A Look Back at Podcasts in 2024?

Podcasting has solidified its position as a leading force in modern media, blending innovation with deep audience engagement. The milestones achieved in 2024 underscore its transformative power:

  • 47% of Americans aged 12+ listened to podcasts monthly—a 12% year-over-year increase, with a notable 19% growth among women listeners.
  • 45% of regular listeners consumed even more content in 2024 than in 2023.
  • 71% of weekly listeners tune in within 24 hours of a new episode release.
  • The average listener consumes 7.4 hours of content per week, often juggling multiple shows.
  • Since 2014, time spent listening to podcasts has increased by 450%.
  • Globally, podcast listening is on the rise, with Australia leading the US by 9% in overall consumption.
  • Creators are breaking new ground: video podcasting on Spotify surged by 70%, while AI-powered podcast content skyrocketed by an incredible 500%.

Marketing and Advertising Impact

Podcasts offer a unique advertising landscape:

  • 60% of consumers remember podcast ads better than billboard ads.
  • 44% of Americans say they have or have considered purchasing a product or service they heard about on a podcast.
  • 40% of consumers are more likely to purchase from an audio and podcast ad than a social media ad.
  • Dynamically inserted ads now generate 84% of podcast ad revenue, nearly doubling in the last two years.

For advertisers, this means an opportunity to connect with highly engaged listeners in a way that feels natural and impactful. For podcasters, it underscores the value of host-read ads and the growing potential of dynamic ad placements to drive revenue and enhance audience engagement.

What Lies Ahead in 2025?

As podcasting continues to grow, the focus now shifts to what’s next. How will creators, advertisers, and brands adapt to changing behaviors, evolving technology, and a highly engaged global audience?

With podcasts becoming a staple of daily life, even rivaling TV among younger audiences, the takeaway for creators is clear: consistency and relevance are critical. By delivering quality content tailored to their audience, podcasters can build and retain loyal listenership during moments when traditional media often falls short.

CoHost Podcasting partnered with 28 leading experts in the field to share their insights and predictions. Below, we quote one of them, Bryan Barlettam Pertner at Sounds Profitable:

 “Podcasters are being challenged to become Media Companies, and while it’s not trivial on the production side, the operational tools needed to make this transition possible are severely lacking”
“Distribution.

In the words of Inigo Montoya, ‘You keep using that word. I do not think it means what you think it means.’ Back in the olden days, podcasters would upload everything to their hosting platform and it would distribute it everywhere people get their podcasts. Times have changed and today, no one platform distributes to everywhere people get their podcasts nor do they even aggregate all the reporting for where people get their podcasts. Podcasters are being challenged to become Media Companies, and while it’s not trivial on the production side, the operational tools needed to make this transition possible are severely lacking. I don’t expect there to be one winner, but I do caution companies choosing to overlook this dire need that there may be losers.”

We delve deep into the CoHost Podcasting article to uncover the emerging trends and expert advice that will shape the industry in the coming year, offering invaluable guidance for anyone looking to stay ahead of the curve.

The insights reveal a clear shift toward a more visual, multi-channel, and personalized podcasting experience. Brands are embracing video, and creators are finding innovative ways to engage with niche communities. The overarching theme? Meeting audience demands for deeper engagement, greater value, and genuine authenticity.

Whether you’re a creator, advertiser, or tech innovator, these expert predictions will help you plan for success in the coming year. Check out the full insights and get the advice you need to stay ahead: Podcast Predictions for 2025

Source: CoHost Podcasting blog, December 2024, Edison Research “The Podcast Consumer 2024”, Westwoodone blog, June 2024, Podnews Article, June 2024, Quill Podcasting article, 2024, Veritonic Audio Ad Study, June 2024.