Global podcast audience surpasses 540 million as video podcasts boom
The podcast industry continues to grow at a remarkable pace, with over 540 million listeners worldwide tuning in regularly. In the United States, nearly 47% of the population aged 12 and older listens to a podcast at least once a month, while Indonesia ranks among the top podcast-listening countries globally.
In 2025, podcast advertising spending reached $5 billion, reflecting the medium’s increasing influence and commercial potential. Platforms such as YouTube, Spotify, and Apple Podcasts remain the biggest destinations for listeners worldwide.
Andrew Davies, Head of Radio at the ABU, shared these insights at the Asiavision Coordinators’ Meeting 2026, held from January 21–22 in Kuala Lumpur.
Video Podcasts on the Rise
Video podcasts are experiencing rapid growth, with 51% of Americans reporting that they have watched a video podcast. Globally, over 420 million people watch video podcasts at least once a month. The United States accounts for 34% of global video podcast viewership, while the Asia-Pacific region represents 29%.
Most video podcast viewers (62%) are aged 18 to 34, making this age group the largest demographic. YouTube dominates the space, hosting 81% of video podcast viewership, followed by Spotify at 12% and Apple Podcasts at 4%. On average, viewers spend 28 minutes per session watching video podcasts.
Why People Listen
Listeners turn to podcasts for a variety of reasons, including:
- Entertainment and enjoyment
- Learning something new
- Staying informed on topics of interest
- Passing the time
- Indulging in a personal passion or hobby
Podcasts are discovered through multiple channels, with the most common being recommendations from friends and family, social media, listening platforms like Spotify, YouTube, and Apple Podcasts, online searches, and website recommendations.
Popular Podcast Formats and Styles
Podcasts come in a variety of styles and formats to cater to diverse audiences:
Most Popular Styles:
- Chat/Interview: Multiple hosts or a host with co-hosts conduct informal conversations with guests.
- Explainer: Breaks down complex topics in an engaging and understandable way.
- Narrative: Uses multiple voices, interviews, music, and sound effects to tell immersive stories over a series.
Types of Podcasts:
- News roundups
- Deep-dive explanatory
- Documentary
- Extended chat
The Rise of News Podcasts
News podcasts are increasingly recognised for their benefits in the journalism industry:
- Providing diverse news content
- Deepening coverage of complex and evolving issues
- Boosting creativity and flexibility in newsrooms
- Expanding content distribution
- Offering new revenue opportunities
With their growing reach, innovative formats, and wide-ranging appeal, podcasts—both audio and video are cementing their role as a major medium for entertainment, information, and storytelling worldwide.
Written by: Premalatha Jayaraman
