US online audio listening grew in 2021 reaching 209 million people according to the Infinite Dial 2022. The Infinite Dial is produced by Edison Research sponsored by Wondery and ART19 and is America’s longest-running survey of digital media consumer behaviour in the US, published annually since 1998. It provides survey data on a number of important media channels, including streaming audio, podcasting, and social media from a representative sample of the US population aged 12 and over.
Online audio consumption in the US showed significant gains year-over-year whereas the number of monthly podcast listeners declined slightly year on year as the US population returns to pre-pandemic routines.
73% of the US 12+ population (an estimated 209 million people) have listened to online audio in the last month, up from 68% in 2021. This jump was primarily driven by listeners age 35+, as the number of those age 35+ who listen to online audio monthly increased by 13% year over year. Weekly online audio listening also rose to 67% of the US 12+ population, up from 62% in 2021.
Podcasting’s reach is wider than ever, but listening behaviours have shifted a bit as Americans return to pre-pandemic routines.
- 62% of in the US 12+ (an estimated 177 million people) have ever listened to a podcast, up from 57% last year
- In-car podcast listening also showed growth: 32% of those age 18+ who have ridden in or driven a car in the last month now listen to podcasts in-car, compared to 30% last year
- 38% of those surveyed are monthly podcast listeners in the current study, down from 41% in the Infinite Dial 2021, but still higher than 2020 (37%)
- Monthly podcast listening saw growth year-over-year among those age 35-54, as 43% are now monthly podcast listeners, up from 39% in 2021.
Other highlights from the study
- TikTok usage has soared, with 36% of those surveyed currently using the social media service. This is a 57% increase over last year, placing it third for overall social media reach behind Instagram (46%) and Facebook (63%). Among those age 12-34, 61% use TikTok, second only to Instagram (72%). Among those age 35-54, TikTok now surpasses Pinterest, Twitter, Snapchat, and LinkedIn with 34% of those in the US age 35-54 using TikTok.
- 35% of those in the US 12+, an estimated 100 million people, now own a smart speaker. Amazon remains the dominant brand as 23% of Americans own an Amazon Alexa, 11% own a Google Nest, and 2% own an Apple HomePod, (consumers may own multiple brands)
- Audio-based social media platforms are beginning to become more well-known, with 12% of those in the US age 12+ aware of Twitter Spaces, 10% aware of Clubhouse, and 9% aware of Greenroom
- Audiobook listening stayed flat as 45% of those age 12+ in the US have ever listened to an audiobook
- 39% of Americans 12+ have no radios in their household, and 57% of those age 12-34 have no radios in their household, a sharp contrast with 14 years ago when 4% of the US 12+ population had no radio
- 73% of those in the US age 18+ who have ridden in or driven a car in the last month use AM/FM radio as an audio source in-car, far outpacing the next-closest audio source, owned digital music (used by 53%)
The full report (70pp) is available free to down here.
