A new report from podcast industry research firm Sounds Profitable identifies a distinct listener segment it calls “Audio Primes,” podcast consumers who listen to at least 75% of their content as audio. The research finds that this group skews younger, earns more, and recommends shows at substantially higher rates than the broader podcast audience.
The findings come from the “Podcast Landscape 2025” study, which Sounds Profitable conducted in partnership with Signal Hill Insights in June 2025. Researchers surveyed 5,034 Americans ages 18 and older, weighting responses to U.S. census data.
Who Audio Primes Are
Audio Primes represent 22% of all podcast consumers. Contrary to assumptions about older listeners favoring audio formats, the segment’s 55-and-older cohort under-indexes by nine percentage points against the total podcast audience, while the 35-to-54 age group over-indexes by six points.
The group also over-indexes on education and income. Thirty-nine percent hold a bachelor’s degree or higher, compared to 35% of the total podcast audience. At the upper end of the income scale, 9% of Audio Primes report household earnings of $200,000 or more, three points above the total. Thirty-seven percent have children under 18, outpacing the total audience by four points.
Listening Habits
Audio Primes show substantially higher engagement than the broader listener base. Seventy-seven percent listen at least weekly, 18 percentage points above the total audience. Only 11% listen occasionally, compared to 26% of all podcast consumers.
Seventy-two percent use the same platform every time they listen, eight points more than the total. The report notes YouTube ranks as the top platform for Audio Primes at 41%, nearly identical to the total audience’s 40%. The report’s authors say the similarity in platform distribution reflects a difference in behavior rather than destination: Audio Primes select audio-only consumption even on a video-first platform.
Eighty-four percent prefer ongoing series over limited runs, and 48% follow just one or two shows, nine points above the total audience. Forty-five percent report spending more time with podcasts over the past year, while only 14% report listening less, four points below the broader base.
Media Consumption
Despite their audio preference, Audio Primes consume more video content than the average podcast listener. Ninety percent use YouTube, 11 points higher than the total audience. Usage of free ad-supported streaming TV runs 10 points above the total, and Instagram Reels usage comes in eight points higher.
Across audio formats, the segment over-indexes on every measured category. Paid streaming music usage runs nine points above the total; audiobook consumption runs eight points higher. On social media, Audio Primes over-index on Reddit and LinkedIn by 10 points each, while showing lower relative usage of TikTok.
Ad Sensitivity
The report identifies a specific advertising preference pattern among the segment. Audio Primes are three points more likely than the total audience to stop listening because of irrelevant ads, but two points less likely to stop due to high ad volume overall. “Targeting quality matters more than ad load,” the report states.
Discovery and Word of Mouth
Audio Primes discover new shows at higher rates through in-platform channels. Host recommendations over-index by three points versus the total audience, while TikTok as a discovery channel under-indexes by six points. Thirty-two percent started a new podcast in the last month, eight points above the total.
The segment also drives disproportionate word-of-mouth activity. Seventy-one percent say they are likely to recommend a podcast, 11 points above the total. Sixty percent report actively giving recommendations, four points above the total, while 61% report receiving them. Twenty-two percent say they have never stopped listening to a podcast, compared to 19% of all podcast consumers.
The report also found 48% of Audio Primes would be less likely to continue listening to a podcast if they learned it featured AI-generated voices. Among “Video Primes,” only 40% expressed the same concern, while 30% said they would be more likely to continue.
Genre Preferences
Audio Primes over-index on political talk (34% vs. 31% total), self-improvement (22% vs. 20%), business (18% vs. 16%), and science (16% vs. 14%). They under-index on video gaming, TV and film, true crime, and comedy relative to the total audience.
Image source: Sounds Profitable The full report is available here
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
A new report from podcast industry research firm Sounds Profitable identifies a distinct listener segment it calls “Audio Primes,” podcast consumers who listen to at least 75% of their content as audio. The research finds that this group skews younger, earns more, and recommends shows at substantially higher rates than the broader podcast audience.
The findings come from the “Podcast Landscape 2025” study, which Sounds Profitable conducted in partnership with Signal Hill Insights in June 2025. Researchers surveyed 5,034 Americans ages 18 and older, weighting responses to U.S. census data.
Who Audio Primes Are
Audio Primes represent 22% of all podcast consumers. Contrary to assumptions about older listeners favoring audio formats, the segment’s 55-and-older cohort under-indexes by nine percentage points against the total podcast audience, while the 35-to-54 age group over-indexes by six points.
The group also over-indexes on education and income. Thirty-nine percent hold a bachelor’s degree or higher, compared to 35% of the total podcast audience. At the upper end of the income scale, 9% of Audio Primes report household earnings of $200,000 or more, three points above the total. Thirty-seven percent have children under 18, outpacing the total audience by four points.
Listening Habits
Audio Primes show substantially higher engagement than the broader listener base. Seventy-seven percent listen at least weekly, 18 percentage points above the total audience. Only 11% listen occasionally, compared to 26% of all podcast consumers.
Seventy-two percent use the same platform every time they listen, eight points more than the total. The report notes YouTube ranks as the top platform for Audio Primes at 41%, nearly identical to the total audience’s 40%. The report’s authors say the similarity in platform distribution reflects a difference in behavior rather than destination: Audio Primes select audio-only consumption even on a video-first platform.
Eighty-four percent prefer ongoing series over limited runs, and 48% follow just one or two shows, nine points above the total audience. Forty-five percent report spending more time with podcasts over the past year, while only 14% report listening less, four points below the broader base.
Media Consumption
Despite their audio preference, Audio Primes consume more video content than the average podcast listener. Ninety percent use YouTube, 11 points higher than the total audience. Usage of free ad-supported streaming TV runs 10 points above the total, and Instagram Reels usage comes in eight points higher.
Across audio formats, the segment over-indexes on every measured category. Paid streaming music usage runs nine points above the total; audiobook consumption runs eight points higher. On social media, Audio Primes over-index on Reddit and LinkedIn by 10 points each, while showing lower relative usage of TikTok.
Ad Sensitivity
The report identifies a specific advertising preference pattern among the segment. Audio Primes are three points more likely than the total audience to stop listening because of irrelevant ads, but two points less likely to stop due to high ad volume overall. “Targeting quality matters more than ad load,” the report states.
Discovery and Word of Mouth
Audio Primes discover new shows at higher rates through in-platform channels. Host recommendations over-index by three points versus the total audience, while TikTok as a discovery channel under-indexes by six points. Thirty-two percent started a new podcast in the last month, eight points above the total.
The segment also drives disproportionate word-of-mouth activity. Seventy-one percent say they are likely to recommend a podcast, 11 points above the total. Sixty percent report actively giving recommendations, four points above the total, while 61% report receiving them. Twenty-two percent say they have never stopped listening to a podcast, compared to 19% of all podcast consumers.
The report also found 48% of Audio Primes would be less likely to continue listening to a podcast if they learned it featured AI-generated voices. Among “Video Primes,” only 40% expressed the same concern, while 30% said they would be more likely to continue.
Genre Preferences
Audio Primes over-index on political talk (34% vs. 31% total), self-improvement (22% vs. 20%), business (18% vs. 16%), and science (16% vs. 14%). They under-index on video gaming, TV and film, true crime, and comedy relative to the total audience.
Image source: Sounds Profitable
The full report is available here
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