Millennial, Gen X, and Baby Boomer generations.
“We can get a sense of how this class might impact the medium’s future, and we’ll also see how they differ from long-timers or those who have been listening to podcasts for five years or more,” said Edison Research Senior Research Director Gabriel Soto during a presentation showcasing the findings.
“For example, there’s an eight-year difference in median age between first-years and long-timers. Incoming listeners are younger, but you can’t rule out Gen X or Boomers,” he continued. “Half of first-years may be under the age of 35, but that also means half are over 35. That’s a healthy sign that the medium appeals to everyone.”
The data from the Edison Research study also shows that 77% of first-year listeners actively watch video podcasts, surpassing the 75% who listen to audio-only podcasts.
Additionally, since 2021, the share of US podcast consumers who use smart TVs most often for podcasts has increased from 1% to 9%, surpassing podcast consumption on the smart speaker.
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