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2025年播客消费者报告

文化传媒 2025-07-23 爱迪生研究所周剑

Podcasts have achieved mainstream dominance and continue to grow, reaching a valuable audience segment across various demographics. Key insights include:

Podcast Consumption Growth

Mainstream Adoption: 73% of the U.S. 12+ population has ever consumed a podcast, with 40% doing so in the last month and 26% monthly. Weekly consumption reached a record high with 115 million U.S. 12+ listeners.
Historical Momentum: Since 2015, weekly podcast listening time has grown by 603 million hours, with an estimated 158 million monthly and 210 million ever listeners by 2025.

Audience Demographics

Generational Appeal: 66% of 12-34-year-olds are monthly podcast consumers, followed by 38% of 35-54-year-olds and 22% of 55+.
Diverse Reach: 58% of Black Americans and 51% of Latino Americans are monthly podcast consumers.
High-Value Profile: Monthly listeners earn $75K+ (47%) and have college degrees (51%) at higher rates than the general population. They also have high rates of business ownership (18%) and homeownership (56%).

Video Podcasts

Significant Adoption: 51% of U.S. 12+ population has ever consumed a video podcast, with 37% being monthly and 26% weekly viewers.
Demographics: Video podcast viewers are younger and more diverse, with Gen Z being a key discovery audience (43% discovering podcasts through social media).

Podcast Advertising

High Ad Receptivity: 88% of weekly listeners agree that ads are a fair price for free content, with 68% not mind hearing ads. 44% of listeners purchased a product after hearing a podcast ad.
Trust and Influence: 57% of podcast fans pay attention to brands supporting their favorite podcasts, with 65% feeling grateful and 55% more likely to consider products recommended by hosts.

Gender Trends

Female Growth: Female monthly listening has tripled in ten years, with 48% of top 25 shows hosted or co-hosted by women.
Actionable Insights: 18% of women monthly listeners have acted on podcast ads, highlighting their influence.

Technological Integration

Smart TV Ownership: 75% of U.S. 12+ population has a Smart TV, with podcast listening integrated into these devices.
In-Car Listening: Podcasts are increasingly consumed in cars, with growing usage in primary vehicles.

Competitive Advantage

Key Benefits: Podcasts offer massive reach (158M monthly consumers), premium demographics, high engagement, effective advertising, video expansion, and platform agnostic availability.

Conclusion

Podcasts deliver a competitive advantage with growing reach, high-value demographics, and strong ad effectiveness, suggesting continued growth and making them a deserving budget allocation for brands.

The Podcast Consumer Podcasts reachevery valuableaudience segment Video is redefining thepodcast landscape Podcasts have achievedmainstream dominance a competitiveadvantage suggest continued growth delivers ROI and trust Podcasts have achievedmainstream dominance Podcastingachieves newheights: of Americans now monthly consumers of the U.S. 12+ populationhas everconsumed a podcast73%55% of the U.S. 12+ population hasconsumed a podcastin the last month40% Podcastconsumption atrecord high of the U.S. 12+ population hasconsumed a podcastin the last week Podcastlistening hasexperiencedexplosive growth Since 2015, the weekly time spentwith podcasts has grown by Weekly Time Spent With PodcastsU.S. Population 13+ 3355% Increase+603 million weekly hours of podcast listening Americans 12+ have ever consumed a podcast(up from89 millionin 2015)210 MillionIn 2025, an estimated Podcasts havehistoricalmomentum MonthlyPodcast Consumers 12+ in the U.S.(up from46 millionin 2015)158 MillionIn 2025, there are an estimated WeeklyPodcast Consumers 12+ in the U.S.(up from27 millionin 2015)115 Million Ever Consumeda Podcast T O T A L U . S . P O P U L A T I O N 1 2 + %E V E R L I S T E N E D T O O R W A T C H E D A P O D C A S T Podcasts reachevery valuableaudience segment ofage 12-34are monthlypodcast consumers66%61% Podcast have broadgenerational appealRECORDHIGH ofage 35-54are monthlypodcast consumers38% ofage 55+are monthlypodcast consumers MonthlyPodcast Consumption T O T A LU . S .P O P U L A T I O N 1 2 + %L I S T E N E D T O O R W A T C H E D A P O D C A S T I N T H E L A S T W E E K 58% ofBlack Americansaremonthly podcast consumers Podcasts reach adiverse audience ofLatino Americansaremonthly podcast consumers51% MonthlyPodcast ConsumptionT O T A L U . S . P O P U L A T I O N 1 2 + %L I S T E N E D / W A T C H E D T O A P O D C A S T I N T H E L A S T M O N T H Monthly podcast consumersskewhigher-income, with 47% earning$75K+ compared to 43% of thegeneral U.S. population Podcasts boast ahigh-valueconsumer profileSource: Infinite Dial 2025 Monthly podcast consumers aremore educated, with 51% havingcollege degrees compared to 46% ofthe general U.S. population high rates ofbusiness ownership(18%) andhomeownership(56%) Video is redefining thepodcast landscape Podcast Consumption Overview T O T A L U . S . P O P U L A T I O N 1 2 + 51% of the U.S. 12+ populationhas everconsumed a video podcast37% of the U.S. 12+ population aremonthly video podcast consumers26% Video podcastadoption is significant of the U.S. 12+ population areweekly video podcast consumers Percentwho ever listen topodcasts on… Video podcast viewersare more likely to… Use moreplatforms Percentwho discover podcastmostoften through… Video podcast viewersare more likely to be… Younger &more diverse Which of the following best describes you… consumers who listen to How Gen Z DiscoversPodcasts Most Often U.S. Population 13-24Base: Listenedto/watched podcasts in the last month Podcasts Drive Gen Z ActionBase: Listenedto/watched podcasts in the last month pay attention to brands that41% 43%have discovered new sponsor or collaborate with theirfavorite podcast show or host brands or products whilelistening to podcasts Podcast advertisingdelivers ROI and Trust 88% of weekly podcast consumers13+ agree that hearing ads is afair price to pay for free content Podcastconsumers havehigh ad receptivity of weekly podcast consumers13+ don’t mind hearing adson podcasts68% As a result of hearing a sponsorship or ad on a podcast,what percent of listeners purchased a product? U . S . W E E K L Y P O D C A S T L I S T E N E R S A G E 1 3 + Insights on the power of podcast fandom and its impact on consumers, creators andadvertisers 9hrs24 mins of monthly podcast is theaverage time fans spend listening topodcasts every week, compared to5 hours 33 minutes for casual listeners of fans agree or strongly agree that54% consumers arepodcast fansSource: The Fandom Phenomenon from Wondery and Edison Research podcasts are part of their daily routine,compared to 11% of casual listeners43% of podcast fans have engaged with podcaststhrough other forms of media suchas TV, books, games, events, and more 55% of podcast fans agree they aremore likely to consider productsif the host recommends of podcast fansfeel grateful65% Podcasts elicittrust and influence to brands that supporttheir favorite podcasts57% of podcast fanspay attention to brands that supporttheir favorite podcasts Part 1: Women & Podcasts of Women Monthly Podcast Consumers18+ who have heard ads/sponsorships onpodcasts haveacted as a result ofhearing an advertisement on a podcast Forward-looking trends suggestcontinued podcast growth (16% in 2015 to 45% 2025)Female monthlylistening hastripledin ten years Women are drivingpodcast growth 1Women Weekly Reach RankQ4 2024Top Podcast Shows forReaching Women Listeners 48%of the top 25 shows among W

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