Podcasting reaches more than half of U.S. population (new Triton study)

"Podcasting now reaches more than half the U.S. population. The 18-34 cohort leads the way in listening, with 68.7% participation. The oldest defined group (55+) owns 35% participation. Race and ethnicity are also accounted for, and see 66% Hispanic and 59% Black / African American. The gender count shows women out-listening men, 70% to 47%."

"Listening is the predominant method to consume podcasting, but consumers are leaning into video, expanding how and where they engage with shows. Most consumers are both listening and watching. YouTube is the most popular consumption platform compared to Apple and Spotify, with an increasing domination over four years."

"One slide details consumer attributes according to whether they listen (only) or watch (only) to podcasts. The broad takeaways there are age and gender: Listeners trend older and female; watchers trend oppositely. Podcast genres, when stacked into a graph against listening vs. watching, show Science shows are top of Listen Only, and Comedy get the most Watch Only."

Triton Digital's 2025 U.S. Podcast Report reveals podcasting reaches more than half the U.S. population, with listening surpassing watching, though 80% engage with both formats. The 18-34 age group leads participation at 68.7%, while women listen more than men (70% vs. 47%). Hispanic and Black/African American audiences show strong engagement at 66% and 59% respectively. Listeners trend older and female, while watchers skew younger and male. YouTube dominates as the primary consumption platform, surpassing Apple and Spotify. Genre preferences differ by consumption method: Science shows lead listen-only content, while Comedy dominates watch-only formats. New topical niches attract emerging listeners, presenting opportunities for podcasters and advertisers targeting specific brand verticals.

Read at RAIN News