America’s Digital Media Consumption

The Infinite Dial 2025, the longest-running survey tracking America’s digital media consumption, reveals that podcast listening and viewing have reached unprecedented levels. This year’s survey, endorsed by industry leaders like Edison Research, Audacy, Cumulus Media, and SiriusXM Media, illustrates significant shifts in how Americans engage with digital media.

Celebrating its 27th anniversary, the survey was presented by Megan Lazovick, Vice President at Edison Research, and James Cridland, Editor of Podnews, marking yet another milestone in mapping the digital landscape.

Highlights from the Study:

• Podcasting Hits Record Numbers: An all-time high of 70% of Americans aged 12 and over have tuned into a podcast, with 55% engaging monthly. This reflects a robust growth in podcasting, now reaching an estimated 210 million people.
• Video Podcasts Gaining Traction: The integration of video in podcasts has expanded reach, particularly among male audiences. About 48% of Americans engage with both audio and video formats, with YouTube emerging as the leading platform for podcast consumption.
• Social Media and Regulation: Social media’s reach remains strong, with 86% penetration among Americans. However, public opinion is shifting towards more stringent controls, with nearly half supporting a ban on social media access for those under 16.
• Online and In-Car Audio: Online audio listenership has also hit a new high, with 79% of Americans over the age of 12 listening monthly. Digital integration continues to reshape in-car audio, with significant adoption rates for systems like Apple CarPlay and Android Auto.

Megan Lazovick commented on the evolution of podcast consumption, noting, “While audio-only content retains its unique charm, the rise of video podcasts has broadened the definition of podcasting to include visual consumption. This trend doesn’t detract from traditional podcasts but rather enhances the ways in which audiences can engage.”

James Cridland reflected on the digital audio revolution, stating, “Watching the digital audio space evolve from a niche to a mainstream platform has been fascinating. The data from this year’s Infinite Dial not only informs but also validates the strategic directions many in the industry have pursued.”

Additional Findings:

• Smart TVs are now a staple in three-quarters of American homes.
• Political affiliations appear to influence the usage rates of certain digital platforms, with slight increases reported among Republicans.

This comprehensive study provides critical insights for advertisers, content creators, and media strategists aiming to tap into evolving consumer behaviors as digital media continues to dominate the landscape. For more detailed information and to download The Infinite Dial 2025, click here.

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