Insights · 1,329 podcasts
State of branded podcasting
Live numbers from every show in the Brands In Audio directory. Updated October 23, 2026.
37%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
14<2014Launched Before 2014: 14Active 12Paused 0Ended 2
62014Launched 2014: 6Active 4Paused 0Ended 2
142015Launched 2015: 14Active 4Paused 2Ended 8
412016Launched 2016: 41Active 20Paused 4Ended 17
532017Launched 2017: 53Active 15Paused 3Ended 35
962018Launched 2018: 96Active 35Paused 11Ended 50
1252019Launched 2019: 125Active 43Paused 13Ended 69
1942020Launched 2020: 194Active 64Paused 16Ended 114
1882021Launched 2021: 188Active 50Paused 20Ended 118
1962022Launched 2022: 196Active 58Paused 24Ended 114
1832023Launched 2023: 183Active 67Paused 34Ended 82
1342024Launched 2024: 134Active 67Paused 28Ended 39
602025Launched 2025: 60Active 26Paused 23Ended 11
252026Launched 2026: 25Active 22Paused 3Ended 0
Show as table
| Launched | Total | Active | Paused | Ended | Still active |
|---|---|---|---|---|---|
| Before 2014 | 14 | 12 | 0 | 2 | 85.7% |
| 2014 | 6 | 4 | 0 | 2 | 66.7% |
| 2015 | 14 | 4 | 2 | 8 | 28.6% |
| 2016 | 41 | 20 | 4 | 17 | 48.8% |
| 2017 | 53 | 15 | 3 | 35 | 28.3% |
| 2018 | 96 | 35 | 11 | 50 | 36.5% |
| 2019 | 125 | 43 | 13 | 69 | 34.4% |
| 2020 | 194 | 64 | 16 | 114 | 33% |
| 2021 | 188 | 50 | 20 | 118 | 26.6% |
| 2022 | 196 | 58 | 24 | 114 | 29.6% |
| 2023 | 183 | 67 | 34 | 82 | 36.6% |
| 2024 | 134 | 67 | 28 | 39 | 50% |
| 2025 | 60 | 26 | 23 | 11 | 43.3% |
| 2026 | 25 | 22 | 3 | 0 | 88% |
Top categories
Share of podcasts listing each Apple Podcasts category.
Show as table
| Category | Podcasts | Share |
|---|---|---|
| Business | 703 | 52.9% |
| Society & Culture | 311 | 23.4% |
| Technology | 288 | 21.7% |
| Education | 241 | 18.1% |
| News | 172 | 12.9% |
| Management | 163 | 12.3% |
| Entrepreneurship | 156 | 11.7% |
| Health & Fitness | 153 | 11.5% |
| Science | 127 | 9.6% |
| Arts | 114 | 8.6% |
Show formats
Share of podcasts with a known format.
Show as table
| Format | Podcasts | Share |
|---|---|---|
| Interview | 619 | 74.8% |
| Narrative | 104 | 12.6% |
| Host perspective | 95 | 11.5% |
| Scripted | 8 | 1% |
| Brand Outcomes | 1 | 0.1% |
| Other | 1 | 0.1% |
Hosting platforms
Where the audio is hosted, by share of podcasts.
Show as table
| Platform | Podcasts | Share |
|---|---|---|
| megaphone.fm | 185 | 14.1% |
| simplecast.com | 167 | 12.7% |
| libsyn.com | 115 | 8.8% |
| transistor.fm | 110 | 8.4% |
| omny.fm | 97 | 7.4% |
| anchor.fm | 86 | 6.6% |
| buzzsprout.com | 72 | 5.5% |
| captivate.fm | 63 | 4.8% |
| cohostpodcasting.com | 55 | 4.2% |
| podbean.com | 55 | 4.2% |
| Other | 305 | 23.3% |
Busiest production companies
Active shows by agency (153 active agency-made shows).
Show as table
| Company | Active shows | Share |
|---|---|---|
| JAG in Detroit Podcasts | 10 | 6.5% |
| Lower Street | 10 | 6.5% |
| Quill Podcasting | 9 | 5.9% |
| Stories and Strategies | 9 | 5.9% |
| Jar Audio | 7 | 4.6% |
| Voxtopica | 6 | 3.9% |
| Puddle Creative | 5 | 3.3% |
| Steve Stewart Podcast Productions | 5 | 3.3% |
| Fresh Air Production | 4 | 2.6% |
| iHeartMedia | 4 | 2.6% |
Measurement vendors
Tracking prefixes in episode URLs. 19% of 1,329 analysed shows use at least one; 30% are on a host with dynamic ad insertion.
Show as table
| Vendor | Podcasts | Share |
|---|---|---|
| Podtrac | 127 | 9.6% |
| Spotify Ad Analytics (Podsights) | 52 | 3.9% |
| Magellan AI | 44 | 3.3% |
| Podscribe | 42 | 3.2% |
| Swap.fm | 26 | 2% |
| Chartable (discontinued) | 24 | 1.8% |
| Cohost | 22 | 1.7% |
| Podroll | 22 | 1.7% |