On the occasion of International Podcast Day, we’ve compiled Key Podcast Facts & Figures, an annual overview showcasing how the medium is evolving.
Podcasts have become more than just a daily habit. They are a powerful performance tool for brands aiming to connect with engaged audiences. With global popularity on the rise, podcasts offer a unique space where advertising drives real impact, earning trust and prompting action like few other channels can. Check out the latest industry stats that show why podcasts belong in every media plan.
1 Podcast Momentum
Podcasts are now a mainstream habit: roughly half or more of consumers listen or watch, from 50% in Germany to 62% in Poland.
In the US, weekly time spent with podcasts has grown by 386% in ten years, from 167 million hours in 2016 to 812 million hours in 2026.
This growth shows how firmly podcasts have become part of everyday media routines.
2 Podcasts Stay On All Day Long
Audio and video podcasts don’t compete, they take different shifts. In France, people listen during the day, on car commutes (27% audio vs 13% video) and during household chores, and watch in the evening at home (46% video vs 32% audio).
Audiences also switch easily between formats: 38% now consume audio and video equally, up from 27% last year.
3 Listen or Watch? Podcast Fans Say Both
In Spain, 2 out of 3 podcast users watch the video version of the podcasts they follow, rising to 81% among the youngest audience.
Young viewers say video complements the conversation (40% of 16-to 25-year-olds) and lets them see the hosts’ expressions and reactions (36%).
Video adds a new layer to podcasts, giving brands the chance to be both heard and seen.
Source: IAB Spain
4 Podcasts Across Devices
64% of UK weekly podcast consumers mainly use their phone, but the audience is spreading to more screens.
Smart TVs are growing fastest: 10% of listeners now use them most often, up from 4% in 2023.
Source: Edison Research at SSRS
5 Podcast Ad Growth
Podcast advertising keeps expanding as brands follow engaged audiences. Between 2024 and 2026, podcast ad revenue grew 19% in the US and 11% in Europe.
In Q2 2026, podcast ad spending rose 23% year on year, and nearly 1 in 5 brands new to podcasting included sports podcasts in their media plan.
Listeners are on board too: in Germany, 71% of podcast users accept advertising in return for free content.
Source: Statista | Magellan AI | RMS
6 Podcasts Fuel Trust and Connection
Podcasts build a close bond between hosts and listeners, and brands benefit from it. 1 in 3 listeners trust brands more when they repeatedly sponsor their favourite podcasts, and 1 in 5 say podcast ads helped them discover some of their favourite brands and products.
More than half of listeners feel a deeper connection to podcast hosts than to other media personalities, and 64% of heavy listeners follow host recommendations when shopping.
Source: SiriusXM Media | SiriusXM Media x Carat | Audacy
7 Podcast Ads Win on Action
Podcast ads turn attention into action: 76% of weekly podcast consumers have acted after hearing a podcast ad, from visiting a website to using a promo code or making a purchase.
Creator recommendations are especially powerful, with 46% of ad-supported platform users having bought a product after a creator recommended it in an ad. Groceries and fast food restaurants show the highest purchase intent.
Source: SiriusXM Media | SiriusXM Media x Carat | Audacy
8 Podcasts Deliver Reach and Attention at Scale
Podcasts open doors to new audiences and extend campaign reach. In the UK, adding podcasts brings +34% incremental reach on top of radio, +28% on top of BVOD and +21% on top of live TV.
Podcast listeners are also focused: podcast audio scores 80% on attention, ahead of music streaming (74%) and radio (65%).
Source: Acast
9 Podcasts Bring Us Together
Podcasts are increasingly a shared experience in the US.
Among weekly podcast consumers who listen with others, 72% did so in the past week.
Listening with children is the most frequent: 75% of those who listen with under-18s did so in the past week, as did 72% of those who listen with adult family members.
For brands, this means one podcast ad can reach several members of a household at once.
10 Podcast Engagement Lasts Beyond the Episode
Podcast fandom goes well beyond the episode. In the US, 7 in 10 listeners would watch a TV show or film based on their favourite podcast, nearly 2 in 3 would attend a live event, and half are interested in merchandise.
These new touchpoints give brands more ways to connect with engaged fans.
Source: MRI-Simmons
Bonus: The AI Debate
Listeners accept AI in podcasting, as long as it stays behind the scenes. 69% of weekly podcast consumers approve of AI for brainstorming and research, but only 25% approve of a podcast hosted by an AI-generated voice.
The human voice remains at the heart of what makes podcasts work.
Source: Audacy, Edison Research at SSRS