Podcasts now represent almost 10 percent of audio listening among millennials, with podcasts replacing online video as a daytime escape.
Audio listening in the U.S. is at an all-time high, driven by millennials and Gen Z music fans, who listen to more content than all others -- more types, more often and from more sources.
The study also reflects a growth in podcast listening, similarly led -- surprise, surprise -- by younger generations. Recently, the Edison Infinite Dial 2019 study reported that podcast listening is up 48 percent among Americans aged 12-24 compared to two years ago. And according to the iHeartMedia study, podcasts now represent almost 10 percent of audio listening among millennials, with podcasts replacing online video as a daytime escape.
"Contrary to some misperceptions," he continues, "it shows we are living in an audio-first world by drilling down a more granular overview of audio listenership and showing what a day-in-the-life of the average listener is like when it comes to media consumption.” Most people get their audio fix on-the-go, with 65 percent of listening done outside the home and most often in the car -- where radio accounts for 65 percent of in-vehicle audio listening.
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