The Infinite Dial 2018

Podcasting and smart speakers posted the most significant gains in this year's Infinite Dial study from Edison and Triton Digital. Forty-four percent of Americans 12+ (124 million people) now say they have ever listened to a podcast, up 4% from last year. Further, 22% of podcast listeners consume them in the car, up from 18% last year. Meanwhile, 18% of Americans 12+ (51 million) live in households with at least one smart speaker, more than double last year's 7%. Other highlights:

  • Sixty-four percent of Americans 12+ (180 million) now listen to online audio.
  • Pandora leads with 31% of Americans listening in the past month.
  • Sixty-two percent of Americans 12+ use Facebook, down from 67%, representing the first decline.
  • Standalone in-home radio ownership continues to decline.

"With the surge in smart speaker ownership, and the continued growth of podcasting and streaming audio, it is more important than ever for brands to have a holistic audio strategy," notes Edison SVP Tom Webster. View the slideshow here.