New Survey: Global Podcast Listening Is Maturing

YouGov's data on podcast listenership suggests a stabilization in audience engagement, reflecting a maturing medium that continues to hold strong appeal globally. 

YouGov findings and related insights:

• According to YouGov's 2024 Global Profiles data, 40% of consumers across 47 markets listen to podcasts for more than one hour per week, with 10% listening for over 10 hours weekly. This indicates a consistent engagement level, particularly among regular listeners.
• In the U.S., YouGov reports that 56% of Americans listened to podcasts in 2023, up from 46% in 2021, with 22% listening for 5+ hours per week. This growth has leveled off, suggesting a stable but engaged audience base.
• In the UK, 50% of respondents in 2022 reported listening to podcasts in the past year, compared to a global average of 61%. While growth is slower in the UK, listenership remains steady, particularly among younger demographics.
• Younger audiences, particularly Gen Z and Millennials (18-34 years), drive podcast consumption. In the U.S., 27% of 18-34-year-olds listen daily, and 26% listen weekly, with similar trends globally.
• Gender splits vary slightly; for example, in the UK, 58% of listeners are male, and 42% are female. Women are more likely to listen while doing chores (55% vs. 43% for men), while men favor listening during workouts (32% vs. 26%).
• Older demographics (55+) show lower engagement, with 61% of Australians aged 55+ reporting no podcast consumption, indicating stability but limited growth in this group.
• YouGov highlights that podcasts are consumed during multitasking activities, reinforcing their integration into daily routines. Common situations include household chores (49%), commuting (42%), working out (29%), and cooking/baking (29%). This consistency in listening contexts supports stable engagement.

Why Listenership is Stable

The podcast market has matured, with over 6.5 million podcasts globally and 584.1 million listeners in 2025. The stabilization reflects a balance between new listeners and a saturated creator market, with 27-31 million new episodes annually from 2020-2024.

• Platform Accessibility: Platforms like Spotify (24% of Australian listeners), YouTube (21%), and Apple Podcasts (13%) have made podcasts widely accessible, embedding them into daily life and sustaining listenership.
• Content Diversity: Podcasts cover diverse genres (comedy, education, news, true crime), appealing to varied audiences and maintaining engagement. For example, women in Australia prefer true crime (13% vs. 8% for men) and health podcasts (14% vs. 11%).
• Advertising Appeal: In the UK, 65% of listeners pay attention to podcast ads, with 51% motivated to shop based on ads, indicating strong commercial viability that supports content creation and listener retention.

While YouGov’s data points to stability, it’s worth questioning whether this reflects a plateau or a precursor to renewed growth. The high engagement among younger demographics and emerging markets suggests untapped potential, but challenges like content oversaturation and competition from other media (e.g., streaming video) could cap growth. 

Additionally, YouGov’s surveys may underreport casual listeners or overemphasize dedicated “Podheads,” potentially skewing perceptions of stability. Comparing YouGov’s figures with Edison Research (e.g., 47% of U.S. population listening monthly in 2024) shows slight variations, highlighting the need for cross-referenced data.