Podcasting by Numbers
500 Million Listeners Can’t Be Wrong
So, you’re thinking of starting a podcast?
Congratulations!
You’re about to join an elite club of people with a microphone, a quirky intro jingle, and a burning desire to talk about, well… everything. But before you dive headfirst into the land of waveforms and editing software-induced breakdowns, let’s talk stats—because before you start screaming “LIKE AND SUBSCRIBE” to your listeners, it’s good to understand the numbers. Buckle up, my fellow podcasters and marketers, this is going to be a wild (yet hopefully informative) ride.
The Marketing Made Clear Podcast
This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:
A World Obsessed with Podcasts:
500 Million Listeners… and Growing!
That’s right! Globally, there are around 500 million podcast listeners, and guess what? That number has been growing by about 15% each year. You’re not just talking into the void, half a billion people are tuning in. That’s a lot of ears, and probably a few waxy ones, if we’re honest – if you haven’t seen wax removal videos on YouTube… have a look… it’s somewhat disturbing, satisfying and vomit inducing, all at the same time… But hey, let’s not dwell.
The average listener devours about 7 hours of podcasts a week. That’s a solid binge. Sure, it’s not quite a Netflix marathon of the latest true crime series, but that’s still a lot of airwaves being soaked up. So, if you’re worried about whether there’s room for one more podcaster, fear not! Those 7 hours could be filled with your dulcet tones.
Optimum Episode Length: Less is More (or at Least 40 Minutes)
Whoops, did I say less? I’m struggling with this one to be honest… certain topics require more depth… and what can I say… I have a lot to say!
But yeah, it turns out the sweet spot for episode length is between 20-40 minutes.
Why? Attention spans.
While we’d love to think your audience could hang on to your every word for hours, the stats suggest otherwise. So, save your 3-hour monologues for your cat. Or, you know, the unedited “director’s cut” version.
Damn.
Scandinavia: The Land of Podcast Giants (of Valhalla?)
Want to know where the podcast love is the strongest?
Look no further than Sweden and Norway, where podcast listeners reign supreme. These countries boast the highest number of monthly listeners as a percentage of internet users. It’s not all IKEA furniture and fjords, apparently, Swedes and Norwegians are vibing to their favourite shows while they bask in their stunning landscapes. Or maybe while assembling some flat-pack furniture. Or maybe just while doing the dishes tbh. Whichever way, a Swedish and Norwegian hello to you, future podcaster!
The Battle of the Platforms: Spotify vs. Apple
Let’s talk platforms.
If you’re wondering where to upload your soon-to-be viral show, there are two names to know: Spotify and Apple Podcasts. These two titans dominate the podcasting world like two competitive siblings fighting over who gets the last slice of pizza.
- Spotify: 33.7% market share
- Apple Podcasts: 27.6% market share
And then there’s the little sibling, iHeartRadio with a humble 6.2%, followed by a bunch of distant cousins like Google Podcasts, Amazon Music, and Alexa, all sitting in the single-digit percentile zone.
And you can listen to Marketing Made Clear on all of these, just saying!
So, what’s the takeaway?
Get your podcast on Spotify and Apple, asap!
And, because you’re an overachiever, consider hosting your podcast on your own website. That’s right, you can embed episodes on your site using Spotify’s handy share-and-embed tool (hint: you may have noticed mine at the top of the page). It’s like a two-for-one deal at your local coffee shop, double the presence for the same price (which, by the way, is free on Spotify, while Apple makes you cough up some cash).
Where Are People Listening?
Here’s a fun fact: 59% of people listen to podcasts while multitasking. Yes, folks, we’re talking about dishwashing, laundry folding, or perhaps becoming the next Michelangelo while chipping away at their podcast backlog. It turns out 32% of listeners are tuning in while driving, so if your show has that “radio talk show” vibe, well done, you’ve nailed the commuter crowd.
Not only that, but peak listening time happens in the morning, probably while people are not having an existential crisis about their commute. If your audience is anything like me, they’re listening on mobile, coffee in hand, wondering if they left their keys in the fridge. (It happens.)
Podcast Discovery: Finding New Ears
How do people find your podcast?
It’s not all algorithms and SEO wizardry, though those help! In fact, most people discover podcasts the old-fashioned way: by searching directly in the app. But don’t underestimate the power of word of mouth (friends, family, that guy in line at the grocery store) and other podcasts. A cheeky shoutout on someone else’s show? You love to see it.
And sure, if all else fails, people still Google for new podcasts. So, make sure your SEO game is strong—otherwise, that meticulously recorded episode about your in-depth analysis of early 2000s reality TV shows might never reach its destined audience.
Competition Is Fierce, But Don’t Panic
Let’s get real for a second: There are 5 million podcasts on Spotify and 2.5 million on Apple Podcasts. That’s a lot of competition. But don’t throw in the towel just yet. The average 30-day-old podcast racks up a couple hundred listens, which isn’t too shabby for a newbie.
Want to bump that number? Optimise your platform, fine-tune your content, and maybe rope in an expert like Damo from Audio Audit (shameless plug, anyone?).
Video vs. Audio: The Battle Continues
You’ve probably noticed the trend toward video podcasts. In fact, 17% of podcasters record both audio and video, while a whopping 32% of listeners prefer video podcasts. If you’re thinking, “Do I need to slap on some makeup and get on camera?”, the answer is a resounding maybe. The jury’s out, but let’s just say the rise of video podcasts means we’re going to see more hosts nervously adjusting their hair on YouTube.
Final Thoughts: Hit Record Already!
In conclusion, the stats are clear: the podcasting world is booming, and there’s plenty of space for you, future podcasting star. Sure, it’s a competitive space, but with the right approach (20-40 minute episodes, optimal platform choice, a dash of SEO magic, and perhaps even a venture into video), you’ll be well on your way to those coveted seven-hour-a-week listener stats.
Now, go forth, grab that mic, and get ready to dazzle the world with your niche knowledge of 18th-century bread recipes. Or whatever it is that you’re passionate about.
