Listening to Podcasts and Online Audio Hit New Highs

RADIO ONLINE | Thursday, March 28, 2024 | 3:16pm CT

The Infinite Dial

The portion of Americans who listen to any kind of online audio, and the portion who listen to podcasts, have both reached new record highs, according to The Infinite Dial an annual survey from Edison Research with support from Audacy, Cumulus Media and SiriusXM Media.

On Thursday, Edison Research Vice President Megan Lazovick presented the latest benchmark data on weekly and monthly podcast consumption, as well as insights into the evolving landscape of online audio listening, AM/FM radio engagement, smart speaker utilization, social media usage, and other digital media behaviors, at the Podcast Movement Evolutions conference in Los Angeles.

Some of the key findings include:

Podcast listening reach is up overall:

• 47% of the U.S. 12 population has listened to a podcast in the last month, up 12% year over year; 34% of the U.S. 12 population has listened to a podcast in the last week, up 10% year over year. Despite changes in how downloads are being delivered and counted, listening levels are up markedly.

Growth in podcast reach is driven by large increases among the number of female listeners:

• 45% of women in the U.S. age 12 have listened to a podcast in the last month, up from 39% in 2023, an increase of 15%; 32% of women in the U.S. age 12 have listened to a podcast in the last week, up from 27% in 2023, an increase of 19%
• Weekly and monthly podcast listening among men are up 3% and 4%, respectively
• Increases in the number of monthly and weekly podcast listeners are seen across all age groups

Online audio listening hits the highest mark ever:

• 76% of those in the U.S. age 12 have listened to online audio in the last month, an estimated 218 million people
• 90% of those age 12-34 and 85% of those age 35-54 have listened to online audio in the last month

Smart speaker ownership appears to have plateaued, but the number of smart speakers per owner continues to rise:

• 34% of the population age 12 report owning a smart speaker, down from 36% in 2023
• Nearly half of smart speaker owners (43%) own three or more of the devices

Lazovick said, "The Infinite Dial was created for those looking to understand emerging technologies and the infinite options available to consumers. If you have tuned into the webinar or used the findings at any point in the past, then you are a part of that legacy of curious people helping to keep it going. We hope you are as excited as we are to have access to this rigorous research, free and available to all."

Other findings include:

• 70% of those age 18 who have driven or ridden in a car in the last month currently ever listen to radio as an audio source in their primary car; 55% listen to online audio and 32% listen to podcasts
• 60% of those age 12 have a traditional AM/FM radio set in their home
• 32% of those age 18 who have driven or ridden in a car in the last month have either an Android Auto or Apple CarPlay system in the vehicle
• 72% of those age 12 own a smart TV

Pacific Media Group Names Grimes Radio Division President Sherri Hamamura Grimes Pacific Media Group has promoted Sherri Hamamura Grimes to President of its Radio Division, overseeing operations across all Hawaiian island markets. The appointment took effect October 26. She will also continue as General Manager of PMG's Maui Radio operations. Grimes will work directly with Market More

SummitMedia Names Brodie Knoxville Brand Manager Matt ''Brodie'' Lesley SummitMedia has named Matt "Brodie" Lesley Brand Manager of its four-station cluster in Knoxville. He will also host middays on Country WCYQ (100.3 The Wolf). Lesley most recently served as Program Director and afternoon host for WNOK in Columbia, SC, and WWXM in Myrtle Beach, SC, from 2019 to 2026. During More

IAB Guide Calls for Better Audio Data in Media Mix Models Interactive Advertising Bureau (IAB) The Interactive Advertising Bureau (IAB) has released a new guide arguing that incomplete campaign data can obscure audio advertising's effectiveness in media mix models, potentially influencing how advertisers allocate budgets. "Amplifying Audio's Impact in MMM: A Follow-up to More

iHeartRadio Launches Lite Mode for Simplified Listening iHeartRadio iHeartRadio has launched "Lite Mode," a feature that lets listeners switch between the app's full functionality and a simplified interface focused on their current listening and frequently used content. Available on iOS and Android, Lite Mode can be activated through a toggle at the top of the mobile More

Sun & Fun Media Taps Orbyt as Exclusive Canadian Partner Orbyt Media Sun & Fun Media has selected Orbyt Media as its exclusive affiliate sales and affiliate advertising sales representative in Canada. The agreement gives Canadian radio stations and broadcast groups access to vacation packages, cruises, major sporting event experiences and other More

AWM to Honor Hannah Storm With Gracies Icon Award Hannah Storm The Alliance for Women in Media (AWM) will honor ESPN's Hannah Storm with the Gracies Icon Award during the Gracies Leadership Awards on November 16 at Tribeca 360° in New York. The award recognizes a woman whose influence has helped shape media and expand opportunities for women in the industry. Storm More