Podcasting Grows Up: Edison Q3 2025 Report Shows Older Listeners Driving Massive Audience Shift

For years, the podcasting industry was powered by youth. The stereotype was clear: podcast creators were young, the listeners were young, and the entire format was shaped by digital-native behaviour. But the newest Edison Research Share of Ear Q3 2025 data paints a dramatically different picture — one that marks the beginning of a profound generational shift in who listens to podcasts and how the audio advertising landscape is evolving.

Podcasting has, quite simply, grown up.

In one of the most striking transformations ever documented in the audio sector, podcast listenership is expanding fastest among 35–64-year-olds, with especially sharp gains among 45–54 and 55–64 demographics. What was once a youth-dominated space has now become a cross-generational mainstream audio powerhouse, reshaping how advertisers, creators, and platforms think about digital audio engagement.

The numbers tell a story that’s difficult to ignore — and even harder to resist.
This is no longer the niche format it once was. Podcasting, it seems, has entered its mature era.

Older adult wearing headphones and listening to a podcast, representing shifting podcast demographics in 2025

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The Big Shift: Older Adults Now Driving Podcast Growth

When Edison Research compared 2025’s daily podcast usage to its 2017 baseline, the transformation was unmistakable. Back in 2017, daily listeners were overwhelmingly 18–24-year-olds, representing the youth-led birth of modern podcast culture. Fast-forward to 2025, and the center of gravity has shifted dramatically.

So who’s listening today?

These age groups now form the core of the daily podcast audience.
And according to industry experts, this rebalancing isn’t just a trend — it’s a redefinition of the medium.

“The biggest change in daily podcast usage has come from the older demos,” explains Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One.
“As those older audiences have walked into podcasts, the median age has soared dramatically.”

And soared it has. Podcasting’s median age:

A decade of demographic aging in just eight years.

Why Are Older Audiences Embracing Podcasts Now?

The rise in older listenership is not random. It’s the result of several converging behavioural and technological trends:

1. Smartphones and smart speakers are now universal

Older consumers who once lagged behind in mobile and digital adoption now engage with smart devices daily, making it easier than ever to access on-demand audio.

2. Audio familiarity from radio

Generations that grew up on AM/FM radio already had the habit of listening to spoken-word audio — podcasts simply modernized the experience.

3. A shift in content

Podcast genres have expanded far beyond comedy and pop culture:

These are topics traditionally favoured by adults 35+.

4. The rise of long-form storytelling

Older listeners prefer:

Exactly the type of content that now dominates top podcast charts.

5. Advertisers finally investing in older demos

As brands chase older consumers with strong purchasing power, podcasting emerges as an ideal channel — creating a reinforcing loop.

Podcasting Enters Mass-Market Territory

For years, the industry knew podcasting had momentum — but many underestimated its potential to reach truly mass-market scale. Now, it’s officially there.

Bouvard puts it clearly:

“This is an ad format that started among the very young and is now becoming a real mass appeal demographic.”

What makes this milestone remarkable is that podcasting didn’t expand by losing its younger audience. Instead:

This dual growth is rare in media, where gains in one demographic often come at the expense of another. Podcasting is now one of the few formats where nearly every age group is increasing consumption simultaneously.

But Even With Aging, Podcasting Is Still Young — Very Young

Despite the older demographic surge, podcasting remains one of the youngest media platforms available.

Compared to other formats:

This puts podcasting in a unique position:

Podcasting’s Rising Share of Audio: The Battle for Ears

While the demographic shift is fascinating, the real battleground for the future lies in audio market share.

Edison’s latest data shows:

This means podcasts have now:

Yet radio remains the giant — especially in environments where audio dominates, such as the car.

In the Car: Podcasts Are Growing, But Radio Still Rules

Podcast listening in the car has nudged upward:

But compare that with:

The car has long been radio’s kingdom — and it remains so.

“When it comes to the car, AM/FM radio remains the queen of the road.”
— Pierre Bouvard

Even with advanced dashboards, wireless connectivity, and streaming integration, most drivers still rely on radio for:

Podcasts, however, are steadily gaining a foothold — especially during longer commutes and road trips.

Why Advertisers Are Getting Podcast Strategy Wrong

Despite the industry’s evolution, there remains what Bouvard calls a “massive disconnect.”

A survey from Advertiser Perceptions among 300 media agencies and marketers revealed:

This misunderstanding leads to sub-optimal media buys.

Example:

Another problem:

Even worse:

Bouvard’s message is blunt:

What This Means for the Future of Audio Advertising

Podcasting’s demographic expansion means:

But radio remains essential for:

The takeaway?
Advertisers who ignore either platform risk major gaps.

Why Older Listeners Matter More Than Ever

The influx of older listeners is a game-changer, because this demographic has:

Their presence:

Podcasting is no longer a “startup” medium.
It’s an established, maturing, and diversifying audio ecosystem.

The Bottom Line: Podcasting Has Entered a New Era

The Edison Q3 2025 Share of Ear report makes one thing abundantly clear:

Podcasting is now a mainstream, multi-generational medium — and it’s only getting bigger.

The medium’s evolution is not just about numbers; it’s about narrative:

Podcasting has not only grown up — it has taken its place alongside radio, television, and streaming as a core part of the modern media diet.

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