The portion of Americans who listen to any kind of online audio, and those who listen to podcasts, have reached record highs. That’s a key takeaway from the latest Infinite Dial annual study conducted by Edison Research.
Findings from The Infinite Dial 2023, produced by Edison Research with support from Amazon Music, Wondery, and ART19, were released on Thursday in a webinar presented by Edison Research VP Megan Lazovick and President Larry Rosin.
The big takeaway for broadcast media:
- In 1998, 6% of Americans had ever listened to online audio, compared with 70% of Americans in 2023 who listen to online audio every week
With 25 years of trends at hand, some of the more interesting topline findings are as follows:
- In 1998, 31% of Americans had internet access, compared with 95% in 2023
- In 1998, half of households had a computer, compared with 91% of Americans in 2023 who carry a computer with them all the time – a smartphone
Significant changes in media consumption can also be seen in just the last few years as well.
- 58% of those in the U.S. age 12+ own wireless headphones, up from 50% in 2021
- 70% of those in the U.S. age 12+ own a smart television, up from 61% in 2021
- 36% of the U.S. 12+ population owns a smart speaker, up from 33% in 2021. Of those who own a smart speaker, 43% have one device, 20% have two, and 38% have three or more
Then, there is the growth of online audio listening consumption.
- 75% of Americans 12+ have listened to online audio in the last month
- 87% of Americans age 12-54 have listened to online audio in the last month
- Among U.S. adults age 18+ who have ridden in a car in the last month, 37% are listening to online audio in the car, up from 32% last year
Edison Research also shared select podcast findings. The study shows that monthly and weekly podcast listening bounced back.
- 42% of Americans 12+ have listened to a podcast in the last month, a new all-time high and up from 38% in 2022
- The majority of Americans age 12-54 (53%) have listened to a podcast in the last month
- 31% of Americans 12+ have listened to a podcast in the last week, up significantly from 26% in 2022
- 39% percent of those Americans age 12-54 have listened to a podcast in the last week
Weekly podcast listeners are consuming more podcasts, too, while more people are listening to podcasts in-car. However, podcast listening remains stagnant among those 55+, as 21% of Americans age 55+ listened to a podcast in the last month. This compares to 14% of Americans age 55+ who listened to a podcast in the last week, which is flat from 2022.
“After two previous annual studies that showed clear effects from the COVID-19 disruptions, the trends in audio and social media habits seem to be back on pattern. The growth of online audio and podcasting to record high levels is exciting to reveal,” Lazovick said.
Among the other findings of note, social media usage remains flat, with 82% of those age 12+ and older using social media. Among those age 12-34 who use social media, Instagram is most-used by 31%, TikTok is most-used by 22%, and Facebook is in third place as being the most-used at 20%.
And, among U.S. adults who have ridden in a car in the last month, 26% have either Apple CarPlay or Android Auto available in their primary vehicle.
