Some say that the 2024 presidential campaign came down to a simple decision: One candidate appeared on a podcast called “The Joe Rogan Experience” and prevailed, while the other didn’t and lost. Even the perception is shocking in a media landscape long dominated by newspapers and TV networks, but podcasts have become a go-to source for news, analysis, education and entertainment. These digital audio — and sometimes video — programs with elements of radio style, often streamed on a smartphone or computer, may be the most successful new medium of the internet era. How did podcasts become such a powerful force? Here’s the breakdown.
Rostov-on-Don, 1989
As the USSR crumbled, dissidents in this city just east of Ukraine launched “The Illusion of Independent Radio,” a program of music and interviews distributed on cassette tapes — an audio zine some consider the podcast prototype. Internet radio let users in the 1990s download and play audio files at will; automated downloads were added in 2003. Two years later, Apple added podcasts to its popular iTunes music software, making them broadly accessible.
A podcast a day
One in 7 Americans listen to a podcast at least once a day. More than half — 158 million, or 55% — listen to at least one episode each month; 115 million listen every week. Apple hosts 2.8 million series, from investigative narratives to banter-driven history recaps, with about 107 million episodes. Just 432,000 of those series are active, with new episodes released in the last 90 days. Industry revenue is estimated at $7.3 billion, projected to reach $17.6 billion by 2030.
88,242 years a week
That’s how long Americans ages 13 and older spend listening to podcasts, equivalent to 773 million hours, up 355% over the last decade. The average podcast lasts about 40 minutes; news and politics programs are typically a half-hour long, while comedies trend closer to an hour. It’s common to listen to podcasts at 1.25x speed, a quarter faster than normal. On Audible, an intrepid 5% push that to 1.50x.
“Podcasts give you the impression of sharing kitchen-table banter with a couple of friends. That may explain why millions tune in regularly and listen to long-form episodes that defy all common-sense knowledge about the shortness of our attention span.” — Juliette De Maeyer, associate professor of journalism, Université de Montréal
26 million views
A three-hour interview with presidential candidate Donald Trump on “The Joe Rogan Experience” hit that number within 24 hours. The video, in a casual talk show format, reached 40 million views by Election Day — more than the population of California — on YouTube alone. That does not account for the “multiplier effect,” or the additional engagement, exposure and influence digital clips garner when they’re shared.
40% under 50
About 4 in 10 adults in this age range often or sometimes get their news from podcasts. A similar number have attempted a lifestyle change as a result of something they heard on an episode. Consumers trust brands about 20% more when they’re advertised on podcasts than anywhere else. Thirty-one percent of Republicans and right-leaning independents trust podcasts more than other news sources, compared to 15% on the left and 23% of all adults.
Friendship simulators
Four in 5 listeners say they’re loyal to the host. Fifty-nine percent say they’d quit listening if the host left. More than half never miss their favorites. Podcasts stimulate parasocial interaction — a one-sided relationship with a fictional character or media figure. At least half of Americans have experienced parasocial relationships, though only 16% admit it.
This story appears in the December 2025 issue of Deseret Magazine. Learn more about how to subscribe.