Tracking Podcast Growth: Metrics That Matter
- Kacey Clarke
- Sep 15
- 5 min read
Updated: Sep 30
Podcasting is booming. With over 584.1 million listeners worldwide in 2025, this audio medium has transformed into a crucial channel for brands seeking to connect with highly engaged audiences. Understanding listener demographics, platform popularity, and advertising trends is key to making informed decisions and ensuring a future-proof investment in the audio space.
In this post, we dive into the latest podcast growth statistics, advertising trends, and forecasts. By examining global listener data, platform popularity, and industry insights, brands can identify opportunities to engage audiences effectively, consider campaigns strategically, and maximize their marketing ROI.
Global Podcast Listener Growth
The podcast audience continues to expand across the globe, reflecting the medium’s increasing accessibility and popularity. Here’s an overview on podcast listenership:
The data, courtesy of EMarketer, shows that 2023 saw 506.9 million worldwide listeners, with:
143.3 million listeners across North America
135.2 million across Latin America
111.3 million across Western Europe.
Listenership was led by the US, China, Brazil, Mexico, Germany and the UK.
In 2025 these numbers have since boomed, with 584.1 million listeners worldwide, expected to reach 651.7 million by 2027.
Year-over-Year Listenership Overview
To break it down, let's look at the yearly listener figures from 2022-2027:
2020: 332.2 million listeners worldwide
2021: 383.7 million
2022: 424.2 million
2023: 506.9 million
2024: 546.7 million
2025: 584.1 million
2026 forecast: 619.2 million
2027 forecast: 651.7 million
(Estimated numbers courtesy of EMarketer)
That marks a roughly +75.8% increase in global listenership in the last five years.
Market Trends:
US: Podcasting has matured, with widespread mainstream adoption across multiple demographics. According to Edison Research‘s 2025 consumer report, nearly three-quarters (73%) of the U.S. population age 12 and older has experienced podcast content in some form.
Brazil & Mexico: Local content creators are expanding genres from education to lifestyle, attracting younger audiences. The internet user rate has climbed massively in Brazil in the last decade, leading them to consume more and more digital content (Podnews).
China: According to suggested projections from Statista, China is poised to experience a massive boost in podcast listener growth, expecting nearly 179 million listeners by 2027.
This widespread adoption underscores the effectiveness of podcasts as a medium for reaching diverse audiences.
US Listener Demographics (2025):
Age:
12-34: 66% listened in the past month
35-54: 61%
55+: 38%
Children 6-12: 29%
*According to a 2025 Edison Research study.
Gender: 51% male, 48% female, 1% non-binary.
*According to a 2024 Edison Research study.
These statistics highlight the broad appeal of podcasts, spanning multiple age groups and gender identities, making it a versatile medium for brands targeting diverse audiences.
Most Popular Platforms and Devices
Podcast consumption continues to be dominated by a few major platforms, though each caters to different user preferences.
Spotify:
Global Reach: Spotify boasts 678 million users across 184 countries, with 50% engaging with podcasts.
Content Library: Hosts millions of podcast titles, serving as a leading hub for both global and localized content.
Engagement: Spotify's recommendation engine allows brands to target audiences based on listening habits and interests.
Video Podcasts: Video podcast consumption on Spotify has increased by over 40% following the introduction of a new partner program in January 2025.
Apple Podcasts:
U.S. Dominance: Apple Podcasts leads in the U.S., accounting for 37.4% of all podcast downloads and views.
User Engagement: Known for high listener engagement and a loyal user base.
Content Preference: Attracts an audience that consumes long-form content and educational podcasts.
YouTube:
Rapid Growth: YouTube has become a rapidly growing podcast destination, especially among younger audiences.
Monthly Viewership: Hosts over 1 billion podcast viewers each month.
Video-First Format: Its video-first format boosts discoverability and engagement, while features like clips and recommendations help podcasts reach new listeners and expand brand visibility.
Google Podcasts & Amazon Music:
Emerging as significant platforms, especially in markets outside North America. Google Podcasts integrates with Android devices, while Amazon Music offers curated playlists and original podcasts.
Devices: While podcast content is consumed across devices including laptops and tablets, according to Cumulus Media smartphones dominate podcast listening. Brands need to ensure that ad content and calls-to-action are optimized for mobile listening, including clear verbal cues and short, engaging formats.
By understanding platform-specific strengths, marketers can tailor campaigns to maximize reach and engagement, whether through sponsorships, host-read ads, or branded content.
Podcast Ad Spend Growth
Podcast advertising is growing rapidly, reflecting both increased consumer engagement and advertiser confidence:
Global ad spending (2025): $4.46 billion, up 10.95% from 2024.
Forecast (2027): $5.03 billion.
*(Statista)
Brands are investing more and more in podcast advertising due to high audience engagement and significant ROI. Podcasts allow advertisers to reach niche audiences with tailored messaging, creating opportunities for both brand awareness and direct response campaigns.
What This Means for Brands
Podcasting presents a compelling opportunity for brands to reach highly engaged and targeted audiences. Key takeaways include:
Younger audiences dominate: Millennials and Gen Z make up over 60% of US listeners, ideal for brands targeting these demographics.
Ad spend is rising: Increased investment in podcasts reflects strong industry confidence.
Global opportunities: Large audience markets across the US, China, Latin America, and Europe.
Platform strategy matters: Understanding platforms and their audiences allows brands to tailor campaigns for maximum impact.
Brands entering the podcast space now can capitalize on early growth, position themselves in high-potential markets, and build long-term relationships with engaged listeners.
Opportunities for Brands Entering Now
Invest early: Secure ad placements and sponsorships in high-potential podcasts while the market is unsaturated.
Target strategically: Utilise podcast advertising agency services to optimise your campaign across listener demographics, platform strengths, and device usage, to deliver relevant messaging and diversify campaigns.
By leveraging these strategies, brands can ensure their campaigns are both effective and future-proof in a rapidly growing podcast ecosystem.
How to Act on This Data
Choose the right platforms: Focus on the channels where your target audience is most active, leveraging platform strengths to maximize engagement. Our team can help identify the optimal mix for your campaign.
Plan campaigns strategically: Align your advertising with key listener demographics to ensure maximum impact and ROI. We offer expertise in crafting campaigns that hit the right audiences at the right time.
Monitor and optimize: Track performance trends and refine placements and messaging to keep campaigns effective. Our analytics-driven approach helps you stay ahead of market shifts.
Invest in content and sponsorships: Build long-term brand loyalty through engaging, relevant audio content. Partnering with experienced advertising professionals ensures your messaging resonates and drives results.
Considerations
Listener engagement can vary across genres, platforms, and regions
Data sources may differ slightly, depending on survey methodology and sample size
Localization may be necessary for non-English-speaking markets
Closing
Podcasting has truly established itself as a mainstream channel with rapidly growing audiences and advertising opportunities. By leveraging the latest statistics, understanding platform dynamics, and targeting the right audiences, brands can make more informed decisions and capitalize on a booming audio landscape.
The data is clear: podcast listeners engage, trust, and take action. Don’t miss your chance to be part of the conversation. Reach out to our experts and start your campaign today.
Contact our team to design a customized podcast advertising strategy.
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