Essential Podcasting Statistics For SMEs in 2025
The latest podcasting statistics show that the podcast industry is growing at a pace few other channels can match, with more than 584 million podcast listeners worldwide and over 21 million UK listeners tuning in every month. As video podcasts expand across YouTube and Spotify, and podcast advertising climbs towards $4.46 billion, SMEs now have a clear opportunity to reach engaged listeners, build trust early and create long-lasting content that works across all the platforms.
Why do podcasting statistics matter for SMEs in 2025?
If you’re running a business, you already know how competitive digital content has become. You’re fighting for attention on Instagram, TikTok, LinkedIn, YouTube and every other platform your audience uses. What makes podcasting different is time. A regular podcast listener gives you hours each week. They choose to listen to your voice, your experience and your perspective, not because the algorithm threw you at them, but because they want to hear more.
That’s why understanding podcast listeners, podcast listening habits and podcast consumption trends is essential. These podcasting statistics and data lets you shape content your audience will genuinely connect with. It also helps you choose the right podcast listening apps, the right format, the right genre and the right promotional channels across all the platforms your audience already uses.
If you’re building a content strategy this year, having your own podcast gives you an advantage. You can turn one recording into a full YouTube upload, a video podcast version, multiple social clips, several blog posts and even an email series. No other format gives you so much from a single piece of content.
How big is the podcasting industry in 2025?
584.1 million people are podcast listeners worldwide
(Source)
Worldwide, more than 584.1 million listeners now listen to podcasts regularly, and the number is expected to keep rising. This level of scale means podcasting is no longer just an entertainment format; it’s a mainstream behaviour that supports everything from true crime to business education (like Diary of a CEO or Blueprint 2 Boom).
4.52 million podcasts exist across major platforms
(Source)
There are around 4.52 million podcasts globally, covering millions of podcast episodes across countless genres. Even with that number, most niches still feel wide open, especially in B2B. You don’t need millions of listeners, you need a clear voice and consistent podcast episodes.
The global podcast advertising market will hit $4.46 billion this year
(Source)
With $4.46 billion in expected ad spend, podcasting remains one of the fastest-growing digital channels. Advertisers are moving budgets into podcast ads because they outperform other formats when it comes to attention, recall and trust.
The UK has over 21 million podcast listeners, rising to 28 million by 2026
(Source)
The UK is one of the strongest podcasting regions globally, with more than 21 million podcast listeners and forecasts suggesting 28 million within two years. For any SME targeting British audiences, this gives you a channel with both scale and depth.
Who are the people listening to podcasts?
The gender split is roughly 58% male and 42% female
(Source)
Podcast audiences are now almost evenly split, which means you can create podcast content or podcast ads without worrying about a bias towards one gender.
40% of UK podcast listeners are aged 35–54
(Source)
This is a high-value age group with strong purchasing power. You’re speaking directly to the demographic that makes business decisions, invests in services and actively buys from brands they trust.
Around 41% of adults aged 18–34 listen to podcasts weekly
(Source)
According to Edison Research, younger adults are some of the most loyal podcast fans worldwide. If part of your audience includes early-career professionals, students or young parents, podcasting lets you connect with them consistently.
Podcast listeners tend to hold higher education and income levels
(Source)
Many studies show that regular podcast listeners have higher education levels and higher household incomes than average. This means they are more likely to engage with expert content, long-form formats and thoughtful discussions, ideal for SMEs that want to position themselves as trustworthy and authoritative.
How do people listen to podcasts in 2025?
86.1% of podcast listeners use mobile devices
(Source)
Smartphones dominate podcast consumption. This reinforces how important mobile accessibility is, from cover art to titles to episode descriptions.
62.1% of listening happens on iPhones, with 22.8% on Android
(Source)
The split between iPhone and Android is worth noting because it shapes where your podcast performs best. Apple Podcasts remains a major discovery channel, while Spotify and YouTube win younger audiences.
YouTube accounts for 39% of podcast listening time
(Source)
YouTube has become the world’s largest podcast discovery platform. Many people discover shows through YouTube before they switch to Spotify or Apple Podcasts, especially for long episodes or video podcasts.
83% of podcast consumers spend about 9 hours and 24 minutes listening every week
(Source)
This long weekly listening time is rare in digital media. No social platform gives you that depth of attention. It’s this weekly session time that makes podcasting powerful for businesses that want deeper relationships with their audience.
The average podcast listener follows or subscribes to six podcasts and listens to five episodes each week
(Source)
Following multiple shows means your podcast doesn’t need to be someone’s favourite; it just needs to fit into their rotation. Podcast fans appreciate consistency and variety, not perfection.
Which podcast genres are most popular?
Comedy takes roughly 30% of global podcast listening time
(Source)
Comedy remains the most popular podcast genre on Spotify, and it influences audience expectations. Even business and educational podcasts perform better when they sound conversational rather than corporate.
Entertainment, news, comedy and discussion formats dominate UK listening
(Source)
Ofcom’s research shows these genres outperform others in the UK podcast market. If you’re creating SME content, leaning into conversational, story-driven episodes helps you align with what UK listeners already enjoy.
True crime holds around 10% of global listening
(Source)
True crime listeners are some of the most engaged audiences globally. This genre’s popularity influences the “documentary-style” audio trend now seen in business, investigative and industry-specific podcasts.
More than half of podcast shows now publish video podcasts
(Source)
Video podcasting has changed how people consume episodes. Many listeners now “watch” podcasts in the background, and platforms like Spotify have invested heavily in video features, merging audio and video consumption together.
How strong is podcast advertising in 2025?
69% of listeners discover products through podcast ads
(Source)
Podcast ads outperform most digital formats because listeners trust hosts. They often listen all the way through, even during ads, especially if the host reads them.
Host-read ads generate around 55% of all podcast ad revenue
(Source)
Host-read ads remain the most effective format. They feel personal, authentic and aligned with the content, which leads to stronger conversion rates.
51% of marketers now include podcasts in their strategy
(Source)
Podcasts are no longer niche in marketing. More than half of marketers use podcasts for branding, audience building or thought leadership, especially in B2B.
Podcast ads have some of the highest recall in digital media
(Source)
Listeners remember podcast ads at far higher rates than social or display ads. This connection makes podcast advertising a powerful way to reach engaged audiences.
How can Netzoll help you with podcasting in 2025?
At Netzoll, we’ve seen how podcasting has become one of the most reliable ways for SMEs to build trust and reach people in a more meaningful way. Leeds is full of ambitious founders, creatives and fast-growing businesses, and many of them are now turning to podcasts as part of their wider content strategy. A good podcast gives you space to share your expertise, tell your story and create content you can use across all your channels without feeling rushed or fragmented.
To support this, we’re opening a dedicated podcast studio in the centre of Leeds. It’s designed to make recording simple, comfortable and professional, whether you’re completely new to podcasting or already confident behind a microphone. You’ll have access to quality equipment, a well-set recording space and a team who can help you get the best out of each session.
The studio will be open to everyone: businesses, individual creators, and curious people/students who just want to give it a shot. You can join the waitlist to receive an early booking discount when we launch.
If you’ve been thinking about starting a podcast, or you want to create stronger long-form content for your brand, this is a great way to get started without the technical headache. The podcasting statistics don’t lie, they’re one of the best forms of content for engagement and building trust between you and your audience.
What do these podcasting statistics mean for your SME?
The numbers make one thing clear: the podcasting industry is still growing, still diversifying and still delivering the highest engagement in digital media. Podcast listeners give you more time, more trust and more attention than any social platform. They follow podcast hosts for years, not weeks. They regularly listen to long episodes, follow multiple shows and discover new brands through podcast ads.
For your SME, this means podcasting should be a key part of your content strategy. You can launch a podcast to position yourself as an authority, use podcast advertising to reach specific audiences, or repurpose podcast episodes into blog posts, video shorts and long-form YouTube content. Podcast listeners value depth, expertise and authenticity, exactly what SMEs often struggle to show in short-form content.
If you’re ready to build a stronger digital presence, through podcasting, content strategy, paid ads, SEO or social media, get in touch with Netzoll today. We help businesses across Leeds and beyond grow with simple, effective and modern digital marketing that actually works.