Podcasts are becoming increasingly popular among Americans, rivaling television, especially among young people. According to Edison Research's “Infinite Dial 2024” report, 18-34 years old While they watch TV every week, 48% listen to podcasts every week. And although men are still the main audience, Women are closing the gap Because this demographic has a higher growth rate.
rival tv
According to the report, weekly podcast viewership reaches 48% among 18-34 year olds. That's about as high as 50% for TV (live and time-shifted), according to his Q3 2023 numbers from Edison Research and Nielsen Comparable Metrics. Meanwhile, AM/FM radio remains firmly in the lead, accounting for 77% of 18 programs. -A 34-year-old listens to it every week.
Among the 18-49 age group, podcast viewership is 46%, according to Edison Research, behind TV (58%) and AM/FM radio (81%), according to Nielsen's comparative metrics. ”Podcasts 18-49 have weekly reach 80% of linear TV;” states the report.
Overall, the report shows that Increase in podcast listening. 47% of Americans ages 12 and older, or 135 million Americans, have listened to a podcast in the past month (up 12% compared to 2022), compared to 34% in the past week (up 10%) I'm listening.
”The growth in podcast awareness and listenership over the past eight years has been incredible.” says Edison Research.Weekly podcast audience (34%) more than doubled from 15% in 2017.”
Female podcast viewers are on the rise
As the study points out, this increase may be related to the surge in female podcast viewers. “From 2020 to 2023, monthly podcast reach for women hovered in the mid-to-high 30s. This year, monthly podcast reach for women jumped +15% from 39% to 45% in 2023. ” states the study. Women now listen to almost as many podcasts as men, with 48% listening each month.
Women listen to more programs than men. Men listen to 7.2 podcasts per week, compared to 9.5 for women. On average, listeners follow 8.3 podcasts each week.
Overall, by 2024, more than 8 in 10 Americans (84%), or 241 million people, will know the term podcasting, compared to 60% in 2017. According to Edison Research, the percentage of people who listened to podcasts increased by 68% compared to 2017. At the time, he said 40% of Americans had listened to a podcast.