New podcast consumers are more likely to actively watch video podcasts than longtime consumers, according to The Evolving Ear: How New Listeners are Shaping Podcasting’s Next Chapter, a report from Edison Research presented Tuiesday via webinar.
Drawing from over 20 years of Edison Research data, Senior Research Director Gabriel Soto revealed how the next wave of podcast consumers is reshaping the medium. The study examines “first-year” podcast listeners—those who started listening within the last year and represent 20% of U.S. weekly podcast consumers—comparing their behaviors to “long-timers” who have been listening for five years or more and account for 25% of weekly consumers.
Much of the data stems from Edison Podcast Metrics, Edison Research’s quarterly research study of weekly podcast consumers, who represent 40% of the American population.
- Podcast Listening Hours Increase by 355%: According to Edison’s national Share of Ear quarterly study, ten years ago Americans spent a total of 170 million weekly podcast listening hours. Today, Americans spend a total of 773 million hours per week—an increase of 355%.
- Video is Redefining Podcasting: 77% of first-year listeners actively watch video podcasts, surpassing the 75% who listen to audio-only podcasts. Video has transformed the definition of the word podcast, and its effect continues with new consumers.
- Video Discovery Drives Audio Listening: 72% of first-years and 68% of long-timers say they have started listening to the audio-only version of a podcast after discovering its video version, demonstrating that video discovery helps drive audio consumption.
- Smart TVs Surpass Smart Speakers: Podcasting is disrupting what’s on TV in American households. Since 2021, the share of US podcast consumers who use smart TVs most often for podcasts has increased from 1% to 9%, surpassing podcast consumption on the smart speaker.
- Social Media Platforms Dominate for First-Years: First-years are 9 times more likely than long-timers to use social media platforms—Facebook, TikTok, and Instagram—most often to consume podcasts. (9% vs 1%)
- Demographics Are Evolving: First-year listeners are far more likely to be women, with 52% of first-years identifying as women versus 39% of long-timers. There’s an 8-year difference in median age between first-years (35) and long-timers (43). In terms of ethnicity, 39% of first-years identify as Hispanic, Black, Asian, or with another non-white ethnic group, compared with 25% among long-timers. Despite being younger, first-years are more likely to be Republican (36%) than Democrat (29%).