A recent edition of Inside Radio reported on a report from Edison Research regarding the increasing popularity of podcasts. The article noted:
"Edison Research's 2024 Infinite Dial study shines a spotlight on podcasts, which have shown significant growth over the past seven years, especially among adults 18-34 and 18-49.
The medium's weekly 48% and 46% reach of those respective demographics are now right in the ballpark of live and time-shifted TV, which reaches 50% and 58% according to Nielsen Comparable Metrics for Q3 2024. It should be noted that AM/FM radio tops both, with 77% and 81% reach, respectively."
You can see the complete analysis in Inside Radio here.