Wednesday, December 10th at 2pm EST
The Creators 2025
Wednesday, December 10th at 2pm EST
November 24, 2025
Sponsored by
Read the transcript
Nearly 1 in 6 people have tried creating a podcast. But for every three who start, one stops. Who are today’s podcast creators, what formats are they choosing, and why aren’t more of them sticking with it?
The Creators 2025 is Sounds Profitable’s expanded follow-up to our original 2022 creator study—a comprehensive look at not listeners, but the people behind the mic (and increasingly, the camera). Drawing from over 5,000 respondents, this research examines creator demographics, format preferences, and retention patterns across gender, age, race/ethnicity, and LGBTQ+ identity.
The findings reveal a creator ecosystem that looks very different from conventional industry assumptions: multicultural creators showing engagement rates up to 2x higher than average, format strategies that have diversified well beyond audio-only, and a consumption-creation disconnect that may explain why so many creators burn out.
Join Sounds Profitable’s Tom Webster as he walks through the complete findings and what they mean for platforms, publishers, advertisers, and creators navigating today’s podcast landscape.
Realized by
