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Digital audio has moved past the experimental phase into market maturity for content producers in 2026

May 8, 2026

https://www.quantummedia.com/uploads/Time_series_audio%2C_May_2026.jpg

The Infinite Dial 2026 by Edison Research, the longest-running longitudinal survey of U.S. digital media consumer behavior, released its findings for the 28th year. The time series shows how audio listening reach has grown from 6% in 1998 to an estimated 81% in 2026.  Other highlights:

  • Growth has come from the 55+ demographic reaching 70%;  while younger groups (12–34) remain at near-saturation of 88%. While media brands often obsess over Gen Z, the data shows that there is growth real opportunity for the oldies, but goodies
  • 76% of Americans (219 million) consume online audio at least weekly; this high frequency may be the beginning of customer captivity for some shows and could be the beginning of a competitive moat
  • Spotify remains the market leader in monthly usage at 36%, followed  by YouTube Music at 34%; Pandora is next highest at 21%
  • Podcasting is a dual-format medium: 57% of Americans have both listened to and watched a podcast; in other word, video is no longer optional for audio-centric content

Read the full report from Edison. #managementconsulting #mediaconsulting #customercaptivity