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High audio listenership and time spent this year means limited growth. Subscription revenues will be healthy, as most listeners pay to limit ads. And Spotify will lead in nearly every metric, though several platforms are doing well.

Podcast ad revenues surpassed $2 billion in 2024: As revenues maintain consistent growth, advertisers must tap in to meet audiences where they’re at.

Digital audio consumption continues to grow in the US. Younger audiences are leading the way, adopting platforms like Spotify and audio content like podcasts.

But YouTube has proved to be incredibly disruptive, having influenced other players in the space to lean into video podcasts. Podcasts are videos, and videos are podcasts. What makes a video a podcast is loosely defined, but the key is that video has become central to many podcasters’ outputs. As YouTube’s viewership figure attests, consumers are overwhelmingly leaning into video.

On today’s podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

India was No. 1 for time spent with podcasts. At 1:02 daily, it was 4 minutes ahead of the regional average and 12 minutes above the global average. YoY time spent with podcasts was flat, but it was down 20 minutes from four years ago. Time spent with print press was 50 minutes daily, No. 1 in the region. This was down 11 minutes compared with 2022.

Time spent with podcasts and music streaming in France also ranked low in the region, at 13th place and 11th place, respectively. The viewership shift from traditional formats to digital is lagging in France. Time spent with broadcast TV was 2:25 daily, 15 minutes higher than the regional average.

On today's podcast episode, we discuss which media types we will be using more or less, how to build a real online community, and which groups will benefit from the digital economy the most in 2025. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, our Senior Analyst Max Willens, and Chief Revenue Officer at Vox Geoff Schiller. Listen everywhere and watch on YouTube and Spotify.