Reach, Share, Content, Insights, Trust, Loyalty, Nfluence: Edison’s Latest Podcast Study.

Why It Matters

The study confirms podcasts as a mass‑reach, high‑engagement channel, making them a strategic priority for brands seeking authentic connections across key demographics.

Key Takeaways

• Podcast reach hits 167 million U.S. listeners, 58% of adults.
• Daily podcast fans spend over 5 hours listening to audio each day.
• YouTube now leads podcast streaming, ahead of Spotify and Apple Podcasts.
• 76% of listeners show high ad receptivity, boosting brand value.
• 59% view AI as a credibility threat for podcasts.

Pulse Analysis

Edison Research’s 2026 Podcast Consumer report confirms that podcasting has become a mainstream medium in the United States. The study estimates 167 million monthly listeners, representing 58 % of the adult population and 80 % of all adults who have ever tuned in. Growth has been steady since 2008, with the 12‑34 and 35‑54 cohorts exceeding 60 % monthly penetration. This scale gives advertisers a reach comparable to broadcast television while maintaining the intimacy of on‑demand audio.

The report also highlights how podcast listeners allocate their audio time. Average daily consumption across all audio sources sits at just under four hours, but daily podcast consumers push that figure to 5 hours 11 minutes. YouTube now commands the largest share of podcast streaming, followed by Spotify and Apple Podcasts, reflecting a broader convergence of video and audio content. For the first time, video consumption outpaced pure audio in Q3 2025, signaling that creators must optimize both formats to capture audience attention.

From an advertising perspective, the study finds 76 % of podcast listeners exhibit high ad receptivity, with younger cohorts especially likely to visit brand websites and recommend products. Humor in spots further lifts effectiveness, a nuance brands can leverage. However, 59 % of respondents view generative AI as a credibility risk, suggesting that transparency around AI‑generated content will be crucial. As podcasts continue to blend audio and video and attract affluent, engaged audiences, marketers are poised to allocate a larger slice of media budgets to this trusted channel.