Edison Research released new Infinite Dial data showing record levels of online audio and podcast consumption in the United States, including significant gains among adults age 55 and older.
The study reported that 81% of Americans age 12 and older listened to online audio during the previous month, while podcast usage also reached new highs. Of particular importance to commercial radio operators, the research found substantial growth among older demographics that historically remained more dependent on traditional broadcast listening.
The findings reinforce the continuing shift toward hybrid audio consumption across streaming, podcasts, YouTube, and smart-device platforms. For broadcasters, the data has implications for inventory packaging, audience measurement positioning, digital sales training, podcast development, and local advertiser education.
The report also found that users of generative AI tools tend to consume significantly more digital audio and podcast content than non-users, potentially signaling future changes in media discovery behavior.