The Rise of Digital Audio

As of early 2026, digital audio continues to reach a vast majority of the U.S. population, with an estimated 239.6 million listeners. Monthly listenership for online audio among those aged 12 and older is approximately 79% (228 million people), with 73% (210 million) tuning in weekly.

U.S. User Base by Platform (Monthly)

·      Spotify remains the market leader, though YouTube has emerged as a dominant force in the podcasting segment.

·      Spotify: Over 100 million users in the U.S.. Globally, it reached 696 million monthly active users by mid-2025.

·      YouTube Music: Approximately 28% of the population aged 12+ (roughly 81 million).

·      Pandora: Approximately 41.56 million monthly active users as of late 2025.

·      Apple Music: Approximately 16% of the population aged 12+ (roughly 46 million).

·      Amazon Music: Approximately 15% of the population aged 12+ (roughly 43 million).

Podcast Listenership

Podcasts are a primary driver of digital audio growth, with over 158 million Americans (55% of the population) listening monthly in 2026.

·      Platform Preference for Podcasts:

o   YouTube: 33%–39% of listeners.

o   Spotify: 21%–26% of listeners.

o   Apple Podcasts: 8%–14% of listeners.

·      Weekly Habit: About 115 million Americans (40% of adults) listen to podcasts weekly.

Key Trends for 2026

·      Price Increases: Spotify is expected to raise U.S. subscription prices in the first quarter of 2026 as part of a push for sustained profitability.

·      Ad-Supported Listening: Roughly 64% of all audio listening time in the U.S. is ad-supported.

·      Demographic Shift: Digital audio adoption is highest among Gen Z, where 90% of internet users aged 16–24 listen regularly.

·      Personalized Content: Digital/streaming audio now reaches 76% of Americans (12+), with users spending an average of 4.5 hours per day on these platforms—61% more time than with traditional audio.

In 2026, radio is projected to officially overtake linear TV in ratings among the 25–54 demographic. However, for the 18–34 age group, podcasts and streaming services now account for over 50% of their total audio diet, making a hybrid "broadcast + digital" buy essential for advertisers.