For Release On June 24, 2025
Today, podcast marketing education and media company, Podcast Marketing Academy, and branded podcast production company, Lower Street, published the third annual Podcast Marketing Trends Report. Based on a survey of 311 podcasters who shared 12 months of month-by-month download data, the report breaks down these shows according to both growth rate and show size and compares and contrasts their approaches to creating and marketing their shows, as well as updating the marketing benchmarks established by the 2023 and 2024 reports, and introducing two new segments, including data on how podcasters are approaching and utilizing video podcasting—in particular, on YouTube.
“Video has been dominating the conversation in podcasting over the past year,” said Podcast Marketing Academy Founder, Jeremy Enns. “But while there’s been a lot published about how consumers are engaging with video podcasts, we hadn’t seen much data on how podcast creators were thinking about video for their shows, and if platforms like YouTube and Spotify were changing the way they approached creating and marketing their shows. One of the primary goals of the 2025 report was to capture that data, as well as establish a set of initial benchmarks around YouTube Click Through Rates and Average View Durations, specifically for podcasts on YouTube.”
The report features data collected from shows from four continents, multiple languages, and all major formats and genres, from both indie creators and major networks. Cumulatively, the shows polled have produced more than 50,000 episodes and received more than 3.7 billion downloads.
Key findings of the report include the following metrics, cross-analyzed by both show size and growth rate:
- Month-over-month and annual growth rates
- Median episode length
- Episode release schedule
- Total number of episodes published
- Episode consumption rate
- Marketing channel usage
- Social media platform usage
- Monthly podcasting budget
- Weekly time investment into production & marketing
- YouTube click through rates
- YouTube average view durations
- And more
Speaking of the findings of the report, Enns shared, “In our third year doing the report, it’s interesting to start seeing trends and connecting dots from year to year. One trend in particular is that while individual shows in our surveys have reported lower and lower annual growth rates each year, the average growth rate of the entire pool of shows continues to rise. To me, this suggests, that despite a lot of the alarm and hand-wringing in the podcast industry, the medium is actually in a good space, with plenty of opportunity to grow both audio and video-based shows.”
Reflecting on the key differences between high and low-growth shows, Harry Morton, Founder of Lower Street, added, “What’s fascinating is that today’s fastest-growing podcasts are the ones trying new things. The highest-growth shows are publishing less often — prioritising quality over quantity — experimenting with video, and trying formats beyond the standard interview. Success now demands strategic experimentation – testing what resonates with your specific audience rather than following generic best practices.
The full report can be found at https://podcastmarketingacademy.com/podcast-marketing-trends-report-2025/.
About Podcast Marketing Academy
Podcast Marketing Academy is an online education and media company specializing in helping brands, businesses, and creators understand and engineer a strategic, intentional approach to podcast marketing & growth. Grounded in a rigorous, anti-hype, strategy-first approach, Podcast Marketing Academy offers a variety of free and paid content, live events, community, and 1:1 consulting to help podcasts of all sizes and resources punch above their weight to grow their shows and the businesses behind them.
For more information, visit www.podcastmarketingacademy.com
About Lower Street
Lower Street helps brands make the best podcasts on the internet with podcast strategy, production, and growth services. Since 2016, we’ve been on a mission to help companies be more human in the way they communicate and make shows that stand out. We’ve helped brands like Adobe, BCG, PepsiCo and entrepreneurs like Sam Parr connect with their target audience through podcasting.
For more information, visit www.lowerstreet.co
Media Inquiries
For media inquiries or to request interviews, please contact:
Name: Jeremy Enns
Role: Founder, Podcast Marketing Academy
Email: jeremy@podcastmarketingacademy