The Podcast Industry in 2025
Since 2023, podcasts have become one of the most accessible and engaging forms of media, with convenience cited as one of the key reasons for their success. Podcasts allow for learning and entertainment whilst multitasking, making them an ideal companion for today’s busy lifestyles.
Key takeaways from this year’s Podcast Show held in London:
– Marketing is no longer optional. A well-developed podcast marketing strategy is now essential for visibility and growth.
– Prioritising audio quality and relevance is crucial. Knowing what your audience is already listening to can shape the success of your content.
– Authenticity matters. Podcasts create a level of intimacy with listeners.
– Video can enhance certain podcasts. Celebrity-driven shows often perform well on platforms like YouTube due to visual fan interest. However, not all podcasts benefit from video format.
Globally, the influence of podcasts is expanding in more ways than one. Will Pearson, President, iHeartPodcasts and Carrie Lieberman, Chief Operating Officer, iHeartPodcasts shared one in three people now report changing their opinion on a topic after hearing it discussed on a podcast. The average listening time worldwide has also grown, with people spending around 50 minutes per day consuming podcast content.
This rise in listener engagement is driving innovation among creators. With podcast audiences becoming increasingly diverse, 50% of podcasters now use AI to generate ideas and refine content strategies to better serve their evolving listeners.
It is clear that the appeal of podcasts lies not just in their flexibility, but in the unique intimacy they offer. Listeners often describe a sense of personal connection with hosts, a dynamic that’s difficult to replicate in other forms of media. This authenticity, coupled with an expanding range of genres continues to draw in audiences around the world.
So who are the global industry leaders? Platforms like Podscribe provide monthly rankings that highlight the top shows, publishers, and advertisers based on audience size and ad spend. According to the June 2025 Podscribe Industry Rankings, Spotify remains the leading publisher with 102 shows and an audio audience of 63 million. Meanwhile, iHeartMedia, despite producing a remarkable 2,369 shows, ranks fourth with an audio audience of 32.4 million. These figures not only illustrate the scale of content production but also highlight the importance of audience engagement and reach. Full rankings available here.
Podcasting has become great for connection, education and influence. Its growth since 2023 shows no signs of slowing, driven by listener demand, and evolving technology. As listening habits continue to shift, the podcast landscape is becoming both more competitive and creative. This presents new opportunities for everyone involved, from producers and platforms to advertisers and audiences alike.
