Tons of insightful new data on the state of podcasting, with expert Tom Webster (of Sounds Profitable and realized by Hill Insights) leading the charge. Whether you’re a creator, advertiser, or just a lover of the medium, there’s a ton you’ll want to know from the latest Sounds Profitable research.

Ready for the freshest insights on podcast listening habits, growth, and where the real opportunities are? Here’s what’s happening in the world of podcasts as of September 2025.

Familiarity Is at an All-Time High

  • 96% of Americans know what a podcast is.
  • Only 4% haven’t heard the term—where are these people hiding? 😂

Monthly and Weekly Listening Has Flattened

  • 55% of Americans listened to a podcast in the past month.
  • Weekly listenership? 38%.
  • Growth has slowed down. Not a crisis, but the “easy wins” are gone. Time to get proactive with marketing!

Huge Potential with the 55+ Crowd (Especially Women)

  • Podcast audience remains YOUNG: 18-54s dominate.
  • 61% of non-listeners are 55+ and skew female.
  • Translation: If you want new ears, target older women. The content is there—just needs better marketing!

Multicultural Growth is Outpacing White Audiences

  • Listening among Black, Asian, and Hispanic Americans is up, while white audience size is flat.
  • Real podcast growth = embracing multicultural listeners.

It’s Not All About Video (But Video Is Winning Time Spent)

  • More people say “audio or video is fine”—they want options!
  • YouTube is surging: 40% say it’s their main podcast platform.
  • 10% now use a smart TV to listen/watch, especially in the 55+ demo.
  • Video has increased time spent with podcasts to 6.3 hours/week on average.

YouTube Thrumps Spotify & Apple

  • YouTube is the #1 podcast platform, growing yearly.
  • Spotify actually slipped in popularity; Apple stayed flat.
  • 47% of YouTube podcast users LISTEN more than they watch. YouTube = not just a video platform.

People Aren’t Bouncing—They’re Settling In

  • Average listener follows 3.4 shows per week (stable).
  • 17% are new to podcasts in the last 6 months, but overall reach is flat—hello, churn!
  • Upcoming research will dig into WHY people quit (stay tuned!).

Genres: Comedy Still Wins, But Politics is HOT

  • Comedy remains #1, but political podcasts leapt to #2 this year.
  • News and current events show a bigger pull in 2024—election effect in full swing.

Joe Rogan’s Grip Is Slipping

  • Rogan’s still #1 favorite, but the gap’s shrinking.
  • “Crime Junkie”, “The Daily,” and “Call Her Daddy” all grew in popularity.

The Celebrity Myth

  • “Hearing from celebrities” ranks lowest as a reason people love podcasts.
  • Authenticity and companionable conversations > famous faces.

Major Takeaways

  • Podcasts need marketing to break through stagnation, especially to 55+ women and multicultural audiences.
  • Flexibility is key: listeners want both audio AND video options.
  • YouTube’s dominance is about access and experience, not just video.
  • If you’re launching a new pod, focus on content, not just star power.

Let’s keep the conversation going: What do you listen to more—audio or video podcasts? And are you in the 55+ crowd waiting for your invite?

Or are you looking to target the 55+ audience with your podcast? Contact My Podcast Guy to get started!

(Full data & more at Sounds Profitable — highly recommend you check it out!)