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Podcast consumption in the United States has plateaued at historically high levels, with 55% of adults listening monthly and 38% weekly, according to the 2025 Podcast Landscape report. While overall reach growth has slowed, engagement is increasing, with weekly listeners averaging 6.3 hours of content — up 20 minutes from last year. YouTube has emerged as the dominant listening platform, used by 40% of monthly listeners, eclipsing Spotify and Apple Podcasts.
Edison Research data shows long-term momentum for breakout titles. True-crime series Rotten Mango has surged from No. 142 in 2020 to the No. 9 spot this year after a SiriusXM deal and high-profile trial coverage. Comedy show Bad Friends climbed from No. 412 to No. 18 on the strength of viral video clips and a consistent YouTube presence. Analysts say both programs highlight the power of multiplatform distribution and viral discovery in a crowded marketplace.
On the business side, podcast advertising continues to expand but with lighter loads. Magellan AI reported that the average ad load fell to 8.07% in the first half of 2025, down from 8.25% late last year. Top spenders included BetterHelp, Amazon and Toyota, with the 10 largest advertisers pouring an estimated $231 million into the medium. Podscribe’s benchmarks emphasized the growing importance of attribution, finding that campaigns without pixel tracking may miss up to 80% of actual conversions.
Industry consolidation also accelerated. PodcastOne surpassed 200 shows with new deals for Beach Too Sandy, Water Too Wet and Notsam Wrestling. Meanwhile, Australia’s internet advertising market reached a record $17.2 billion in fiscal 2025, fueled by Olympic and election spending, with podcasts capturing 41% of total online audio revenue. Analysts expect the blend of audio loyalty and video discovery to define the next stage of podcast growth.
Resources and links mentioned in this Episode
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🚀 Tools and Services I recommended:
🎥 My favourite tagging, channel growth, and management tool for YouTubers
► Download TubeBuddy Free Today! ➜ https://bit.ly/Tubebuddy-realmikosantos
► Download VidIQ ➜ https://bit.ly/vidIQ-realmikosantos
► Inside Youtube Creators : https://bit.ly/youtubecreators
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🎙️ Our Remote Recording Software: Zencastr
➜ https://bit.ly/Zencastr-realmikosantos
📼 Our Podcast Apps are using
Transistor FM –
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Fiverr - https://bit.ly/Fiverr-realmikosantos
Canva - https://partner.canva.com/realmikosantos
Headliner - https://bit.ly/Headliner-realmikosantos
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