7 Takeaways and Opportunities from the Infinite Dial Report

Digital media has long been on the rise, cementing its place as a mainstream medium. This fact is annually showcased by The Infinite Dial, the longest-running survey of digital media consumer behavior in America. In January 2025, Edison Research conducted a national telephone and online survey of over 5K people ages 12 and older.

So, what does the rise of audio and this fresh infusion of new data mean for advertisers? Let’s get into the takeaways and opportunities for brands.

Your Guide to the 2025 Infinite Dial Report

The results confirmed what we’ve been saying for years: Digital audio isn’t just here to stay—it’s a must-have for brands to connect with consumers. Just take a look at some of the stand-out facts from this year’s report.  

1. Nearly 8 in 10 Americans Listen to Digital Audio

Like we said at the top, digital audio is getting more popular with each passing year. The medium, which pulls approximately 228M listeners, saw a +4% year-over-year increase in monthly listeners, reaching 79% of Americans ages 12 and up​.

Opportunity: This upward trend points to ample opportunities for brands to connect with growing audiences. And with consumers taking audio with them throughout the day, advertisers can reach them in more places and at pivotal moments (like when they’re working, cleaning, running errands, and more).

2. Digital Audio Listening Is Growing Across Age Groups

Digital audio consumption is rising in popularity across generations. But it’s not just the younger audiences tuning in, listeners ages 55+ saw a +11pts increase in just the last year. But this rise in listening isn’t limited to baby boomers and Gen X. Consumers of all ages are flocking to digital audio—especially younger listeners with 90% monthly reach for listeners ages 12-34.

Opportunity: Audio offers significant exposure to listeners across varying age groups, making it a cross-generation play for advertisers. And with the audience targeting options the medium provides, advertisers can reach different age groups with custom messages that are more likely to resonate.

3. Diverse Listeners Are Outpacing General Audiences

Digital audio listening is booming in diverse demographics, with 84% of African Americans and 84% of Hispanic Americans having listened in the past month. Of the two, Hispanic Americans tend to spend more time with online audio, with +12% more time spent compared to the overall population.

Opportunity: Diverse communities want to see themselves represented more in media. As the US population continues to become more diverse, digital audio is a channel advertisers can tune into to align with the creators and content Black and Latino audiences love.

4. Smart Speakers Keep Digital Audio Listeners Connected

Smart speakers are a central part of online audio listeners’ lives, with 35% of Americans owning a smart speaker and a +29% growth in ownership since 2020. And for today’s listener, smart speakers fit right into their at-home routine: 101M Americans ages 12 and up own a smart speaker and 22% listen through them monthly.

Opportunity: The rise of this tech is also driving a surge in co-listening activity, which means your ads are likely to reach a wider audience. And with contextual targeting options like mood and activity targeting, brands reach a wider audience with messages that align to what they’re doing and who they’re feeling.

5. 55% of Americans Listen to Digital Audio in the Car

Whether they’re heading to work or the gym, one thing is certain: Listeners are turning to audio in their cars. And SiriusXM and podcasts play a key role in that experience. Nearly 24% of drivers or passengers listened to SiriusXM in the car in the last month, while 31% of drivers or passengers listened to a podcast. 

Opportunity: As audiences continue to move away from AM/FM radio, brands should consider doing the same. And with digital audio, advertisers can access better targeting and measurement solutions for more effective campaigns.

6. Over Two in Three Americans Are Monthly Podcast Listeners

Monthly podcast listening continues to grow: 55% of the US population ages 12 and up (or 158M) are tuning in to their favorite shows and hosts each month. This is a +18% year-over-year growth, a 49% increase from five years ago, and 3.2x more listenership than 10 years ago. Women, in particular, played a huge role in fueling this listenership growth, with a +16% increase from 2022. Men also saw a jump in listenership, boosting +9% since last year. 

Opportunity: Podcasts are not only increasing in popularity, they’re also providing an intimate, authentic experience for listeners. And advertisers can benefit from a halo effect for their brands. Interested in learning more about the power of podcasting? 

7. Pandora Reaches the Top in Brand Awareness

With an impressive 84% in awareness among Americans ages 12 and up, Pandora continues to lead in awareness among digital audio brands. Cementing itself as one of the key household names of online audio, Pandora trumps Apple Music’s awareness by 7% and iHeart Radio by 8%.

With online streams of radio and pure plays now considered mainstream channels, and weekly streaming audio hitting all-time highs, it’s evident that digital audio will only continue to grow and become increasingly more prevalent in the lives of all American demographics. 

Opportunity: Digital audio is a massive part of Americans’ daily lives. And SiriusXM Media is #1 in ad-supported audio, making it the perfect place for your next campaign.

Interested in getting started? Let’s talk.

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