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We're so grateful for your continued support, and we're delighted to share our latest Podwires Edition with you.

What sets us apart from other newsletters is that we rely on our readers' support. We're an independent media outlet, so we're not affiliated with any big media companies or podcast organizations.

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Thank you so much for your continued support. We're so excited to hear your thoughts on our latest issue and can't wait to see what you think! - Miguel/Miko

New research from Sounds Profitable's "The Advertising Landscape" study shows that podcasting has become the main way that people ages 18 to 34 listen to spoken word audio. The overall reach of AM/FM radio is higher (66% vs. 31%) than the monthly consumption of podcasts among Americans 18+, but the data shows that the way younger generations interact with talk content has changed in a big way. The poll of 5,005 U.S. adults for the study shows that podcasting is in the middle of 22 ad-supported platforms.

Podcasting has a steady monthly reach, but it's not as good at turning monthly listeners into daily users as other platforms. Only 61% of monthly podcast listeners use the medium daily or almost daily, which is less than the cross-platform average of 70%. Podcasting's longer, episodic format means that it requires "a deeper investment of time" than platforms like TikTok or Instagram, according to Tom Webster of Sounds Profitable. The research also found a perception gap: 42% of monthly podcast listeners didn't think they were listening to ad-supported podcasts, even though they were probably hearing ads. This makes it harder to measure and market the true scale of podcast advertising.

Signal Hill Insights has pioneered a breakthrough measurement solution for video podcast advertisements on YouTube, addressing a critical industry challenge at a time when the platform has become the most-used podcast destination in North America. This innovative approach applies controlled exposure brand lift methods and direct recruitment of organically exposed viewers to measure embedded YouTube podcast ads, offering advertisers comparable metrics to those available for traditional audio podcast campaigns.

The company's research reveals video podcasting represents a significant net gain for the podcast industry rather than cannibalizing audio listenership. With 79% of US consumers reporting that watching video podcasts replaces time with other visual media like television or TikTok rather than audio podcasts, and a substantial majority of YouTube podcast viewers also consuming the same content via audio platforms, the data suggests video has expanded podcasting's total audience while maintaining audio's foundational role in the ecosystem.

Even with record increase in content creation, podcast discovery remains a major industry problem. Producers, being experts in their field, have special insights that might change the way listeners identify quality content.As a producer, suggest podcasts you routinely listen to together along with the professional relevance of each.Your professional suggestions will help close the discovery gap between industry data showing affects on listener retention and engagement measures. Participation adds to a valuable industry resource meant to more successfully link quality content with receptive audiences than only algorithm-driven solutions.

Podcasting is a powerful way to grow business, and Marketplace Podwires is here to assist you in the easy hiring of top-rated independent podcast producers. Be it branded podcasts that share your products with the entire world or internal series aimed at engaging and energizing your teams, our expert producers can craft stories that meet any brief and bring more personality to your brand's voice. Begin with Marketplace Podwires, and find a dream producer for your project today!

Female podcast listenership has exploded over the past decade, and the numbers tell a story that should make every podcaster sit up and take notice. What started as a niche medium has transformed into a mainstream powerhouse, with women's monthly podcast consumption tripling from just 15% in 2015 to a whopping 45% in 2025. Even more eye-opening – when you factor in video podcast viewership, we're now reaching the majority (52%) of U.S. women.

This isn't just growth; it's a fundamental shift in media consumption that podcasters ignore at their peril. The question isn't whether women are listening to podcasts – it's whether your show is positioned to capture this rapidly expanding audience.

According to the Women's Audio Report: Women & Podcasts released by Edison Research and SiriusXM Media on April 15, 2025, female monthly podcast listenership has tripled over the past decade. Presented by Megan Lazovick, Edison Research Vice President, and Melissa Paris, Vice President of Sales Research at SiriusXM Media, the study reveals that 52% of women age 18+ now consume podcasts in some form when including both audio and video consumption.

The explosive growth of women in podcasting isn't just a demographic shift – it's a business opportunity hiding in plain sight. For podcasters and producers, this represents an audience that's not only growing rapidly but also highly engaged, with women consuming over 1 hour and 40 minutes of podcast content daily. With 75% of women podcast listeners acting on ads they hear, there's a direct line between authentic content for women and real revenue. As Lazovick put it, investing in authentic female voices "isn't just the right thing to do—it's smart business."

For podcasters and producers, this data represents a clear call to action. The female podcast audience isn't just growing – it's evolving, with distinct preferences and consumption patterns. Successful creators need to develop content that resonates with women's motivations (exploring topics in depth, learning, entertainment) while recognizing the crucial role of relatable, authentic hosts.

The industry as a whole stands to benefit from this expansion, but only for those who adapt their strategy. Consider developing shows with female hosts or co-hosts, as nearly half of the top shows among women weekly listeners already do.

Create ad partnerships that acknowledge women's higher commercial engagement rates. And don't ignore video – with 33% of women watching podcasts, a multi-format approach isn't optional anymore. The podcasters who recognize and respond to these trends won't just survive – they'll thrive in a medium that's increasingly being shaped by women's voices and preferences.

Grow your business through podcasting. Marketplace Podwires connects you with skilled producers who can craft compelling stories that align with your brand. Start your podcast journey today! 👈

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