Brands In Audio home
Insights · 1,329 podcasts

State of branded podcasting

Live numbers from every show in the Brands In Audio directory. Updated October 2, 2026.

36%still publishingNew episode in the last 3 months
50%have gone quietNo new episode for over a year
58%made in-houseof 1,301 with a known producer
50%aimed at businesses (B2B)of 770 with a known audience

Launches per year, and how many are still going

Each column is the shows launched that year, split by their status today.

  • Active today
  • Paused today
  • Ended today
13<2014Launched Before 2014: 13Active 11Paused 1Ended 1
62014Launched 2014: 6Active 4Paused 0Ended 2
142015Launched 2015: 14Active 4Paused 2Ended 8
402016Launched 2016: 40Active 21Paused 2Ended 17
532017Launched 2017: 53Active 14Paused 4Ended 35
972018Launched 2018: 97Active 34Paused 12Ended 51
1242019Launched 2019: 124Active 43Paused 13Ended 68
1942020Launched 2020: 194Active 66Paused 13Ended 115
1832021Launched 2021: 183Active 45Paused 22Ended 116
1982022Launched 2022: 198Active 57Paused 26Ended 115
1812023Launched 2023: 181Active 66Paused 35Ended 80
1352024Launched 2024: 135Active 65Paused 27Ended 43
612025Launched 2025: 61Active 31Paused 21Ended 9
302026Launched 2026: 30Active 23Paused 3Ended 4
Show as table
LaunchedTotalActivePausedEndedStill active
Before 201413111184.6%
2014640266.7%
20151442828.6%
2016402121752.5%
2017531443526.4%
20189734125135.1%
201912443136834.7%
2020194661311534%
2021183452211624.6%
2022198572611528.8%
202318166358036.5%
202413565274348.1%
2025613121950.8%
202630233476.7%

Top categories

Share of podcasts listing each Apple Podcasts category.

  • BusinessBusiness703 podcasts · 52.9%52.9%
  • Society & CultureSociety & Culture312 podcasts · 23.5%23.5%
  • TechnologyTechnology288 podcasts · 21.7%21.7%
  • EducationEducation240 podcasts · 18.1%18.1%
  • NewsNews172 podcasts · 12.9%12.9%
  • ManagementManagement163 podcasts · 12.3%12.3%
  • EntrepreneurshipEntrepreneurship155 podcasts · 11.7%11.7%
  • Health & FitnessHealth & Fitness154 podcasts · 11.6%11.6%
  • ScienceScience126 podcasts · 9.5%9.5%
  • ArtsArts115 podcasts · 8.7%8.7%
Show as table
CategoryPodcastsShare
Business70352.9%
Society & Culture31223.5%
Technology28821.7%
Education24018.1%
News17212.9%
Management16312.3%
Entrepreneurship15511.7%
Health & Fitness15411.6%
Science1269.5%
Arts1158.7%

Show formats

Share of podcasts with a known format.

  • InterviewInterview619 podcasts · 74.8%74.8%
  • NarrativeNarrative104 podcasts · 12.6%12.6%
  • Host perspectiveHost perspective95 podcasts · 11.5%11.5%
  • ScriptedScripted8 podcasts · 1%1%
  • Brand OutcomesBrand Outcomes1 podcasts · 0.1%0.1%
  • OtherOther1 podcasts · 0.1%0.1%
Show as table
FormatPodcastsShare
Interview61974.8%
Narrative10412.6%
Host perspective9511.5%
Scripted81%
Brand Outcomes10.1%
Other10.1%

Hosting platforms

Where the audio is hosted, by share of podcasts.

  • megaphone.fmmegaphone.fm186 podcasts · 14.2%14.2%
  • simplecast.comsimplecast.com168 podcasts · 12.8%12.8%
  • libsyn.comlibsyn.com115 podcasts · 8.8%8.8%
  • transistor.fmtransistor.fm111 podcasts · 8.5%8.5%
  • omny.fmomny.fm97 podcasts · 7.4%7.4%
  • anchor.fmanchor.fm85 podcasts · 6.5%6.5%
  • buzzsprout.combuzzsprout.com73 podcasts · 5.6%5.6%
  • captivate.fmcaptivate.fm64 podcasts · 4.9%4.9%
  • cohostpodcasting.comcohostpodcasting.com55 podcasts · 4.2%4.2%
  • podbean.compodbean.com55 podcasts · 4.2%4.2%
  • OtherOther301 podcasts · 23%23%
Show as table
PlatformPodcastsShare
megaphone.fm18614.2%
simplecast.com16812.8%
libsyn.com1158.8%
transistor.fm1118.5%
omny.fm977.4%
anchor.fm856.5%
buzzsprout.com735.6%
captivate.fm644.9%
cohostpodcasting.com554.2%
podbean.com554.2%
Other30123%

Busiest production companies

Active shows by agency (151 active agency-made shows).

  • Lower StreetLower Street11 active shows · 7.3%11
  • JAG in Detroit PodcastsJAG in Detroit Podcasts10 active shows · 6.6%10
  • Quill PodcastingQuill Podcasting9 active shows · 6%9
  • Stories and StrategiesStories and Strategies9 active shows · 6%9
  • Jar AudioJar Audio7 active shows · 4.6%7
  • Puddle CreativePuddle Creative5 active shows · 3.3%5
  • Steve Stewart Podcast ProductionsSteve Stewart Podcast Productions5 active shows · 3.3%5
  • VoxtopicaVoxtopica5 active shows · 3.3%5
  • Fresh Air ProductionFresh Air Production4 active shows · 2.6%4
  • iHeartMediaiHeartMedia4 active shows · 2.6%4
Show as table
CompanyActive showsShare
Lower Street117.3%
JAG in Detroit Podcasts106.6%
Quill Podcasting96%
Stories and Strategies96%
Jar Audio74.6%
Puddle Creative53.3%
Steve Stewart Podcast Productions53.3%
Voxtopica53.3%
Fresh Air Production42.6%
iHeartMedia42.6%

Measurement vendors

Tracking prefixes in episode URLs. 0% of 1,329 analysed shows use at least one; 0% are on a host with dynamic ad insertion.

    Show as table
    VendorPodcastsShare