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Defining podcast taste The universal appeal of music, news, and comedy

Report by Rutger Rosenborg
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20,000-foot view: While the epicentre of podcasting revenue is in the West, the listener base has become truly global. According to MIDiA’s podcast forecasts, Asia Pacific already accounts for three times as many podcast listeners as all of North America, and that number will only continue to grow. This makes it crucial for podcast platforms and advertisers to gain a holistic and unbiased understanding of audience taste worldwide in order to improve recommendation and advertising strategy. This report examines global podcast topic preferences based on 10 markets (US, UK, Australia, Canada, Germany, France, Poland, Turkey, China, and South Africa), establishing a worldwide baseline of similarity to segment global podcast audiences across age, gender, and advertising preferences. It also delivers a deep dive into the top three podcast topics in the world, providing podcast platforms and advertisers with audience profiles to leverage in their product, business, and advertising strategies.

Key data and insights included in this report:

  • Comparison of audio format weekly penetrations by different country mixes
  • Podcast genre preferences by different country mixes
  • Podcast genre preferences by age and gender
  • Podcast genre preferences by advertising behaviours
  • Audience profiles of the top global podcast genres

All survey data is based on MIDiA Research Consumer Survey Q1 2024 fielded in US, UK, Australia, Canada, Germany, France, Sweden, Turkey, South Africa, Poland, and China. Data includes breakdown by age, gender, and podast segments.

Table of contents:

Number of words: 3679

Number of pages: 20

Number of infographics: 6

Key insights

Figure 1: How global podcast listening stacks up against other audio formats globally

Figure 2: Identifying untapped podcast topic opportunities

Figure 3: Do podcast preferences change with age?

Figure 4: The peaks and pitfalls of podcast topic consumption by gender

Figure 5: The impact and opportunity for advertisers across podcast topics

Figure 6: How advertisers can ride the advertising wave of the top podcast topics


Companies and brands mentioned: The Joe Rogan Experience, Spotify, and YouTube