Luminate Insights reports that approximately 40% of the U.S. population listens to podcasts, with 26% tuning in weekly and 9% making it a daily ritual. Weekly listeners tend to skew slightly male (57% compared to 43% female) with even distribution across age groups, including similar listenership rates among ages 55-64 and 13-24.
The research reveals a strong connection between podcasts and music consumption. More than a quarter (28%) of all weekly podcast listeners qualify as music superfans—40% more likely than the general population. Over half (52%) of weekly podcast listeners pay for music streaming services, and over 70% identify the “availability of podcasts” as an important factor when choosing a platform.
These listeners are 27% more likely to purchase physical music and 62% more likely to attend live music events. Additionally, 41% report influencing friends’ lifestyle choices and music tastes—32% higher than average.
Image source: Luminate Insights
Podcast Economy Reaches New Heights
U.S. podcast creator revenues are set to reach nearly $1 billion in 2025, marking a 27.3% year-over-year increase, according to EMARKETER. This growth rate outpaces social media creator revenues, which are predicted to increase 15.8% to $17.76 billion this year.
Time spent with podcasts continues to rise, with U.S. adult podcast listeners spending approximately 51 minutes per day consuming podcast content—exceeding the 47 minutes U.S. adult users spend on TikTok daily.
Video podcast consumption continues to grow, with WARC Media reporting that video podcast watch time reached 40% of U.S. users in 2024, up 12% from 2022. YouTube reported more than 400 million hours of monthly podcast viewing time on television in 2024.
Advertising effectiveness increases with listener engagement. According to Acast, over half of daily podcast listeners worldwide have made purchases after hearing podcast advertisements.
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
Luminate Insights reports that approximately 40% of the U.S. population listens to podcasts, with 26% tuning in weekly and 9% making it a daily ritual. Weekly listeners tend to skew slightly male (57% compared to 43% female) with even distribution across age groups, including similar listenership rates among ages 55-64 and 13-24.
The research reveals a strong connection between podcasts and music consumption. More than a quarter (28%) of all weekly podcast listeners qualify as music superfans—40% more likely than the general population. Over half (52%) of weekly podcast listeners pay for music streaming services, and over 70% identify the “availability of podcasts” as an important factor when choosing a platform.
These listeners are 27% more likely to purchase physical music and 62% more likely to attend live music events. Additionally, 41% report influencing friends’ lifestyle choices and music tastes—32% higher than average.
Image source: Luminate Insights
Podcast Economy Reaches New Heights
U.S. podcast creator revenues are set to reach nearly $1 billion in 2025, marking a 27.3% year-over-year increase, according to EMARKETER. This growth rate outpaces social media creator revenues, which are predicted to increase 15.8% to $17.76 billion this year.
Time spent with podcasts continues to rise, with U.S. adult podcast listeners spending approximately 51 minutes per day consuming podcast content—exceeding the 47 minutes U.S. adult users spend on TikTok daily.
Audacy reports that podcast listening has increased fivefold over the past decade, accounting for about 20% of daily audio consumption time.
Video Format and Advertising Effectiveness
Video podcast consumption continues to grow, with WARC Media reporting that video podcast watch time reached 40% of U.S. users in 2024, up 12% from 2022. YouTube reported more than 400 million hours of monthly podcast viewing time on television in 2024.
Advertising effectiveness increases with listener engagement. According to Acast, over half of daily podcast listeners worldwide have made purchases after hearing podcast advertisements.