Tag: Edison Research

"Notably, Netflix ranks seventh, with 3% naming it their most-used podcast platform."

"There is really not one dominant front door to podcasting anymore."

The Edison Research data proves what we already knew. Younger audiences put much more emphasis on their phones. You can argue that the industry misplayed that push that's been steadily growing for years. But there's also time to rectify that, too.

In 2015, mobile devices represented 19% of in-car listening for the demographic, while AM/FM Radio stood at 66%.

"Advertisers chasing young listeners therefore still find most of them on broadcast frequencies."

"On-demand platforms, including streaming music and podcasts, now account for 56% of all audio time in 2026, according to Edison Research's Share of Ear."

"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."

"Both types of consumption are virtually the same. There’s a lot of it. There’s a lot of people who listen to audio only. And there’s a lot of people who watch actively.”

The data comes after Netflix recently struck a nine-digit deal with Jay Shetty's On Purpose podcast.

Independent creators who've already cultivated younger followings are sitting on something more valuable than raw numbers. They're sitting on loyalty.