This Form of Media Is Now More Popular Than Talk Radio for the First Time. Here’s Why That Matters.

Entrepreneur

by Sherin Shibu

February 26, 2026

AI-Generated Deep Dive Summary

For the first time, podcasts have overtaken AM/FM talk radio as the most popular form of spoken-word media in the U.S., with 40% of listening time compared to 39% for radio. This milestone marks a decade-long shift: in 2015, radio dominated with 75% of spoken-word listening, while podcasts accounted for just 10%. Now, podcasts have become mainstream, with an estimated 115 million weekly listeners in the U.S., reflecting their growing appeal across all age groups. The rise of podcasts can be attributed to several factors. Their on-demand convenience allows listeners to consume content at their own pace, using platforms like smartphones, smart speakers, and car dashboards. Podcasts also offer a vast array of niche topics—from business and true crime to comedy and sports—making it easier for listeners to find personalized content. Additionally, the distribution landscape has evolved, with major radio groups repurposing their shows as podcasts. This expansion, combined with the rise of platforms like YouTube, Spotify, and Netflix (which now offers podcasts), has contributed to podcasting’s mainstream adoption. For startups and businesses, this shift matters because it opens new opportunities for advertising, content distribution, and audience engagement. With 55% of Americans listening to podcasts regularly each month, companies are increasingly investing in podcasting as a way to reach consumers. For example, Netflix has signed deals with iHeartMedia and Barstool Sports to bring podcasts to its platform, aiming to tap into the growing trend of background listening while doing activities like cooking or commuting. While this milestone is significant, it doesn’t signal the end of talk radio. Radio still holds a 39% share and remains dominant in areas like live news, traffic, and weather updates—key use cases that podcasts haven’t yet fully replicated. However, podcasters now face both validation and increased competition for attention, as the market grows with nearly 4.7 million available podcasts and 190 million episodes. This intense competition underscores the need for innovative content and effective marketing strategies to stand out in a crowded

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Originally published on Entrepreneur on 2/26/2026