According to the latest Edison Research Infinite Dial survey, 62% of the United States population, or 177 million people, have now listened to a podcast. That number is up from 57% from Edison’s 2021 survey.
Tom Webster presented the new Edison research Wednesday at Podcast Movement’s Evolutions.
Listening to podcasts in the car is also up. 32% of those age 18+ who have ridden in or driven a car in the last month now listen to podcasts in-car, compared to 30% last year
While the upper age demo is listening more, podcasting’s biggest challenge is amongst the young, which makes perfect sense being that so many kids are living in a Tik Tok world. Webster even pointed out, during the social media portion of his presentation, that Tik Tok is the fastest growing social media platform.
38% of the 12+ in the U.S. are monthly podcast listeners in the current study, down from 41% in the Infinite Dial 2021, but still higher than 2020 (37%) In the 35-54 demo, 43% are now monthly podcast listeners, up from 39% in 2021.
TikTok usage soared, with 36% percent of those in the U.S. age 12+ currently using the social media platform, a 57% increase over last year. Among those 12-34, 61% use TikTok, second only to Instagram (72%).
The Infinite Dial study was conducted in January 2022, telephone interviews were conducted with 1,502 respondents age 12 and older who were selected via Random Digit Dial sampling through both landline phones and mobile phones. The survey was offered in both Spanish and English. Data was weighted to national 12+ U.S. population estimates.