The battle for America’s ears has entered a decisive new chapter.
Fresh data from Edison Research reveals that podcasts are now virtually tied with traditional AM/FM radio in total spoken-word listening time — a dramatic transformation that signals a generational and technological shift in how audiences consume news, sports, commentary, and personality-driven shows.
What began as a niche, on-demand experiment a decade ago has evolved into a dominant audio force. Today, podcasts command four out of every ten minutes spent listening to spoken-word content in the United States — nearly equal to broadcast radio’s share.
The numbers tell a powerful story. The cultural implications tell an even bigger one.
Americans are listening to more spoken-word content than ever before.
According to Edison Research, spoken-word audio consumption has increased by 28% between 2017 and 2025. This growth reflects a broader transformation in media habits following the pandemic, when audiences gravitated toward news updates, sports analysis, cultural commentary, and personality-led discussion formats.
This is not incremental growth. It’s structural change.
Spoken-word content now makes up one-quarter of all daily audio listening time — a staggering share in an industry long dominated by music.
To understand this transformation, we need to rewind to 2015.
That year, the breakout success of Serial introduced millions of Americans to on-demand storytelling. The investigative crime series became a cultural phenomenon, effectively waking the mainstream audience to podcasting’s power.
Back then, podcasts accounted for just 10% of spoken-word listening time among Americans aged 13 and older.
Fast forward to the end of 2024:
In less than a decade, podcasting has quadrupled its share of spoken-word consumption.
The message is unmistakable: on-demand audio is no longer an alternative — it’s a primary medium.
There are only 24 hours in a day.
As podcast listening increases, something else must give. For traditional AM/FM radio — especially talk radio — that “something” has been share of time spent.
Radio still commands massive reach. But its portion of spoken-word listening has steadily declined as audiences shift toward personalized, mobile, on-demand experiences.
Unlike traditional radio, podcasts allow listeners to:
Radio remains powerful in live news, commuting, and local markets. But podcasts have captured cultural momentum.
Few industry observers have tracked this shift as closely as Steve Goldstein, CEO of Amplifi Media.
For years, Goldstein has argued that podcasting represents the evolution of talk radio. The latest data reinforces his position.
“Podcasting is the new talk radio.”
That statement once sounded aspirational. Today, it sounds factual.
Goldstein suggests that in key advertiser demographics — particularly ages 18–34 and 25–54 — podcasts likely already surpass traditional talk radio.
This matters enormously for brands.
One of the most significant drivers behind the shift is audience age.
Traditional talk radio, much like cable news, has seen its median audience age rise over time. Meanwhile, podcasting has cultivated younger, digitally native creators and audiences.
Podcasting’s growth is not just about format — it’s about generational identity.
Younger listeners want authenticity, long-form depth, cultural relevance, and creator-driven storytelling. Podcasts deliver that in a way legacy radio often struggles to replicate.
As traditional broadcasters attempt to compete, many have adopted a straightforward strategy: convert existing radio talk shows into podcast formats.
But Goldstein warns that this approach has limits.
Simply repackaging terrestrial radio content does not automatically attract younger audiences.
While some radio programs successfully expand their reach via podcast distribution, success requires more than uploading archives.
It demands:
Much of podcasting’s growth stems from personality-driven shows.
Unlike traditional broadcast radio, which often emphasizes station branding, podcasting elevates individual hosts into powerful personal brands.
Many of today’s podcast stars:
Increasingly, podcast creators are scaling their content into video ecosystems like YouTube and premium streaming platforms such as Netflix.
Podcasting is no longer audio-only. It’s an omnichannel ecosystem.
The pandemic fundamentally altered content consumption patterns.
During lockdowns:
Even after life normalized, the listening habits remained.
Audiences discovered podcasts during extended time at home — and many never returned exclusively to traditional radio.
On-demand flexibility became permanent.
Where audiences go, advertising dollars follow.
Podcasting’s appeal to key demographics makes it increasingly attractive for brands seeking:
Unlike traditional broadcast advertising, podcast ads often feel conversational and integrated into the content itself — boosting effectiveness.
If podcast listening continues to outpace radio in younger demographics, the advertising realignment could accelerate.
It’s important to clarify: radio is not disappearing.
Broadcast radio still:
However, its dominance in spoken-word share is no longer secure.
Instead of a collapse, what we’re seeing is equilibrium — a balance between legacy and digital formats.
The audio industry in 2025 is not a zero-sum game.
Spoken-word growth suggests consumers are expanding their audio diets rather than merely swapping one format for another.
The ecosystem now includes:
The fight is not just for time — it’s for cultural relevance.
If current trends continue, podcasts may soon overtake radio outright in spoken-word share.
Critical factors to watch:
The next decade could bring further fragmentation — or consolidation around powerful podcast networks.
One thing is certain: the definition of “radio” has changed forever.
For broadcasters and digital publishers alike, the message is clear:
The companies that treat podcasting as a side project risk falling behind.
The companies that treat it as the future of talk will define the next era of audio.
Ten years ago, podcasting was considered experimental. Today, it stands shoulder-to-shoulder with broadcast radio in spoken-word listening time. The transformation is not merely technological — it’s cultural. Audio storytelling has entered its streaming age. And as the data from Edison Research confirms, podcasting is no longer emerging. It has arrived.
