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While podcast consumption is regularly covered in this weekly newsletter, our posts only skim the surface of all the data we have available. If you really want to dive deep into podcast consumption and gain an arsenal of information to help you better sell podcast advertisements, Edison Research’s The Podcast Consumer webinar is where you need to be. On July 7th at 2pm ET, Megan Lazovick, Vice President at Edison Research, will review the current size and habits of the U.S. podcast audience and explore how things have changed over time.
One question we are regularly asked is if the U.S. podcast audience is still growing and which specific audience segments are experiencing an influx of new listeners. In April of 2023, Edison Research and NPR published the Hit Play, Boomer! report and webinar. Our data showed a significant opportunity to grow podcast consumption among Americans 55+. Despite having the tools to listen and an interest in the content, Americans 55+ were lagging other age segments when it came to podcast engagement.
As of 2025, 27% of Americans 55+ watched or listened to a podcast in the past week, continuing an upward trend from 19% in 2024 and 14% in both 2023 and 2022. 2025 marks the first year Edison’s Infinite Dial study expanded podcast consumption measurement to include watching. Weekly consumption still would have increased among people 55+ without this addition.
While these latest audience estimates are encouraging for the industry, podcast creators and marketers should continue to value and create relevant podcast content specifically for those 55 and over. The upcoming Podcast Consumer webinar covers a wide variety of insights related to the total U.S. podcast audience as well as specific audience segments. Register here to reserve your spot!
