Executive Summary

Podcast listener growth is slowing for most of the world, partially because the medium has reached mainstream status in many markets. Significant listener increases are still in the cards for a handful of countries, though.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How many people will listen to podcasts this year in 14 major markets around the world?
2. Where are podcasts the most popular in terms of listener penetration, and where is podcast adoption lagging?
3. What parts of the world will be hotbeds of growth for podcasting in future years?

WHAT’S IN THIS REPORT? Our updated forecast for podcast listeners across 14 countries: the US, Canada, the UK, France, Germany, Italy, Spain, Australia, China, Japan, South Korea, Argentina, Brazil, and Mexico. Also included are aggregated estimates for North America, Latin America, and Western Europe.

KEY STAT: Podcasts are most popular in North America, where more than 40% of internet users will listen to a podcast at least once per month this year. Latin America and Western Europe are increasingly embracing the medium, as well. In parts of Asia-Pacific, however, podcast adoption is lagging.