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Gen Z's Spoken Word Gateway: The Podcasting Shift Radio Can't Ignore
New research from Sounds Profitable's "The Advertising Landscape" study shows that podcasting has become the main way that people ages 18 to 34 listen to spoken word audio. The overall reach of AM/FM radio is higher (66% vs. 31%) than the monthly consumption of podcasts among Americans 18+, but the data shows that the way younger generations interact with talk content has changed in a big way. The poll of 5,005 U.S. adults for the study shows that podcasting is in the middle of 22 ad-supported platforms.
Podcasting has a steady monthly reach, but it's not as good at turning monthly listeners into daily users as other platforms. Only 61% of monthly podcast listeners use the medium daily or almost daily, which is less than the cross-platform average of 70%. Podcasting's longer, episodic format means that it requires "a deeper investment of time" than platforms like TikTok or Instagram, according to Tom Webster of Sounds Profitable. The research also found a perception gap: 42% of monthly podcast listeners didn't think they were listening to ad-supported podcasts, even though they were probably hearing ads. This makes it harder to measure and market the true scale of podcast advertising.
YouTube's Impact on Podcast Advertising: Signal Hill Unveils Video Brand Lift Measurement Solutions
Signal Hill Insights has pioneered a breakthrough measurement solution for video podcast advertisements on YouTube, addressing a critical industry challenge at a time when the platform has become the most-used podcast destination in North America. This innovative approach applies controlled exposure brand lift methods and direct recruitment of organically exposed viewers to measure embedded YouTube podcast ads, offering advertisers comparable metrics to those available for traditional audio podcast campaigns.
The company's research reveals video podcasting represents a significant net gain for the podcast industry rather than cannibalizing audio listenership. With 79% of US consumers reporting that watching video podcasts replaces time with other visual media like television or TikTok rather than audio podcasts, and a substantial majority of YouTube podcast viewers also consuming the same content via audio platforms, the data suggests video has expanded podcasting's total audience while maintaining audio's foundational role in the ecosystem.
🎙️Goalhanger announces new women's football podcast hosted by Millie Bright & Rachel Daly
Goalhanger today announces The Rest Is Football: Daly Brightness, a new show hosted by Lioness legends and close friends Millie Bright and Rachel Daly. The twice-weekly podcast launches on Tuesday 15th April.
👍 Producer Recommendations Wanted: Share Your Podcast Insights
Even with record increase in content creation, podcast discovery remains a major industry problem. Producers, being experts in their field, have special insights that might change the way listeners identify quality content.
As a producer, suggest podcasts you routinely listen to together along with the professional relevance of each.
Your professional suggestions will help close the discovery gap between industry data showing affects on listener retention and engagement measures. Participation adds to a valuable industry resource meant to more successfully link quality content with receptive audiences than only algorithm-driven solutions.
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WOMEN'S PODCAST LISTENERSHIP TRIPLES IN TEN YEARS
Female podcast listenership has exploded over the past decade, and the numbers tell a story that should make every podcaster sit up and take notice. What started as a niche medium has transformed into a mainstream powerhouse, with women's monthly podcast consumption tripling from just 15% in 2015 to a whopping 45% in 2025. Even more eye-opening – when you factor in video podcast viewership, we're now reaching the majority (52%) of U.S. women.
This isn't just growth; it's a fundamental shift in media consumption that podcasters ignore at their peril. The question isn't whether women are listening to podcasts – it's whether your show is positioned to capture this rapidly expanding audience.
According to the Women's Audio Report: Women & Podcasts released by Edison Research and SiriusXM Media on April 15, 2025, female monthly podcast listenership has tripled over the past decade. Presented by Megan Lazovick, Edison Research Vice President, and Melissa Paris, Vice President of Sales Research at SiriusXM Media, the study reveals that 52% of women age 18+ now consume podcasts in some form when including both audio and video consumption.
The Key Points:
Female monthly podcast listenership has tripled from 15% in 2015 to 45% in 2025, reaching an estimated 60 million U.S. women
Combined audio-video podcast consumption now reaches 52% of all U.S. women age 18+
Women podcast consumers skew younger, more affluent, and more educated than average
75% of women who hear podcast ads have taken action based on those ads
Nearly half (48%) of the top 25 shows among women weekly listeners have female hosts or co-hosts
Why It Matters
The explosive growth of women in podcasting isn't just a demographic shift – it's a business opportunity hiding in plain sight. For podcasters and producers, this represents an audience that's not only growing rapidly but also highly engaged, with women consuming over 1 hour and 40 minutes of podcast content daily. With 75% of women podcast listeners acting on ads they hear, there's a direct line between authentic content for women and real revenue. As Lazovick put it, investing in authentic female voices "isn't just the right thing to do—it's smart business."
The Big Picture
For podcasters and producers, this data represents a clear call to action. The female podcast audience isn't just growing – it's evolving, with distinct preferences and consumption patterns. Successful creators need to develop content that resonates with women's motivations (exploring topics in depth, learning, entertainment) while recognizing the crucial role of relatable, authentic hosts.
The industry as a whole stands to benefit from this expansion, but only for those who adapt their strategy. Consider developing shows with female hosts or co-hosts, as nearly half of the top shows among women weekly listeners already do.
Create ad partnerships that acknowledge women's higher commercial engagement rates. And don't ignore video – with 33% of women watching podcasts, a multi-format approach isn't optional anymore. The podcasters who recognize and respond to these trends won't just survive – they'll thrive in a medium that's increasingly being shaped by women's voices and preferences.
Instagram Strategy Guide for Podcasters: 2025 Content Formats That Convert Followers to Listeners. This comprehensive guide reveals how podcasters can leverage Instagram's 2025 features—including Reels, carousel posts, and interactive stories—to increase discoverability, boost audience engagement, and convert social media followers into dedicated podcast listeners.
Spotify Video for Podcasters: Critical Analytics Impact and Revenue Implications for Publishers. Industry expert Bryan Barletta warns podcasters that Spotify's Video and Streaming Audio feature fundamentally compromises critical measurement standards, disrupts established ad delivery mechanisms, and potentially diminishes revenue opportunities by replacing IAB-certified metrics with proprietary data systems that lack transparency.
Creative Impact vs. Targeting: New Research Reveals Marketers Significantly Underestimate Creative's 49% Sales Contribution. Comprehensive analysis from the Cumulus Media | Westwood One Audio Active Group® reveals marketers significantly misallocate importance in their attribution models, underestimating creative's dominant 49% contribution to sales effectiveness while overvaluing targeting's actual 11% impact—insights that necessitate fundamental reconsideration of marketing resource allocation and measurement practices.
Black Tech Green Money Podcast Joins Black Effect Festival: Amplifying Black Voices in Tech and Podcasting. Will Lucas's Black Tech Green Money podcast, which provides crucial money-building strategies and success stories through a Black lens in the tech industry, will join Charlamagne Tha God's third annual Black Effect Podcast Festival in Atlanta on April 26, 2025, aimed at amplifying Black voices and inspiring the next generation of podcasters.
Lisa Waks Joins AdLarge as EVP: Female-Focused Podcast Network Expands Leadership Team. Media industry veteran Lisa Waks has been appointed as Executive Vice President of Business Development and Partnerships at AdLarge and the fwd. network, where she will lead strategic digital partnerships and expand opportunities for female podcast creators across their rapidly growing content portfolio.
Global Media Consumption Reaches Inflection Point: PQ Media Predicts First Decline in 2025 After Olympics-Driven Growth. According to PQ Media's comprehensive Global Consumer Media Usage Forecast, worldwide media consumption grew 2.4% to 57.2 hours weekly in 2024 due to elections and the Olympics, but will decline 0.3% in 2025—marking the first decrease since 2009—as consumption reaches saturation in developed markets amid the emergence of the AI generation and continuing shift toward digital platforms.
Khloé in Wonder Land: Why X Platform's Analytics Capabilities Attracted the Kardashian's Podcast. Khloé Kardashian chose to launch her successful podcast "Khloé in Wonder Land" on X due to its real-time analytics capabilities, allowing her to instantly optimize content based on viewer engagement metrics and receiving 121 million video views across 12 episodes.
Dual-Format Podcast Consumption Data Shows 33% Audio, 38% Video Listeners According to New Research. New research from Sounds Profitable's "The Advertising Landscape" reveals podcasting's unique versatility as a dual-format medium with balanced consumption patterns—33% primarily audio, 38% primarily video, and 29% equally across both—creating seamless cross-platform advertising opportunities that adapt to consumer contexts throughout their day without requiring separate media buys.
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