25% of Americans Still Don't Listen to Podcasts — Here's What's Really Holding Them Back

Three out of four Americans have now listened to a podcast. That's genuinely impressive for a medium that didn't exist in most people's lives a decade ago. But that last quarter? They're not ignoring podcasts because of some technical barrier. They're ignoring them because nobody has given them a compelling enough reason to start.

That's the uncomfortable finding from The Last Quarter: Understanding America's Podcast Holdouts, new research from audio industry analyst Tom Webster and Sounds Profitable, based on a 2025 survey of over 5,000 respondents. The data is a bit of a gut-check for an industry that's been patting itself on the back.

Who Are These 25%?

These aren't people living off the grid. They have smartphones. They stream music. They binge Netflix. They're just... not there yet when it comes to podcasts.

According to Tom Webster's research at Sounds Profitable, the holdouts aren't unreachable — they simply haven't encountered the right hook. That's a content discovery problem, sure. But it's also a listening experience problem. And ads are a big part of the listening experience.

If your first podcast experience is 90 seconds of someone reading a mattress promo at 8 AM, you might not come back.

The Friction Nobody Talks About

The podcast industry obsesses over downloads, ad rates, and chart rankings. What it often glosses over is the friction baked into the format itself. Podcast ads — especially host-read, baked-in spots — are unavoidable in most apps. There's no skip button. There's no algorithm filtering them out. You just sit there and wait.

For longtime listeners, this is background noise. You tune it out. But for someone dipping their toes in for the first time? It can feel like a bait-and-switch. You came for conversation and insight. You got a promo code for HelloFresh.

RAIN News covered how this research is prompting the industry to rethink what makes podcasts actually appealing to newcomers. Spoiler: it's not more ads.

What Would Actually Bring Holdouts In?

Webster's framing is important: the holdouts aren't gone, they just haven't been given a good enough reason yet. That means the door is open. And one of the most practical ways to make podcasts more inviting — especially for skeptics — is to make the listening experience cleaner.

That's exactly what PodSkip does. It's a free podcast app with on-device AI that listens ahead and identifies sponsored segments — host-read ads, baked-in promos, the whole lot — and skips them automatically. No manual fast-forwarding. No waiting. Just the content you came for.

For a first-time listener trying Serial or Conan O'Brien Needs a Friend, the difference between hearing four ad breaks and zero is the difference between becoming a podcast person and deciding it's not for them.

The Industry's Blind Spot

Here's the uncomfortable truth the podcast industry doesn't love to say out loud: ad load is a deterrent to adoption. Edison Research has documented repeatedly that ad experience ranks among the most common complaints from lapsed and casual listeners.

The industry built its business model on host-read ads, and those ads genuinely work — for advertisers. But working for advertisers and working for listeners aren't always the same thing. The holdout problem is partly a monetization problem wearing a content problem's clothes.

Tools that respect the listener's time — and their patience — aren't enemies of podcasting. They're the reason people stick around long enough to become actual fans who, ironically, are far more likely to act on a host recommendation they trust.

FAQ

Why haven't 25% of Americans tried podcasts yet? According to Sounds Profitable's 2025 research of over 5,000 people, it's not about access or awareness — it's about motivation. Most holdouts simply haven't found a compelling reason or entry point that clicked for them.

Does ad-skipping hurt podcasters? Host-read ads in podcasts are relationship-based — listeners who trust a host often act on recommendations freely. But excessive ad load drives listeners away entirely. Keeping people in the app and in the episode is better for everyone long-term.

What is PodSkip and how does it work? PodSkip is a free podcast app that uses on-device AI to listen ahead and identify sponsored segments, then skips them automatically. It works on host-read and baked-in ads that other apps can't touch.

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If you're trying to convert that skeptical friend who's never gotten into podcasts, hand them an app that doesn't make them sit through three ad reads before the guest says anything interesting. Download PodSkip free and give them a reason to join the 75%.