The State of Podcasting in 2025: Growth, Niches, and Monetization

Podcasting continues to surge in both audience and revenue—and the mix of formats, platforms, and business models is evolving fast. Below is a concise, research-backed overview of where the industry stands today, which creative niches are breaking through, and how creators are monetizing successfully.

The State of Podcasting in 2025: Growth, Niches, and Monetization

Audience & Platform Trends

More people than ever consume podcasts. Edison Research’s The Infinite Dial 2025 reports that 70% of Americans 12+ have listened to a podcast, 55% are monthly consumers, and 51% have watched a podcast—a sign that video is expanding reach. Edison also finds YouTube is the service used most often by weekly listeners (33%). Source. 

YouTube leads usage, but audio remains primary. Cumulus Media/Signal Hill Insights’ Podcast Download – Spring 2025 shows YouTube as the most-used platform among weekly podcast consumers in April 2025, while emphasizing that audio is still the main way people consume podcasts. Source (PDF) and summary. 

Industry Revenue & Advertiser Confidence

Ad dollars are growing again. The IAB/PwC Internet Advertising Revenue Report (Full Year 2024) shows U.S. podcast ad revenue rose to an estimated $2.4B in 2024, up 26.4% year over year, reflecting a rebound from 2023’s slower growth. Source (PDF) and coverage via Podnews / Sounds Profitable. 

Brand dollars are rising. The IAB’s 2023 U.S. Podcast Advertising study notes a shift toward brand-building campaigns (majority of revenue), plus growth drivers such as improved measurement, the evolution of programmatic buying, live events, and video podcasts. Source (PDF) and IAB Creator Economy Guide (PDF). 

Creative Niches That Win

Comedy and Sports have overtaken News in ad revenue share (with True Crime and Society & Culture also strong), according to the IAB’s FY2023 genre breakdown. Source (PDF). 

Long-tail, niche shows are powerful. Acast’s Podcast Pulse 2024 research highlights that fans actively seek narrow-focus content and engage deeply—with many reporting they’re less likely to skip ads in niche shows. Source (PDF) and summary insights from Acast. Source. 

News-oriented podcasts vary by market. Reuters Institute’s Digital News Report 2025 shows weekly news-podcast listening ranging widely across countries (e.g., U.S. ~15% weekly). Source. 

Creative Niches That Win

How Creators Monetize in 2025

Advertising: Host-read and dynamically inserted ads remain core, with programmatic buying expanding and brand spend increasing. (See IAB’s 2023 study for drivers and projections.) Source (PDF). 

Paid subscriptions (Apple & Spotify): Apple Podcasts Subscriptions let creators offer ad-free listening, early access, and bonus episodes; creators keep 70% of subscription revenue (85% after one year, minus taxes). Apple overview and creator details. Spotify also offers podcast subscriptions with platform/transaction fees per its creator terms. Source. 

Memberships & community: Patreon has become a major revenue channel for podcasters. Reports indicate podcasters earned $472M+ in 2024 across 6.7M+ paid memberships, with top creators generating substantial monthly income. Patreon (company) and Business Insider case studies.

Creator toolchains & multi-channel monetization: Platforms like Acast emphasize revenue beyond audio (YouTube, events, partnerships, merch). Source. :contentReference[oaicite:10]{index=10}

Affiliate & direct commerce: Many niche shows monetize via affiliate links and direct product sales—especially effective in verticals where listeners want gear, books, courses, or templates aligned to the show’s topic. (See also our how-to posts on USB vs. XLR mics and interfaces & mixers for upgrading sound.)

What This Means for Creators

  • Be discoverable where listeners already are. If your workflow allows, publish audio and video to meet growing “watching” behavior—especially on YouTube—while keeping your RSS audio feed strong. Source / Source (PDF). 
  • Lean into niches. Build a tightly defined show and community; niche podcasts can command strong engagement and ad effectiveness. Source (PDF). 
  • Mix revenue streams. Combine host-read/programmatic ads, Apple/Spotify subscriptions, Patreon memberships, live events, merch, and affiliate links to diversify income. Source (PDF) / Source.

Want help picking the right gear for your niche? Explore our guides on monitoring headphones, boom arms & pop filters, and mobile kits.