TL;DR

The statistics were compiled from Spiralytics, alongside one study finding more than 130 million people in the United States listened to podcasts every month.
Audience size: 51% of marketers and brands invested in podcasts, the United States had about 82 million listeners in 2021, worldwide listeners reached 424.2 million in 2022, and 28.3 million listened on Spotify in 2021.
Listening behaviour: United States listeners spent more than 11.2 hours a week on podcasts in 2021, 67% listened weekly and 38% monthly, 73% listened on smartphones or tablets, 59% listened at home, 75% of Gen Z used music streaming, and only 5% of Millennials and Gen Z listened for work.
Advertising: United States podcast ads were worth $1.73 billion in 2022 and were forecast to reach $2.5 billion in 2024, with the global podcast industry forecast at $4 billion in 2024.
Ad formats: 84% of podcast ads were dynamic and 40% host-read, 55% ran 16 to 30 seconds, pre-roll ads rose 32% in 2021 and branded content grew 82% from 2020 to 2021; 51% paid more attention to podcast ads than other formats and 56% were more likely to buy afterwards.

Podcast is one of the content formats that has been increasingly popular because it can convey stories in the form of spoken words that people can watch and listen to according to categories they are interested in. One study found that more than 130 million people in the United States listen to Podcasts every month. It can be said that if you ask around what Podcast channels or who they are listening to these days, the answers will surely cover almost every topic, making it hard to even know which one is which.

Therefore, as brands or marketers who want to reach new target audiences, using the Podcast platform to run various advertising campaigns is another interesting strategy this year. To ensure that marketers know that Podcast is another good marketing channel, in this article we have compiled interesting statistics from Spiralytics for everyone. If you’re ready, let’s take a look.

Overall Podcast Statistics That Are Interesting.

51% of marketers and brands decide to invest in the Podcast platform.
In 2021, there were approximately 82 million Podcast listeners in the United States alone.
424.2 million people are the number of Podcast listeners worldwide in 2022.
28.3 million people listened to Podcast on the Spotify platform in 2021.

Statistics About Podcast Listening Behavior

In 2021, Podcast listeners in the United States spent more than 11.2 hours per week listening to Podcasts, which is a high number.
67% of Podcast listeners listen every week, and 38% listen every month.
Only 5% of Millennials and Gen Z listeners listen to Podcasts to help with work, meaning both groups listen to Podcasts primarily for personal entertainment.
73% of Podcast listeners choose to listen via smartphones or tablets because they are portable and convenient to listen to.
59% of Podcast listeners often listen when they are at home.
75% of Gen Z listeners use Music Streaming to listen to Podcasts.

Statistics About Podcast and Marketing

It is predicted that in 2024, the value of Podcast Ads in the United States will reach $2.5 billion.
In 2022, the value of Podcast Ads in the United States was $1.73 billion.
It is predicted that the value of the global Podcast industry will reach $4 billion in 2024.
84% of Podcast ads will be Dynamic Ads, and 40% will be ads that rely on the Host to read.
In 2021, Pre-Roll Ads (ads before accessing content) increased by 32% on Podcast.
55% of Podcast ads will be between 16-30 seconds long.
From 2020 – 2021, the number of Branded Content on Podcast increased by 82%.
51% of Podcast listeners pay more attention to Podcast Ads than encountering advertisements in other formats.
56% of Podcast listeners are more likely to purchase products or services from a brand after hearing ads on Podcast.
76% of Podcast listeners are more likely to be interested in Sponsored Content.

Concluding Remarks

Podcast is a content format that consumers can choose to listen to anytime, whether doing small tasks, commuting to work, exercising, or even listening before bed. It can be said that it responds to the behavior of modern consumers very well. Therefore, it’s not surprising that in the past two years, many brands have started to create content about Podcast, resulting in it becoming one of the interesting marketing channels for novice marketers. So, in 2026, don’t forget to market in line with the Podcast listening trends.

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