Industry Spotlight: The Overlooked Audience Driving Future Podcast Growth

Podcast listening time is rising — now over 6 hours 20 minutes per week — even as overall reach flattens. The industry’s biggest growth opportunity, according to the latest analysis, is women 55+, a demographic that currently spends far less time with podcasts than men and adults 18–54.

Why it matters:

• Podcasts are the #1 ad-supported medium for capturing attention among both men and women.
• They are also the most trusted platform among adults 55+, outperforming every major social network.
• Increasing engagement within this group could significantly boost industry-wide advertising results.

The takeaway:​
Investing in research, content, and marketing for women 55+—especially through categories like TV & Film podcasts, which remain underdeveloped—could unlock major revenue gains and shift more listeners into “hour-a-day” podcasting habits.

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