An analysis by Audacy senior manager, research & insights, Deepika P Das concludes that the rise in podcasting is coming at the expense of social media scrolling and music streaming listening. Citing data from Edison Research’s Share of Ear study that notes podcast consumption
among adults has surged from just 6% of audio listening in 2015 to 23% in 2025. The two factors responsible for his are new people listening to podcasts (reach) and existing podcast consumers listening more (frequency). Das says that additional listening is replacing other behaviors. “Nearly four in 10 podcast listeners say the time they spend with podcasts is replacing time spent scrolling social media. Another 34% say it’s replacing time spent listening to streaming music.” Das cites data indicating that “U.S. adults spend an average of 103 minutes per day listening to podcasts, outpacing TikTok (77 minutes), Facebook (69 minutes), and Instagram (65 minutes); and “Podcast listening surpassed streaming music in 2023, and now commands an 11 point share advantage in daily digital ad-supported audio listening.” See the Audacy report here.
