In the last year, listeners reached 18.5 million, with a growth of +3% in 2026 alone. Listeners in the age group between 25 and 34 are those who appreciate the podcast format the most and social media are becoming the main engine for discovering new content. The numbers come from NielsenIQ research for Audible, on the occasion of International Podcast Day
Italians are increasingly passionate about podcasts. The numbers speak clearly: in 2026, 18.5 million people listened to at least one podcast, over 500 thousand more than in 2025, equal to a growth of around 3% in a year. The growth has been constant over the years, just think that from 2018 to today, listeners have increased by 80%, going from 10.3 to 18.5 million. On the occasion of International Podcast Day, NielsenIQ has published the data of its latest research for Audible, the Amazon company among the major players in the production and distribution of quality audio entertainment, including audiobooks, podcasts and audio series.
Audio entertainment conquers space
Every year, NielsenIQ monitors the listening habits of Italians, analyzing preferences, modes of use and sector trends. And from this research emerges the continuous growth of audio entertainment which, year after year, conquers an increasingly significant space in the consumption habits of Italians. In particular, podcasts and audiobooks confirm themselves as two formats highly appreciated by listeners, even if in 2026 there will be a greater diversification of the methods of use: around 6 out of 10 listeners use both.
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25-34 year old group, strong listeners
The photograph taken by NielsenIQ tells of an increasingly mature listener. In 2026, on average, Italians listen to podcasts 5 times a month, while the average duration of each session stands at 26.9 minutes, confirming that the podcast remains a content capable of carving out a space of its own in people's daily lives. The most frequent listeners continue to be concentrated in the younger segments of the population. In particular, 25-34 year olds confirm themselves as the most involved audience in 2026, in a balanced way between both genders and equally distributed on the Peninsula, with a slight majority, for this year, of listeners from Central Italy. Finally, the podcast continues to find space in families too: 37% of parents say that their children listen to podcasts and, in the majority of cases (45%), it is the parents themselves who introduce them to this format, favoring educational content and modern stories.
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Theme and genre guide the choices
But what drives a listener to choose which podcast to listen to? What matters most, for 72% of users, is the theme. This is followed by genre, which is important for 62% of listeners, and the narrator, who is important for 51%. These are the main listening drivers that push Italians to press play: a well-conscious choice dictated by their own well-defined preferences. On the other hand there are social media which become the first channel through which users discover new podcasts, through word of mouth and other websites.
But what are the detailed reasons that lead to choosing a title? In first place, for 43% of those interviewed, there is the desire to inform themselves and learn more. In 2026, however, the search for entertainment is also growing compared to the previous year, important for 41% of listeners. Therefore space for in-depth podcasts (41%), followed by news and current affairs (40%), investigations and reports (36%) and crime (35%) which confirm themselves as the favorite genres for Italians. There is also a growing interest in content that expands existing narrative universes: one listener in five states that they are interested in prequels, sequels and spin-offs of books, films, TV series, theater shows or graphic novels, with a clear preference for stories that continue the adventures of the protagonists rather than secondary characters.
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Podcasts in everyday life
From the tranquility of home to car journeys, the places where podcasts are enjoyed are varied. The home, however, continues to represent the favorite place for Italians (79%) who listen to stories while carrying out household activities. 56% love listening to podcasts during their daily commute and, in particular, during car journeys (35%). Then there are some favorite times to listen to podcasts: for 38% of users it is when they return from work, for 36% it is in the evening before going to sleep while for 31% the perfect time is on the weekend. All this confirms the podcast's ability to fit naturally into the leisure moments of everyday life. The characteristic of being a format suitable for multitasking is among the main advantages of listening to podcasts for 71% of those interviewed. This is followed by the possibility of selecting the topics of interest (for 42%), the fact that it is free compared to other media (for 38%) and finally, for 27%, the fact that it represents a medium that does not further strain the eyes.
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