B2B Podcast 2026 Statistics (Updated September)

How many business podcasts there are

1. 1

   30,626 of the 163,466 podcasts in PodcastPlacer's database (18.7%) list Business as a category, the third most common after Religion and Spirituality.

   Source: PodcastPlacer · database snapshot of 2026-08-16 · 163,466 shows · method

2. 2

   21,565 of those 30,626 business podcasts (70.4%) published an episode in the 30 days to August 16, 2026, against 72.7% of all podcasts in the database.

   Source: PodcastPlacer · database snapshot of 2026-08-16 · 30,626 business shows · method

3. 3

   The median business podcast in PodcastPlacer's database has 62 episodes, against 79 for all podcasts.

   Source: PodcastPlacer · database snapshot of 2026-08-16 · 30,626 business shows · method

4. 4

   9,071 business podcasts (29.6%) also list Entrepreneurship as a category; 12.9% list Management, 12.6% Careers, 11.5% Investing and 10.9% Marketing.

   Source: PodcastPlacer · database snapshot of 2026-08-16 · 30,626 business shows · method

5. 5

   58 of 91 sampled business podcasts (63.7%) had a guest in at least one of their latest 10 episodes, against 209 of 399 other podcasts (52.4%).

   Source: PodcastPlacer · latest 10 episodes as of 2026-09-24 · 91 business shows · method

6. 6

   302 of 890 recent episodes (33.9%) from 91 business podcasts in a random PodcastPlacer sample, read in September 2026, featured a guest, against 846 of 3,949 episodes (21.4%) from other podcasts.

   Source: PodcastPlacer · latest 10 episodes as of 2026-09-24 · 890 episodes · method

How many people listen to business podcasts

1. 7

   389 of 5,071 U.S. adults in a June 2024 survey by Sounds Profitable and Signal Hill Insights had consumed a business podcast in the last month.

   Source: Sounds Profitable, 2024 ^[1]

2. 8

   78% of monthly business podcast consumers in the U.S. listen every week.

   Source: Sounds Profitable, 2024 ^[1]

3. 9

   Business podcast consumers spend 7.2 hours a week with podcasts, against an average of 6 hours for other podcast consumers.

   Source: Sounds Profitable, 2024 ^[1]

4. 10

   68% of Americans aged 35 to 54 consumed a podcast in the last month in 2026, according to Edison Research's Infinite Dial.

   Source: Edison Research, 2026 ^[2]

5. 11

   Time spent with podcasts among Americans 13 and older has grown 355% since 2015, to 773 million hours a week.

   Source: Edison Research, 2025 ^[3]

6. 12

   18% of weekly U.S. podcast consumers own a business, according to Edison Research.

   Source: Edison Research, 2025 ^[4]

Who listens to business podcasts

1. 13

   70% of U.S. business podcast consumers are male; only sports and technology podcasts have a more male audience.

   Source: Sounds Profitable, 2024 ^[1]

2. 14

   The mean age of U.S. business podcast consumers is 43, and 35% of them are 18 to 34.

   Source: Sounds Profitable, 2024 ^[1]

3. 15

   U.S. business podcast consumers report an average household income of $88,728 a year, against $69,250 for the total population.

   Source: Sounds Profitable, 2024 ^[1]

4. 16

   45% of U.S. business podcast consumers have a household income above $75,000, against 32% of the total population.

   Source: Sounds Profitable, 2024 ^[1]

5. 17

   47% of U.S. business podcast consumers have a four-year degree or higher, against 35% of all adults.

   Source: Sounds Profitable, 2024 ^[1]

6. 18

   47% of monthly U.S. podcast consumers earn $75,000 or more, against 43% of the general population.

   Source: Edison Research, 2025 ^[4]

7. 19

   51% of monthly U.S. podcast consumers have a college degree, against 46% of the general population.

   Source: Edison Research, 2025 ^[4]

8. 20

   42% of business podcast consumers also consumed a self-improvement podcast in the last month, against 22% of all podcast consumers.

   Source: Sounds Profitable, 2024 ^[1]

How business podcast listeners find and watch shows

1. 21

   Apart from personal recommendations, 59% of business podcast consumers find podcasts on YouTube, 40% by searching online and 35% on Spotify.

   Source: Sounds Profitable, 2024 ^[1]

2. 22

   86% of business podcast consumers say they are likely to listen to a podcast recommended by someone in their social circle.

   Source: Sounds Profitable, 2024 ^[1]

3. 23

   80% of business podcast consumers recommend podcasts to people in their social circle.

   Source: Sounds Profitable, 2024 ^[1]

4. 24

   Business podcast consumers spend 38% of their podcast time watching video, against 35% for all podcast consumers.

   Source: Sounds Profitable, 2024 ^[1]

5. 25

   44% of new podcast audiences started listening on YouTube.

   Source: Cumulus Media and Signal Hill Insights, 2025 ^[5]

6. 26

   34% of weekly podcast consumers say YouTube is the platform they use most for podcasts, ahead of Spotify (17%) and Apple (11%).

   Source: Cumulus Media and Signal Hill Insights, 2024 ^[6]

7. 27

   53% of weekly podcast consumers aged 18 to 34 say they have chosen a podcast on YouTube because of its thumbnail.

   Source: Cumulus Media and Signal Hill Insights, 2024 ^[6]

8. 28

   Audio remains the main way weekly podcast consumers take in podcasts (58%).

   Source: Cumulus Media and Signal Hill Insights, 2025 ^[5]

9. 29

   70% of weekly podcast consumers listen to episodes within 24 hours of release, and 75% go back to episodes they missed.

   Source: Cumulus Media and Signal Hill Insights, 2025 ^[5]

10. 30

    51% of Americans 12 and older have ever watched a video podcast, and 26% watched one in the last week.

    Source: Edison Research, 2025 ^[3]

How listeners respond to brands and ads

1. 31

   69% of business podcast consumers say they are likely to consume a podcast about a favorite brand or product, against 43% of all podcast consumers.

   Source: Sounds Profitable, 2024 ^[1]

2. 32

   56% of business podcast consumers say a company's involvement makes them more likely to try a new podcast; 5% say less likely.

   Source: Sounds Profitable, 2024 ^[1]

3. 33

   87% of business podcast consumers call business news and information an important reason to listen to podcasts.

   Source: Sounds Profitable, 2024 ^[1]

4. 34

   88% of weekly U.S. podcast consumers agree that hearing ads is a fair price to pay for free content, and 68% say they don't mind hearing ads on podcasts.

   Source: Edison Research, 2025 ^[3]

How B2B marketers use podcasts and what podcast ads cost

1. 35

   27% of B2B marketers used podcasts to distribute content in the previous 12 months, down from 30% a year earlier, in Content Marketing Institute's 2024 survey.

   Source: Content Marketing Institute, 2024 ^[7]

2. 36

   89% of B2B marketers distributed content through organic social media and 84% through company blogs, against 27% through podcasts.

   Source: Content Marketing Institute, 2024 ^[7]

3. 37

   Advertiser use of podcasts rose from 15% to 59% over the past decade, according to Advertiser Perceptions data in the Cumulus Media and Signal Hill Insights Podcast Download Spring 2025 report.

   Source: Cumulus Media and Signal Hill Insights, 2025 ^[5]

4. 38

   U.S. podcast advertising revenue grew 17.6% in 2025 to $2.862 billion, according to IAB and PwC.

   Source: IAB, 2026 ^[8]

5. 39

   U.S. podcast advertising revenue was $105.7 million in 2015.

   Source: IAB, 2026 ^[8]

6. 40

   U.S. digital audio advertising, which covers podcasts, streaming music and streaming radio, reached $8.4 billion in 2025, up 10.2% from $7.6 billion in 2024.

   Source: IAB, 2026 ^[8]

7. 41

   Podcast ad revenue grew 72% in 2021 and 26% in 2022.

   Source: IAB, 2026 ^[8]

Frequently asked questions

How many business podcasts are there?

30,626 of the 163,466 active podcasts in PodcastPlacer's database (18.7%) list Business as a category, making it the third most common category after Religion and Spirituality. 70.4% of those business shows published an episode in the 30 days to August 16, 2026.

Who listens to business podcasts?

In a June 2024 survey by Sounds Profitable and Signal Hill Insights, 70% of U.S. business podcast consumers were male, their mean age was 43, and their average household income was $88,728, against $69,250 for the total population. 47% had a four-year degree or higher, against 35% of all adults.

How often do business podcast listeners listen?

78% of monthly business podcast consumers listen every week, and they spend 7.2 hours a week with podcasts, against 6 hours for other podcast consumers (Sounds Profitable, 2024).

How many B2B marketers use podcasts?

27% of B2B marketers used podcasts to distribute content in the previous 12 months, down from 30% a year earlier, in Content Marketing Institute's 2024 survey. 89% used organic social media.

Do business podcasts have more guests than other podcasts?

In PodcastPlacer's sample of RSS feeds, 63.7% of business podcasts had a guest in at least one of their latest 10 episodes, against 52.4% of other podcasts, and 33.9% of recent business episodes featured a guest, against 21.4% of other episodes.

How big is podcast advertising?

U.S. podcast advertising revenue grew 17.6% in 2025 to $2.862 billion, according to the IAB/PwC Internet Advertising Revenue Report, up from $105.7 million in 2015.

Sources

1. [1]Sounds Profitable. 2024.↑7 ↑8 ↑9 ↑13 ↑14 ↑15 ↑16 ↑17 ↑20 ↑21 ↑22 ↑23 ↑24 ↑31 ↑32 ↑33
2. [2]Edison Research. 2026.↑10
3. [3]Edison Research. “The Podcast Consumer 2025”. 2025.↑11 ↑30 ↑34
4. [4]Edison Research. 2025.↑12 ↑18 ↑19
5. [5]Cumulus Media and Signal Hill Insights. 2025.↑25 ↑28 ↑29 ↑37
6. [6]Cumulus Media and Signal Hill Insights. “Podcast Download Fall 2024”. 2024.↑26 ↑27
7. [7]Content Marketing Institute. 2024.↑35 ↑36
8. [8]IAB. 2026.↑38 ↑39 ↑40 ↑41

Method

We searched Google for b2b podcast statistics, business podcast statistics and podcast marketing statistics, read the pages that ranked, and traced each number to the organisation that produced it. Many B2B podcast figures that circulate on those pages (for example the share of executives who listen weekly) name no survey, and we left them out. The largest source on business podcast listeners is the Sounds Profitable report The Business Podcast Consumer, based on 389 U.S. adults who had consumed a business podcast in the last month, out of 5,071 surveyed with Signal Hill Insights in June 2024. Edison Research figures come from The Podcast Consumer 2025 and The Infinite Dial 2026; three are quoted from Edison's press release as published by Podnews. The 2025 ad revenue figures come from the IAB/PwC Internet Advertising Revenue Report and are quoted from Radio Ink, because the IAB report is a download behind a form. We searched OpenAlex for journal papers on business or B2B podcasts and found none with audience or spending figures. PodcastPlacer's own numbers count the show database it searches when it picks podcasts to pitch; a show counts as business when its Apple Podcasts categories include Business. All sources were checked on September 24, 2026.

PodcastPlacer numbers new on this page:

• 30,626 of the 163,466 podcasts in PodcastPlacer's database (18.7%) list Business as a category, the third most common after Religion and Spirituality. Count of the podcastindex_podcasts collection PodcastPlacer searches when it picks shows to pitch (163,466 active shows with a contact address, built from the Podcast Index). A show counts as business when its Apple Podcasts category list includes Business. Script: research/drafts/b2b-podcast-statistics/db_counts.py.
• 21,565 of those 30,626 business podcasts (70.4%) published an episode in the 30 days to August 16, 2026, against 72.7% of all podcasts in the database. Count of the podcastindex_podcasts collection PodcastPlacer searches when it picks shows to pitch (163,466 active shows with a contact address, built from the Podcast Index). A show counts as business when its Apple Podcasts category list includes Business. Script: research/drafts/b2b-podcast-statistics/db_counts.py.
• The median business podcast in PodcastPlacer's database has 62 episodes, against 79 for all podcasts. Count of the podcastindex_podcasts collection PodcastPlacer searches when it picks shows to pitch (163,466 active shows with a contact address, built from the Podcast Index). A show counts as business when its Apple Podcasts category list includes Business. Script: research/drafts/b2b-podcast-statistics/db_counts.py.
• 9,071 business podcasts (29.6%) also list Entrepreneurship as a category; 12.9% list Management, 12.6% Careers, 11.5% Investing and 10.9% Marketing. Count of the podcastindex_podcasts collection PodcastPlacer searches when it picks shows to pitch (163,466 active shows with a contact address, built from the Podcast Index). A show counts as business when its Apple Podcasts category list includes Business. Script: research/drafts/b2b-podcast-statistics/db_counts.py.
• 58 of 91 sampled business podcasts (63.7%) had a guest in at least one of their latest 10 episodes, against 209 of 399 other podcasts (52.4%). Random sample of 500 shows from PodcastPlacer's database with an episode between 2026-05-18 and 2026-08-16; RSS feeds read on 2026-09-24; 490 returned 5 or more episodes, 91 of them business shows. An episode counts as a guest episode when its title or description contains a phrase hosts use to introduce a guest ("my guest", "joins us", "interview with" and similar); the rule undercounts, so both shares are low estimates. The sample and rule are described on the podcast guest statistics page.
• 302 of 890 recent episodes (33.9%) from 91 business podcasts in a random PodcastPlacer sample, read in September 2026, featured a guest, against 846 of 3,949 episodes (21.4%) from other podcasts. Random sample of 500 shows from PodcastPlacer's database with an episode between 2026-05-18 and 2026-08-16; RSS feeds read on 2026-09-24; 490 returned 5 or more episodes, 91 of them business shows. An episode counts as a guest episode when its title or description contains a phrase hosts use to introduce a guest ("my guest", "joins us", "interview with" and similar); the rule undercounts, so both shares are low estimates. The sample and rule are described on the podcast guest statistics page.

All 41 statistics as a CSV: b2b-podcast-statistics.csv.

Cite this page

PodcastPlacer, “B2B Podcast 2026 Statistics (Updated September)”, updated September 2026, https://podcastplacer.com/research/b2b-podcast-statistics

To cite one number, link its anchor: each statistic has one, for example https://podcastplacer.com/research/b2b-podcast-statistics#stat-1.