What is a Podcast?
A podcast is a series of audio (or sometimes video) episodes you can stream or download on the internet to listen at your own pace. Think of it like a radio show you subscribe to—delivered on demand and often focused on a single topic or theme. The term originally combines “iPod” and “broadcast,” but now anyone can listen on any device.
How popular are podcasts today and why do they matter?
Podcast listening continues growing fast. In 2025, about 584 million people worldwide tuned in—up nearly 7% from 2024—and it’s projected to hit over 650 million by 2027.
That’s huge: millions of people tuning in habitually makes podcasts a highly engaging channel. Around 34% of U.S. listeners consume 8.3 episodes per week on average, and 23% spend over 10 hours weekly with podcasts.
Why do people listen to podcasts?
People turn to podcasts for different reasons:
- To learn something new: 55% listen for education, stories, or knowledge.
- To be entertained: 60% enjoy listening just for fun.
- To stay in the loop: 29% tune in to stay up-to-date on news or trends.
If you’re in marketing, these figures show how loyal and focused podcast audiences can be—ideal for brands wanting deeper connections.
Can podcast content be video too?
Yes! The rise of video podcasts (sometimes called “vodcasts”) has sparked debate about what “counts” as a podcast. Many listeners—52%—now consider YouTube videos as podcasts, even if there’s no audio-only version available.
Platforms like YouTube report over 1 billion people listening to podcast content monthly via video.
This trend offers more engagement, but creates cost and format complexity—like balancing audio-only vs video workflows.
What counts as a podcast episode and how do people subscribe?
Each piece of content in a podcast is called an episode—you can subscribe to the full series so new ones download or appear in your app automatically.
Shows typically have recurring hosts or themes and vary from scripted formats to casual and improvised chats.
Why podcasts are great for brands and marketers
- High listener trust: Host-read ads get good recall—listeners are 56% more likely to remember them.
- Growing ad market: Podcast ad revenue is projected at $4.46 billion in 2025, around 4% of total digital ad spend.
- Listener loyalty means more repeat exposure: brands get consistent, trusted airtime compared to fast-scrolling social ads.
Tips: How to use podcasts effectively
- Tune into your audience’s reasons for listening: Is your content educational, entertaining, topical—or all three?
- Decide whether to offer video or audio: Video can expand reach via platforms like YouTube, but audio-only often feels more intimate.
- Be consistent: Upload episodes regularly so loyal listeners know when to expect new content.
- Keep it engaging: Aim for clear, natural conversation—listeners seek personality and trust.
Quick Terms You Should Know
- Host-read ads: Ads read by the podcast host in a conversational style—really effective because listeners trust the host.
- Branded podcast: A show created by a brand to tell a story or build its message, not necessarily to sell immediately.
- Video podcast / vodcast: A podcast that includes video—with either visuals added or video-first—but still focused on spoken content.
So, what’s in it for you?
If you’re creating or promoting content, podcasts offer an engaged, loyal audience who opts in. You get to build trust, foster regular connection, and speak directly into conscious listening moments. Whether you’re planning launches, storytelling, brand messaging, or conversations—podcasts give you space to be heard on your terms.
📎 Takeaway:
A podcast is your on-demand audio (or video) channel for connecting honestly with people who choose to listen. It matters because listeners are engaged and attentive—and a great way to build trust, educate, entertain, and keep the conversation going.