Americans have listened to podcasts 45% more in the past five years and more than doubled in the past decade.

The Infinite Dial report by Edison Research, the Nielsen Scarborough Podcast Buying Power report, and the Nielsen Podcast Brand Impact norms database were used to create the report.

All age groups have seen an increase in podcast consumption while in transit, which has emerged as the prefered setting for both the 18-34 and 35-49 age groups.

And the advertisements they hear while taking the bus or commuting to work are effective. Averaging across 7 industries, podcast ads generated 71% of assisted recall and 50% of unaided recall of brands from ads.

When it comes to how much time they spend each week listening to podcasts, listeners have changed their habits. Lighter (shorter) listening time as a percentage of total time decreased across all views, while heavier (longer) listening time increased.

As podcasting popularity grows, co-listening is increasing. Specifically, teenage children (aged 13-17) listening with their parents is happening most often during weekday mornings and on the weekends.

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What kind of podcast do you prefer to listen to?

Jaime’s answer to Tell us you have a podcast without actually mentioning it to us: “Listening to voices and stories that will provoke thought and hold your attention without the use of a screen.”

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