Americans are spending longer with podcasts

In evidence of the enduring power of storytelling, Americans are now spending almost four times longer with podcasts than they were ten years ago. According to new data released by Edison Research at SSRS, the total time spent consuming podcasts has grown by 300% in the last decade, with Americans now devoting 812 million hours each week to podcasting. This staggering figure represents a 5% increase in just twelve months, underscoring the medium's remarkable growth trajectory.

Gabriel Soto, Senior Director of Research at Edison Research at SSRS, has witnessed the evolution of podcasting firsthand. "Ten years ago, I remember having to teach college friends how to listen to stand-up comedy podcasts on their journeys to class," he recalls. Today, podcasting has become a mainstream cultural staple, with advertisers taking notice of its massive reach. The growth of podcasting has been nothing short of remarkable, with the medium now firmly entrenched in the marketing playbook.

The data from Edison Research highlights the significant opportunities for advertisers in the podcasting space. With 50% of sports podcast listeners discovering new brands through podcast ads, it's clear that the medium offers a unique chance for brands to connect with their target audience. According to Sounds Profitable's Advertising Landscape 2025, sports podcasts are particularly successful for advertisers, with listeners being 7 points more likely to discover new brands through podcast ads compared to all podcast listeners.

As podcasting continues to grow, networks like Locked On are thriving. Founded by David Locke, the network celebrates its tenth anniversary today, with 275 different shows under its belt. Locke attributes the network's success to its model and structure, which fosters individualism and allows hosts to shine. "We have a model and a structure, which I think allows to foster individualism inside of that model and allows those hosts to be great," he says. The premise of Locked On is built on relationships between listeners and hosts, creating a loyal and engaged community.

As podcasting continues to grow, there are opportunities for creators to produce high-quality content that resonates with audiences. However, there are also challenges ahead, including the need for advertisers to adapt to the evolving podcasting landscape. With the rise of AI-powered advertising tools like SpotsNow, podcast networks can now use AI to maximize their sales output. As podcasting continues to evolve, it will be interesting to see how creators, networks, and advertisers adapt to the changing landscape.

As a writer, I'm struck by the enduring power of storytelling in podcasting. From its humble beginnings as a niche medium to its current status as a mainstream cultural staple, podcasting has proven itself to be a resilient and adaptable platform for creators. As Americans continue to spend longer with podcasts, it's clear that this medium is here to stay. With its unique ability to connect listeners with hosts and brands, podcasting offers a wealth of opportunities for creators and advertisers alike. As we look to the future, it will be exciting to see how podcasting continues to evolve and grow.