The forecast: Podcast listening is on the rise globally with highest penetration rates in English-speaking markets. The US leads worldwide both in terms of production and penetration, but listener growth is rising the fastest in China.
A deeper dive:
Looking ahead: In international markets with successful traditional radio programs, there's a large movement towards repurposing radio shows into on-demand podcast content. Podcast listening will continue to grow worldwide, but English-speaking markets already have a massive head start.
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