The data: Most podcasts that debuted in 2025 have already gone dark, per Podchaser. Of the 193,413 new shows defined as “serious launches”—with more than two episodes released on multiple days—less than 40% are still actively publishing.

The shows that have survived display correlations in terms of episode length, guest appearances, and publishing schedule.

• 48% of shows longer than 90 minutes are still running, as are 46% of those between 60 and 90 minutes. Just 30% of podcasts 10 to 20 minutes long remain, dropping to 21% for shows under 10 minutes.
• For shows with 11 to 25 episodes, 41% of those that feature guests are still publishing, compared with 23% of shows that don’t feature guests. For shows with 26 to 52 episodes, the rate is 67% compared with 50%.
• 44% of shows that publish approximately every two weeks are still airing, as are 39% of weekly shows and 40% of monthly shows. Just 28% of daily shows remain, likely due to scheduling challenges.

Why it matters: Advertisers choosing podcast partners need to be highly discriminating to avoid wasting their spend. Appearing in new shows may offer benefits such as less ad clutter and exposure to engaged audiences, but it’s also a risk because these players can be quick to shutter, leaving ad partners in the lurch.

Advertisers are hungry for more podcasting opportunities—we expect US podcast ad spending to increase 39% between 2026 and 2030 to reach $4.74 billion. But ensuring that this budget line leads to actual ROI will depend on vetting podcasters’ long-term viability over their short-term momentum.

Recommendations for advertisers: Don’t shy away from podcasts, but do be vigilant in researching potential partners to hedge against negative outcomes.

• Seek out shows that feature guests, have episodes longer than 20 minutes, and publish between weekly and monthly.
• Allocate a portion of podcast budgets to new shows—keeping the rest for established ones—and invest small at first to see how they stick.
• Leave host-read ads to established shows to capitalize on trusted voices.
• Stipulate protections in partner contracts that would recoup some portion of investments in the case of slowed publishing or abrupt discontinuation.

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