The global podcast market grew in value to $30.03 billion by December of last year and is continuing to grow at a compound annual rate (CAGR) of 27.6% the end of 2030. Listener numbers, ad revenues and the expansion of podcast platforms fuel this growth are fuelling this growth. Content creation is also growing at pace, in the last calendar year. Podcast production has increased by 1.67%. Some 548 million people are absorbing podcasts – a number expected to rise to 630.9 million by the end of this year. For consumers of podcasts, the choice of content extends to more than six million podcasts. with more than 75 million episodes. An important factor supporting these growth figures is the accessibility of podcasting technology, and the widespread availability of distribution and reach of podcast platforms. We look at these stats in detail and consider the emerging technological factors driving the podcast phenomenon.
The key to podcast’s status as one of the fastest-growing digital media trends is their almost universal accessibility of the tools of creation. Reaching a potential audience of millions is entirely possible using basic consumer technology, such as a mobile phone, a laptop or a tablet computer. The content creator’s only unique requirement is a good or at least a poplar idea and the talent to execute it. With potential to reach millions of listeners, and viewers for video enhanced podcast content, across multiple genres. Individuals, organisations and businesses have adopted the medium of the podcast to address previously hard to target including groups including young people (the majority of podcast listeners fall within the 12-34 age group) and women (45% of women now listen or watch podcasts on a monthly basis and the gap between the sexes is rapidly closing).
The podcasting industry has experienced significant growth, with more than 4.36 million podcasts available globally as of 2024. Several factors contribute to this growth, including the ease of entry for creators, the diverse range of topics covered, and the rise of niche podcasts. Podcasting has appeal as a medium for both professional and amateur content creators, keen to target growing audiences ranging from 68% of the population listening to podcasts for an hour or more each week, down to 10% in Japan where is clearly room for growth. The majority of podcast listeners and viewers use mobile devices, with some 73% of listeners using smartphones to access podcast content.
The podcast advantage
Podcast audiences are highly engaged, with the average listener subscribing to multiple shows and spending several hours per week consuming content. The length of a podcast episode plays a crucial role in listener retention and engagement. The average podcast episode length is 41 minutes, with most successful podcasts ranging between 20 to 40 minutes. Shorter episodes (under 20 minutes) are popular in genres like news and daily updates, while longer episodes are common in storytelling and in-depth interviews. The average podcast length varies, with episodes between 20 to 40 minutes the most popular, aligning with the typical listener’s commute or workout time. Podcasting is a global phenomenon, with significant growth in Asia, Europe, and Latin America.
Apple compliant podcasts continue to be the dominant player in podcasting commanding over 70% of all podcast episode download requests. This dominance can be attributed to Apple Podcasts’ long-standing presence and integration with Apple’s ecosystem, which facilitates easy access for users across iPhones, iPads, and Macs. The platform’s user-friendly interface and extensive library contribute to its leading position in podcast downloads. The concentration of download requests on Apple Podcasts reflects broader trends in consumer behaviour, with many preferring the convenience and integration offered by Apple’s ecosystem. For podcasters, this means focusing efforts on platforms with higher download potential while exploring ways to increase visibility and engagement on emerging platforms. As the podcast industry continues to evolve, download trends will provide valuable insights into listener behaviour, preferences, and the shifting dynamics of platform performance.
Niche market podcasts have become increasingly popular as listeners seek content tailored to their specific interests. The surge in the podcast audience can be attributed to the fact that, unlike other forms of media, podcasts often foster a deeper connection with their consumers, particularly when targeting niche groups or topics. These podcasts often have smaller but more dedicated audiences, making them attractive to brands and businesses looking for targeted marketing opportunities. Niche market podcasts are proving to be highly profitable, often achieving higher Cost per thousand listeners (CPM) rates due to their targeted audiences. The primary revenue source for podcasts is advertising, which includes direct response ads (prompting listeners to use a promo code or visit a website) and brand awareness campaigns. CPM rates typically range from $18 to $50, with higher rates for podcasts with engaged or niche audiences. Niche podcasts are thriving due to their ability to engage highly dedicated audiences with tailored content, resulting in deeper connections and higher engagement rates. This popularity makes them particularly attractive to businesses, as they often command higher CPM rates. The success of niche podcasts emphasizes the importance of high-quality and specific content, which 98% of podcasters agree is crucial for achieving profitability and sustaining listener loyalty.
Quality productions
It is this advertising focused high quality niche that provides professional content producers with the greatest opportunities. The intimate nature of podcasting, combined with high listener engagement, makes it an effective platform for brands. The global podcast advertising market is poised for substantial growth, with revenue hitting $4.02 billion last year. The market is forecast to maintain a steady annual growth rate of 7.76% reaching an estimated $5.03 billion by 2027. This growth is driven by the rising number of podcast users, which is projected to reach 616.5 million by 2027. Some 54% of podcast consumers say they are more likely to consider buying from a brand after hearing it advertised on a podcast as opposed to alternative media. This behaviour is attributed to the trust and credibility that listeners place in podcast hosts. One of the most notable trends is the increasing use of ads that are voiced by the podcast hosts. These ads tend to be more effective and engaging than traditional pre-recorded ads, as they feel more natural and authentic.
There is a rising trend towards the use of algorithms to automate the buying and placement of podcast ads. This form of advertising uses real-time, algorithm-driven ad transactions that optimise performance and ROI. This ‘programmatic advertising’ is set to grow, fuelled by mobile adoption, increased digital ad spending, and trends like privacy-first technologies and new entrants like telcos. Programmatic podcast advertising shows promise, doubling its market share to 11% in 2023, with dynamic ad insertion and audience-based buying strategies driving growth.
For the professional, podcasting offers considerable potential already, but this is likely to grow as new technologies evolve that could outpace amateur and consumer level producers. Examples of new content elements include the integration of interactive elements like polls, Q&A, and live chat. Interactivity is expected to enhance listener engagement and create new opportunities for content creators. Close on the heels of interactivity, AI-driven recommendations and personalised content are set to revolutionize how listeners discover new podcasts. This technology will enable platforms to suggest content based on individual preferences, listening habits and even mood. Approximately 40% of podcasters now utilize AI tools to enhance their podcasts, particularly for tasks such as episode transcription and personalized content creation. Additionally, around 57% of podcast listeners have experienced AI-powered features like personalised recommendations or voice controls, which improve the listening experience and help maintain audience engagement.
Conclusion
Podcasting is no longer a niche medium but a mainstream form of entertainment and information. With its rapid growth, expanding audience, and increasing advertising revenue, the podcast industry shows no signs of slowing down. Podcast production and consumption are thriving, offering content that appeals to specific interests and communities. These podcasts, often led by passionate creators, attract dedicated audiences who seek specialised content. This trend highlights the opportunity for businesses across many industries to find success by catering to unique and underserved markets.
Podcasts: video v audio-only
Traditionally, podcasts were largely audio-only creations destined for consumption on mobile devices in the car, on public transport or by users on foot. To keep up with current demand, one of the most critical decisions a producer will face is whether to add a visual element to an audio track. This choice impacts not only how, and where, your audience consumes your material but also the production process, marketing strategy and overall content distribution.
Current statistics show that adding a video element to a podcast is undeniably a growing trend. For example. 32% of all podcast users in the US prefer those with video. Of regular podcast users, 46% prefer video with their audio. More than 70% of viewers watch video podcasts in the foreground, limiting their appeal to drivers and other mobile consumers. When asked about different types of podcast followed, around seven in ten podcast listeners say they ever consume podcasts that also have video (69%), and over a third say they do so on a weekly basis (37%). But do audience in general prefer when presented with the choice of audio-only and audio-visual content. Of those who enjoy podcasts with video? Four in ten say they prefer to listen to podcasts as audio-only content (41%). However, of the remaining proportion, the majority prefer to watch a podcast with video if available (29%) while some are happy to play the video in the background but not actively watch it (23%).
The phrase ‘a picture is worth a thousand words’ resonates deeply in the context of podcasting. Video podcasts combine the intimacy of audio storytelling with the immediacy of visual communication. Whether it’s showing facial expressions, props, or slideshows, video adds a whole new dimension to your content. Visual storytelling is undeniably powerful. Consider podcasts with interviews or guest appearances—viewers can connect more deeply by seeing body language, reactions, and interactions between hosts and guests. According to a recent study, video content is far more engaging than text or audio alone, with 82% of internet traffic expected to be driven by video by the end of this year.
One major advantage of video podcasts is the ability to share them across a variety of platforms. Platforms like YouTube, TikTok, and even Instagram favour video content, giving creators additional avenues to grow their audience. Adding video to a podcast allows creators to cross-post content more effectively, maximising reach and increasing engagement. Sponsorship deals and advertising revenue are critical for podcasters looking to monetise their content. Video podcasts offer more attractive opportunities for advertisers, especially on platforms like YouTube, which is built for visual ads. Additionally, branded content and product placements become more natural within a video format.
For amateur and even some professional creators, audio-only podcasts remains a more practical choice, especially when it comes to cost and time. Producing a high-quality video podcast requires a full setup of cameras, lighting, editing software and often, a professional studio environment. In contrast, audio-only podcasts can be produced with little more than a quality microphone, headphones, and basic editing software. Many creators can even record remotely, enabling content to be produced on the go or in less-than-ideal environments. This lower production barrier allows more creators to enter the podcasting world and create content consistently without the logistical and financial hurdles of video. Audio-only podcasts also offer unmatched convenience for listeners. One of the greatest advantages of audio is that it can be consumed passively. Whether driving, exercising, or cooking, people can tune into podcasts without needing to focus on a screen. Research shows that 80% of podcast listeners consume content while multitasking.
A trend currently gaining momentum is the hybrid podcast format, where creators record both video and audio versions of their content. This strategy allows podcasters to reach two different audiences: those who prefer to watch on platforms like YouTube and those who prefer to listen on traditional podcast platforms. With a hybrid approach, content creators can repurpose content across multiple platforms without sacrificing quality. Full-length video podcasts can be uploaded to YouTube, while audio-only versions are distributed to Spotify and Apple Podcasts. Additionally, shorter video clips can be shared on TikTok, Instagram, and Twitter to drive traffic to the full episode. The hybrid format allows creators to cater to different types of listeners. Some viewers prefer the visual engagement of a video podcast, while others appreciate the convenience of listening to audio while commuting or exercising. By offering both formats, creators can enhance the listener experience and boost their overall reach
Technology for podcasting
When AV News produced its first podcasts, we used technology first originally acquired for musical performances and recording. Vocal mics, studio monitors and 32 track recording were all a bit over the top in retrospect, but the results were pretty good even if we do say so ourselves. AV News was an early adopter of hybrid techniques for some of its productions, with video shot on broadcast quality cameras.
If we were to do the same thing today, we would invest in a dedicated podcasting solution, designed for capturing and editing the podcast quickly and efficiently. A leading supplier of such solutions is Rode. Two years ago the company announced a tranche of seven new products specifically targeted to the podcast market At the NAB Show in Las Vegas, Rode announced firmware updates for the industry-leading Wireless GO II and RØDECaster Pro II, plus complete new products like the Streamer X, RØDECaster Duo and the PodMic USB.
Of these, RØDECaster Pro II and the RØDECaster Duo provided would-be podcasters with portable solutions for capturing and editing podcast content. The RØDECaster Pro II features a flexible array of audio inputs, including combo jacks for connecting both microphones and instruments, Bluetooth connectivity and dual-USB interfaces for connecting computers and mobile devices. With the new update, users will also be able to connect any RØDE Series IV wireless transmitter – including the Wireless GO II and Wireless ME – for recording pristine wireless audio directly to the RØDECaster Pro II.
The Streamer X is a revolutionary new product that combines a professional audio interface and video capture card in a compact, easy-to-use console. It features studio-grade audio inputs for XLR, line-level devices and headsets with an ultra-low-noise, high-gain Revolution Preamp and powerful APHEX audio processing delivering pristine sound quality. It also features the same compatibility with RØDE Series IV wireless microphones that will be coming to the RØDECaster Pro II in the next firmware update. For those with more modest budgets, the RØDECaster Duo is a compact and incredibly powerful all-in-one audio production solution for podcasting, streaming, music-making and content creation. It offers the same unmatched feature set and peerless versatility as the revolutionary RØDECaster Pro II, including the upcoming compatibility with RØDE Series IV wireless microphones. It features the same high-power quad-core audio engine, Revolution Preamps, APHEX audio processing and endless customisability as the RØDECaster Pro II – now in an even more compact and portable form factor with fewer audio inputs.
Complementing RØDECaster Pro II and the RØDECaster Duo, the PodMic USB is an ultra-versatile, broadcast-grade dynamic microphone for podcasting, streaming and content creation. It offers the same incredible sound quality and compact yet rugged form factor as the best-selling PodMic, with a powerful new feature up its sleeve, with both XLR and USB connectivity. When using the analogue XLR output, the PodMic USB is the same as the original, albeit with a sleek new finish and studio-grade pop filter. When using the digital USB output, it offers a range of next-generation features that make it super flexible, including a Revolution Preamp and high-quality analogue-to-digital conversion for pristine audio capture, advanced DSP for adding professional APHEX voice processing to any recording, and compatibility with smartphones and tablets for use on the go. It also features a zero-latency headphone output and on-board volume control and is compatible with the complete RØDE software suite, including RØDE Central, RØDE Connect, RØDE Capture and UNIFY, making it the most versatile microphone ever.
As something of a podcasting specialist, Rode has naturally kept up with trends in the industry. Introducing the RØDECaster Video. This unit mimics the design of more professional video switchers. with six video inputs (four HDMI and two USB-C), two HDMI outputs, two combo XLR/1/4” jack inputs, 20 possible audio sources (nine stereo channels simultaneously), and seven customisable scene buttons. The new console enables users to operate a near-full video production: from audio mixing to video monitoring to graphics triggering, scene building, recording, and chroma keying (green or blue screen!) for $1,199 USD. The price is steep for someone getting into video production, but Rode is on its way to becoming the go-to podcasting brand, which may convince creators to trust this machine.
Rode says the RØDECaster Video features a new video engine and “an extremely powerful and flexible CPU” which “allows for an innovative scene-based switching architecture that simply isn’t possible on a traditional FPGA-based system used by other video switchers.” The RØDECaster Video can be controlled and configured via the updated Rode Central app on a computer but also can stream directly from the device via a network connection. The RØDECaster Video is also compatible with a bunch of its other podcasting products like Rode’s USB microphones and wireless mic systems, completing the solution for podcasters and other content creators looking to polish their productions.
