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From 2021 to 2024, the podcasting industry has gained a remarkable +23.1% growth in just three years. Additionally, 92% of all downloads occur via mobile devices.
The most dominating genres are comedies, true crime, and news, which constitute 13%, 19%, and 25%, respectively. Such, YouTube, with 33.1% of listeners, came out as the most popular, due to its video format and ease of use.
The report was compiled from various sources, including their certified Podcast Metrics service, Omny Studio server logs, and a survey of 12,000 monthly podcast listeners in the United States conducted with Signal Hill Insights.
The Key Points:
Monthly podcast listenership grew 9.6% YoY in 2024
Mobile devices lead in listening, comprising 92% of total downloads
News genre saw growth from 22% to 25% due to election coverage
Apple Podcasts and Spotify lead app downloads at 49.1% and 15.6%, respectively
iHeart Audience Network, SiriusXM, and NPR were the top three sales networks
Why It Matters:
This rapid growth in podcast listenership reflects a serious inflection point in media consumption today. The findings also documented that podcasting has firmly established itself as a mainstream medium, drawing in very different listeners across all age groups, with serious growth among the younger, educated, and affluent. This evolution opens new opportunities for content creators, advertisers, and platforms desiring to reach highly targeted audiences.
The Big Picture:
The impact on the podcast industry is threefold:
For Podcasters:
- Growing listeners provide more opportunities to grow.
- Genre preferences will indicate with clarity what to make.
- Knowing the preferred platforms for consumption assists in distribution.
For Producers:
- A mobile-first strategy is key since 92% are listening on mobile.
- The time for genres, like News versus True Crime, may differ in consumption
- Opportunities to optimize by platform
For Industry:
- Increased advertiser interest in attractive demographic reach
- Platform consolidation around big players
- Back-catalog content growing in importance
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