Edison Research Reports Q3 Top 50 Podcasts
Nothing changes at the top of the Edison Research Top 50 Podcasts chart for the third quarter of 2024 –
“The Joe Rogan Experience,” “Crime Junkie,” and “The Daily” remain in the top three spots, respectively. This chart is based on total audience reach for weekly podcast listeners 13+ in the U.S. Other news/talk podcasts of note on this quarter’s chart include: “The Dan Bongino Show” at #17; “The Tucker Carlson Show” at #20; “The Ben Shapiro Show” at #22; “The Ramsey Show” at #30; and “The Megyn Kelly Show” at #50. See the complete ranker here.
Joe Rogan Tops Podcast Ranking in the U.K. Podcaster and media personality Joe Rogan’s popularity is strong on both sides of the Atlantic. This is according to Edison Research in releasing the Top 25 Podcasts in the UK based on reach for Q2 2024 among weekly podcast listeners age 15+. Remaining in the same rank order in the top three are “The Joe Rogan Experience,” “The Diary of a CEO with Steven Bartlett,” and “Sh**ged Married Annoyed.” To see the entire list, please 
Rob Parker’s “Sports Rap Radio” in Detroit Discontinues Broadcasting. According to reports in Barrett Media and Awful Announcing, less than 90 days after launching the country’s first all-Black sports radio station, Rob Parker’s “Sports Rap Radio” is no longer on the air. The groundbreaking format debuted on June 4 on WXYT AM 1270 which FOX Sports Radio host Parker and a group of backers leased from Audacy. On August 27 at 5:00 pm ET, Sports Rap Radio programming was removed from WXYT, with Parker explaining the station’s second round of funding didn’t come through. “Sports Rap Radio, the idea and concept, is viable and serves the underrepresented Black community in sports-talk radio,” Parker said. “I’m proud that we were able to launch the first all-Black sports talk station in this country. I’m proud of the product the staff delivered. But I’m devastated that I couldn’t deliver this for our culture. I failed my people.” Parker had been working on the concept since 2020 taking note of there being no Black full-time sports radio hosts in Detroit. According to the reports, it’s not just Detroit – minority hosts have long been underrepresented by sports radio stations around the country. Only 10-14 percent of the on-air talent on nearly 800 sports radio stations around the country were Black or Hispanic as recently as 2020. Audacy has flipped WXYT back to its BetQL Network.
5,206 weekly podcast consumers age 13 and older in the U.S.) and the top three remain unchanged from the Q1 2024 data: 1) “The Joe Rogan Experience”; 2) audiochuck’s “Crime Junkie”; and The New York Times’ “The Daily.” Other moves of note include Ramsey Network’s “The Ramsey Show” up one spot to #15; The DailyWire’s “The Ben Shapiro Show” sliding three places to #16; and “The Tucker Carlson Podcast” dropping from #24 to #33. 
including radio over-the-air and radio streams. The next highest portion, 18%, was spent with owned music such as CDs and downloaded audio files, and 11% of their daily audio time went to streaming. Today, we see the increase in listening from linear sources to more on-demand audio sources such as YouTube for music or music videos (not the YouTube Music streaming service), and podcasts. Americans age 13+ now spend an average of 18% of their audio day listening to streaming music from sources such as Amazon Music, Apple Music, Pandora, and Spotify, 14% listening to YouTube for music, and 10% listening to podcasts. AM/FM radio still takes the largest portion of the audio day on a 13+ basis with 36%, driven heavily by in-car listening.” Edison director of research Laura Ivey adds, “A decade ago Share of Ear was created to answer the question, ‘What do Americans listen to?’ Today we can understand the listening patterns of Americans and see how audio sources have emerged to vie for our daily listening time. There are surely audio developments that we can’t even imagine that will impact our daily audio time over the next 10 years.” 
audio content in the last week; 37% of female sports audio listeners spent 5+ hours listening to sports audio in the last week; 2) Female sports audio listeners are more likely than male sports listeners to listen to sports audio with others: 80% of female sports audio listeners ever listen to sports audio with other people compared to 73% of male sports audio listeners; 3) Female sports audio listeners are turning to podcasts to seek new perspectives: 59% of female sports audio listeners and 67% of female sports podcast listeners say yes that they consume sports audio to hear unique perspectives on sports topics not covered in other media; and 4) There is an opportunity with female sports audio listeners as they lack a wide variety of content: 35% of female sports audio listeners agree that there aren’t enough sports audio programs that give different perspectives; 34% agree that there aren’t enough audio programs that cover the sports they like/follow.
43% of spoken word listening, and podcasts 36%. Keep in mind that for Edison’s purposes spoken word content includes news, sports talk and play-by-play, audiobooks, talk shows, and “personalities.” Edison states, “Podcasting’s share of spoken word will almost surely surpass that of AM/FM within a few more years. There is one more thing to note – the advantage for AM/FM is coming entirely from those age 65 and older. Among those ages 13-64, podcasting has already passed AM/FM listening by, 41% to 39%. Meanwhile, among the oldest Americans age 65+, AM/FM radio continues to dominate, with a 66%-13% advantage. Curiously, that 66%-13% difference among the oldest Americans is the exact same difference we recorded for all Americans 13+ in 2017.”
watching video podcasts. Sixty-two percent of weekly podcast listeners 13+ have enjoyed video podcasts passively, with the video content playing in the background while listening to the audio. Meanwhile, the data reveals a compelling point – 72% of weekly podcast listeners 13+ have enjoyed video podcasts actively, meaning they have watched video as they listen to the podcast. Edison says, “Podcasts with video elements also allow creators to repurpose content into short, engaging clips tailor-made for social media platforms – think YouTube shorts, TikTok, or reels on Instagram or Facebook. This strategy can work to enhance a show’s digital presence, while amplifying the reach and engagement of podcasts overall.”
podcasts in the United Kingdom, but UK podcast listeners love Joe Rogan as his “Joe Rogan Experience” show is #1 for the survey period there as well as in the U.S. The only other U.S.-produced podcast making the top 25 for Q1 of this year in the UK was The New York Times’ “The Daily,” finishing #22.
reach. “Republicans listen to more AM/FM radio than other groups, with an index of 109 (or 9% more listening than average). The ad-supported spoken-word channels on SiriusXM are a particularly efficient place to find Republicans, with an index of 146. Meanwhile, podcasts stand out as the more efficient platform for reaching Democrats, indexing at 121. And what about those elusive Independents, who often tip an election? Both streaming music, and in particular music videos on YouTube, over-deliver for these potential voters, with indexes of 103 and 123 respectively.” Edison adds, “Regardless of the party that buyers are trying to reach with political ads, audio stands out as a superior pathway to reaching voters. Audio provides enormous audiences and often a far less cluttered political environment than other ad channels.”
What happened to us? Unless we move quickly, the radio business stands to lose the final frontier: in-car listening.
Comedy is the top genre among weekly podcast listeners age 13+. Edison says 19 genres have been identified as having at least one percent reach among weekly podcast listeners aged 13 and older in Q1 2024. Edison defines a podcast’s genre using its primary genre in Apple Podcasts. Society & Culture (#2) moved ahead of News (#3) while True Crime followed at #4 and Sports came in at #5. 
Because you can? Because you aren’t doing AM/FM radio? Because you are on radio, but can’t-do-there what you can-do podcasting? Because you are making money podcasting?
says that key points for advertisers to know about podcast listeners include: 1) More people than ever are listening to podcasts: 67% of the 12+ population has ever listened to a podcast; 47% of the 12+ population are monthly podcast listeners and 34% are weekly listeners; 2) Listeners are spending more time than ever with podcasts: In 2014, out of the daily time spent listening to all audio by those age 13+, 2% was spent with podcasts. In 2024, that number more than quadrupled and podcasts now account for 11% of daily time with audio. Twenty-three percent of weekly podcast listeners spend 10 hours or more listening to the medium each week; and 3) Podcasts reach all generations: 29% of kids age 6-12, 59% of those age 12-34, 55% of those age 35-54, and 27% of those age 55+ are monthly podcast listeners. 
top of these trends when developing cross-channel media strategies. That’s why we created The Record – a quarterly look at how U.S. audiences spend their time with audio. An important tool 
for advertisers, artists, broadcasters, and podcasters alike, The Record offers a unique view of time spent with ad-supported content. The total use of audio is significant – Americans spend more than four hours with audio every day – and it’s important to view it from multiple lenses. Consumers give nearly 70% of their daily ad-supported audio time to radio, 20% to podcasts and the rest to streaming audio (music services) or satellite radio (select channels). Data from the first quarter of 2024 indicates that (for over-the-air and streaming combined), by format news/talk was tops with the 35+ demographic with a 12.3 share of total audience and was also first in persons 18+ with a 10.8 share of total audience. 
Podcasting deserves a larger role in media plans as opposed to “test and learn” experimental buys. 135 million Americans, 47% of persons 12+, are reached monthly. Among demographics such as persons 18-34, 18-49, and 25-54, monthly reach is in the low 60% range; 2) It is feasible to consider shifting TV budgets to podcasting given that podcast 18-34 reach performance is as big as TV; 3) The ratio of monthly audiences who also listen weekly is an excellent measure of podcast habituation. At present, 71% of the monthly female podcast audience also listen weekly. This is the strongest female podcast habituation in the last decade; and 4) Currently, podcasts only represent 1% of total national ad spend, per Guideline’s Standard Media Index reporting. At the dawn of cable TV, legendary BBDO media chief Arnie Semsky created the “5% solution,” which stipulated that brands devote 5% of media budgets to cable. 5% is enough of allocation to generate meaningful impact. Semsky was prescient. His brands hugely benefited from taking an early, bold, and strong position in a growing new medium, a lesson for the marketers of today when it comes to podcasts. 
consumer behavior and technology adoption across smart platforms. Marketers and media buyers turn to these insights for important media trends in key channels such as radio, streaming audio, podcasts, social media, and more. Audacy will host a webinar on April 3 with head of research & insights Idil Cakim and Edison Research president Larry Rosin, who will share key trends from The Infinite Dial 2024, including: Media consumption and device adoption, in-car listening habits, podcast trends among key demographic groups, and observations and advertiser insights. 
population has listened to a podcast in the last month, up 12% year over year; 34% of the U.S. 12+ population has listened to a podcast in the last week, up 10% year over year. Despite changes in how downloads are being delivered and counted, listening levels are up markedly; 2) Growth in podcast reach is driven by large increases among the number of female listeners: 45% of women in the U.S. age 12+ have listened to a podcast in the last month, up from 39% in 2023, an increase of 15%; 32% of women in the U.S. age 12+ have listened to a podcast in the last week, up from 27% in 2023, an increase of 19%; 3) Online audio listening hits the highest mark ever: 76% of those in the U.S. age 12+ have listened to online audio in the last month, an estimated 218 million people, 90% of those age 12-34 and 85% of those age 35-54 have listened to online audio in the last month; 4) 70% of those age 18+ who have driven or ridden in a car in the last month currently ever listen to radio as an audio source in their primary car; 55% listen to online audio and 32% listen to podcasts; and 5) 60% of those age 12+ have a traditional AM/FM radio set in their home. 
with Michael Barbaro and Sabrina Tavernise (#4), “Call Her Daddy” with Alex Cooper (#5), “Morbid” with Alaina Urquhart and Ash Kelley (#7), and “My Favorite Murder” with Karen Kilgariff and Georgia Hardstark (#8). And Dateline NBC’s (#3) 20-year veteran Andrea Canning is part of the team of correspondents on the true crime pod.” However, women to listen to male-hosted shows as the study reveals “The Joe Rogan Experience” was #2 on the most recent chart. “New Heights with Jason and Travis Kelce” was #6 on the chart and was lifted to this “new height” by the obvious Taylor Swift connection.
dramatically understate AM/FM radio’s shares; 2) AM/FM radio represents the dominant ad-supported audio platform with a 68% overall share and a massive 86% in-car share; 3) In a typical day in America, 95% of Americans never listen to ad-supported Spotify. 94% never listen to ad-supported Pandora; 4) Podcasts’ audience soars. At a 20% share of ad-supported audio, podcasts now represent one out of every five minutes of U.S. ad-supported audio; 5) Among registered voters, AM/FM radio leads in ad-supported audience share (68%) followed by podcasts (21%); 6) After a pandemic lull, the proportion of AM/FM radio listening occurring in-car roars back; and 7) Powered by podcasts, spoken word is on a tear: 40% of all time with ad-supported audio goes to spoken word, up from 27% pre-pandemic. 
Twitter. In the 2024 Infinite Dial, 19% of the total population in the U.S. are using X – a 30% drop. Edison says, “While The Infinite Dial has recorded many incremental changes over its long history, a 30% change in any metric year-over-year is incredibly rare and noteworthy, acknowledging that in 2022 and 2023 the survey referred to the service as ‘Twitter’ and in 2024 it referred to the service as ‘X (formerly known as Twitter).’ Keep in mind this is not a measure of subscribers or Twitter/X accounts, but a measure of people who say they are ‘currently ever’ using the service. In addition to this overall usage drop, Twitter/X saw declines in monthly and weekly usage.” 
those living in suburban or urban areas. Rural listeners spend 43% of their daily audio listening time with AM/FM radio and radio streams, compared with urban listeners who spend 34% of their time with AM/FM radio and radio streams. Meanwhile, Urban listeners spend over twice as much of their daily audio time with podcasts as rural listeners. Urban listeners spend 13% of their daily audio time with podcasts compared with rural listeners who spend 6% of their daily time with podcasts.” Interestingly, if you combine the AM/FM listening and podcast listening numbers for Urban, Suburban and Rural listeners, these numbers are essentially the same – between 47% and 49%. Edison notes, “It appears that the ‘time budget’ for radio and podcasting combined is consistent across locations; it is just the apportionment of that time that varies.”
listened in the past week. The list shows the Top 10 Podcasts in the U.S. based on the number of Black weekly podcast listeners for Q4 2023. “The 
spot. But the big story is the rise of WSE Originals’ “New Heights with Jason and Travis Kelce” shooting from #67 in the Q3 2023 report to #6 in the Q4 chart. (The show was not in the top 100 in the Q2 2023 survey.) Edison says the show starring Taylor Swift’s boyfriend Travis Kelce “gained four and a half times the number of listeners and saw a change in composition to 50% female listeners.” Other noteworthy moves from radio-related podcasts include The DailyWire’s “The Ben Shapiro Show” rising from #17 in Q3 to #9 in Q4 and Cumulus Podcasts Network’s “The Dan Bongino Show” climbing from #29 in Q3 to #26 in Q4. Edison’s Q4 2023 ranker was conducted from October 9, 2023 to December 23, 2023, and is based on surveys of 5,356 weekly podcast listeners age 13+.