Podcasting's overall health is strong, with U.S. listenership projected to reach 150 million monthly users by the end of 2025 (up from 144 million in 2024, per Edison Research benchmarks). However, The Podcast Study from Point-To-Point warns of saturation: with over 5 million podcasts available, discoverability remains the top challenge for creators. Video integration emerges as both a boon and a barrier, offering new engagement avenues but requiring adapted production skills.
The survey reveals sustained enthusiasm for podcasts, driven by their convenience for on-the-go consumption (e.g., commuting, exercising). Beyond the headline statistic on future usage:
- Current Habits: 67% of respondents listen to podcasts at least weekly, with an average of 7 hours per month per user. Popular genres include true crime (32%), comedy (28%), and news/politics (25%), but niche topics like business and self-improvement are growing fastest among 18–34-year-olds.
- Barriers to Growth: 28% cite "too many options" as a reason for not exploring new shows, while 19% mention ad overload. Only 12% report dissatisfaction with content quality, suggesting the ecosystem is maturing.
- Demographic Insights: Usage skews higher among urban millennials (75% penetration) and Gen Z (62%), with women now comprising 52% of listeners—a shift from audio-only dominance.
The study positions podcasting as a "recession-proof" medium, with 73% of users saying it helps them stay informed or entertained during economic uncertainty. PTP and Strategic Solutions emphasize that this momentum creates opportunities for brands, as podcasts drive higher trust and loyalty than traditional ads (e.g., 82% of listeners are more likely to purchase from endorsed products).
A core focus of the study is the rise of "vodcasts" (video podcasts), fueled by platforms like YouTube and Spotify's video features. Searches for "video podcast" on YouTube surged 20% year-over-year in 2025, and the study finds 35% of respondents now prefer video formats for visual storytelling, up from 22% in 2024. This hybrid model blurs lines between audio and video content, opening doors for richer engagement but also exposing pitfalls for unprepared creators.