What's Driving Podcasting's Future Audience and Advertising Growth

In this episode of "MediaTalk," host Mike Reynolds and S&P Global Market Intelligence Kagan analysts Peter Leitzinger and Jessica Cahill explore why podcasting continues to accelerate — from growing monthly listener numbers to shifting audience segments by age, gender, and genre. They break down what's driving adoption, including video podcasting — and how platforms like YouTube and Spotify are changing discovery — plus where listeners are tuning in most often. The conversation also turns to monetization: why advertisers value highly engaged, loyal podcast audiences and what that could mean for ad revenue through 2031. Beyond the numbers, the episode highlights how podcast content remains highly segmented, from politics to true crime to sports — and how platform choice shapes reach. More S&P Global content: Podcasts from S&P Global Market Intelligence Featured experts: Jessica Cahill, analyst at S&P Global Market Intelligence Kagan. Peter Leitzinger, analyst at S&P Global Market Intelligence Kagan. Credits: Host/Author: Mike Reynolds Producer/Editor: Sarah James www.spglobal.com www.spglobal.com/market-intelligence