Last updated: January 2025
Podcasts have transformed how people consume content, creating new opportunities for brands to connect with diverse audiences. From listener demographics to platform preferences, understanding podcast statistics provides valuable insights into this rapidly evolving (and highly enjoyable!) medium.
In this comprehensive guide, we offer an in-depth look at the crucial data and trends that are shaping the podcasting industry today.
These statistics include:
- Who is listening to podcasts
- What podcasts they’re listening to
- How they’re choosing to listen
- Where they’re choosing to listen
- How podcasts impact brands
Whether you’re targeting audiences in the U.S., Canada or beyond, these podcasting industry statistics offer a comprehensive look at the trends and metrics every brand should know to succeed in the podcasting space.
TABLE OF CONTENTS:
The vital American statistics
- General statistics and facts about podcasts in the United States
- Demographics of podcast listeners in the United States
- Where do American podcast listeners find and listen to podcasts?
- How do Americans listen to podcasts?
- How do podcasts impact brands?
The vital Canadian statistics
- General statistics and facts about podcasts in Canada
- Demographics of podcast listeners in Canada
- Where do Canadian podcast listeners find and listen to podcasts?
- How do Canadians listen to podcasts?
- How do podcasts impact brands?
🇺🇲 General statistics and facts about podcasts in the United States
Podcasting continues to thrive in the United States, with more people tuning in than ever before.
From listener demographics to platform preferences (as well as understanding the highest downloaded podcasts in the United States), these insights reveal what’s driving the medium’s growth and how brands can tap into its potential.
Awareness and listening rates
- A substantial 78% of the U.S. population is aware of podcasts. This high level of awareness continues to support podcast consumption across various demographics.
Source: Oberlo | Where Self Made is Made.
Monthly and weekly listening habits
- About 41% of Americans now listen to podcasts monthly, showing stable growth from previous years.
- Weekly listening has also increased, with 28% of Americans engaging with podcasts on a weekly basis.
- These listeners typically consume around 8 podcast episodes per week, underscoring the medium’s role in their regular media consumption
Source: Oberlo | Where Self Made is Made.
Demographics of Listeners
Podcasts are popular across all age groups, with particularly strong engagement from younger listeners (12-34 years old), who make up a significant portion of the audience:
- This age group’s monthly listening rates have reached approximately 50%, indicating a robust engagement that is crucial for advertisers and content creators targeting this demographic.
Source: DemandSage
Podcast platforms
Spotify and Apple Podcasts remain the leading platforms for podcast distribution:
Spotify holds a 33.7% share of the podcast market, closely followed by Apple Podcasts at 27.6%. These platforms are pivotal in podcast accessibility and distribution, affecting where and how audiences engage with podcast content.
Source: DemandSage)
As of 2024, the demographics of podcast listeners in the United States show a balanced gender distribution, with both male and female audiences engaging nearly equally.
- Approximately 46% of men and 39% of women in the U.S. have listened to a podcast in the last month. (Source: TheB2BHouse)
The age distribution among U.S. podcast listeners highlights a significant engagement across various age groups:
- Young adults (ages 12-34) show the highest engagement, with a large portion of this group tuning into podcasts monthly.
- The 35-54 age group also represents a substantial share of the podcast audience, reflecting diverse content that appeals to a broader adult demographic.
- Older adults (ages 55+) are increasingly tuning in, though they make up a smaller percentage of the overall podcast listening population compared to younger groups.
Interestingly, the podcast listener base continues to diversify racially and ethnically, with increasing percentages of Latin and Asian listeners and a slightly decreasing percentage of White listeners. This shift points towards a broader cultural and demographic appeal of podcast content.
The analysis of podcast listener demographics reveals a media landscape that is varied and vibrant, mirroring a wide range of interests among different population segments. This diverse and expanding audience presents lucrative opportunities for advertisers and content creators to tailor their messages with precision.
As of 2025, the podcast listening landscape continues to evolve with Spotify leading the way:
- Spotify now dominates the podcast listening space with 33.7% market share, closely followed by Apple Podcasts at 27.6%. These figures highlight the critical role these platforms play in podcast distribution and the preferences of listeners. (Source: Yaguara)
The landscape for podcast listening preferences and behaviors has seen notable updates recently, and as of 2025, the trend of using mobile devices for podcast listening remains strong:
- Currently, 63.1% of podcast listening occurs on Apple iPhones, reflecting a slight decrease from previous years, while Android Phones have seen a small increase in use, now accounting for 19.6% of podcast listening. (Source: The Podcast Host & Buzzsprout)
Additionally, the use of smart speakers for listening to podcasts is increasing, with a significant number of smart speaker owners regularly engaging with podcast content. This rise reflects a broader trend towards diverse listening options and platforms, enriching the ways in which audiences interact with podcasts. For podcasters, this is enriching the potential areas for strategic engagement in podcast marketing and content distribution. (Source: Buzzsprout)
Overall, although smartphones continue to be the dominant medium for podcast listening, the burgeoning variety of platforms and devices highlights the podcasting industry’s vibrant growth. This diversity not only points toward potential areas for expansion but also suggests avenues for more engaging podcast strategies.
🇺🇲 How do podcasts impact brands?
The effectiveness of podcasts for businesses continues to be significant, with several updated metrics reflecting their impact on brand engagement and consumer behavior:
Brand awareness and consideration
- Podcast advertisements are noted for boosting brand awareness substantially. A report highlights a potential increase in brand awareness by approximately 13 percentage points due to podcast advertising. This enhancement in visibility is crucial for brands looking to expand their reach and imprint in the consumer’s mind. (Source: Nielsen)
Consumer behavior and purchase intent
The impact of podcasts on purchase behavior remains strong. Statistics indicate that a large proportion of podcast listeners have made purchases based on ads heard in podcasts, underscoring the medium’s effectiveness in driving consumer actions. (Source: Exploding Topics)
Moreover, the engagement with podcast ads can lead to a significant uptick in brand favorability and purchase intent, aligning with previous data trends. (Source: Nielsen)
Investment and confidence in podcast advertising
Despite the growing evidence of effectiveness, some marketers still express lower confidence in podcast advertising compared to other digital channels like social media and search ads.
However, the actual allocation towards podcast advertising is increasing, with dynamic ads (DAIs) now constituting a major portion of podcast ad revenue, reflecting their effectiveness and the shift towards more targeted advertising strategies. (Source: Exploding Topics)
Challenges in measurement
One of the significant challenges in leveraging podcast advertising effectively continues to be the attribution and measurement of ad performance. Many marketers report difficulties in accurately gauging the return on investment (ROI) from podcasts, which affects confidence levels. (Source: Nielsen & Exploding Topics)
Future trends
Looking ahead, the podcast advertising market is expected to grow substantially, with projections suggesting a notable increase in spending.
This indicates both the increasing popularity of podcasts as a marketing channel and the anticipated improvements in measurement and attribution technologies that could enhance marketer confidence in their ad spend effectiveness. (Source: Nielsen and Exploding Topics)
🇨🇦 General statistics and facts about podcasts in Canada
Podcast popularity in Canada continues to rise, with millions of listeners tuning in monthly. From growing awareness to diverse listener demographics, Canadians are embracing podcasts as a key part of their media habits.
Here’s a look at the latest statistics shaping podcasting in Canada and what they mean for brands.
Familiarity and monthly listening trends in Canada
As of 2024, approximately 76% of Canadians are familiar with the concept of podcasting, showing a continued growth in awareness from 74% in 2021. (Source: Yaguara)
Monthly listeners
The number of Canadian adults who have listened to a podcast in the last month remains strong at around 37% of the adult population, maintaining parity with the United States and demonstrating that podcasting continues as a mainstream media channel. (Source: Oberlo | Where Self Made is Made)
Comparison with other countries
Canada maintains one of the highest percentages of monthly podcast listeners among large countries, staying at 37%, consistent with the United States and significantly higher than Australia (26%), Germany (16%), and South Africa (10%). (Source: Oberlo | Where Self Made is Made)
Engagement and preferences
- Celebrity influence: The influence of celebrities on podcasting remains significant, with more than 60% of Canadian monthly listeners having a favorite podcast, often hosted by or featuring a well-known personality. This reflects the ongoing trend of celebrity-driven content as a major draw for listeners. (Source: Oberlo | Where Self Made is Made)
- Popular genres: The top podcast genres among Canadian listeners continue to include Comedy, Society & Culture, and News, with True Crime also maintaining strong popularity as a standalone genre. (Source: Oberlo | Where Self Made is Made)
Growth dynamics
- Overall growth: Despite various challenges, including the ongoing global shifts in media consumption post-COVID-19, podcast listening in Canada shows robust growth with 27% of adults listening monthly. Daily and weekly engagement levels have also seen upticks, indicative of podcasts becoming a regular part of many Canadians’ media diet. (Source: Oberlo | Where Self Made is Made).
- Regional variations: The growth in podcast listening is more pronounced among English-speaking Canadians, with a significant portion of Francophone listeners in Quebec showing steady but slower growth. This highlights the linguistic and cultural differences in media consumption within the country. (Source: Oberlo | Where Self Made is Made)
Listener segmentation
- Power listeners: Power listeners, who typically listen to podcasts for more than five hours a week, still represent a substantial segment, accounting for a significant portion of total podcast listening hours in Canada. (Source: Oberlo | Where Self Made is Made)
- Weekly and daily listening: Approximately 17% of Canadian adults listen to podcasts weekly, with 24% having listened to a podcast in the last week, suggesting a strong habitual engagement with podcasts among a segment of the population. (Source: Oberlo | Where Self Made is Made)
Future projections
As Canadians increasingly resume outdoor and commuting activities in a post-COVID world, the number of podcasts listened to weekly is expected to rise, reflecting the portable and flexible nature of podcast consumption. (Source: Oberlo | Where Self Made is Made)
The Canadian podcast audience continues to evolve, reflecting a more balanced demographic distribution in terms of gender and age:
Gender balance
The gender split among Canadian podcast listeners has become nearly even, with women now comprising about 49% of the monthly podcast audience. This marks a continuation of recent trends towards greater inclusivity within the podcasting community. (Source: Yaguara)
Age distribution
- Young adults (18-34 years): Represent 35% of the Canadian podcast listening audience, a stable figure that underscores the sustained appeal of podcasts among younger Canadians.
- Middle-aged adults (35-54 years): This group has seen a slight increase, now making up 41% of listeners, indicating podcasts are resonating with this demographic possibly due to content diversity and depth.
- Older adults (55+ years): Comprising 24% of the audience, showing that podcasts are also capturing the interest of older generations. (Source: Yaguara)
Geographic distribution
- Regional popularity: British Columbia continues to lead in podcast listenership, closely followed by Ontario and Alberta. This geographic distribution highlights the varying cultural and media consumption patterns across Canada.
Audience characteristics
The Canadian podcast listener base remains a particularly attractive target for marketers and content creators due to its composition of young, educated, and affluent individuals. This demographic is often difficult to reach through traditional media channels, making podcasts an effective medium for targeted advertising and messaging.
Podcast platform usage in Canada
In 2025, Spotify continues to expand its footprint in the Canadian podcast market, significantly closing the gap with Apple Podcasts.
Spotify now commands a substantial 33.7% share of podcast streaming, reflecting a significant increase and putting it ahead of Apple Podcasts in terms of market share. (Apple holds a 27.6% share in comparison.) (Source: Yaguara).
This dynamic indicates a shifting preference among Canadian podcast listeners, with Spotify increasingly becoming the go-to platform for podcast consumption.
Listener engagement insights
- Episode completion rates: A substantial proportion of Canadian podcast listeners, 45%, continue to listen to entire podcast episodes, underscoring the engaging nature of podcasts as a media format. (Source: The Podcast Host)
- High engagement levels: Additionally, half of the Canadian podcast audience listens to between 76% and 100% of all the podcasts they download, demonstrating a high level of engagement and interest in the content they choose. (Source: The Podcast Host)
- Moderate engagement: About 24% of listeners engage with 51% to 75% of their downloaded podcast content, highlighting varied listening habits within the community. (Source: The Podcast Host)
These statistics reveal a strong engagement with podcasts among Canadian listeners, with a significant number dedicating considerable time to their chosen podcasts, reflecting the medium’s effectiveness in maintaining audience interest and involvement.
Engagement among Canadian podcast listeners
The engagement levels among weekly podcast listeners in Canada have shown a notable increase. While the growth in monthly listeners has been steady, those who do listen are tuning in more frequently and for longer durations.
Listening devices and environments
- Mobile listening dominates: In 2025, the trend continues with 74% of Canadians choosing mobile devices such as tablets and smartphones for podcast consumption, reflecting the global shift towards mobile internet usage. (Source: The Podcast Host)
- Home listening: Consistent with previous years, 81% of Canadian podcast listeners prefer listening to podcasts at home, indicating that podcasts are a preferred form of leisure activity during personal time. (Source: The Podcast Host)
Diverse listening situations
- Vehicles: 40% of listeners engage with podcasts while driving or traveling in a vehicle, slightly up from previous years, suggesting podcasts are a companion during commutes. (Source: The Podcast Host)
- Active listening: Engagement while walking or performing other activities outdoors remains strong, with 34% tuning in during such times. This is closely followed by 27% who listen while working out, indicating the versatility of podcast consumption across different daily activities. (Source: The Podcast Host)
- Public transport and work: Podcasts also serve as a background or educational tool for 25% of listeners on public transportation and 20% who listen at work, underlining the role of podcasts in filling passive time during daily routines. (Source: The Podcast Host)
These statistics highlight the continued integration of podcast listening into the daily lives of Canadians, with trends pointing towards increased adoption and deeper engagement across various listening scenarios.
Brand awareness and recall
Branded podcasts continue to significantly enhance brand awareness and recall. Recent studies show that podcast ads can boost brand awareness by up to 13 percentage points. The “halo effect” of these podcasts also enhances brand favorability, often outperforming traditional 30 or 60-second ads in terms of impacting brand perceptions positively. (Source: Nielsen & Sound That Brands)
Consumer purchase intent and engagement
The influence of podcasts on purchase behavior is notable. There is a measurable impact on purchase intent, with listeners often showing higher engagement levels with brands following exposure to their podcasts.
This reflects the personalized nature of podcasts, which resonates well with audiences, thereby increasing their likelihood of considering and favoring the brands featured. (Source: Nielsen)
Unique purchasing habits of listeners
Listeners of branded podcasts exhibit distinct purchasing patterns. For instance, significant percentages of households consuming specific products (like bottled water, baby food and cereals) are regular podcast listeners.
This suggests that podcasts are a potent medium for reaching valuable consumer segments. (Source: Nielsen)
Marketing spend and ROI challenges
Despite the growing investment in podcast advertising, with spending expected to exceed $4 billion by 2025, marketers face challenges in measuring the ROI of their podcast advertising efforts.
Confidence levels in effectively gauging podcast ad performance remain relatively low compared to other digital channels, underscoring the need for better measurement tools and methodologies. (Source: Nielsen)
Demographics and listening habits
The demographics of podcast listeners are diverse, with a significant engagement from both genders and across various age groups. This diversity offers brands a broad audience base. Furthermore, the rise in smart device usage has expanded the contexts in which podcasts are consumed, such as during commutes or via smart speakers at home, which aligns with the increased engagement metrics. (Source: Nielsen)
These insights highlight the vital podcast statistics all brands should understand if they want to effectively leverage podcast advertising to boost brand engagement and drive consumer behavior.
Podcast statistics: The key takeaways
Podcasting continues to grow as a powerful medium for connecting with diverse audiences. Whether you’re targeting listeners in the U.S., Canada, or globally, these insights showcase why podcasts are an essential channel for brands:
- Podcast popularity is booming: Awareness and listening rates are at an all-time high. With 78% of Americans and 76% of Canadians familiar with podcasts, this medium has become mainstream.
- Diverse and engaged audiences: Podcasts attract a broad demographic range, with strong engagement from young adults and increasing listenership among older age groups. The diversity in gender, age, and ethnicity presents unique opportunities for tailored messaging.
- Dominant platforms drive accessibility: Spotify and Apple Podcasts lead the market, influencing where and how audiences consume content. Mobile devices remain the preferred listening medium, with smart speakers gaining traction.
- Impactful advertising opportunities: Podcasts excel at boosting brand awareness, favorability, and purchase intent. Dynamic and personalized ads resonate with listeners, but brands need better tools to measure ROI effectively.
- The Canadian market offers growth potential: Canada stands out with one of the highest podcast listener rates globally, making it a key region for expanding brand reach. Regional and linguistic preferences highlight the need for localized content strategies.
- Podcasts fit modern lifestyles: From home listening to commutes and workouts, podcasts seamlessly integrate into daily routines, ensuring consistent audience engagement across various contexts.
Podcasts are more than just a growing trend—they’re a lasting channel for storytelling, marketing, and building connections with audiences. By leveraging these vital statistics, brands can craft smarter strategies to succeed in the ever-expanding podcasting space.
Roger transitioned from a 22 year career in advertising account management to co-founding JAR, a podcast podcast production agency. As CEO of JAR, he propels the company’s growth by prioritizing audience engagement and podcast marketing. Under his guidance, JAR flourishes with a global clientele, aiming to broaden its reach across North America and revolutionize brand connections through immersive storytelling.