세계의 팟캐스팅 시장 규모, 점유율, 동향 분석 : 장르별, 포맷별, 지역별 전망 및 예측(2024-2031년)

The Global Podcasting Market size is expected to reach $143.05 billion by 2031, rising at a market growth of 25.1% CAGR during the forecast period.

The North America segment recorded 37% revenue share in the market in 2023. The region's strong market presence can be attributed to the widespread adoption of digital audio platforms, high internet penetration, and the well-established podcasting ecosystem. The United States, in particular, is home to some of the most popular and highest-earning podcasts, with major media companies, celebrities, and independent creators contributing to the industry's growth.

The major strategies followed by the market participants are Product Launches as the key developmental strategy to keep pace with the changing demands of end users. In January, 2025, Audacy Inc. launched Campus Files, a weekly podcast exploring historical and contemporary college scandals, including admissions fraud, hazing, and academic misconduct. Hosted by journalist Margo Gray, the series covers cases such as UNC's fake classes, Harvard's 1920 Secret Court, and Columbia's ranking data manipulation. Moreover, In August, 2024, Sirius XM Holdings, Inc. announced the launch of SiriusXM Podcasts+, a new premium subscription available via Apple Podcasts, offering ad-free listening, exclusive content, and early access to episodes. Available from August 5 in over 50 countries, including the U.S. and Canada, the service features top shows such as "SmartLess," "Freakonomics Radio," "99% Invisible," and "Literally! with Rob Lowe." SiriusXM Podcasts+ aims to enhance audience reach, provide value to creators, and integrate premium content into the SiriusXM app, reinforcing the company's leadership in audio entertainment.

KBV Cardinal Matrix - Podcasting Market Competition Analysis

Based on the Analysis presented in the KBV Cardinal matrix; Apple, Inc. and Amazon.com, Inc. are the forerunners in this Market. In March, 2024, Apple, Inc. launched three new curated podcast collections-Darkside, tbh, and Popped-on Apple Podcasts, offering listeners dedicated spaces to explore true crime, cultural discussions, and entertainment. Available for free in the U.S. and Canada, these collections will be updated weekly with fresh recommendations. Darkside delves into crime and investigations, tbh presents diverse perspectives on societal topics, and Popped curates discussions on TV, movies, music, and pop culture, enhancing content discovery for podcast enthusiasts. Companies such as Spotify Technologies S.A., Sirius XM Holdings, Inc., Audacy Inc. are some of the key innovators in Podcasting Market.

Source: KBV Reseaarch and Secondary Research Analysis

Driving and Restraining Factors

Drivers * Rising Popularity of On-Demand Audio Content Among Consumers

• Growing Influence of Celebrity and Influencer-Hosted Podcasts on Audience Engagement
• Increasing Internet Penetration and Smartphone Adoption Enabling Wider Audience Reach

Restraints * Challenges in Podcast Monetization and Limited Revenue Opportunities for Independent Creators

• Limited Audience Retention Due to Fragmented Listener Preferences and Platform-Specific Content

Opportunities * Rising Investments and Sponsorships from Advertisers in the Podcasting Industry

• Increasing Demand for Multilingual Podcasts Catering to Regional and Global Audiences

Challenges * Copyright and Licensing Challenges Limiting the Use of Music and Third-Party Content

• Vulnerability to Changing Platform Policies and Dependence on Third-Party Hosting Services

Market Growth Factors

The shift from traditional radio to on-demand audio content has been a key driver for the podcasting market. Unlike scheduled radio broadcasts, podcasts allow listeners to consume content conveniently. Whether during commutes, workouts, or relaxation, the ability to listen anytime and anywhere has significantly increased podcast adoption. Furthermore, the rise of personalized recommendations through AI-driven platforms has made discovering new content easier, ensuring listeners remain engaged with their favourite genres. Hence, the Rising popularity of on-demand audio content among consumers is propelling the market's growth.

Additionally, Celebrities and social media influencers have been pivotal in driving podcast popularity. When well-known personalities launch their podcasts, they bring their existing fan base, ensuring an immediate audience. These high-profile figures often use their influence to promote their episodes on social media, further increasing engagement. As a result, brands and advertisers are keen to invest in celebrity-hosted podcasts, recognizing the potential for high listener retention and brand loyalty. In conclusion, the growing influence of celebrity and influencer-hosted podcasts on audience engagement is propelling the market's growth.

Market Restraining Factors

However, Despite podcasts' rising popularity, monetization remains a significant challenge, especially for independent creators. Unlike video platforms like YouTube, where ad revenue is directly shared with creators, podcasting relies heavily on sponsorships, listener donations, and premium subscription models. Many independent podcasters struggle to secure advertising deals, as sponsors often prioritize shows with large audiences and established brand recognition. Thus, challenges in podcast monetization and limited revenue opportunities for independent creators are impeding the market's growth.

Genre Outlook

Based on genre, the market is characterized into news & politics, society & culture, comedy, sports, and others. The society & culture segment held 23% revenue share in the market in 2023. This category includes a wide range of content, from storytelling and history to self-improvement and discussions on contemporary social issues. The appeal of society & culture podcasts lies in their ability to provide intimate, relatable, and thought-provoking conversations, making them highly engaging for listeners.

Format Outlook

On the basis of format, the market is classified into interviews, panels, solo, repurposed content, and conversational. The conversational segment recorded 25% revenue share in the market in 2023. This format typically features two or more hosts engaging in free-flowing conversations on various topics, ranging from pop culture and current events to personal experiences and humour. The conversational style creates a sense of intimacy and familiarity, making listeners feel like they are part of the discussion.

Regional Outlook

Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific segment witnessed 28% revenue share in the market in 2023. Countries such as China, India, Australia, and Japan have experienced a surge in podcast consumption, fuelled by rising interest in regional content, diverse languages, and localized storytelling. The growth of streaming platforms and regional audio apps such as JioSaavn, Ximalaya, and KKBOX has further accelerated podcast adoption. Additionally, the younger demographic in Asia Pacific and the increasing popularity of self-improvement, business, and entertainment podcasts have contributed to the market's expansion.

Market Competition and Attributes

The podcasting market becomes highly fragmented, with numerous independent creators, niche networks, and emerging platforms competing for audience attention. Smaller players gain opportunities to innovate, explore unique content formats, and leverage regional or genre-specific markets. However, monetization challenges, discoverability issues, and audience retention remain significant hurdles, making differentiation and strategic partnerships crucial for growth.

Podcasting Market Coverage:

Report Attribute Details

Market size value in 2023 USD 24.88 Billion

Market size forecast in 2031 USD 143.05 Billion

Base Year 2023

Historical period 2020 to 2022

Forecast Period 2024 to 2031

Revenue Growth Rate CAGR of 25.1% from 2024 to 2031

Number of Pages 217

Tables 303

Report Coverage Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Competitive Landscape, Market Share Analysis, Porter's 5 Forces Analysis, Company Profiling, Companies Strategic Developments, SWOT Analysis, Winning Imperatives

Segments Covered Genre, Format, Region

Country Scope * North America (US, Canada, Mexico, and Rest of North America)

• Europe (Germany, UK, France, Russia, Spain, Italy, and Rest of Europe)
• Asia Pacific (Japan, China, India, South Korea, Singapore, Malaysia, and Rest of Asia Pacific)
• LAMEA (Brazil, Argentina, UAE, Saudi Arabia, South Africa, Nigeria, and Rest of LAMEA)

Companies Included Amazon.com, Inc., Apple, Inc., Sirius XM Holdings, Inc. (Pandora Media, Inc.), Spotify Technologies S.A., SoundCloud Global Limited & Co. KG, Acast AB, Audacy Inc., Podbean Tech Inc., TuneIn, Inc., and iHeartMedia, Inc.

Recent Strategies Deployed in the Market

• Oct-2024: Audacy Inc. partnered with PAVE Studios, a media company founded by Max Cutler, to handle ad sales and distribution for its original podcast titles under the Crime House and OpenMind brands. This collaboration expands Audacy's premium podcast network with top creators like Nicole Lapin, Dr. Mark Hyman, Aliza Kelly, and Jemma Sbeg. Through this deal, Audacy will support PAVE Studios' creator-focused model while enhancing audience engagement across platforms. The partnership aligns with Audacy's growth strategy in digital and podcast content, further solidifying its position in the industry.
• Jun-2024: TuneIn, Inc. partnered with Discord to launch "TuneIn Radio & Podcasts", bringing 100,000+ live AM/FM radio stations, podcasts, news, and sports content to Discord's 200 million users. This marks TuneIn's first social platform integration, introducing an audio-only entertainment option within Discord's Activity app directory. The feature enables shared listening experiences across desktop, mobile, and web, with curated music collections for Discord, including K-pop, Lofi, and Indie stations. TuneIn aims to expand further into social platforms, smart home devices, and automotive entertainment.
• Apr-2024: Spotify Technologies S.A. partnered with Substack, an online publishing platform, to enable Substack podcast creators to distribute their free and premium content on Spotify. This integration, powered by Spotify Open Access, allows Substack creators to reach Spotify's 602 million monthly active users while maintaining control over their subscriber relationships. Podcasts such as Rich Text, Split Zone Duo, and Culture Study are now available on Spotify, expanding audience reach and enhancing the listening experience for premium subscribers.
• Dec-2023: Spotify Technologies S.A. partnered with Warner Bros. Discovery, a global media company, to distribute and monetize select Warner Bros. Discovery podcasts through Spotify's enterprise podcast platform, Megaphone. The agreement includes hosting and distribution of CNN's All There Is with Anderson Cooper, HBO's The Official Game of Thrones Podcast: House of the Dragon, and other titles from HBO, Max, CNN, Bleacher Report, and Adult Swim. Additionally, Spotify will serve as a podcast monetization partner via the Spotify Audience Network, expanding advertising opportunities for Warner Bros. Discovery podcasts.
• Nov-2022: Amazon.com, Inc. expanded its Prime membership benefits by increasing its ad-free music library from 2 million to 100 million songs and adding a selection of ad-free podcasts. This move enhances Prime's value proposition amid rising subscription costs. The expansion positions Amazon more competitively against major streaming rivals.

List of Key Companies Profiled

• Amazon.com, Inc.
• Apple, Inc.
• Sirius XM Holdings, Inc. (Pandora Media, Inc.)
• Spotify Technologies S.A.
• SoundCloud Global Limited & Co. KG
• Acast AB
• Audacy Inc.
• Podbean Tech Inc.
• TuneIn, Inc.
• iHeartMedia, Inc.

Global Podcasting Market Report Segmentation

By Genre

• News & Politics
• Society & Culture
• Comedy
• Sports
• Other Genre

By Format

• Interviews
• Conversational
• Solo
• Panels
• Repurposed Content

By Geography

• North America
  • US
  • Canada
  • Mexico
  • Rest of North America
• Europe
  • Germany
  • UK
  • France
  • Russia
  • Spain
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Singapore
  • Malaysia
  • Rest of Asia Pacific
• LAMEA
  • Brazil
  • Argentina
  • UAE
  • Saudi Arabia
  • South Africa
  • Nigeria
• Rest of LAMEA

Table of Contents

Chapter 1. Market Scope & Methodology

• 1.1 Market Definition
• 1.2 Objectives
• 1.3 Market Scope
• 1.4 Segmentation
  • 1.4.1 Global Podcasting Market, by Genre
  • 1.4.2 Global Podcasting Market, by Format
  • 1.4.3 Global Podcasting Market, by Geography
• 1.5 Methodology for the research

Chapter 2. Market at a Glance

• 2.1 Key Highlights

Chapter 3. Market Overview

• 3.1 Introduction
  • 3.1.1 Overview
    • 3.1.1.1 Market Composition and Scenario
• 3.2 Key Factors Impacting the Market
  • 3.2.1 Market Drivers
  • 3.2.2 Market Restraints
  • 3.2.3 Market Opportunities
  • 3.2.4 Market Challenges

Chapter 4. Competition Analysis - Global

• 4.1 KBV Cardinal Matrix
• 4.2 Recent Industry Wide Strategic Developments
  • 4.2.1 Partnerships, Collaborations and Agreements
  • 4.2.2 Acquisition and Mergers
  • 4.2.3 Product Launches and Product Expansions
• 4.3 Market Share Analysis, 2023
• 4.4 Top Winning Strategies
  • 4.4.1 Key Leading Strategies: Percentage Distribution (2020-2024)
  • 4.4.2 Key Strategic Move: (Product Launches and Product Expansions: 2025, Jan - 2020, Sep) Leading Players
• 4.5 Porter Five Forces Analysis

Chapter 5. Global Podcasting Market by Genre

• 5.1 Global News & Politics Market by Region
• 5.2 Global Society & Culture Market by Region
• 5.3 Global Comedy Market by Region
• 5.4 Global Sports Market by Region
• 5.5 Global Other Genre Market by Region

Chapter 6. Global Podcasting Market by Format

• 6.1 Global Interviews Market by Region
• 6.2 Global Conversational Market by Region
• 6.3 Global Solo Market by Region
• 6.4 Global Panels Market by Region
• 6.5 Global Repurposed Content Market by Region

Chapter 7. Global Podcasting Market by Region

• 7.1 North America Podcasting Market
  • 7.1.1 North America Podcasting Market by Genre
    • 7.1.1.1 North America News & Politics Market by Region
    • 7.1.1.2 North America Society & Culture Market by Region
    • 7.1.1.3 North America Comedy Market by Region
    • 7.1.1.4 North America Sports Market by Region
    • 7.1.1.5 North America Other Genre Market by Region
  • 7.1.2 North America Podcasting Market by Format
    • 7.1.2.1 North America Interviews Market by Country
    • 7.1.2.2 North America Conversational Market by Country
    • 7.1.2.3 North America Solo Market by Country
    • 7.1.2.4 North America Panels Market by Country
    • 7.1.2.5 North America Repurposed Content Market by Country
  • 7.1.3 North America Podcasting Market by Country
    • 7.1.3.1 US Podcasting Market
      • 7.1.3.1.1 US Podcasting Market by Genre
      • 7.1.3.1.2 US Podcasting Market by Format
    • 7.1.3.2 Canada Podcasting Market
      • 7.1.3.2.1 Canada Podcasting Market by Genre
      • 7.1.3.2.2 Canada Podcasting Market by Format
    • 7.1.3.3 Mexico Podcasting Market
      • 7.1.3.3.1 Mexico Podcasting Market by Genre
      • 7.1.3.3.2 Mexico Podcasting Market by Format
    • 7.1.3.4 Rest of North America Podcasting Market
      • 7.1.3.4.1 Rest of North America Podcasting Market by Genre
      • 7.1.3.4.2 Rest of North America Podcasting Market by Format
• 7.2 Europe Podcasting Market
  • 7.2.1 Europe Podcasting Market by Genre
    • 7.2.1.1 Europe News & Politics Market by Country
    • 7.2.1.2 Europe Society & Culture Market by Country
    • 7.2.1.3 Europe Comedy Market by Country
    • 7.2.1.4 Europe Sports Market by Country
    • 7.2.1.5 Europe Other Genre Market by Country
  • 7.2.2 Europe Podcasting Market by Format
    • 7.2.2.1 Europe Interviews Market by Country
    • 7.2.2.2 Europe Conversational Market by Country
    • 7.2.2.3 Europe Solo Market by Country
    • 7.2.2.4 Europe Panels Market by Country
    • 7.2.2.5 Europe Repurposed Content Market by Country
  • 7.2.3 Europe Podcasting Market by Country
    • 7.2.3.1 Germany Podcasting Market
      • 7.2.3.1.1 Germany Podcasting Market by Genre
      • 7.2.3.1.2 Germany Podcasting Market by Format
    • 7.2.3.2 UK Podcasting Market
      • 7.2.3.2.1 UK Podcasting Market by Genre
      • 7.2.3.2.2 UK Podcasting Market by Format
    • 7.2.3.3 France Podcasting Market
      • 7.2.3.3.1 France Podcasting Market by Genre
      • 7.2.3.3.2 France Podcasting Market by Format
    • 7.2.3.4 Russia Podcasting Market
      • 7.2.3.4.1 Russia Podcasting Market by Genre
      • 7.2.3.4.2 Russia Podcasting Market by Format
    • 7.2.3.5 Spain Podcasting Market
      • 7.2.3.5.1 Spain Podcasting Market by Genre
      • 7.2.3.5.2 Spain Podcasting Market by Format
    • 7.2.3.6 Italy Podcasting Market
      • 7.2.3.6.1 Italy Podcasting Market by Genre
      • 7.2.3.6.2 Italy Podcasting Market by Format
    • 7.2.3.7 Rest of Europe Podcasting Market
      • 7.2.3.7.1 Rest of Europe Podcasting Market by Genre
      • 7.2.3.7.2 Rest of Europe Podcasting Market by Format
• 7.3 Asia Pacific Podcasting Market
  • 7.3.1 Asia Pacific Podcasting Market by Genre
    • 7.3.1.1 Asia Pacific News & Politics Market by Country
    • 7.3.1.2 Asia Pacific Society & Culture Market by Country
    • 7.3.1.3 Asia Pacific Comedy Market by Country
    • 7.3.1.4 Asia Pacific Sports Market by Country
    • 7.3.1.5 Asia Pacific Other Genre Market by Country
  • 7.3.2 Asia Pacific Podcasting Market by Format
    • 7.3.2.1 Asia Pacific Interviews Market by Country
    • 7.3.2.2 Asia Pacific Conversational Market by Country
    • 7.3.2.3 Asia Pacific Solo Market by Country
    • 7.3.2.4 Asia Pacific Panels Market by Country
    • 7.3.2.5 Asia Pacific Repurposed Content Market by Country
  • 7.3.3 Asia Pacific Podcasting Market by Country
    • 7.3.3.1 China Podcasting Market
      • 7.3.3.1.1 China Podcasting Market by Genre
      • 7.3.3.1.2 China Podcasting Market by Format
    • 7.3.3.2 Japan Podcasting Market
      • 7.3.3.2.1 Japan Podcasting Market by Genre
      • 7.3.3.2.2 Japan Podcasting Market by Format
    • 7.3.3.3 India Podcasting Market
      • 7.3.3.3.1 India Podcasting Market by Genre
      • 7.3.3.3.2 India Podcasting Market by Format
    • 7.3.3.4 South Korea Podcasting Market
      • 7.3.3.4.1 South Korea Podcasting Market by Genre
      • 7.3.3.4.2 South Korea Podcasting Market by Format
    • 7.3.3.5 Singapore Podcasting Market
      • 7.3.3.5.1 Singapore Podcasting Market by Genre
      • 7.3.3.5.2 Singapore Podcasting Market by Format
    • 7.3.3.6 Malaysia Podcasting Market
      • 7.3.3.6.1 Malaysia Podcasting Market by Genre
      • 7.3.3.6.2 Malaysia Podcasting Market by Format
    • 7.3.3.7 Rest of Asia Pacific Podcasting Market
      • 7.3.3.7.1 Rest of Asia Pacific Podcasting Market by Genre
      • 7.3.3.7.2 Rest of Asia Pacific Podcasting Market by Format
• 7.4 LAMEA Podcasting Market
  • 7.4.1 LAMEA Podcasting Market by Genre
    • 7.4.1.1 LAMEA News & Politics Market by Country
    • 7.4.1.2 LAMEA Society & Culture Market by Country
    • 7.4.1.3 LAMEA Comedy Market by Country
    • 7.4.1.4 LAMEA Sports Market by Country
    • 7.4.1.5 LAMEA Other Genre Market by Country
  • 7.4.2 LAMEA Podcasting Market by Format
    • 7.4.2.1 LAMEA Interviews Market by Country
    • 7.4.2.2 LAMEA Conversational Market by Country
    • 7.4.2.3 LAMEA Solo Market by Country
    • 7.4.2.4 LAMEA Panels Market by Country
    • 7.4.2.5 LAMEA Repurposed Content Market by Country
  • 7.4.3 LAMEA Podcasting Market by Country
    • 7.4.3.1 Brazil Podcasting Market
      • 7.4.3.1.1 Brazil Podcasting Market by Genre
      • 7.4.3.1.2 Brazil Podcasting Market by Format
    • 7.4.3.2 Argentina Podcasting Market
      • 7.4.3.2.1 Argentina Podcasting Market by Genre
      • 7.4.3.2.2 Argentina Podcasting Market by Format
    • 7.4.3.3 UAE Podcasting Market
      • 7.4.3.3.1 UAE Podcasting Market by Genre
      • 7.4.3.3.2 UAE Podcasting Market by Format
    • 7.4.3.4 Saudi Arabia Podcasting Market
      • 7.4.3.4.1 Saudi Arabia Podcasting Market by Genre
      • 7.4.3.4.2 Saudi Arabia Podcasting Market by Format
    • 7.4.3.5 South Africa Podcasting Market
      • 7.4.3.5.1 South Africa Podcasting Market by Genre
      • 7.4.3.5.2 South Africa Podcasting Market by Format
    • 7.4.3.6 Nigeria Podcasting Market
      • 7.4.3.6.1 Nigeria Podcasting Market by Genre
      • 7.4.3.6.2 Nigeria Podcasting Market by Format
    • 7.4.3.7 Rest of LAMEA Podcasting Market
      • 7.4.3.7.1 Rest of LAMEA Podcasting Market by Genre
      • 7.4.3.7.2 Rest of LAMEA Podcasting Market by Format

Chapter 8. Company Profiles

• 8.1 Amazon.com, Inc.
  • 8.1.1 Company Overview
  • 8.1.2 Financial Analysis
  • 8.1.3 Segmental and Regional Analysis
  • 8.1.4 Recent strategies and developments:
    • 8.1.4.1 Product Launches and Product Expansions:
    • 8.1.4.2 Acquisition and Mergers:
  • 8.1.5 SWOT Analysis
• 8.2 Apple, Inc.
  • 8.2.1 Company Overview
  • 8.2.2 Financial Analysis
  • 8.2.3 Regional Analysis
  • 8.2.4 Research & Development Expense
  • 8.2.5 Recent strategies and developments:
    • 8.2.5.1 Product Launches and Product Expansions:
  • 8.2.6 SWOT Analysis
• 8.3 Sirius XM Holdings, Inc. (Pandora Media, Inc.)
  • 8.3.1 Company Overview
  • 8.3.2 Financial Analysis
  • 8.3.3 Segmental Analysis
  • 8.3.4 Research & Development Expense
  • 8.3.5 Recent strategies and developments:
    • 8.3.5.1 Product Launches and Product Expansions:
    • 8.3.5.2 Acquisition and Mergers:
• 8.4 Spotify Technologies S.A.
  • 8.4.1 Company Overview
  • 8.4.2 Financial Analysis
  • 8.4.3 Segmental and Regional Analysis
  • 8.4.4 Research & Development Expenses
  • 8.4.5 Recent strategies and developments:
    • 8.4.5.1 Partnerships, Collaborations, and Agreements:
    • 8.4.5.2 Product Launches and Product Expansions:
  • 8.4.6 SWOT Analysis
• 8.5 SoundCloud Global Limited & Co. KG
  • 8.5.1 Company Overview
  • 8.5.2 SWOT Analysis
• 8.6 Acast AB
  • 8.6.1 Company Overview
  • 8.6.2 Financial Analysis
  • 8.6.3 Regional Analysis
  • 8.6.4 Recent strategies and developments:
    • 8.6.4.1 Product Launches and Product Expansions:
  • 8.6.5 SWOT Analysis
• 8.7 Audacy, Inc.
  • 8.7.1 Company Overview
  • 8.7.2 Financial Analysis
  • 8.7.3 Recent strategies and developments:
    • 8.7.3.1 Partnerships, Collaborations, and Agreements:
    • 8.7.3.2 Product Launches and Product Expansions:
  • 8.7.4 SWOT Analysis
• 8.8 Podbean Tech Inc
  • 8.8.1 Company Overview
  • 8.8.2 SWOT Analysis
• 8.9 TuneIn, Inc.
  • 8.9.1 Company Overview
  • 8.9.2 Recent strategies and developments:
    • 8.9.2.1 Partnerships, Collaborations, and Agreements:
• 8.10. iHeartMedia, Inc. (Thomas H. Lee Partners)
  • 8.10.1 Company Overview
  • 8.10.2 Financial Analysis
  • 8.10.3 Segmental and Regional Analysis

Chapter 9. Winning Imperatives of Podcasting Market