Brands In Audio home
Insights · 1,329 podcasts

State of branded podcasting

Live numbers from every show in the Brands In Audio directory. Updated November 12, 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
14<2014Launched Before 2014: 14Active 12Paused 0Ended 2
62014Launched 2014: 6Active 4Paused 0Ended 2
142015Launched 2015: 14Active 4Paused 2Ended 8
412016Launched 2016: 41Active 19Paused 5Ended 17
532017Launched 2017: 53Active 14Paused 3Ended 36
962018Launched 2018: 96Active 36Paused 10Ended 50
1252019Launched 2019: 125Active 41Paused 15Ended 69
1932020Launched 2020: 193Active 59Paused 20Ended 114
1892021Launched 2021: 189Active 49Paused 21Ended 119
1952022Launched 2022: 195Active 58Paused 24Ended 113
1842023Launched 2023: 184Active 66Paused 35Ended 83
1342024Launched 2024: 134Active 65Paused 32Ended 37
602025Launched 2025: 60Active 24Paused 23Ended 13
252026Launched 2026: 25Active 23Paused 2Ended 0
Show as table
LaunchedTotalActivePausedEndedStill active
Before 201414120285.7%
2014640266.7%
20151442828.6%
2016411951746.3%
2017531433626.4%
20189636105037.5%
201912541156932.8%
2020193592011430.6%
2021189492111925.9%
2022195582411329.7%
202318466358335.9%
202413465323748.5%
20256024231340%
202625232092%

Top categories

Share of podcasts listing each Apple Podcasts category.

  • BusinessBusiness701 podcasts · 52.7%52.7%
  • Society & CultureSociety & Culture310 podcasts · 23.3%23.3%
  • TechnologyTechnology289 podcasts · 21.7%21.7%
  • EducationEducation243 podcasts · 18.3%18.3%
  • NewsNews172 podcasts · 12.9%12.9%
  • ManagementManagement165 podcasts · 12.4%12.4%
  • EntrepreneurshipEntrepreneurship155 podcasts · 11.7%11.7%
  • Health & FitnessHealth & Fitness153 podcasts · 11.5%11.5%
  • ScienceScience127 podcasts · 9.6%9.6%
  • ArtsArts114 podcasts · 8.6%8.6%
Show as table
CategoryPodcastsShare
Business70152.7%
Society & Culture31023.3%
Technology28921.7%
Education24318.3%
News17212.9%
Management16512.4%
Entrepreneurship15511.7%
Health & Fitness15311.5%
Science1279.6%
Arts1148.6%

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.fm185 podcasts · 14.1%14.1%
  • simplecast.comsimplecast.com167 podcasts · 12.7%12.7%
  • libsyn.comlibsyn.com115 podcasts · 8.8%8.8%
  • transistor.fmtransistor.fm110 podcasts · 8.4%8.4%
  • omny.fmomny.fm97 podcasts · 7.4%7.4%
  • anchor.fmanchor.fm86 podcasts · 6.6%6.6%
  • buzzsprout.combuzzsprout.com72 podcasts · 5.5%5.5%
  • captivate.fmcaptivate.fm63 podcasts · 4.8%4.8%
  • cohostpodcasting.comcohostpodcasting.com55 podcasts · 4.2%4.2%
  • podbean.compodbean.com55 podcasts · 4.2%4.2%
  • OtherOther305 podcasts · 23.3%23.3%
Show as table
PlatformPodcastsShare
megaphone.fm18514.1%
simplecast.com16712.7%
libsyn.com1158.8%
transistor.fm1108.4%
omny.fm977.4%
anchor.fm866.6%
buzzsprout.com725.5%
captivate.fm634.8%
cohostpodcasting.com554.2%
podbean.com554.2%
Other30523.3%

Busiest production companies

Active shows by agency (149 active agency-made shows).

  • JAG in Detroit PodcastsJAG in Detroit Podcasts12 active shows · 8.1%12
  • Lower StreetLower Street11 active shows · 7.4%11
  • Stories and StrategiesStories and Strategies10 active shows · 6.7%10
  • Quill PodcastingQuill Podcasting9 active shows · 6%9
  • Jar AudioJar Audio6 active shows · 4%6
  • Puddle CreativePuddle Creative5 active shows · 3.4%5
  • Steve Stewart Podcast ProductionsSteve Stewart Podcast Productions5 active shows · 3.4%5
  • Fresh Air ProductionFresh Air Production4 active shows · 2.7%4
  • Mission.orgMission.org4 active shows · 2.7%4
  • PRX ProductionsPRX Productions4 active shows · 2.7%4
Show as table
CompanyActive showsShare
JAG in Detroit Podcasts128.1%
Lower Street117.4%
Stories and Strategies106.7%
Quill Podcasting96%
Jar Audio64%
Puddle Creative53.4%
Steve Stewart Podcast Productions53.4%
Fresh Air Production42.7%
Mission.org42.7%
PRX Productions42.7%

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.

  • PodtracPodtrac126 podcasts · 9.5%9.5%
  • Spotify Ad Analytics (Podsights)Spotify Ad Analytics (Podsights)52 podcasts · 3.9%3.9%
  • PodscribePodscribe45 podcasts · 3.4%3.4%
  • Magellan AIMagellan AI44 podcasts · 3.3%3.3%
  • Swap.fmSwap.fm26 podcasts · 2%2%
  • Chartable (discontinued)Chartable (discontinued)24 podcasts · 1.8%1.8%
  • CohostCohost22 podcasts · 1.7%1.7%
  • PodrollPodroll22 podcasts · 1.7%1.7%
Show as table
VendorPodcastsShare
Podtrac1269.5%
Spotify Ad Analytics (Podsights)523.9%
Podscribe453.4%
Magellan AI443.3%
Swap.fm262%
Chartable (discontinued)241.8%
Cohost221.7%
Podroll221.7%