The Podcast Landscape 2025: Maturity, Growth, and What Comes Next by Tom Webster
Responses from over 5,000 Americans fielded for The Podcast Landscape 2025 find organic growth for podcasting has slowed noticeably as the industry matures. The rising tide that lifts all boats is transitioning into the next phase for podcasting, and those who will thrive in this next phase are those who understand the name of the game is attention. As Webster puts it, it’s like the difference between starting a pizza restaurant when America was still discovering the concept of pizza, versus starting a pizza place now. One must be really good at pizza to stand out. Audiences are more savvy about podcasts than ever, and are dividing up the time they spend consuming podcasts carefully. The average monthly consumer follows 3.4 different podcasts regularly, an increase of .2 since 2023. A sign that suggests engagement among existing listeners is deepening.
Canadian Podcast Listening Reaches New High: 46% of Adults by Matt Hird
A look back at nine years of Signal Hill Insights’ The Canadian Podcast Listener report. Back in 2017 24% of Canadians aged 18+ were monthly podcast consumers. As of this year that number has risen to 46%, which itself is a significant jump of 7% from 2024. Newcomers to Canada are making an impact, as starting last year the report started more carefully tracking the podcast habits of respondents who had moved to the country less than five years ago. The 2024 report found 76% of Canadian newcomers consumed podcasts monthly, due in part to the demographic skewing younger (as younger demographics have a higher likelihood of at least being aware of podcasts). Hird teases later this year Signal Hill Insights will have more, well, insights about podcast Newcomers, including data on show languages and countries of origin.
Heavyweight’s Return From the Dead by Nicholas Quah
While not a common story, it’s not unheard of for a cult-popular cancelled TV series to be purchased by another network and given a second chance at life. Tuca & Bertie moved from Netflix to Adult Swim, Netflix licensed new seasons of Fox’s cancelled Arrested Development, and Community jumped from NBC to Yahoo Screen (rest in peace, Other Space). Jonathan Goldstein’s show Heavyweight is now a notable podcasting version of that, after acquiring the IP back from Spotify after Gimlet Studios’ narrative podcast productions were shut down. Now Heavyweight has found a home at Pushkin with a new ten-episode season kicking off this morning.
As for the rest of the news…
- Pack your sunscreen, the Little Black Book & Friends Beach will be back at Cannes 2026: June 22nd through 26th. Interested parties can RSVP now (quick heads up: Sounds Profitable is sponsoring the LBB & Friends beach and as such all SP partners get access).
- Inside Audio Marketing covers the first part of The Podcast Landscape report, focusing on engagement growth.
- Comedian Daniel Tosh’s podcast Tosh Show has signed an exclusive multi-year advertising partnership with Libsyn.
- The Radio Academy, a long-operating UK radio and audio charity, has announced they will rebrand to The Audio Academy starting January of next year.
- In New York City on November 18th the Alliance for Women in Media will recognize eight leaders in media and entertainment. In addition, six “outstanding executives” will be recognized, including Jenna Weiss-Berman, Head of Audio & Podcasts at Paper Kite Productions.
- The Publish Press has coverage of the short-form music trivia show Track Star’s adaptation into a weekly full-length podcast with celebrity guests.
- Marketing Brew has coverage of the annual Marketing Brew Summit, including execs discussing how their respective companies remain agile and open to change.
