Podcasts Reshape Listening and Ad Engagement

RADIO ONLINE | Tuesday, March 24, 2026 | 4:44pm CT

Audacy Insights

Podcast listening has surged over the past decade, fundamentally changing how audiences allocate their time and how advertisers reach consumers, according to a new Audacy Insights analysis drawing on Edison Research data.

Daily podcast consumption among U.S. adults has climbed from 6% in 2015 to 23% in 2025, nearly quadrupling in ten years. The growth, however, is not simply additive. Instead, it reflects a shift in behavior, with listeners substituting podcasts for other activities.

Nearly 40% of podcast listeners say their time with podcasts replaces time spent on social media, while 34% report it replaces time previously spent listening to streaming music. The data suggests audiences are making deliberate choices to engage with longer-form audio content.

That shift is also reflected in time spent. Americans now average 103 minutes per day listening to podcasts, exceeding time spent on major social platforms including TikTok (77 minutes), Facebook (69 minutes), and Instagram (65 minutes). Podcast listening has also surpassed streaming music in daily ad-supported audio usage, holding an 11-point advantage.

At the same time, the pool of ad-supported streaming music listeners is shrinking as more users migrate to subscription-based, ad-free services, making podcasts an increasingly attractive channel for advertisers seeking reach and impact.

Audacy Insights points to deeper engagement as a key differentiator. Podcast listeners actively choose content, often forming strong connections with hosts and returning regularly for new episodes. That level of trust translates into measurable results, with 76% of listeners reporting they have purchased a product after hearing a host-read advertisement.

As a result, podcasting is emerging as a central component of digital audio advertising strategies. eMarketer projects podcast ad revenue will surpass $3 billion this year and account for more than 40% of digital audio advertising by 2027.

With media fragmentation continuing to challenge marketers, the report concludes that podcasts offer a combination of scale, engagement, and influence that is increasingly difficult to replicate elsewhere, positioning the medium as a critical channel for brands focused on long-term growth.

Read the entire Audacy Insights post here.