Listening to podcasts and streaming music are rapidly growing in popularity among US consumers. This new trend has attracted advertisers to find ways to monetize people’s interest in digital audio formats. Since the US population is spending more time using Spotify and Pandora, brands are starting to put their ad dollars in streaming audio. In terms of listening to podcasts, although the listeners comprise just shy of 27% of the US internet population, this part of the population is growing the fastest. As of 2019, 51% of Americans ages 12 or older have ever listened to a podcast, according to Edison Research and Triton Digital survey data. Moreover, it is predicted that more than 30% of the US listeners will access radio content via a smart speaker.
