Is podcasting still growing?

For a while, podcasting seemed to be on an explosive trajectory: hits like Serial, Joe Rogan, and The Daily dominated the public narrative. Then, the pandemic came and drove even more listenership. But what's happening today? Is podcasting still a growing medium? Let's dive into the latest numbers.

How many monthly podcast listeners are there?

As of 2024, 47% of Americans aged 12 and older report listening to a podcast at least once a month. During the heigh of the pandemic in 2021, the number was 41%, so podcasting is still growing. According to the Infinite Dial Report this constitutes some 135 million Americans.

Contrary to the popular narrative, podcasting growth has never been sudden or explosive; instead, it reflects a steady, sustainable increase. On average, the percentage of people listening to a podcast in the last month has grown by 2.44% per year between 2008 and 2024.

As I’ve said before, “I like this gradual growth curve. It’s sustainable and shows that podcasting isn’t a flash-in-the-pan”​. And that’s a good thing! A stable, steady audience makes it easier for podcasters to build a long-lasting relationship with their listeners.

Are People Spending More or Less Time Listening to Podcasts?

Not only are more people listening to podcasts, but they’re also spending more time doing it. According to the Sounds Profitable report, 45% of people say they are listening to more podcasts today than they were a year ago, while only 17% report listening less​.

The same study highlights that weekly listeners now consume an average of 6 hours of podcasts per week, spread across multiple episodes and titles. This aligns with another trend: listeners are increasingly diversifying their tastes, with 28% reporting they follow three or more podcast titles regularly​.

People aren’t just sticking with one or two shows—they are becoming avid consumers of a variety of podcasts.

My takeaway from this is that there's still room for new podcasts to get noticed, and attract an audience. Avid podcast listeners are still seeking out new shows – you just have to earn your spot in their regular rotation.

What’s Driving Discovery and Engagement?

While podcast discovery still relies heavily on word-of-mouth recommendations, the role of platforms like YouTube is becoming more prominent​. Many new listeners are finding podcasts through video-based platforms. Recent data from Sounds Profitable this confirms the trend:

Tom Webster, of Sounds Profitable, expands on this here:

Yes, video drives discovery. Nearly half of the segment of the podcast audience that predominately listens to podcasts admit that they found their favorite podcast on a visual platform.

I'd add some more nuance to the idea that "video drives discovery." It's not simply video (as a medium) that's driving people to discover new shows—it’s YouTube’s platform in particular. YouTube has become both the world’s best content recommendation engine and the most powerful search engine for video content. YouTube has a central role in people's everyday lives, and that makes it more likely that they'll stumble across new podcasts on the platform.

The growing importance of YouTube for podcast discovery is a trend that podcasters can’t afford to ignore. However, personally I worry about how it might affect the podcast ecosystem. As YouTube’s dominance grows, it could shift podcasting’s center of gravity toward its platform. I can’t help but wonder how this might reshape the industry.

Is Podcasting Still Growing?

So, is podcasting still growing? The answer is yes. The increase in "the percentage of people who listened to a podcast in the last month" between 2023 and 2024 was 5 percentage points. That's one of the highest increases in Edison Research's dataset:

1. Largest annual increase: 6 percentage points (2018 to 2019)

2. Smallest increase: -3 percentage points (2021 to 2022, a decline)

The sharp rise in 2024 is notable, especially considering the decline in 2022 (from 41% to 38%). It shows a strong rebound in 2023 and 2024, possibly indicating renewed interest or new factors driving podcast growth.

And, as the Sounds Profitable report points out, podcasting remains highly popular among key demographics such as men aged 18-54, multicultural audiences, and LGBTQ+ groups​.

How Can Podcasters Grow their Audience?

For podcasters, the key to success remains the same: delivering high-quality content consistently and finding innovative ways to reach new listeners. However, given the shifts in listener behavior and the growing influence of platforms like YouTube, it’s time to rethink some aspects of audience growth. Here are a few strategies podcasters can leverage:

1. Optimize for Discovery on Multiple Platforms

While RSS feeds remain the backbone of podcast distribution, listeners are increasingly finding podcasts through YouTube and social media channels.

Creators should consider not only producing audio content but also creating video highlights or full episodes for YouTube. Even short clips can serve as a gateway to the full podcast, drawing in new audiences through algorithms.

2. Connect and Engage with your Audience

Successful podcasters foster relationships with their listeners. Engage with your audience through platforms where they are already active—whether that’s Instagram, YouTube comments, or Reddit. Encourage feedback, host Q&A sessions, or build newsletters to stay connected with listeners between episodes.

For example, the Acquired podcast encourages their listeners to join their private Slack and interact there. At last count, over 29,000 listeners had joined. This connection with their audience enabled them to hold a live show in an arena.

3. Collaborate and Cross-Promote

Podcast listeners are still discovering new shows through recommendations and cross-promotion. Seek out opportunities to collaborate with other podcasters or appear as a guest on their shows. Cross-promotion can introduce your show to highly relevant, engaged audiences that are likely to stick around.

4. Leverage Word-of-Mouth Marketing

Even as algorithms and platforms play a bigger role in discovery, word-of-mouth recommendations remain crucial. Encourage your listeners to share your podcast with friends. Reward loyal fans by giving them a shoutout in episodes or by running community-driven promotions to generate buzz.

The Bottom Line:

While podcasting’s gradual growth may not have the same viral momentum as some social media platforms, it is building something far more valuable: a sustainable and loyal audience base.

As the 2024 numbers show, there is still plenty of room for new voices to enter the scene. With the right mix of content, consistency, and discovery strategies, podcasters can not only grow their audience but also foster deep, meaningful connections with their listeners.