The latest data confirms what many of us have felt coming for years:
Podcasting is now growing faster than Meta (Facebook), and Alphabet (Google), in terms of ad revenue.
Let that sink in.
More than 50% of Americans now listen to at least one podcast a month.
And the average listener? A 34-year-old decision-maker who doesn’t watch cable, blocks ads, and buys the kind of high-margin products that brands fantasize about.
This isn’t niche anymore. It’s not a side hustle.
It’s the most undervalued media asset in the game today—and that’s exactly why it’s so ripe with opportunity.
Advertisers Are Betting Big
Ad dollars follow audience—and podcasts now own one of the most elusive demos:
Smart, affluent, tech-forward buyers.
- The kind you can’t reach on TV.
- The kind who skip YouTube pre-rolls.
- The kind who actively listen to the voices they subscribe to.
Which is why we’re seeing a tectonic shift:
More brands are redirecting money away from TV and print and putting it into podcasting. And not just for host reads or quick hits—this is long-term, relationship-based media spending.
And this isn’t a performance play to drive more direct response business (“head over to product website dot com slash podcast name, for 30% off your first purchase”.)
It’s a brand equity move.
Because podcasting builds trust. Slowly. Deeply. Lastingly.
But There’s a Catch, and an Opening
Despite low barriers to entry, podcasting has quietly become a “winner-take-most” medium.
Out of 700,000+ active shows, fewer than 1,000 podcasts control the lion’s share of advertising revenue.
Why? Because early-to-the-game podcasters are benefiting from natural moats that have appeared–having had a head start in building audience (scale.)
- Podcast subscribers auto-download new episodes to their devices–building the measured audience. Regardless of whether or not they listen.
- Advertisers pay based on an evaluation of built-in reach for any given show (CPMs)
- Platforms prioritize momentum and brand recognition, actively promoting “popular” and “top” shows–feeding the promotional bias loop which keeps the popular shows “popular”.
This creates a natural flywheel for early movers—but for newer or niche creators, it can feel like climbing a cliff.
That’s the tough news.
The good news?
We’re still early. And there’s more than one way to win.
The Next Big Platform War Is Already Underway
For years, podcasting meant Apple and Spotify.
Not anymore.
Today, YouTube is the #1 platform for podcast listening.
Some shows (like Scott Galloway’s Prof G pod) see 20% of listens on TVs, thanks to device-casting and autoplay.
This means the next podcast wave will look… a lot like TV.
- Audio-first creators will build visual extensions.
- Video-first platforms will develop audio ecosystems.
- Brands will chase multi-format inventory and omnichannel reach.
Oh—and Netflix just announced its move into the space.
When Netflix decides to put a podcast on its homepage, that show will instantly become a top 10 podcast. Period.
Why Economic Slowdowns Accelerate This Shift
Here’s a counterintuitive truth: economic uncertainty is rocket fuel for new media.
When recessions hit, ad budgets freeze.
But when they thaw? They rarely go back to the same places.
Every downturn gives decision-makers a reason to question:
“Do we really need to spend this much on legacy media?”
It happened with TV. Then with print.
It’s happening now with podcasts, streaming, and creator-led media.
Disruption doesn’t wait for the green light of ideal conditions.
It happens in the shakeup.
So What Should You Do?
Whether you’re a solo creator, a brand strategist, or a media exec—here’s what this moment calls for:
- If you already have a show: double down. Invest in reach, partnerships, and video extensions.
- If you’re still “thinking about it”: stop thinking. Start building.
- If you’re managing a team or brand: carve out real strategy for podcasting now—not as content, but as infrastructure.
- If you’re investing: don’t just look at audience size—look at brand depth, consistency, and platform footprint.
Because the podcasting game isn’t about who’s loudest.
It’s about who has the scaffolding to build sustainable systems, reach, and trust over time.
Make The Adjustment
Podcasting is shifting from medium to media business.
It’s building moats. Drawing capital. Attracting platforms. Signing nine-figure deals.
But this isn’t a winner-take-all game—yet.
There’s still time to stake your claim.
Just remember: the opportunity isn’t that it’s cheap and easy to start a podcast.
It’s in the model of long-term brand building.
And the smartest creators?
They’re not just publishing episodes.
They’re building engines to attract the 1,000 true fans that want to connect deeply with their work and art.
Repeatedly, by showing up again, and again, over the long-term.
If you enjoyed this post, please consider sharing it with someone else–the buttons below can help.
Thank you!
