Podcast Listening Surges as Audience Habits Shift

RADIO ONLINE | Thursday, March 5, 2026 | 1:18pm CT

Audacy

A new analysis from Audacy highlights a major shift in media consumption: podcasts are rapidly becoming one of the most dominant forms of daily digital engagement. Podcasts continue to reshape how audiences spend their time, with new data showing significant growth in daily consumption and increasing influence on media habits and advertising.

According to the latest Share of Ear report from Edison Research, daily podcast listening among adults has nearly quadrupled over the past decade, rising from 6% in 2015 to 23% in 2025. The increase reflects broader shifts in how consumers choose to spend their limited media time.

Research indicates that podcast listening is not simply adding to overall media use but replacing other activities. Nearly four in ten podcast listeners say their podcast time has replaced time spent scrolling on social media, while another 34% report that it replaces time previously spent listening to streaming music.

Engagement with podcasts also runs deep. U.S. adults now spend an average of 103 minutes per day listening to podcasts, exceeding time spent on major social media platforms including TikTok (77 minutes), Facebook (69 minutes), and Instagram (65 minutes).

Podcast listening has also overtaken streaming music in daily digital ad-supported audio consumption. Since surpassing streaming music in 2023, podcasts now hold an 11-point share advantage in ad-supported digital audio listening. At the same time, a growing share of music listeners are shifting to ad-free subscription services, reducing the reach of ad-supported streaming music.

The growing popularity of podcasts reflects the appeal of longer-form content and trusted hosts who build strong relationships with their audiences. Listeners actively seek out new episodes, and hosts often have significant influence over their audiences' purchasing decisions.

Edison data shows that 76% of podcast listeners report purchasing a product after hearing a host-read advertisement.

As a result, the advertising opportunity continues to expand. eMarketer projects podcast advertising revenue will surpass $3 billion this year and could account for more than 40% of all digital audio advertising by 2027.

With audiences spending more time with podcasts and demonstrating strong engagement, the medium is increasingly seen as a key platform for brands seeking to connect with consumers in a fragmented media landscape.

Read the original post here.