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Record Numbers of Americans Tune into Online Audio and Podcasts

Updated: Jul 29

The Infinite Dial® 2023 by Edison Research, in partnership with Amazon Music, Wondery, and ART19, has found that the proportion of Americans who listen to online audio and podcasts has reached an all-time high. This year marks the 25th anniversary of the study, which has been monitoring digital media consumption in the United States since 1998. Edison Research President Larry Rosin and Vice President Megan Lazovick presented the report’s latest research, highlighting digital trends between 1998 and 2023.


The findings reflect significant changes in media consumption over the past 25 years. In 1998, 31% of Americans had internet access, compared to 95% in 2023. Today, 91% of Americans carry a computer in their pocket in the form of a smartphone. In 1998, only 6% of Americans had ever listened to online audio, compared to 70% in 2023 who listen to online audio every week.

The report also highlights more recent changes in technology use. Ownership and usage of digital and smart devices continue to increase, with 58% of those aged 12 and above owning wireless headphones (up from 50% in 2021), 70% owning a smart TV (up from 61% in 2021), and 36% owning a smart speaker (up from 33% in 2021).


Podcast listening is also on the rise, with 42% of Americans aged 12 and above having listened to a podcast in the last month, an all-time high and up from 38% in 2022. The majority of Americans aged 12-54 (53%) have listened to a podcast in the last month. Weekly podcast listeners are consuming more podcasts, with an average of nine episodes listened to in the last week, up from eight in 2022. However, podcast listening among those aged 55+ remains stagnant.


The report also indicates that social media usage has remained flat, with 82% of those aged 12 and above using social media. Among those aged 12-34 who use social media, Instagram is most commonly used by 31%, followed by TikTok at 22%, with Facebook in third place as the most-used platform at 20%.


Jeanine Wright, Wondery COO and General Manager, emphasized the importance of credible data to support the growth of the audio space for creators and advertisers. She and other industry experts are proud to support the Infinite Dial survey and to provide valuable information to audio and social media professionals to help them plan their strategies for the coming year.


American Culture and Podcast Interest

American culture plays a significant role in shaping the interests and preferences of individuals, including their inclination towards podcasts. Podcasts have become an increasingly popular form of media consumption in the United States, offering a diverse range of content that caters to various interests and demographics. This surge in podcast interest can be attributed to the cultural landscape of the country, where technology and digital media have become integral parts of everyday life.


The appeal of podcasts in American culture lies in their convenience and accessibility. With the rise of smartphones and streaming platforms, people can easily listen to podcasts on-the-go, whether during their daily commute, while exercising, or simply relaxing at home. This flexibility has made podcasts a preferred choice for many Americans seeking entertainment, information, or inspiration.


Moreover, American culture's emphasis on individualism and freedom of expression has paved the way for a rich and diverse podcasting scene. From true crime and investigative journalism to comedy, self-help, and pop culture commentary, there is a podcast for every taste and interest. This variety reflects the diverse tapestry of American society, where voices from different backgrounds and perspectives can find a platform to share their stories and connect with audiences nationwide.


In conclusion, the intersection of American culture and podcast interest illustrates how media consumption habits are shaped by societal norms, technological advancements, and the quest for meaningful content. As podcasts continue to evolve and capture the imagination of listeners across the country, they serve as a reflection of the dynamic and ever-changing landscape of American culture.


Online Audio and Radio Differences

When exploring the realm of online audio and radio, it's essential to understand the subtle yet significant differences between the two mediums. Online audio refers to any sound content that is delivered over the internet, encompassing a wide range of formats such as podcasts, streaming music services, and audiobooks. This form of audio content offers listeners the flexibility to consume it on-demand, allowing for personalized listening experiences tailored to individual preferences and schedules.


On the other hand, traditional radio broadcasts operate on a scheduled programming model, where listeners tune in to live broadcasts at specific times to catch their favorite shows or music. Radio has a longstanding history as a medium for entertainment, news, and cultural dissemination, fostering a sense of community and shared experience among listeners tuning in simultaneously.


While both online audio and radio serve as platforms for audio content consumption, they differ in terms of delivery, accessibility, and interactivity. Online audio platforms leverage the internet to reach global audiences, offering a vast library of content that can be accessed anytime, anywhere. In contrast, radio broadcasts are often localized to specific regions and rely on radio frequencies for transmission, limiting their reach to a defined geographic area.


Furthermore, online audio platforms enable greater interactivity through features such as comments, likes, and sharing options, fostering a sense of engagement and connection among listeners. Radio, on the other hand, promotes real-time engagement through call-ins, contests, and live interactions with hosts, creating a dynamic and participatory listening experience.


In essence, while online audio and radio both cater to our innate desire for auditory stimulation and storytelling, they each offer unique advantages and experiences that cater to different preferences and contexts. Whether you prefer the convenience and customization of online audio or the communal experience of traditional radio, both mediums continue to play a vital role in shaping our audio landscape in the digital age.


How Airpods Impacted Podcast Consumption

With the rise of Airpods, there has been a significant impact on podcast consumption worldwide. The convenience and portability of Airpods have revolutionized the way people engage with podcasts. The wireless nature of Airpods allows listeners to enjoy their favorite podcasts on the go, whether they are commuting, working out, or simply relaxing at home.

Moreover, Airpods have made it easier for individuals to multitask while listening to podcasts. The hands-free design of Airpods enables users to continue with their daily activities while staying connected to the latest episodes of their preferred podcasts. This seamless integration of audio content into daily routines has led to a surge in podcast consumption across various demographics.


Additionally, the superior sound quality of Airpods enhances the overall listening experience, making podcasts more engaging and immersive for audiences. The clarity and crispness of audio delivered through Airpods captivate listeners and keep them hooked on their favorite shows.


Furthermore, the social aspect of podcast consumption has been amplified by Airpods. The ability to easily share Airpods with friends or family members to listen to podcasts together has fostered a sense of community and connection among listeners. This shared experience of discovering and discussing podcasts has contributed to the growing popularity of the medium.


In conclusion, Airpods have had a profound impact on podcast consumption by offering unparalleled convenience, enhancing audio quality, promoting multitasking, and fostering a sense of community among listeners. As Airpods continue to evolve and become more ubiquitous, the podcasting landscape is poised to expand even further, reaching new audiences and creating more opportunities for content creators.

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