Edison Research podcast rankings reveal video integration challenges

Edison Research announced the top 50 podcasts in the United States for Q2 2025 among weekly podcast listeners ages 13 and older on August 1, 2025. The company released comparable data for Q2 2024 on August 12, 2024, providing a year-over-year comparison of podcast consumption patterns.

The rankings, derived from Edison Podcast Metrics, measure reach as a percentage of the weekly podcast listening audience. According to Edison Research, the data comes from interviews conducted continuously throughout each quarter in English and Spanish. The 2025 study interviewed 5,086 weekly podcast consumers, while the 2024 analysis surveyed 5,206 participants.

Rankings remained remarkably stable at the top. The Joe Rogan Experience, Crime Junkie, and The Daily maintained their first, second, and third positions respectively from Q2 2024 to Q2 2025. Call Her Daddy secured fourth place in both years. However, This Past Weekend with Theo Von climbed from ninth to fifth position between the two quarters.

According to Edison Research, the most significant methodological change occurred in 2025 when the rankings began incorporating "data from individuals whose sole podcast consumption in the past week was through video." This expansion affected shows with substantial video components. No Jumper climbed 11 spots, while The Pat McAfee Show rose 26 positions after the video integration.

The measurement shift reflects broader industry trends toward multi-platform consumption. Audio advertising market challenges document a 22% gap between consumer audio engagement and advertiser investment. Consumers dedicate 31% of their media time to audio content, yet advertisers allocate only 9% of their budgets to audio platforms, creating opportunities for podcast advertising growth.

Several shows gained momentum during the measured periods. According to Edison Research, Good Hang with Amy Poehler, which debuted in mid-March 2025, entered the top 50 at position 42. The Mel Robbins Podcast demonstrated staying power, rising to position 11. The Megyn Kelly Show entered the top 20 for the first time at position 19, while The MeidasTouch Podcast reached the top 25 at position 24.

The programmatic advertising market provides context for these measurement changes. Research shows 72% of marketers plan to increase programmatic advertising investment in 2025, yet audio and podcast advertising represents only 9% of programmatic spending despite modest growth from 7% in 2023.

Notable departures occurred between the measurement periods. For the first time since Q3 2021, Your Mom's House with Christina P. and Tom Segura, Last Podcast On The Left, and Pardon My Take dropped out of the top 50 during Q2 2024. New Heights with Jason and Travis Kelce fell ten spots to position 14 in Q2 2024, likely influenced by the football off-season, according to Edison Research. However, the show recovered to position 10 by Q2 2025.

Edison Research introduced new certification programs alongside the 2025 rankings. Shows achieving top rankings became eligible for newly launched Top Podcast badges, announced on July 31, 2025. The official badges, available for Top 10, Top 25, and Top 50 shows, allow podcasts to showcase their ranking achievement with year designations.

The company expanded its measurement reach through integration with Nielsen Media Impact. According to Edison Research, starting in September 2025, Edison Podcast Metrics data became available to users of Nielsen Media Impact, a leading planning tool used by major podcasting networks and increasing numbers of advertising agencies.

Digital advertising revenue trends show podcast advertising rebounded significantly in 2024 with 26.4% growth compared to just 5% in 2023. Total digital advertising revenue reached $258.6 billion in 2024, growing 14.9% year-over-year according to the IAB Internet Advertising Revenue Report.

Edison Podcast Metrics operates as a subscription service providing audience size estimates and listener profiles for shows and networks. The platform serves most major podcasting networks and increasing numbers of advertising agencies. The service produces the only survey-based data on podcast listening in the United States.

The measurement methodology reflects continuous data collection rather than point-in-time snapshots. Participants indicate which podcasts they listened to or watched in the past week along with demographic, psychographic, and purchase-behavior information. This approach differs from download-based metrics by focusing on actual consumption patterns.

Edison Research has conducted The Infinite Dial survey series since 1998, serving as the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies. The company's Share of Ear survey provides the only single-source measure of all audio in the United States.

The ranking system addresses industry standardization needs. According to Edison Research, the methodology eliminates inconsistencies in measurement practices and self-reported data, offering a standardized approach to podcast analytics. This standardization becomes increasingly important as AI technologies reshape advertising and marketing organizations adopt autonomous systems for campaign management.

Since 2004, Edison Research has provided election data, race projections, and analysis to the National Election Pool for every presidential primary and general election. The company has conducted research in 66 countries, providing strategic information to clients worldwide.

The video integration represents a fundamental shift in podcast measurement. Traditional audio-only metrics may underestimate actual consumption as audiences increasingly watch podcast content on platforms like YouTube, Spotify Video Podcasts, and other streaming services. This measurement challenge affects advertising valuations and campaign planning across the industry.

Market implications extend beyond measurement methodology. The stability of top-ranking shows demonstrates audience loyalty while new entries indicate content discovery mechanisms remain active. The rise of video-heavy shows suggests podcast creators must consider multi-platform content strategies to maximize reach and advertising potential.

YouTube's Strategic Position in Video Podcast Measurement

YouTube's emergence as the dominant podcast platform represents a fundamental shift that positions the company uniquely to capture the growing video podcast market that traditional audio-only measurement systems have historically undervalued. Understanding this positioning requires examining how YouTube's infrastructure, audience behavior, and measurement capabilities create advantages that other platforms struggle to replicate.

The platform's announcement of Weekly Podcast Shows charts on May 15, 2025, demonstrates strategic recognition of podcast content as a distinct category requiring specialized measurement and promotion. According to YouTube, podcasts on the platform have more than 1 billion monthly active viewers, with Edison Research confirming YouTube as the most frequently used service for listening to podcasts in the United States. This massive scale provides YouTube with comprehensive data about viewing patterns, engagement levels, and audience preferences that smaller podcast platforms cannot match.

YouTube's measurement approach differs fundamentally from traditional podcast analytics because it captures both audio consumption and visual engagement simultaneously. The Weekly Top Podcast Shows chart updates every Wednesday with rankings based on watchtime rather than downloads, providing more accurate representations of actual audience engagement. This methodology addresses the measurement gap that has historically underestimated video podcast reach, particularly benefiting shows that incorporate visual elements, guest interactions, and production value that enhances the viewing experience.

The platform's infrastructure advantages become evident when considering the technical requirements for video podcast distribution. YouTube's global content delivery network, automatic transcoding capabilities, and multi-resolution streaming ensure consistent viewing experiences across devices and connection speeds. These technical capabilities enable podcast creators to focus on content development rather than distribution logistics, while providing audiences with seamless access regardless of their preferred consumption method.

User behavior patterns on YouTube favor discovery through recommendation algorithms that consider viewing history, engagement metrics, and content similarity across the platform's entire ecosystem. According to research from Edison Research and SXM Media, 70% of Gen Z listeners find podcasts through YouTube recommendations, while 75% discover new shows through brief podcast clips on social media. This discovery mechanism creates audience development opportunities that extend beyond traditional podcast platforms, which typically rely on category browsing or external promotion for content discovery.

YouTube's advertising integration capabilities provide monetization advantages that purely audio platforms cannot replicate. Video podcast content enables diverse advertising formats including pre-roll video ads, mid-roll placements, overlay advertisements, and product placement opportunities that command higher rates than audio-only advertising. The platform's sophisticated targeting capabilities, developed through years of video advertising experience, allow advertisers to reach specific demographic segments with greater precision than traditional podcast advertising platforms.

The generational preferences documented in recent research underscore YouTube's strategic advantages. With 84% of Gen Z monthly podcast listeners engaging with video podcast content, YouTube's visual capabilities align directly with evolving consumption preferences among younger audiences who represent the future of podcast consumption. These listeners expect interactive elements, visual storytelling, and multi-platform content experiences that traditional audio platforms struggle to provide.

Content creator advantages on YouTube extend beyond distribution reach to include comprehensive analytics, monetization tools, and audience development resources. The platform's Creator Studio provides detailed engagement metrics, audience demographics, and performance analytics that help podcasters optimize content strategies and build sustainable businesses. These tools, combined with YouTube's Partner Program, create revenue opportunities through advertising share, channel memberships, and Super Chat features that purely audio platforms cannot offer.

YouTube's integration with Google's broader advertising ecosystem creates cross-platform promotional opportunities that amplify podcast reach beyond the platform itself. Podcast content can appear in Google search results, YouTube search suggestions, and related video recommendations, creating multiple discovery pathways that increase audience development potential. This ecosystem integration provides podcast creators with organic promotion opportunities that require significant marketing investment on other platforms.

The platform's global reach enables podcast creators to access international audiences more easily than regional podcast platforms that may have limited geographic distribution. YouTube's automatic subtitle generation, multi-language support, and global content delivery infrastructure remove barriers that traditionally limit podcast audience development beyond domestic markets. This international accessibility becomes increasingly important as podcast content addresses global topics and seeks broader audience engagement.

YouTube's established creator economy provides podcast producers with proven monetization models and audience development strategies that have been refined through years of video content experience. The platform's understanding of audience retention, engagement optimization, and content promotion creates knowledge transfer opportunities that benefit podcast creators transitioning from audio-only distribution models.

The measurement challenges facing traditional podcast platforms highlight YouTube's advantages in providing comprehensive analytics that capture both audio and video consumption patterns. While audio-only platforms struggle to measure actual listening completion and engagement levels, YouTube's video metrics provide detailed insights into audience behavior, content preferences, and retention patterns that enable more sophisticated content optimization and advertising targeting.

YouTube's positioning for video podcast measurement represents more than technological advantage; it reflects fundamental understanding of how modern audiences consume content across multiple formats simultaneously. The platform's ability to capture, measure, and monetize this multi-format consumption creates competitive advantages that traditional podcast platforms will struggle to replicate without significant infrastructure investment and audience development initiatives.

Timeline

• August 12, 2024: Edison Research releases Top 50 Podcasts Q2 2024
• Q2 2024: Your Mom's House, Last Podcast On The Left, and Pardon My Take drop out of Top 50 for first time since Q3 2021
• March 2025: Good Hang with Amy Poehler debuts mid-month
• May 15, 2025: YouTube announces Weekly Podcast Shows charts for top U.S. podcasts
• July 31, 2025: Edison Research announces Top Podcast badge program
• August 1, 2025: Edison Research releases Top 50 Podcasts Q2 2025 with video integration methodology
• September 2025: Edison Podcast Metrics integration with Nielsen Media Impact begins

Terms Explained

Edison Research

Edison Research represents the authoritative source for podcast measurement data in the United States, operating as a comprehensive survey research company since its establishment. The organization has built its reputation through consistent methodology and transparent reporting practices, conducting interviews in 66 countries and serving as the sole provider of election data to major news networks since 2004. Their podcast measurement service stands apart from other industry metrics because it focuses on actual listening behavior rather than download statistics, which can be inflated by automated systems or incomplete consumption. The company's approach involves continuous data collection throughout each quarter, interviewing thousands of weekly podcast consumers about their actual listening habits, demographic information, and purchasing behaviors. This methodology creates a more accurate picture of podcast audience engagement than traditional download-based metrics, making Edison Research data particularly valuable for advertisers seeking to understand real audience reach and engagement patterns.

Podcast Rankings

Podcast rankings serve as critical market indicators that influence advertising decisions, content creation strategies, and industry investment patterns across the digital audio landscape. These rankings operate differently from traditional media measurements because they capture both audio and video consumption patterns, reflecting how audiences increasingly engage with podcast content across multiple platforms simultaneously. The ranking methodology measures reach as a percentage of the weekly podcast listening audience rather than absolute numbers, which provides a more accurate representation of market penetration and audience engagement levels. Rankings affect advertising rates, sponsor interest, and content creator monetization opportunities, with top-ranked shows commanding premium advertising rates and attracting high-profile sponsors. The stability of top-ranking positions demonstrates audience loyalty and consistent content quality, while movement within rankings indicates shifting consumer preferences, seasonal influences, or emerging trends in podcast consumption behavior.

Q2 2024 and Q2 2025

The comparison between Q2 2024 and Q2 2025 reveals fundamental shifts in podcast consumption measurement and audience behavior patterns that reflect broader changes in digital media consumption. Q2 2024 represented the final period using traditional audio-only measurement methodology, while Q2 2025 introduced video podcast consumption data, creating the first comprehensive view of multi-platform podcast engagement. This temporal comparison demonstrates how measurement methodology changes can significantly impact show rankings, particularly benefiting video-heavy podcasts that previously appeared to have smaller audiences than their actual reach indicated. The year-over-year analysis shows remarkable stability among top-performing shows, suggesting that successful podcasts build sustainable audience relationships that transcend platform changes and measurement methodology updates. Understanding these quarterly comparisons helps industry professionals identify long-term trends versus temporary fluctuations, enabling more informed decisions about content investment, advertising strategies, and platform development priorities.

Video Integration

Video integration represents the most significant methodological change in podcast measurement, acknowledging that modern podcast consumption extends far beyond traditional audio-only formats. This integration addresses a critical measurement gap that previously underestimated the true reach of podcasts with significant video components, particularly those distributed through platforms like YouTube, Spotify Video Podcasts, and social media channels. The methodology change recognizes that audiences increasingly prefer watching podcast content, especially for interview-style shows, comedy content, and educational programming where visual elements enhance the listening experience. Video integration affects advertising valuations because video content typically commands higher advertising rates than audio-only content, while also enabling different types of advertising formats including visual overlays, product placements, and interactive elements. This measurement evolution reflects broader industry trends toward multi-platform content distribution, where successful podcasts must consider visual presentation, studio setup, and production quality alongside traditional audio elements to maximize audience reach and monetization potential.

Top 50 Podcasts

The Top 50 podcast designation represents an elite tier of content that demonstrates sustained audience engagement, consistent production quality, and significant market influence within the highly competitive podcast landscape. Shows achieving Top 50 status benefit from increased visibility, premium advertising opportunities, and industry recognition that can accelerate growth and monetization potential. The list composition reflects diverse content categories including news, true crime, comedy, lifestyle, and educational programming, indicating that podcast success depends more on content quality and audience connection than specific genre focus. Top 50 rankings influence industry investment decisions, with podcast networks and advertisers using these rankings to identify partnership opportunities, evaluate content strategies, and allocate marketing budgets. The stability of certain shows within the Top 50 demonstrates the importance of consistent content delivery, audience engagement strategies, and brand development in building sustainable podcast businesses that can weather platform changes and evolving consumption patterns.

Weekly Podcast Listeners

Weekly podcast listeners represent the core audience segment that drives podcast industry growth, advertising revenue, and content development strategies across all major platforms and networks. This demographic typically demonstrates higher engagement levels, brand loyalty, and purchasing power compared to occasional listeners, making them particularly valuable to advertisers seeking to reach engaged, attentive audiences. Weekly listening habits indicate established podcast consumption patterns, suggesting that these audiences have integrated podcast content into their regular media consumption routines alongside music, television, and social media content. The measurement focus on weekly listeners rather than monthly or occasional listeners provides more accurate data for advertising planning, content scheduling, and audience development strategies. Understanding weekly listener behavior helps content creators optimize publishing schedules, episode length, and content formats to maintain audience engagement and build sustainable listening habits that translate into long-term audience growth and monetization opportunities.

Measurement Methodology

Measurement methodology forms the foundation of podcast industry analytics, determining how success is defined, advertising rates are calculated, and content strategies are developed across the entire digital audio ecosystem. Traditional download-based metrics often provide incomplete pictures of actual audience engagement because they cannot distinguish between partial listening, complete consumption, or automated downloads that never reach human audiences. Survey-based measurement methodology, as employed by Edison Research, captures actual listening behavior through direct audience interviews, providing more accurate data about consumption patterns, audience demographics, and engagement levels. The methodology includes continuous data collection throughout measurement periods rather than point-in-time snapshots, creating more comprehensive understanding of audience behavior trends and seasonal variations. Standardized measurement approaches eliminate inconsistencies between different measurement services, enabling more accurate industry comparisons, competitive analysis, and market evaluation for podcasters, advertisers, and industry investors seeking reliable data for strategic decision-making.

Advertising Investment

Advertising investment in podcast content reflects broader shifts in marketing budget allocation as brands recognize the unique engagement opportunities provided by podcast audiences and content formats. The documented gap between consumer audio engagement and advertiser investment indicates significant growth potential for podcast advertising, particularly as measurement methodology improvements provide more accurate audience data for campaign planning and evaluation. Podcast advertising offers distinct advantages including intimate audience relationships, contextual relevance, and lower advertising saturation compared to traditional media channels, enabling more effective brand messaging and audience engagement. Investment patterns show increasing recognition of podcast advertising effectiveness, with programmatic buying platforms expanding podcast inventory and measurement capabilities to attract larger advertising budgets from major brands. The evolution of advertising investment reflects growing sophistication in podcast advertising strategies, moving beyond simple host-read endorsements to include programmatic placement, dynamic ad insertion, and interactive advertising formats that leverage both audio and video components.

Audience Reach

Audience reach represents the fundamental metric that determines podcast commercial viability, advertising potential, and content creator monetization opportunities within the competitive digital audio market. Reach measurements capture the percentage of weekly podcast listeners who engage with specific content, providing more meaningful comparisons than absolute audience numbers that can vary significantly based on measurement methodology and platform distribution. Understanding audience reach helps content creators identify growth opportunities, optimize content strategies, and develop audience development initiatives that expand their market penetration within target demographic segments. Reach data enables advertisers to evaluate campaign effectiveness, compare platform opportunities, and allocate marketing budgets across different podcast properties based on actual audience engagement rather than estimated or projected metrics. The focus on reach percentage rather than absolute numbers creates more accurate industry benchmarks, competitive analysis, and market evaluation tools that support informed decision-making for podcasters, advertisers, and industry investors.

Industry Standardization

Industry standardization addresses critical challenges in podcast measurement, advertising valuation, and market analysis that have historically limited the medium's growth potential and advertiser confidence. Standardized measurement practices eliminate discrepancies between different analytics services, enabling more accurate cross-platform comparisons, competitive analysis, and industry benchmarking that support informed business decisions. The development of industry standards reflects podcast medium maturation, moving from experimental content distribution toward professional media industry practices that attract larger advertising budgets and institutional investment. Standardization efforts include measurement methodology, advertising formats, audience definition, and data reporting practices that create consistency across the podcast ecosystem. These standards enable more sophisticated advertising strategies, programmatic buying capabilities, and audience targeting options that make podcast advertising more attractive to major brands seeking measurable marketing outcomes and reliable audience data for campaign planning and optimization.

Summary

Who: Edison Research, a survey research company that provides strategic information to clients worldwide and produces The Infinite Dial series since 1998

What: Release of Top 50 Podcasts rankings for Q2 2024 and Q2 2025, showing measurement methodology changes to include video podcast consumption alongside traditional audio metrics

When: Q2 2024 data released August 12, 2024; Q2 2025 data released August 1, 2025, covering podcast consumption patterns among weekly listeners ages 13 and older

Where: United States podcast market, with interviews conducted in English and Spanish across demographic groups, measuring reach as percentage of weekly podcast audience

Why: Standardization of podcast measurement methodology to address industry inconsistencies while adapting to multi-platform consumption patterns as audiences increasingly watch podcast content rather than only listening