This week we’re getting new evidence of the power of talk radio and podcasts. 

According to The Morning Mouth, the share of time listening to spoken-word audio in the U.S. has increased 30% in the past six years, and 8% in the last year, with the highest levels of growth coming from women, African-Americans, Latinos, and 13-34-year-olds. Music’s share of listening decreased by 8% over the last six years. These findings are part of the second annual Spoken Word Audio Report from NPR and Edison Research.  

TV may still be king when it comes to reach. But this research shows that talk radio is not far behind.