2025 Infinite Dial Study Shows Podcasts Rival TV in Reach
| RADIO ONLINE | Monday, March 24, 2025 |
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 Cumulus Media and Westwood One |
The latest findings from Edison Research's annual Infinite Dial study, now in its 27th year, highlight significant growth in digital audio and media usage across the U.S., underscoring a major shift in consumer habits towards podcasting. This week's Cumulus Media | Westwood One Audio Active Group blog outlines the results from the study, containing insights for marketers and media agencies.
The 2025 study reveals pivotal insights, especially for media planners and marketers. Notably, podcasting has transitioned from a niche interest to a mainstream media channel with considerable reach. Currently, 158 million Americans, or 55% of individuals aged 12 and older, listen to podcasts monthly. This reach extends impressively within key demographics: 65% to 73% among ages 18-34, 18-49, and 25-54.
The study also suggests a strategic shift in advertising budgets might be prudent, with podcast reach for the 18-34 age group matching that of television at 52%. Additionally, with record high engagement among female audiences, podcasts are recommended as a focal point in targeting strategies. The monthly podcast reach among men is similarly strong, reported in the low 70% range.
Highlighting the strategic importance of podcasts in digital advertising, the study endorses the adoption of the "5% solution," a concept introduced by media legend Arnie Semsky. This approach advises allocating 5% of digital advertising budgets to podcasting to achieve significant impact, reflecting Semsky's successful early advocacy for network cable investments.
Moreover, the expanded definition of podcast audiences to include video viewership in 2025 illustrates the medium's evolving landscape. With podcast awareness increasing to 85% and monthly listenership doubling since 2017, the platform offers substantial scale and engagement potential.
In a summarized insight by the Cumulus Media | Westwood One Audio Active Group, the data underscores long-term trends in podcast audience growth, affirming the platform's escalating relevance in the digital age. View the entire blog post and data analogy here.
