Podcasts have become one of the most powerful storytelling and advertising mediums of the digital age. What started as a niche format for talk shows and interviews has evolved into a global marketing channel that captures millions of engaged listeners every day. For brands and marketers, the numbers paint a clear picture of why podcasts continue to grow in influence and opportunity.
Let’s take a closer look at the latest podcast statistics shaping this dynamic space and what they mean for businesses aiming to connect with today’s audiences.
Top Podcast Statistics
As of September 2025, there are 4.52 million podcasts available around the world, showing just how expansive the medium has become. Across those millions of shows, about 584.1 million people globally listen to podcasts, a number that keeps climbing every year.
In the United States alone, approximately 158 million people tune in to podcasts every month, proving that this format has gone far beyond niche interest. One of the biggest shifts in podcasting has been the rise of video podcasts, with 41% of U.S. listeners now opting for watchable versions on platforms like YouTube and Spotify.
Speaking of platforms, YouTube, Spotify, and Apple Podcasts lead the industry in global reach. In fact, one in three people in the U.S. listens to podcasts on YouTube, making it the top platform for podcast engagement.
The growing demand has also driven revenue growth. The global podcast market is now valued at $39.63 billion, reflecting how brands continue to invest in audio storytelling. On average, listeners spend about 7 hours per week tuned in, with 86.1% preferring to listen on mobile devices. Most podcast episodes typically run between 20 to 40 minutes, the ideal range for attention and convenience.
These numbers emphasize just how integrated podcasts have become in everyday media habits, and how much room there is for brand participation. Explore our social services to see how The frank Agency helps brands navigate these expanding channels.
Podcast Listeners Worldwide
Podcast listenership has been growing steadily year over year. In 2025, the number of podcast listeners reached 584.1 million, marking a 6.83% increase compared to the previous year. Projections show that by 2027, this audience could reach 651.7 million listeners worldwide.
That growth is consistent with the rise in total shows available. Today, there are over 4.5 million podcasts registered globally, which is a testament to both accessibility and audience demand.
| Year | Podcast Listeners Worldwide |
| 2023 | 506.9 million |
| 2024 | 546.7 million |
| 2025 | 584.1 million |
| 2026 | 619.2 million |
| 2027 | 651.7 million |
Source: eMarketer
As more people embrace podcasts across different cultures and devices, brands have the opportunity to reach diverse and engaged audiences through personalized, storytelling-driven campaigns.
Podcast Listener Demographics
Understanding who listens to podcasts is key to building the right strategy. In the United States, 57% of men and 52% of women report listening to podcasts, showing strong interest across genders.
Podcasts are especially popular among younger audiences. About 66% of people aged 12 to 34 listen to podcasts monthly, compared to 61% of those aged 35 to 54 and 38% of listeners over 55. Collectively, 18- to 44-year-olds make up 59% of all U.S. podcast listeners, highlighting a highly desirable demographic for brands.
| Age Group | Share of Monthly Podcast Listeners in the U.S. |
| 12–34 years | 66% |
| 35–54 years | 61% |
| Over 55 years | 38% |
Political affiliation also shows some parity, with 53% of Democrats and 56% of Republicans listening to podcasts. Even younger audiences are tuning in, as 29% of kids aged 6 to 12 have listened to a podcast in the past month.
This diverse mix of listeners gives brands the flexibility to target nearly any demographic or interest segment, whether through direct advertising or branded content.
Podcast Advertising Statistics
Podcast advertising continues to rise as brands recognize the impact of connecting through voice and storytelling. In the United States, podcast ad revenue is expected to exceed $2.3 billion in 2025, while globally, the podcast advertising market is projected to grow by 16%, reaching $4.02 billion in 2025.
The appeal of podcast ads is clear, with 28% of listeners saying they have purchased a product they heard about on a podcast, and 69% saying podcast ads have introduced them to new products.
Marketers are steadily increasing their investment in audio. Global podcast ad spending is estimated to reach $4.46 billion in 2025, up 10.95% from 2024, and is projected to hit $5.03 billion by 2027.
Within the broader digital marketing mix, U.S. advertisers allocate about 3.8% of their total digital budget to podcasts, which is equal to the share spent on digital out-of-home (DOOH) advertising.
This balance shows that podcasts are no longer experimental. They are a strategic, measurable channel for brand awareness and engagement.
| Digital Marketing Channel | Share of Budget |
| Digital video | 22.6% |
| Paid search (SEM) | 15.5% |
| Social media | 15.3% |
| Digital display | 12.6% |
| Digital out-of-home (DOOH) | 3.8% |
| Podcasts | 3.8% |
| Digital audio*** | 3.6% |
| Gaming | 1.3% |
Popular Podcast Genres
When it comes to what people listen to, comedy leads the way, accounting for 30% of total podcast listening hours. Following that, society and culture capture 18%, while lifestyle and health make up 15%. Other popular genres include true crime (10%) and educational content (7%).
These preferences highlight the personal nature of podcasts, as listeners seek entertainment, inspiration, and community. For brands, aligning sponsorships or branded series with relevant genres can help reach audiences in the right mood and mindset.
Here is a table displaying the most popular podcast genre worldwide:
| Podcast Genre | Share of Listening Hours |
| Comedy | 30% |
| Society and Culture | 18% |
| Lifestyle and Health | 15% |
| True crime | 10% |
| Educational | 7% |
Podcast Download and Duration Statistics
Podcast downloads reflect both reach and repeat engagement. Each month, an estimated 103.3 million podcasts are downloaded worldwide. Of those, 70.8% come from Apple Podcasts, showing that even with new competitors, Apple remains a dominant force in distribution.
In terms of episode length, nearly one-third of podcasts fall between 20 to 40 minutes long. Sixteen percent of podcasts run over 60 minutes, while another 16% are shorter than 10 minutes. This variety allows listeners to fit podcasts into their day, whether during a commute or a quick break.
This means there’s room for both long-form storytelling and short, high-frequency ad placements, depending on marketing campaign goals.
Popular Podcast Platforms
When it comes to where listeners tune in, a few platforms dominate. In April 2025, YouTube, Spotify, and Apple Podcasts together accounted for 68% of weekly podcast use in the U.S.
Among them, YouTube is now the top destination, preferred by 39% of monthly podcast listeners, followed by Spotify (21%) and Apple Podcasts/iTunes (8%). As of late 2025, Spotify hosts around 7 million podcast titles, while Apple Podcasts offers 2.7 million.
| Podcast Platform | Share of Weekly Podcast Consumers (Who Use the Platform the Most for Podcast Consumption) |
| YouTube | 39% |
| Spotify | 21% |
| Apple Podcasts | 8%
|
These platforms have become vital for both creators and marketers, allowing for targeted promotion, analytics, and cross-platform content strategies.
Popular Podcast Channels
The top-performing podcasts show the broad range of topics listeners enjoy. In the United States, leading titles include The Joe Rogan Experience, Just Creepy: Scary Stories, Tiger Sisters, Crime Junkie, and This Past Weekend with Theo Van.
In the United Kingdom, popular shows include The Rest is Entertainment, The Joe Rogan Experience, The Rest Is Politics, The Diary of a CEO with Steven Bartlett, and Parenting Hell with Rob Beckett and Josh Widdicombe.
Australia’s top charts feature The Joe Rogan Experience, The Rest Is History, The Diary of a CEO, Hamish and Andy, and Casefile True Crime.
Brands can view updated regional rankings directly through Spotify’s podcast charts, which are a useful reference for trend analysis and audience insights.
Why Podcasts Deserve a Place in Your Marketing Mix
Podcasts have proven to be more than a passing trend, as they’ve become a growing channel for meaningful engagement. With millions of listeners tuning in each week, brands have the opportunity to connect in an intimate, conversational format that builds trust and loyalty.
Whether your business is exploring sponsorships, branded series, or integrated storytelling, the opportunity to reach active listeners continues to expand.
If you’re ready to explore how podcasts can fit into your broader digital strategy, contact The frank Agency to learn how we help brands develop impactful, multi-channel campaigns that reach audiences where they listen most.
