US study: Podcast reach among young people equals television

The latest Infinite Dial study from Edison Research shows that podcasts now have as wide a reach as television among American youth aged 18-34. In addition, women’s podcast listening habits have reached a record high, with monthly listeners among women increasing by 15% from 39% in 2023 to 45% in 2024.

The research shows a significant shift in media use, with a weekly podcast reach of 48% within this age group, comparable to the 50% of television. The results show that podcasting should no longer be seen as a niche medium but now deserves an important role within media planning. With 135 million Americans, or 47% of those ages 12 and older, reached monthly by podcasts, and with monthly reach numbers in the low 60% range among key demographics such as 18-49 and 25-54. According to the research, brands should shift their advertising budgets more towards the podcast medium. Brands targeting women in particular should give podcasts a prominent place in their media plans, given the explosive growth and high levels of engagement within this target group.