Podcast consumers are following a limited number of shows while new listeners continue entering the medium. Sounds Profitable’s latest research also shows YouTube dominating podcast consumption.
What We Know: The findings come from the first part of Sounds Profitable’s The Podcast Landscape 2026, which focuses on core podcast metrics. The study surveyed 5,473 U.S. adults in August and found that 55% had consumed a podcast during the previous month. Among monthly podcast listeners, 24% regularly follow three shows, while 26% follow two and 15% follow only one. Combined, 65% of monthly listeners regularly follow three shows or fewer.
What The Numbers Show: Podcasting continues to attract new consumers, with 34% saying they began listening to podcasts less than one year ago. That figure increased from 28% in 2025. Meanwhile, YouTube remains the most widely used platform for podcast consumption, with 63% saying they used the service for podcasts during the past 12 months. Spotify followed at 33%, while Netflix reached 21% in its first year carrying podcasts. Apple Podcasts was used by 15% of podcast consumers.
What Remains Unclear: The data shows how many shows consumers regularly follow, but it doesn’t establish how frequently listeners consume each program.
What It Means: Podcasting continues to expand beyond dedicated podcast apps as consumers increasingly find shows on broader video and streaming platforms. YouTube’s lead remains substantial, while Netflix‘s early presence suggests podcast consumption could continue spreading across traditional entertainment services. At the same time, the rise in new listeners gives publishers another opportunity to turn casual consumers into regular followers.
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