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

NAB Seeks FCC Clarification on FM Digital Power Limits National Association of Broadcasters (NAB) The National Association of Broadcasters (NAB), Xperi and the NRSC are urging the FCC to clarify its interpretation of FM digital power limits, arguing that an apparent change in 2025 has restricted some stations' ability to optimize their operations. In a November 2 ex parte filing in MB Docket No. More

NYSBA Elects Chris Oliviero Chair for 2027 Chris Oliviero The New York State Broadcasters Association (NYSBA) has elected Audacy Chief Business Officer and New York Market President Chris Oliviero as Chair of its Board of Directors for 2027. The association announced its new officers and directors following its annual Fall Meeting in New York City. Joining More

Coleman Insights Names Barsoian to Validate Support Role Bethany Barsoian Coleman Insights has named Bethany Barsoian Customer Success Manager for Validate, its attribution platform that helps radio broadcasters measure advertising campaigns' impact on consumer behavior. Barsoian will serve as the primary contact for Validate subscribers, overseeing onboarding, training, technical More

RCS Names Halcomb, Kelly to Senior Leadership Roles Tammy Halcomb and Merideth Kelly RCS Worldwide has appointed Tammy Halcomb Senior Vice President of Products and Merideth Kelly Senior Vice President of Global Client Experience and Transformation. The broadcast software company said the appointments will support product development and improvements in client service. More

Study: 91% of Marketers, Agencies Commute to Work Cumulus Media | Westwood One Nine in ten marketers and media agency executives now commute to work at least some days, according to new research commissioned by the Cumulus Media | Westwood One Audio Active Group. The findings are examined by Chief Insights Officer Pierre Bouvard in the group's latest blog post, which connects workplace More

WKRP Plans Rubber Turkey Drop to Benefit Food Pantry WKRP in Cincinnati Cincinnati's WKRP-FM will bring a signature moment from "WKRP in Cincinnati" to life on Thanksgiving eve, dropping miniature rubber turkeys from a fire truck ladder during a fundraiser in Hamilton, OH. The "1st Annual WKRP Turkey Drop" is scheduled for 7:30pm Wednesday, November 25, at Riverfront Plaza More