As of 2023, there are over 4.1 million registered podcasts globally. 

That’s right, 4.1 million, a staggering testament to the sheer vitality of the podcasting industry. 

But in the midst of this record-breaking number, you might have caught wind of some whispers—a few skeptics suggesting the “death of podcasting.”

However, I’m here to set the record straight. 

Is podcasting on life support, as some claim, or is it, in fact, thriving beneath the surface, ready to redefine its impact in the digital age? 

In this blog post, I will share the latest podcasting statistics and trends, providing you with a clear picture of the present state of podcasting.

It’s more promising than you may think.

Podcasting’s Growth

In 2019, there were approximately 274.8 million podcast listeners worldwide according to Demand Sage. 

Just four years later the numbers have surged to an astonishing 464.7 million listeners. 

Yes, you read that correctly, a remarkable 189.9 million new podcast enthusiasts have joined the ranks in just a few years. 

podcasting growth

That’s an impressive growth rate by any measure, and it’s one of the core indicators that podcasting is far from dead.

According to a 2022 survey by Edison Research, 73% of the U.S. 12+ population (an estimated 209 million people) have listened to online audio in the last month, up from 68% in 2021. 

Even more encouraging, the number of weekly online audio listening also rose to 67% of the U.S. 12+ population, up from 62% in 2021.

So, what’s fueling this phenomenal surge? 

Access and Convenience

Launching and maintaining a successful podcast is now accessible to a diverse range of voices. 

With podcast production companies, such as ourselves, available, more folks are able to start the podcast they’ve always wanted to.

This approach eliminates daunting learning curves and excessive costs, empowering experts and businesses to share their insights with a global audience.

On-the-Go Enjoyment

In a world where time and location often constrain traditional media consumption, podcasts excel. 

Edison Research reports that the number of people listening to podcasts on mobile devices has doubled since 2014, jumping from 14% to 28%.

Whether you’re doing household chores, commuting to or from work, or out for your daily exercise, podcasts offer flexible, on-the-go content. 

These are just two of the reasons that highlight why the current landscape presents an exciting juncture for business owners. 

There is another key indicator in this equation though.

Podcasting Revenue and Ad Spend

In 2022, U.S. podcast advertising revenues surged past the $1.8 billion mark.

This financial achievement set off discussions across the podcasting landscape. 

podcast ad revenue

Not only that but a report by the Interactive Advertising Bureau (IAB) reinforced this notion. 

It forecasted that podcasting revenues are poised to double between 2022-2025, skyrocketing to an impressive $4 billion over the next two years. 

Yes, you read that right—$4 billion! 

With such strong figures, podcast advertising is making its mark. 

A survey found that 69% of listeners have been introduced to new brands and products through podcast ads. 

These statistics not only signify financial growth but also validate podcasting as a thriving and influential medium.

But what does this mean for you?

The Business Owner’s Window of Opportunity

As a business owner, the podcasting landscape offers a unique opportunity to connect with your audience on a personal level and showcase your expertise. 

Let’s examine why podcasting can be a game-changer for business owners, how to utilize it, and why it’s not too late to start your own podcast.

Nurture Your Audience

Podcasting allows you to forge a deep, authentic connection with your audience. 

Unlike written content or videos, audio offers a personal touch, enabling you to convey your expertise, values, and personality effectively.

A Niche For Everyone

niche podcasts

With over 4.1 million podcasts registered, there’s an extensive array of niches and topics to explore. 

Financial advisors for ER Docs? Microdosing for healing? Sustainability and the energy transition?

These are just a few of the niche podcasts we work with, so you can imagine the amount of podcasts there are out there with incredibly specific niches.

This wealth of content ensures that there’s an audience out there waiting for your unique perspective.

Keep Your Audience Engaged

To keep your audience engaged, aim for podcast episodes ranging from 20 to 40 minutes. 

Data reveals that around 31% of all podcast episodes fall within this timeframe. 

This duration strikes a balance between providing valuable content without overwhelming listeners.

Be Consistent

You’ve heard it before, consistency is key.

While the podcast industry is thriving, it’s essential to acknowledge the importance of consistency. 

Inactive podcasts can lose visibility as search engines prioritize fresh content. 

Ensuring regular updates keeps your podcast relevant and discoverable.

Ready to launch your podcast? Review our Podcast Launch Checklist to make sure nothing is left undone.

Is Podcasting Dead?

Contrary to predictions about the death of podcasting, the industry is at an inflection point rather than a decline. 

While the explosive growth of the past may have subsided, the podcasting ecosystem remains vibrant and offers fertile ground for business owners. 

The future of podcasting is promising, making it an excellent choice for individuals and entrepreneurs to establish their brands, connect with their audience, and provide valuable content.

So, is it too late to start a podcast in 2023? 

Absolutely not. 

With the increasing availability of high-quality content creation and the growing number of listeners tuning in each week, the podcasting journey has never been more inviting. 

Whether you’re a coach or a business owner looking to expand your reach, podcasting is the dynamic medium to explore in this digital age. 

It’s not just alive; it’s thriving and poised for a bright future.

Ready to embark on your podcasting journey? Schedule a call with us to get started.

Ben Krueger

Written by Ben Krueger

Founder and Chief Podcast Educator at Cashflow Podcasting. Ben specializes in helping thought leaders and entrepreneurs amplify their impact through podcasting. He’s a world traveller, outdoor sports junkie and future enthusiast!

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