Webinar to Unveil Deep Dive into Podcast Audience Trends

RADIO ONLINE | Wednesday, July 16, 2025 | 1:31pm CT

Edison Research

As the podcast industry continues to grow and evolve, Edison Research is offering a closer look at the changing habits of listeners across the U.S. On July 7 at 2pm ET, Megan Lazovick, Vice President at Edison Research, will host The Podcast Consumer webinar, presenting the latest data on the size and behavior of the American podcast audience.

The session promises an in-depth review of audience demographics and engagement patterns, offering valuable insights for content creators and advertisers alike. Among the key areas of focus is the rising podcast consumption among Americans aged 55 and older-an audience segment long seen as underrepresented in the podcast space.

According to Edison's 2025 findings, 27% of U.S. adults 55 listened to or watched a podcast in the past week, up from 19% in 2024 and 14% in both 2023 and 2022. The 2025 report marks the first year the company's Infinite Dial study includes video podcast consumption, but even without that inclusion, weekly engagement among this age group would still have increased.

The data builds on Edison and NPR's 2023 Hit Play, Boomer! report, which identified untapped potential among older Americans, who often had both the interest and access to podcasts but lacked regular listening habits.

With audience diversification continuing, Edison Research encourages marketers and podcasters to develop and promote content tailored to the 55 demographic. The upcoming webinar will cover broader industry insights as well as detailed segment analysis to help advertisers better understand where growth is happening and how to capitalize on it.

Registration is now open for those interested in attending The Podcast Consumer webinar.