This is especially valuable for podcast ads, as the unreachable audience grows and advertisers may have more difficulty accessing younger audiences who are more likely to use technology like ad blockers across other forms of digital media.

The podcast audience is not only large and growing, but attractive: Listeners tend to be young, affluent, and educated, and generally open to advertising in podcasting. Like what you’re reading? Click here to learn more about Insider Intelligence’s leading Advertising, Media, and Marketing research. People are also spending more time with podcasts-among adult podcast listeners, time spent with podcasts in 2022 will increase by 16.1% YoY to a little more than 23 minutes per day. By the end of 2025, there will be over 144 million monthly podcast listeners in the US. As more and more podcasts have popped up, listenership has climbed.įor the first time, more than half of all digital audio listeners will tune in to podcasts each month. Podcasts have been around for nearly two decades, but the format has come into its own over the last five years.

No figures have been released from either company to confirm. In October 2021, Spotify claimed that it had surpassed Apple Podcasts as the most popular podcast platform in the US, which was aligned with our estimates: that 28.2 million US internet users will listen to podcasts monthly on Spotify, compared with 28.0 million who will do so on Apple Podcasts. 1 destination for podcast listeners, and the biggest players are Apple Podcast, YouTube, and Spotify. Additionally, tech companies are jockeying to become the No. Podcasts are growing outside of the US as well, and Latin America is a key region to watch given the rapid development of Spanish-language content. In 2022, the number of monthly US podcast listeners will increase by 6.1% year-over-year (YoY) to 125 million.

Apple podcast online review