“Hey, there’s this great podcast you should check out.”

It seems like only yesterday that this water cooler cliche entered our lives. ‘Twas a simpler time when people would engage in long-winded conversations without feeling the need to freeze them in time and share them with the masses.

But today, thanks to podcast hosting platforms and our social media culture, it seems everyone and their mom has taken to the format. Literally. (And more power to those mic ’d-up mamas.)

Podcasts are an exciting frontier for storytellers, historians, comedians, thought leaders, and entrepreneurs. For consumers burned out by computer screens (or books), podcasts are a bountiful source of information delivered by relatable voices. 

Below are some notable podcasting statistics that provide evidence of the medium’s rise and its value for businesses.

General podcast statistics

The podcast industry is booming, and there are more statistics than ever before to support this claim. Let's take a look at the number of podcast listeners, the most popular podcast genres, and currently active podcasts.

These statistics will give you a better understanding of the podcast landscape and how you can reach your target audience.

• There are currently over 4 million podcasts.
  
• The global listener base is expected to exceed 500 million by 2025.
• Statista data shows that 47% of people in Sweden listen to podcasts, which is the highest among 54 surveyed nations.
• In Japan, only 5% of the population listens to podcasts.
• Over 100 million Americans will listen to podcasts weekly by the end of 2023 and over 110 million by 2025.
• Podcasts can be heard in over 150 languages.
• English is the most popular podcast language, with over 1.94 million podcasts.
• The most popular podcast genre is society and culture, with over half a million podcasts.

Podcast download and streaming statistics

This section explores statistics in detail, examining popular podcast publishers, platforms, and devices. Advertisers can use this information to place their ads on podcasts that are likely to be heard by their target audience.

• The average American listens to 8 podcast episodes every week.
• Most people listen to podcasts on their smartphones (88.3%), much more than on desktops/laptops (7.1%).
• 32% of adults now listen to podcasts in their cars each month, up from 28% in 2020 and 30% in 2021.
• 26% of people listen to podcasts from 10 AM to 2 PM, followed by 25% who listen before 10 AM.
• The average weekly podcast listener aged 12 and older spends 9 hours and 3 minutes listening to podcasts in the U.S. This is a significant increase from the roughly 4.5 hours of weekly podcast listening time recorded in 2015.
• The top 3 podcast listening devices are Apple iPhones (69.6%), Android phones (17.3%), and Windows computers (5.6%).
• Apple Podcasts is the most popular podcast platform, with 38.7% of all podcast listeners and 48.7 million downloads.
• Spotify is the second most popular platform, with 28% of users and 35.3 million downloads.
• iHeartRadio is the top podcast publisher in the US, with 31 million unique monthly listeners.

Podcast listener statistics

As podcasting continues to grow in popularity, it is important to understand the demographics of the podcast-listening audience. This research is important for creators who want to understand their audience and produce content that is relevant and engaging.

• 62% of US 12+ year-olds have listened to a podcast or about 177 million people.
• US podcast listeners are almost evenly split between male (53%) and female (46%). Non-binary and others account for 1%.
• Millennials and Gen Z are the biggest podcast listeners in the US. In 2022, 59% of millennials and 63% of Gen Z said they had listened to a podcast in the past month.
• Podcast listeners are mostly aged 12-34 (47%), followed by 35-54 (33%) and 55+ (20%).
• In the US, podcasts reach a diverse audience, with 45% of Black Americans, 34% of Hispanic Americans, and 62% of White Americans listening to podcasts monthly.
• 13% of podcast listeners in the US identify as LGBTQ+.
• Podcast listeners in the UK and US are more likely to live in big cities (30%) than in smaller towns (20%) or rural areas (11%).
• 57% of monthly podcast listeners in the US have a household income of less than $75,000.
• College graduates make up 45% of the monthly podcast listeners in the US.
  

Podcast advertising statistics

Podcast advertising is rapidly growing due to a number of factors, including the increasing popularity of podcasts, the highly engaged nature of podcast listeners, and the ability of these ads to reach the targeted audience.

• The podcast advertising market is expected to reach US$3.46 billion by 2023.
• The US is expected to have the highest podcast advertising revenue in the world in 2023, at US$2.178 billion.
• Nearly 7 out of 10 podcast listeners say they have discovered new brands and products from podcast ads.
• 72% of long-time podcast listeners have bought a sponsored product or service.
• 50% of podcast super listeners say podcast advertising is the best way for brands to reach them.

Other podcast statistics

In addition to the statistics on demographics and listening habits, there are a number of other interesting statistics about podcasts.

• Most podcasts (53%) are 20-60 minutes long. Few are shorter than 10 minutes (16%) or longer than 60 minutes (16%).
• Most Americans listen to podcasts while doing chores (49%), commuting to work (42%), or working out or cooking (29%).
• The Joe Rogan Experience is the most listened-to podcast in the US, according to a survey of 10,597 podcast listeners ages 13 and older.
• Nearly 9 in 10 US podcast listeners tune in for learning and almost the same number for entertainment.
• 85.4% of global companies are now recording videos for their podcasts. Many of these podcasts (44%) are interview-style.

Grab your mic and chair

Podcasts may have started as a novel idea, but as the numbers show, they’re now a quintessential media source for the Connected Age. A mic and some podcast editing tools and hosting software is all it takes to try your hand at podcasting. If you’re thinking of getting your proverbial feet wet, our guide on how to start a podcast for your business offers some valuable insight.

For some outside assistance on the matter, you might want to consult with a content marketing services provider or creative services provider.

Not sure if podcast advertising is the right choice for you? A marketing strategy agency could help put you on the right track to being discovered by listeners far and wide.