Podcasting Market Size, Share & Trends Analysis Report By Genre (News & Politics, Society & Culture, Comedy, Sports), By Format (Interviews, Panels, Solo), By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The global podcasting market size was valued at USD 18.52 billion in 2022 and is estimated to expand at a compound annual growth rate (CAGR) of 27.6% from 2023 to 2030. Podcasting, also known as radio on demand, is a pre-recorded digital program that users can listen to or watch online through a subscription or download as a file on a playback device. The flexibility of listening to podcasts while doing other activities simultaneously is driving the market growth. Moreover, podcasting is widely used in teaching and educational learning as it offers an effortless delivery of audio learning resources. In addition, the audio broadcasting content has been around for nearly two decades. Earlier, audio content was available only on media players, computers, and iPods, with mainly radio shows being broadcasted on podcasts. The traditional devices, with limited features, made podcast content inaccessible for the mobile phone users

The unfeasible economic model is one of the main concerns for publishers offering content on media streaming platforms. Since, the introduction of podcasts advertising has been the only revenue-generating method for content creators, however, it has failed to gain traction as the audience refrain from listening to advertisements between ongoing content. Nonetheless, brands are developing innovative schemes to explore various new revenue sources. Content creators are proposing monthly subscription plans so that consumers can pay on per episode or per month basis.

The introduction of internet of things (IoT), Artificial Intelligence (AI), and blockchain technologies has significantly impacted the market growth. Moreover, the incorporation of advanced technologies in content such as Autonomous Sensory Meridian Response (ASMR), modernization of transcription technology, and paid live podcast events are likely to drive the growth of the podcast industry. For instance, Spotify AB’s Spotify Ad Studio, a streaming media intelligence technology, allows advertisers to hyper-contextualize their information, ensuring that they reach the right people with the right content at the right time.

With the help of this platform, the company aims to assist its global partners in the U.S., Canada, the U.K., Australia, and New Zealand with the most accurate ROI measurement, sales, and other conversion metrics.

During the COVID-19, the podcast industry experienced a boom as the global population was encouraged to stay indoors owing to the restrictions on traveling and visiting public places. The industry is estimated to grow further with the adoption of work-from-home policies worldwide, which has driven the demand for readily available entertainment content. News and media companies such as CNN Sans have also launched podcasts dedicated to providing timely updates on the COVID-19.

Furthermore, according to Spotify AB, content in genres such as health, lifestyle, and self-improvement, including meditation and personal wellness, has witnessed a rise in demand. The company also launched a Spotify COVID-19 hub to consolidate relevant news and information about the pandemic and its impact.

Genre Insights

The news & politics segment accounted for the largest market share of above 27.4% in 2022 and is estimated to continue dominating the podcasting market during  the forecast period. This is due to the large number of customers that listen to this genre daily. The news & politics genre is prominent in various formats, including one-on-one interviews, panel debates, and solo news updates. Nowadays, many podcast listeners choose news roundups and bulletins, which summarize daily topics in 1 to 5 minutes and 5 to 10 minutes. As a result, numerous radio broadcasters and print journalists frequently utilize audio streaming channels to share their content.

Due to the vast number of avid sports enthusiasts worldwide, the sports category is predicted to increase at a CAGR of over 29% from 2023 to 2030. To improve their sports content, prominent players in the market are acquiring sports and entertainment content providers. For instance, in May 2022, SoundCloud Limited acquired Musiio, an Artificial Intelligence (AI) music curator company. This acquisition is expected to help the company in strengthening its music & entertainment discover feature.

Format Insights

The interviews segment accounted for the largest market share of above 28.9% in 2022 and is estimated to continue dominating the podcasting market during the forecast period. The segment's growth can be attributed to the originality and uniqueness of interview podcasts. Each episode's guest or invitee brings quality content, innovative ideas, and unique experiences that are fascinating and engaging for the listeners. Furthermore, the interview approach fosters a wide range of opinions and viewpoints, resulting in lively conversations and increased audience participation.

The solo segment is anticipated to expand at the highest CAGR of more than  29.0% from 2023 to 2030. The content is recorded in this format by someone with competence or expertise in a specific field. Solo podcasts aid in the development of a direct relationship with the listener. Since the market is growing, individual artists are turning to solo podcasting for the advantages, including ease of use and low cost, consisting primarily of a microphone and simple editing software.

Furthermore, the podcasting market has witnessed artists from many ethnic backgrounds exercising their right to freedom of speech. For instance, well-known speakers are producing podcasts on platforms such as Apple, Inc. to discuss the various forms of discrimination black women face and how they have matured to overcome these challenges.

Regional Insights

North America market accounted for the largest revenue share of more than 39.1% in 2022 and is expected to continue dominating the podcasting market from 2023 to 2030. In 2022, the U.S. had a revenue share of above 91.0% in the regional market. This dominance can be attributed to the region's rapid adoption of new technology as well as a mature audience base. Furthermore, the Canadian market is expanding in audience size and engagement. Publishers are concentrating on improving their ad services, while companies are implementing the audio-on-demand podcast strategy within their platforms.

Latin America is anticipated to expand at the highest CAGR of more than 37.0% during the forecast period. The proliferation of digital devices, combined with podcast content's rising accessibility and popularity, has fueled the regional market growth. For instance, in July 2022, A Mulher da Casa Abandonada became the highest downloaded podcast across Latin America for that period, with more than 1.75 million downloads every week.

Furthermore, Latin America is likely to see a substantial surge in the production of Latin-Spanish content. Nearly 500 billion Spanish-speaking individuals live in the U.S., Latin America, and Spain, which is predicted to increase demand for both creators and consumers of Spanish podcasts.

Key Companies & Market Share Insights

The podcasting market is fragmented, with numerous market players, such as audiovisual groups providing creative content and solo publishers creating native podcasts across several regional markets. The participants analyzed in this report are implied as the digital audio platforms offering content to the audiences. To grab a larger audience share, major media companies cooperate with artists and local publishers to produce original and authentic content.

For instance, in September 2022, iHeartMedia, Inc. partnered with Interval Presents, a podcast network by Warner Music Group. Both the companies made multi-year deal and will be co-producing a group of shows that range from limited-run series to ongoing weekly podcasts.

Moreover, the growing requirement to cater to global audiences with diverse linguistic backgrounds has resulted in a demand for the content in multiple languages. Major corporations are prioritizing product launches in order to extend their product portfolio. For instance, in May 2022, Spotify announced that the company is actively translating podcasts into different languages to cater to more audience in the industry. As per Spotify, certain formats, such as crime and daily horoscopes find listeners from all over the world. Some of the key players in global podcasting market include:

• Amazon.com, Inc.

• Apple, Inc.

• iHeartMedia Inc.

• Megaphone LLC

• Pandora Media, LLC

• Tune In, Inc.

• Audacy, Inc.

• Sound Cloud Limited

• Spotify AB

• Stitcher

Podcasting Market Report Scope

Global Podcasting Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels in addition to provides an analysis on the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global podcasting market report based on the genre, format, and region:

• Genre Outlook (Revenue, USD Million, 2018 - 2030)

  • New & Politics

  • Society & Culture

  • Comedy

  • Sports

  • Others

• Format Area (Revenue, USD Million, 2018 - 2030)

  • Interviews

  • Panels

  • Solo

  • Repurposed Content

  • Conversational

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Nordic Countries

  • Asia Pacific

    • China

    • South Korea

    • Australia

  • Latin America

    • Brazil

    • Mexico

  • Middle East & Africa