Podcast reach hits record highs as video viewing grows

Podcasting continues to expand its influence in the digital media landscape, reaching more consumers than ever as it evolves beyond its audio-only roots. What began as an on-demand listening format has increasingly become a cross-platform medium, with video now playing a central role in how audiences discover and engage with podcast content.

New research from Edison Research and SiriusXM Media, The Podcast Consumer, finds that podcast consumption has reached record highs in the U.S., driven by growth across demographic groups, rising video engagement, and strong advertising performance. The findings underscore podcasting's maturation into a mainstream media channel that offers publishers and marketers both scale and meaningful audience engagement.

Podcast audiences reach record levels

Among Americans age 12 and older, monthly podcast consumption increased from 55% in 2025 to 58% in 2026. That growth translates to an additional 9 million monthly podcast consumers, from 158 million in 2025 to 167 million in 2026.

The report also finds that 45% of Americans age 12 and older consume a podcast each week, representing an estimated 130 million people. Eighty percent report consuming a podcast at some point in their lives.

Audio and video consumption continue to overlap

The ways consumers engage with podcasts continue to evolve. A growing segment of podcast audiences move seamlessly between audio and video experiences rather than treating them as separate formats. Podcast audiences are engaging more through both listening and viewing experiences. Among Americans age 12 and older, 57% report both listening to and watching podcasts at some point. Another 21% report listening without watching, 2% report watching without listening, and 20% did not watch or listen.

Video plays an increasingly important role in how audiences consume podcast content. Edison reports that video podcast consumption surpasses audio-only consumption in its Podcast Metrics data beginning in late 2025.

Podcasts reach audiences across demographic groups

The growth of podcasting is also being fueled by broad adoption across audience segments, with strong reach among younger consumers as well as continued expansion among older demographics. Monthly podcast consumption reaches 64% among Americans ages 12 to 34 and 68% among those ages 35 to 54. Among adults age 55 and older, monthly consumption reaches 44%.

Podcasts also appeal to diverse audiences with 66% of Black Americans and 60% of Latino Americans consuming podcasts monthly, both above the national average.

Podcast consumers spend significant time with audio

Beyond audience size, the research points to the depth of podcast engagement. Podcast consumers spend significantly more time with audio than the average American, making the medium a meaningful part of their daily media habits. Edison Share of Ear data shows that daily podcast consumers spend 5 hours and 11 minutes each day with audio. By comparison, the total U.S. population spends 3 hours and 57 minutes per day listening to audio sources. Among daily podcast listeners, podcasts represent 36% of all audio listening time. It also accounts for 51% of time spent with ad supported audio among daily podcast listeners.

Consumers differentiate AI use cases

As podcasting matures, creators and publishers are also evaluating how emerging technologies may fit into production workflows. The report finds that podcast audiences draw clear distinctions between acceptable and less acceptable uses of generative AI. Weekly podcast consumers express the highest approval for AI use in research and brainstorming, with 69% approving each activity.

Approval reaches 64% for creating social media graphics and 63% for generating cover art. Approval declines for functions that move AI closer to the host role. Twenty-five percent approve of AI generated voices serving as podcast hosts.

Podcast advertising drives consumer action

Advertising effectiveness remains a key finding throughout the report. Edison finds that 76% of weekly podcast consumers take at least one action after hearing a podcast advertisement. Actions include visiting a website, gathering additional information, recommending a product, making a purchase, or using a promotional code.

The report also identifies differences across age groups. Sixty six percent of podcast consumers aged 13 to 34 and 67% of those aged 35 to 54 visit a company or product website after hearing a podcast advertisement. Among consumers age 55 and older, that figure reaches 45%. More than half of podcast listeners 13-54 recommend products after hearing podcast advertising (58% among ages 13 to 34 and 56% among ages 35 to 54).

The findings point to a medium that continues to attract larger audiences while expanding how consumers engage with content. Record levels of monthly and weekly consumption, growing participation across demographic groups, and increased engagement with video podcasts all contribute to podcasting's continued growth in the U.S.