What the Data Says: Listener Behavior Trends You Should Know in 2025
- Kacey Clarke
- Nov 12
- 3 min read
Podcasts are no longer a niche medium; the numbers make that clear. Between evolving formats, shifting demographics, and deeper listener loyalty, the audio landscape continues to surprise. This blog is a data-driven look at the most compelling listener trends emerging in 2025 and what they mean for creators, advertisers, and platforms.
From demographic shifts, to the rise of video formats and the expanding influence of podcast hosts, here’s a look at the hard numbers that have shaped the audio landscape in 2025.
Podcast Consumption Soars Across Demographics
Podcasting is now mainstream across age groups.
Overall, Edison estimates 773 million hours of podcast listening per week in the U.S., a 355% increase since 2015 (Edison Research).
73% of U.S. adults (12+) have listened to a podcast,
55% have done so in the past month, and
40% listen weekly.
And older listeners are joining fast: 27% of Americans aged 55+ now listen weekly, up from 19% in 2024 (Edison Research).
Key takeaway: Podcasts are no longer youth-centric; audience penetration is widening, especially among age 45+ listeners.
The Rise of Video Podcasts
Video is reshaping podcast engagement.
51% of Americans have ever watched a video podcast,
37% have done so in the past month, and
26% watch weekly.
Spotify reports that the average daily streams of video podcasts globally has increased by more than 39% year-over-year, with nearly two-thirds of U.S. listeners saying that they prefer podcasts that offer a video option.
Morning Consult adds that U.S. adults preferring video podcasts cited better focus and connection through visuals.
Key takeaway: Listeners now expect podcasts to be watchable. For creators and advertisers, having a visual offer for those that prefer it increases opportunities.
Gen Z Leads the Boom
Gen Z is redefining podcast engagement.
63% of Americans aged 13-24 listened to a podcast in the past month, which amounts to roughly 35 million Gen Z podcast consumers (SiriusXM).
Additionally, Spotify’s 2024 Fan Study found that video podcasts make up over 35% of Gen-Z podcast consumption, with 40% of all new Spotify podcast listeners starting out with a video show.
Supporting the idea that Gen-Z are leading the videocast charge, Coleman Insights’ 2025 data shows that 30% of Gen Z mostly consume podcasts through video, with 7% exclusively doing so.
Key takeaway: Gen Z prefers immersive, visual, and cross-platform experiences; they are driving the shift toward ‘podcasts as multimedia’.
Cross-Platform Influence and Advertising Reach
Podcast listeners don’t just tune in, they follow, trust, and act.
According to Acast’s 2024 Podcast Pulse study:
80% of listeners follow podcast hosts across multiple platforms.
74% say they would consider a brand promoted by their favorite hosts on social media.
84% have taken an action (purchase, search, or follow) after exposure to a podcast-first omnichannel campaign.
60% report a more favorable brand perception after hearing such ads.
Key takeaway: Podcast hosts now function as cross-platform influencers. The power of podcast advertising extends to drive results across multiple touchpoints.
Mental Engagement: Why Podcasts Hold Attention
Podcasts command a level of focus that many other audio formats struggle to achieve. Unlike background music or live radio, podcasts are typically chosen intentionally and listened to during moments of concentration; commutes, workouts, or downtime; creating a more immersive experience.
According to Edison Research, podcasts have risen to account for 19% of all ad-supported audio listening time in the U.S. That share reflects not just growing reach, but also the dedicated attention listeners give to spoken-word audio.
Listeners tend to engage deeply with hosts and stories, forming a sense of connection that keeps them tuned in longer and more consistently than other audio formats. This active, story-driven listening environment makes podcasts especially powerful for both content creators and advertisers aiming to leave a lasting impression.
Key takeaway: Podcasts hold attention through intention, intimacy, and trust, making them one of the most mentally engaging forms of modern media.
The Big Picture: Data-Driven Shifts to Watch
Older demographics are catching up fast. - Expect 55+ audiences to become a major growth engine in 2026.
Video is becoming a standard. - A hybrid audio-video strategy now matches how most people consume podcasts.
Gen Z is shaping podcast culture. - Visual, interactive, and short-form integrations will recast the podcast landscape.
Podcast hosts are the new cross-media influencers. - Ad campaigns that span audio, video, and social outperform single-channel buys.
Engagement quality beats quantity. - Listeners are not just consuming content, they’re connecting, remembering, and acting.
Closing Remarks
The data paints a clear picture: podcasting’s future is broader, more visual, and more behaviorally powerful than ever.
As listening spreads across demographics and platforms, advertisers and creators who understand these shifts, and design for them, will stay ahead of the curve.
Comments