The trend: Podcasts are becoming an increasingly popular way for brands to reach engaged audiences, per EMARKETER data, with viewership mounting and new platforms throwing their hats in the ring.

Some key trends:

• Podcast viewership is thriving, reaching over 140 million US listeners in 2025, according to our forecast. Listeners will surpass 150 million by 2027.
• In response to viewership spikes, podcast ad spending is increasing. US spending is projected to reach $2.51 billion this year, growing 11% YoY, per our forecast. By 2028, spending will exceed $3 billion.
• Creator-audience relationships are important to listeners. Forty-eight percent of podcast listeners feel a friendship-like connection with podcast hosts, according to a SiriusXM Media study cited by Adweek. Over 75% value authenticity and unfiltered content from hosts, while more than two-thirds appreciate transparency and honesty.
• YouTube remains the most popular platform for podcast consumption, per a 2024 Cumulus Media and Signal Hill study cited by SiriusXM Media. The platform brings in 31% of weekly podcast listeners, and YouTube podcast views have grown 106% in the last five years.

The battle for podcast dominance: As the medium becomes increasingly popular with audiences and advertisers, platforms are placing their bets on the podcast craze.

• YouTube leads the pack in podcast listeners and is deepening its podcast investments. The company was reportedly working on introducing dynamically inserted, host-read ads in April to enhance the podcast experience.
• Netflix recently confirmed that it’s planning to move into the video podcast space as part of its broader effort to compete with YouTube for streaming dominance.
• Spotify expanded its Partner Program to nine new markets in March to remain competitive in light of YouTube surpassing it as the preferred platform for podcasts.
• Patreon inked a partnership with Sony and Wondery in April that made select Sony Music and Wondery podcasts available on Patreon. As part of the partnership, Patreon also introduced exclusive fan perks and content for listeners.

Our take: Podcasts are shaping up to become a strong contender in media consumption, with nearly 70% of US adults ages 18 to 24 listening at least one per month, per our forecast. As platforms battle to be the leading home for podcasts, advertisers need to pay attention and tailor strategies.

• Ad strategies should be optimized for platform-specific behaviors. Tailoring strategies to each platform’s unique user behavior will provide the best results.
• Brands should leverage authenticity when partnering with podcast hosts. Those who genuinely use a brand’s product and can speak authentically about it will gain more trust from listeners.