Podcasting is rapidly becoming the gateway to spoken-word content for younger audiences, particularly those aged 18–34, signaling a generational shift in how talk media is consumed. While traditional AM/FM radio still boasts greater reach, podcasting is carving out a significant niche among Gen Z and Millennials. According to Sounds Profitable’s new research series The Advertising Landscape, created in collaboration with Signal Hill Insights, podcasting plays a growing role in the broader audio ecosystem.
The study surveyed 5,005 U.S. adults aged 18 and older and analyzed the monthly and daily usage of 22 ad-supported media platforms. The first phase of the research focuses on reach, with subsequent reports set to examine attentiveness, advertising effectiveness, and trust.
The findings show that 31% of U.S. adults consume ad-supported podcasts monthly—mid-tier among all platforms surveyed. AM/FM radio, still dominant, boasts a 66% monthly reach, while YouTube with ads (65%) and Facebook (72%) rank highest. However, podcasting’s strength lies in its appeal to younger demographics. Among ad-supported podcast listeners, 39% are aged 18–34, and another 38% are between 35–54, indicating strong generational traction.
Despite solid monthly reach, daily podcast engagement remains lower. Only 61% of monthly podcast listeners engage daily or near-daily, compared to the average 70% across all platforms. Facebook and Instagram far outpace podcasting, with 87% and 84% daily engagement respectively. The discrepancy is largely attributed to podcasting’s longer, episodic content and slower publishing pace. As Sounds Profitable’s Tom Webster explains, podcasts demand more time and focus than the rapid, snackable content found on platforms like TikTok or Instagram.
Interestingly, 42% of monthly podcast users don’t recognize that they’re consuming ad-supported content—suggesting that embedded ads may go unnoticed, complicating accurate measurement of podcast advertising’s impact. Nonetheless, ad-supported podcast listeners skew slightly more female and significantly younger than the general podcasting audience.
The rise of video podcasting is also shaping listener behavior. When respondents were asked about the *New Heights with the Kelseys* podcast, which exists in both video and audio formats, they were evenly divided between watching and listening—underscoring the growing influence of video on podcast consumption.
Genre preferences also play a role in engagement. News and sports podcasts lead in daily consumption, likely due to their frequent publishing. Health and fitness, tech, and education content also outperform general averages. In contrast, pop culture and celebrity interview podcasts don’t show the same edge, performing similarly to overall podcast trends.
Webster concludes the report with a challenge to the industry: develop more compelling strategies to boost podcasting’s daily relevance. With younger listeners already tuning in, the next step is making podcasting a more habitual part of their everyday lives. As the medium continues to evolve, it presents a ripe opportunity for creators and advertisers alike to reach a deeply engaged, younger audience.