Audio audiences in 2025 and into the future
Last updated 14.06.25
I am currently in the 18-34 age bracket for which many podcast demographics are categorised into. In 25 years I’ll just have made it into the 55+ age bracket, and the media landscape will be more different than ever.
With developments in AI and constant evolution of technology and devices, it’s impossible to predict exactly what that media landscape will look like. TVs in our glasses that project sound straight into our brains..?
One thing is for certain though. Podcasts will be mainstream media and the majority of Western populations will consume them digitally.
But this shift is likely to happen a lot sooner than 25 years.
Almost half (49%) of people 55+ ‘don’t hear about new podcasts’, vs only 13% of 18-34s. In 25 years when I am in that 55+ bracket that 13% will be reduced closer to 0%, where people of all ages hear about podcasts all the time.
As children now grow up with iPads, smart phones & Smart TVs, why on earth would they ever watch broadcast television? Why would they go out of their way to buy a broadcast radio, or even know what a radio is?
In this article I’ll summarise why all brands that want to invest in audio, better get their plan in place now before it’s fully digital, because change is coming fast.
All audio consumption will be digital
Soon all audio listening will be digital, with Smart Speakers and DAB replacing traditional radio sets and FM/AM tuners in cars. See below how dramatically this has changed in only a few years.
Radio is now consumed through smart speakers by older people, music streaming is consumed through smart speakers by younger people.
Then there’s in-car audio consumption. Younger audiences are tech savvy enough to link their mobile to their car and play their favourite Spotify playlist or podcast. Why on earth would they listen to shows or music they aren’t interested in?
In fact, over three-quarters of 15-24 year olds say they listen to less radio because they have access to these other services in the car (76%) and about two thirds say these services are essential when travelling in vehicles (67%).
Whether cars are flying or we have AI Robots in our house helping with chores, one thing is for certain, people listening to their favourite podcast hosts, radio hosts or music, will ALL be doing so digitally.
Increasing podcast audiences AND podcast content
Both Ofcom and Edison Research data have shown yet another YoY increase in podcast audiences, particularly in younger demographics, and this is largely to do with the discoverability across social media.
Not only are audiences getting bigger, but we’re also seeing an increase in high quality content, which means more opportunity for brands to own SOV across specific shows.
Audio networks are not only producing more shows and taking on more creators, they are promoting this across the other podcasts in their network, and across the different radio stations they own too.
You’ll see from the graph above that the top channels for all ages in discovering new podcasts are Word Of Mouth, Social Media, Other Podcasts and Radio.
As the increase in ownership of smart speakers and DAB continues and the targeting capabilities for these audio networks increases further, they will no doubt keep increasing the cross-promotion of shows within their network to the right audiences.
Amongst 18-34 year olds, social media dwarfs podcast discoverability vs any other medium at 63%, the only instance higher than word of mouth, which is still extremely high among this age group at 47%.
Not only are more younger people discovering podcasts in this way, but more and more creators that have primarily been influencers on Instagram & TikTok have launched new successful podcasts, and see it as a vital means for connecting with their audience on a deeper level.
I work with independent podcasters who are making the transition into podcasts and their audiences are growing rapidly. I predict more influencers & creators will do the same.
The opportunity for brands
Right now is a crucial point for brands to start doing things properly so that in 5-10 years your competitors can’t get a sniff. The shift to digital means better targeting capabilities and better measurement capabilities, meaning you can constantly test and optimise.
Now is the time to align with established podcast hosts long term.
Now is the time to invest in excellent audio creatives that drive brand repetition in front of your target audiences.
Now is the time to align with creators starting their podcast journey and help them grow so that you do too.
Once you have your podcast strategy refined it’s then easy to roll out across digital radio and music streaming.