As exciting as it has sounded at points over the past decade, podcasting has had a slow and steady growth for digital.

At first, the stall was based on overall user numbers. Is reach 10%, 20%? How many are avid? Those numbers have climbed comfortably. Even amid the pandemic, which some thought would kill the greatest fuel for podcasts, the commute.

Then, the channels were such a matrix of names and capabilities, no single podcast could amass much reach on its own. Then all of those technologies became swiss army knives to bring all podcasts to the forefront.

Meanwhile, marketing spending has been following along nicely. $479 million back in 2018 and expectations to top 2 billion by 2023.

Podcasting Needs to Grow Up