We all love a good podcast, but the market is changing. Artificial intelligence is on the rise, and more and more people are embracing video content.
This article will outline how podcasting could evolve over the next decade, and what this means for podcasters like you.
Are podcasts on the decline?
Podcasting may be changing, but it isn’t going anywhere. With over 5 million podcasts and 71 million podcast episodes in 2024, the industry is as massive as ever.
The global market size could reach $131.13 billion by 2030. I mean, we’re talking serious growth!
In 2014, only 2% of people 13 and older spent their time listening to audio on podcasts. That number has quadrupled in the last decade. Not only that, but 23% of weekly listeners spend over 10 hours tuning into podcasts each week. And 100 million Americans listen to podcasts on at least a weekly basis.
Clearly, podcasting has experienced a meteoric rise over the last 20 years. And the future of this space is just as promising.
Who listens to podcasts today?
Just under seven in 10 Americans above age 12 have listened to podcasts. According to Edison Research, about 47% of this demographic consumes podcast content on at least a monthly basis.
All generations listen to podcasts, including:
- 29% of kids age 6–12
- 59% of people age 12–34
- 55% of people age 35–54
- 27% of those above age 55
Podcast listeners are racially diverse and appealing to advertisers. This definitely tracks, as 46% of weekly listeners have purchased a product or service after hearing an ad on a podcast.
And while more men listen to podcasts each week than women (48% compared to 45%), women tend to spend more time doing so.
How do people listen to podcasts in 2024?
Most consumers play their favorite podcasts on Apple Podcasts or Spotify. But not everyone uses their cell phone to do so. While 73% of listeners tune in via smartphone, about 13% prefer to play podcasts on a desktop or laptop.
One qualitative study found that younger consumers like to play podcasts on their TVs while they take care of things around the house.
And more and more people are also listening—or watching—podcasts on YouTube. Creators can post video podcasts directly on the video sharing platform or release new episodes on YouTube Music. With over 2 billion active users in 2024, YouTube is a solid way for podcasters to engage their audience from anywhere.
One of the reasons for this is the increase in video podcast content. According to the New York Times, over half of the top 30 podcasts in the U.S. offered a video option at the end of 2023. In 2021, only seven of them were available in video format.
Let’s dive deeper into some of the other podcasting trends we’re seeing, that podcasters like you need to be on top of.
Podcasting trends: top features through 2030
Overall listenership and the manners in which listeners consume podcasts is changing fast, and podcast creators need to keep up with the times. Let's review the top trends to watch, from spatial audio, podcast advertising, and more.
AI-powered content
AI is so much more than a buzzword, because artificial intelligence is making real headway in improving the podcast listening experience. It provides great insights into the current market—helping hosts stay current with the latest trends and optimize their ad placement.
That’s not all. In addition to giving content creators a financial boost, AI can also make podcasts more accessible. For instance, AI technology can transform longer podcasts into short-form clips. It can also transcribe podcast episodes into text, helping search engines index them more effectively.
Spatial audio
Spatial audio creates a virtual surround sound effect that’ll put your audience listeners right in the room with you. By immersing listeners in different sources of audio, you can create a more engaging environment.
The tech is trending and will almost definitely continue to rise. In fact, Apple Music claims that its monthly Spatial Audio listenership has more than tripled in the last three years. It makes sense that content creators—including podcasters—are jumping on this trend to provide a memorable experience for their listeners.
Interactive features
Now more than ever, podcasters are sharing interactive experiences with their listeners. The idea here is to create a closer relationship with your community. By making members of your podcast audience active participants in your content creation, you can drive loyalty and create a more enjoyable experience.
What kind of interactive podcast features are we talking about? Polls, surveys, and live Q&A sessions are a great place to start with your listeners. You can even ask your listeners for contributions and repurpose their thoughts for future episodes.
Short-form content
Shorter podcasts that run up to 30 minutes are picking up steam. While there’s still a market for long-form podcast content, those bite-sized episodes target a wider demographic. They're also perfect for people who prefer to tune in on breaks during the workday or on the go.
The benefits of short-form content don’t end there. Podcast hosts who leverage this format are typically more productive and able to release more content overall. And they can do this without sacrificing quality, ad revenue, or their listenership. Shorter podcasts are also easier to edit.
Podcast ads
Monetizing through podcast advertising is a new trend expected to increase significantly by 2030. With the rise of advanced targeting algorithms, brands can now leverage podcast advertising to reach highly specific listener audiences based on listening habits, preferences, and even behavioral data. This precision not only benefits podcast advertisers but also enhances the listener experience, by making ads more relevant and engaging.
Furthermore, dynamic podcast ad insertion technology allows podcast creators to update ads in old episodes, ensuring that the content remains fresh and the revenue potential is maximized. As a result, podcasts can use podcast ads for a a continuous stream of income, making the medium even more attractive for both new and seasoned podcast hosts.
Podcast advertising is a trend to . Like social media ads, podcast ads are bound to become a cornerstone of the paid media landscape going forward.
Video podcasts
We’ve said it once, and we’ll say it again: video content is taking over mainstream media, and podcast hosts should take note. Increasingly, listeners don't just want to listen, they also want to want to watch. Some of the world’s top podcasts—The Joe Rogan Experience, This Past Weekend w/ Theo Von, and Call Her Daddy—have active YouTube accounts and a robust video audience.
One of the reasons for this is that Gen Z appreciates video content. But beyond that, podcast creators can easily share video snippets from their podcasts on Instagram, TikTok, and other social media sites. This will help podcasters reach an even broader audience.
Ultimately, podcast hosts should put out shorter, more immersive content to keep up with the times. With the right tools, we’re confident you can give your audience the podcasting experience they’re looking for.
Conclusion
From more interactivity to a huge spike in AI-assisted content creation, the future of podcasting is bright for both podcast hosts and listeners. From new ways of creating podcasts with AI, to new ways of monetizing like through podcast advertising - there's plenty of opportunity on the horizon for podcasters. Podcasters who are looking to elevate their content game should consider using OpusClip to take their work to the next level. In just one click, we can transform long podcast clips into shorts, and post them d on social media.
