The Infinite Dial 2026: Takeaways for Advertisers

Digital audio has long been on the rise, cementing its place as a mainstream medium. This fact is annually showcased by The Infinite Dial, the longest-running survey of digital media consumer behavior in America. In January 2026, Edison Research conducted a national telephone and online survey of over 2K people ages 12 and older.

So, what does this new data mean for advertisers? Let’s get into it.

Your guide to the 2026 Infinite Dial Report

The results confirmed what we’ve been saying for years: Digital audio isn’t just here to stay—it’s a must-have for brands to connect with consumers. Just take a look at some of the stand-out facts from this year’s report.

Digital audio adoption continues to rise

Like we said at the top, digital audio is getting more popular with each year. Online audio reaches 81% of Americans ages 12 and up each month—that’s 233M people. And 76% of the US population 12 and over is listening to online audio weekly.

Listening is high amongst all age groups. And though adoption rates are strongest with younger listeners, adults ages 55 and up are increasingly choosing online audio, jumping from 52% in 2024 to 70% in 2026.

• 88% monthly reach with Americans 12-34

• 87% monthly reach with adults 35-54

• 70% monthly reach with adults 55+

Across age groups, music makes up 75% of digital audio listening. 1 And when it comes to where listeners get their fix of the artists, albums, and songs they love, Pandora is on their minds. The platform has 83% brand awareness with Americans 12 and up, with one in five people using it in the last month.

Advertiser takeaway: Digital audio offers ample opportunities for brands to connect with growing audiences. And with consumers taking audio with them throughout the day, advertisers can reach them in more places and at pivotal moments (like when they’re working, cleaning, running errands, and more).

Podcasts are a habit for most Americans

A few short years ago, podcasts were the hottest emerging media around with massive year-over-year growth. Well, all that growth has added up, and one fact is indisputable: Podcasting is emerging no more—it’s arrived.

Eight in 10 Americans ages 12 and up have ever consumed a podcast. Nearly six in 10 (58%) of people 12 and over tune in monthly and nearly four in 10 (37%) tune in weekly. And monthly podcast listening is even stronger with multicultural listeners:

• 60% of Hispanic Americans ages 12+ are monthly listeners

• 63% of African Americans ages 12+ are monthly listeners

Advertiser takeaway: Podcasts are not only increasing in popularity, they’re also providing an intimate, authentic experience for listeners. And advertisers can benefit from the halo effect for their brands.

Audiences are watching and listening to podcasts

It’s not an either-or proposition. As podcast content continues to go omnichannel, consumers are onboard for every iteration, with 57% of Americans ages 12 and up saying they have both listened to and watched a podcast. 2

And video is not just an add-on for podcasts, it's essential for consumers. YouTube leads the pack when it comes to podcast consumption (39% use it most often), beating out Spotify (20%) and Apple Podcasts (11%). 3 For many podcast fans, video formats help them discover new shows that they then begin listening to in audio form. Over seven in 10 first-year podcast consumers turn to audio podcasts after watching video formats, and nearly seven in 10 long-time consumers have done the same.

Advertiser takeaway: People love podcasts—in any format. Focus on finding the right hosts, shows, and genres for your campaigns, and then lean into the content with activations that make sense for each format across audio, video, and social media.

Drivers take the wheel with digital audio

Digital audio is increasingly becoming a staple for in-vehicle entertainment. Nearly half of Americans ages 18 and up (48%) have listened to online audio in the car in the last month. And while usage of traditional media formats like AM/FM radio, CDs, and MP3s have declined in the last decade, usage of online audio, podcasts, and SiriusXM have increased. These trends are sure to continue, with 41% of vehicles now having phone integrations that make digital audio even more accessible.

The trend toward digital in-car listening is especially pronounced with younger drivers:

• 73% of adults 18-34 listen to online audio in the car

• 55% of adults 18-34 listen to podcasts in the car

Advertiser takeaway: Digital audio gives audiences more control over what they listen to, and in-car tech and integrations is making it more accessible than ever. That means you can reach consumers when they’re on the road in a context that they’ve opted into and are actively enjoying.

We're you're in with digital audio audiences

We are your digital audio powerhouse, reaching 170M monthly listeners across our networks and platforms. 4 For audiences, that means unforgettable, highly accessible, multimedia entertainment they can’t get enough of—which gives you the unparalleled access you need to reach your campaign goals.

Ready to tap into the power and influence of digital audio? Let’s talk.

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