More than half of Americans over the age of 11 have watched a video podcast

Halfway into the 2020s, podcasting isn’t slowing down — in fact, the industry continues to gain momentum. The latest edition of Edison Research‘s Infinite Dial report found that podcasts have reached an unprecedented level of saturation in the United States, where more than half of consumers above the age of 11 have now watched at least one video podcast.

Infinite Dial is the longest-running annual report covering digital media trends in the United States. To glean insights about the habits of American media consumption, Edison Research surveyed 5,020 people split across three age brackets: 12 to 34, 35 to 54, and 55 and up.

The results of that data-gathering effort show that several digital media formats are reaching more consumers than ever before. 79% of respondents listen to online audio on a monthly basis. 34% of those listeners use Spotify most often, compared to 21% for YouTube Music.

The 12-34 age bracket is the most tuned-in on those platforms, with 90% of the cohort listening to audio online. The 55+ segment, however, has seen substantial gains in recent years. That group’s consumption of digital audio has risen 11% year-over-year to reach 63%. The 55+ crowd is also more likely to rely on YouTube. 33% of that demographic said they use YouTube most often for digital listening, compared to 26% for Spotify.

YouTube’s progress as a podcasting hub has helped it make inroads among American consumers. The platform’s audio shows reach more than a billion users, many of who are over 55. For that group, monthly podcast consumption is up 11% year-over-year, from 27% to 38%

But it’s not just the old folks — interest in podcasts is up across the board. 70% of the U.S. has listened to a podcast, according to Infinite Dial, and nearly half (48%) of Americans have both listened to and watched a podcast. 55% of respondents said their podcast consumption comes on a monthly basis, and 48% of monthly consumers are watching video versions of their favorite shows.

“The reality is that the overwhelming majority of people who watch podcasts will say that they are podcast listeners. But as more people discover the platform via video, it’s smart to think about it as consumption instead of just listening,” said Edison Research VP Megan Lazovick. “That is not intended at all to undercut the magic of audio-only content. There’s room for both video and audio in the world of podcasts.”

The latest Infinite Dial report validates the media companies and advertisers that are investing millions in podcast development, distribution, and monetization. Though there are some questions about Gen Z’s interest in video podcasts, the industry’s penetration among older Americans may make those concerns moot.

In fact, nearly half of surveyed Americans feels that the country’s youngest consumers should be cut off from social media altogether. 48% of respondents said they would support an under-16 social media ban like the one that recently went into effect in Australia.