The incredible shrinking podcast industry

January 15, 2024

But while few users noticed the shift, some of the biggest podcasts in the world saw their official listener numbers drop dramatically. The arrangement drove big download numbers, a crucial metric for ad sales and a sign of the vast reach of podcasts as a medium. One podcast network told Semafor it had seen its downloads drop between single digits and low double digits depending on the show. Another well-known podcaster and executive said for some shows, the decline in downloads was as high as 40%. “Nearly every podcast that regularly publishes got an enormous haircut,” one podcast industry insider said.