> **来源：[研报客](https://pc.yanbaoke.cn)** # The Podcast Consumer 2025 # The Podcast Consumer Podcasts have achieved mainstream dominance Podcasts reach every valuable audience segment Video is redefining the podcast landscape Podcast advertising delivers ROI and trust Forward-looking trends suggest continued growth Podcasts offer a competitive advantage # Podcasts have achieved mainstream dominance # Podcasting achieves new heights: # 55% of Americans now monthly consumers # Podcast consumption at record high Source: Infinite Dial 2025 RECORD HIGH RECORD HIGH RECORD HIGH # 73% of the U.S. $12+$ population has ever consumed a podcast # 55% of the U.S. $12+$ population has consumed a podcast in the last month # 40% of the U.S. $12+$ population has consumed a podcast in the last week # Podcast listening has experienced explosive growth Source: Edison Research Share of Ear® Since 2015, the weekly time spent with podcasts has grown by # 355% # Weekly Time Spent With Podcasts U.S. Population 13+ 2015 170 million hours per week 2025 773 million hours per week # 355% Increase +603 million weekly hours of podcast listening # Podcasts have historical momentum Source: Infinite Dial 2025 RECORD HIGH RECORD HIGH RECORD HIGH In 2025, an estimated # 210 Million Americans $12+$ have ever consumed a podcast (up from 89 million in 2015) In 2025, there are an estimated # 158 Million Monthly Podcast Consumers $12+$ in the U.S. (up from 46 million in 2015) In 2025, there are an estimated # 115 Million Weekly Podcast Consumers $12+$ in the U.S. (up from 27 million in 2015) # Ever Consumed a Podcast TOTAL U.S. POPULATION 12+ % EVER LISTENED TO OR WATCHED A PODCAST 2025: Listened to and/or watched podcasts # Podcasts reach every valuable audience segment # Podcast have broad generational appeal Source: Infinite Dial 2025 RECORD HIGH RECORD HIGH RECORD HIGH # 66% of age 12-34 are monthly podcast consumers # 61% of age 35-54 are monthly podcast consumers # 38% of age 55+ are monthly podcast consumers # Monthly Podcast Consumption TOTAL U.S. POPULATION 12+ % LISTENED TO OR WATCHED A PODCAST IN THE LAST WEEK *2025 includes both listening to and watching podcasts # Podcasts reach a diverse audience Source: Infinite Dial 2025 RECORD HIGH RECORD HIGH # 58% of Black Americans are monthly podcast consumers # 51% of Latino Americans are monthly podcast consumers # Monthly Podcast Consumption TOTAL U.S. POPULATION 12+ % LISTENED/WATCHED TO A PODCAST IN THE LAST MONTH *2025 includes both listening to and watching podcasts # Podcasts boast a high-value consumer profile Source: Infinite Dial 2025 Monthly podcast consumers skew higher-income, with $47 \%$ earning $\$ 75 \mathrm{K} +$ compared to $43 \%$ of the general U.S. population Monthly podcast consumers are more educated, with $51 \%$ having college degrees compared to $46 \%$ of the general U.S. population Weekly podcast consumers show high rates of business ownership (18%) and homeownership (56%) # Video is redefining the podcast landscape # Podcast Consumption Overview TOTAL U.S. POPULATION 12+ # Video podcast adoption is significant Source: Infinite Dial 2025 # 51% of the U.S. $12+$ population has ever consumed a video podcast # 37% of the U.S. 12+ population are monthly video podcast consumers # 26% of the U.S. 12+ population are weekly video podcast consumers # Video podcast viewers are more likely to… # Use more platforms Source: Edison Podcast Metrics Q2 '24 - Q1 '25 # Percent who ever listen to podcasts on… # Percent who discover podcast most often through… Weekly podcast consumers who listen to audio-only podcasts Weekly podcast consumers who actively watch video podcasts # Video podcast viewers are more likely to be… # Younger & more diverse Source: Edison Podcast Metrics Q2 '24 - Q1 '25 # Age composition <table><tr><td></td><td>Age 13-17</td><td>Age 18-24</td><td>Age 25-34</td><td>Age 35-44</td><td>Age 45-54</td><td>Age 55+</td></tr><tr><td>Weekly podcast consumers who listen to audio-only podcasts</td><td>6</td><td>16</td><td>23</td><td>20</td><td>16</td><td>19</td></tr></table> <table><tr><td>Weekly podcast consumers who actively watch video podcasts</td><td>6</td><td>18</td><td>25</td><td>19</td><td>15</td><td>17</td></tr></table> # Race/Ethnic composition Which of the following best describes you... <table><tr><td></td><td>White</td><td>Hispanic/Latino</td><td>Black</td><td>Someth Else</td></tr><tr><td>Weekly podcast consumers who listen to audio-only podcasts</td><td>66</td><td>15</td><td>12</td><td>7</td></tr></table> Weekly podcast consumers who actively watch video podcasts <table><tr><td>61</td><td>17</td><td>16</td><td>6</td></tr></table> # The Gen Z Audio Report edison research SiriusXM Media # How Gen Z Discovers Podcasts Most Often U.S. Population 13-24 Base: Listened to/watched podcasts in the last month Source: Edison Research Gen Z Audio Study Q4 2024 # Podcasts Drive Gen Z Action Base: Listened to/watched podcasts in the last month 43% have discovered new brands or products while listening to podcasts 41% pay attention to brands that sponsor or collaborate with their favorite podcast show or host % saying “strongly” or “somewhat” agree Source: Edison Research Gen Z Audio Study Q4 2024 # Podcast advertising delivers ROI and Trust # Podcast consumers have high ad receptivity Source: Edison Podcast Metrics Q2 '24- Q1 '25 # 88% of weekly podcast consumers $13+$ agree that hearing ads is a fair price to pay for free content # 68% of weekly podcast consumers 13+ don’t mind hearing ads on podcasts # As a result of hearing a sponsorship or ad on a podcast, what percent of listeners purchased a product? U.S. WEEKLY PODCAST LISTENERS AGE 13+ % saying they purchased a product after hearing a sponsorship or ad on a podcast # WONDERY # The Random Phenomenon Insights on the power of podcast fandom and its impact on consumers, creators and advertisers # 83% # of monthly podcast consumers are podcast fans Source: The Fandom Phenomenon from Wondery and Edison Research Monthly podcast listeners who identify as podcast fans of a specific show, host(s), or podcasts in general. Podcast fans rank $5+$ on a self-reported 10-point scale. $83\%$ of survey respondents fall into this category. # 9 hrs 24 mins is the average time fans spend listening to podcasts every week, compared to 5 hours 33 minutes for casual listeners # 54% of fans agree or strongly agree that podcasts are part of their daily routine, compared to $11 \%$ of casual listeners # 43% of podcast fans have engaged with podcasts through other forms of media such as TV, books, games, events, and more # Podcasts elicit trust and influence Source: The Fandom Phenomenon from Wondery and Edison Research # 55% of podcast fans agree they are more likely to consider products if the host recommends # 65% of podcast fans feel grateful to brands that support their favorite podcasts # 57% of podcast fans pay attention to brands that support their favorite podcasts # Part 1: Women & Podcasts # Women's Audio Report edison research SiriusXM Media # 75% of Women Monthly Podcast Consumers $18+$ who have heard ads/sponsorships on podcasts have acted as a result of hearing an advertisement on a podcast # Forward-looking trends suggest continued podcast growth # Women are driving podcast growth Source: The Women's Audio Report 2025 # Female monthly listening has tripled in ten years (16% in 2015 to 45% 2025) # Top Podcast Shows for Reaching Women Listeners # 48% of the top 25 shows among Women are hosted or co- hosted by Women (vs. $40 \%$ of top shows among A18+) Source: Edison Research, Q4 2024 Podcast Metrics # Women Weekly Reach Rank Q4 2024 <table><tr><td></td><td>Podcast</td><td>Producer</td></tr><tr><td>1</td><td>The Joe Rogan Experience</td><td>Joe Rogan</td></tr><tr><td>2</td><td>Crime Junkie</td><td>audiochuck</td></tr><tr><td>3</td><td>Call Her Daddy</td><td>Alex Cooper</td></tr><tr><td>4</td><td>Dateline NBC</td><td>NBC News</td></tr><tr><td>5</td><td>Morbid</td><td>Morbid Network | Wondery</td></tr><tr><td>6</td><td>The Daily</td><td>The New York Times</td></tr><tr><td>7</td><td>MrBallen Podcast: Strange, Dark & Mysterious Stories</td><td>Ballen Studios</td></tr><tr><td>8</td><td>Rotten Mango</td><td>Stephanie Soo</td></tr><tr><td>9</td><td>The Tucker Carlson Show</td><td>Tucker Carlson Network</td></tr><tr><td>10</td><td>This Past Weekend w/ Theo Von</td><td>Theo Von</td></tr><tr><td>11</td><td>New Heights with Jason & Travis Kelce</td><td>Wondery</td></tr><tr><td>12</td><td>Cancelled with Tina Mongeau & Brooke Schofield</td><td>Cancelled & Audioboom Studios</td></tr><tr><td>13</td><td>Murder, Mystery & Makeup</td><td>Audioboom Studios</td></tr><tr><td>14</td><td>SmartLess</td><td>Jason Bateman, Sean Hayes, Will Arnett</td></tr><tr><td>15</td><td>Pod Save America</td><td>Crooked Media</td></tr><tr><td>16</td><td>Dumb Blonde</td><td>Dumb Blonde Productions</td></tr><tr><td>17</td><td>The Dan Bongino Show</td><td>Cumulus Podcast Network | Dan Bongino</td></tr><tr><td>18</td><td>Stuff You Should Know</td><td>iHeartPodcasts</td></tr><tr><td>19</td><td>This American Life</td><td>This American Life</td></tr><tr><td>20</td><td>My Favorite Murder</td><td>Exactly Right Media</td></tr><tr><td>21</td><td>Dark History</td><td>Audioboom Studios</td></tr><tr><td>22</td><td>The Ben Shapiro Show</td><td>The Daily Wire</td></tr><tr><td>23</td><td>The Megyn Kelly Show</td><td>SiriusXM</td></tr><tr><td>24</td><td>Up First</td><td>NPR</td></tr><tr><td>25</td><td>The Ramsey Show</td><td>Ramsey Network</td></tr></table> Denotes show with Female host/co-host # Technology integration is changing the podcast landscape Source: Infinite Dial 2025 # 75% # of the U.S. Population age 12+ have a Smart TV in their home # Smart TV Ownership TOTAL U.S. POPULATION 12+ % OWNING A SMART TV Estimated 6 Million # When Podcast Consumers listen to audio on an Internet-Connected TV, how much time is spent listening to each audio source? U.S. Podcast Consumers Age 13+ # Ever Listen to Podcasts in Primary Car: BASE: U.S. 18+ WHO HAS DRIVEN/RIDDEN IN CAR IN THE LAST MONTH % CURRENTLY USE PODCASTS IN PRIMARY CAR Total Population 18+ # Ever Listen to Podcasts in Primary Car: BASE: U.S. 18+ WHO HAS DRIVEN/RIDDEN IN CAR IN THE LAST MONTH % CURRENTLY USE PODCASTS IN PRIMARY CAR Total Population 18+ Use Apple CarPlay/Android Auto # Podcasts offer a competitive advantage # Why Podcasts Deserve Brands' Budgets: - Massive, Growing Reach: 158M monthly consumers; $355\%$ growth in weekly listening in ten years - Premium Demographics: Higher income, education, and purchasing power High Engagement: Not background media - active, attentive consumption - Ad Effectiveness: $44 \%$ purchase rate with high brand trust and loyalty Video Expansion: Format reaching younger, more diverse audiences - Platform Agnostic: Available across all major platforms and devices # The Podcast Consumer Podcasts have achieved mainstream dominance Podcasts reach every valuable audience segment Video is redefining the podcast landscape Podcast advertising delivers ROI and trust Forward-looking trends suggest continued growth Podcasts offer a competitive advantage # The Podcast Consumer 2025