United Kingdom's compendium of podcast hosting sites

United Kingdom's compendium of podcast hosting sites

In the booming podcast universe, a recent Owl & Co report unveiled jaw-dropping figures, estimating the sector to be worth a whopping $7.3bn by 2024. That's double the initial guesses!

Oh boy, 2025 is shaping up to be the golden year for podcasting, as the loudspeaker for influential voices during the 2024 US presidential election and the rise of video podcasts stirs up commotion in the media circus.

To help you navigate this explosive scene, we're breaking down the major players in the podcast ecosystem, highlighting their unique offerings, audiences, and ad formats. Buckle up, because we're about to dive into the wild world of podcast platforms!

AcastThe trailblazer in the North takes pride of place on our list. Hailing from sunny Sweden, Acast, founded in 2014, boasts over 140,000 podcasts, with a whopping billion listens every quarter. 45 million EU listeners tune in monthly, and their inventory ranges from pre-recorded ads to groundbreaking branded content. Popular picks among the hordes include "Giggly Squad," "FT News Briefing," and the infamous, "Shagged Married Annoyed." Acast showcases its dominance in the attention economy, claiming impressive ROI of 60% higher than other channels, rendering podcasting ads untouchable in the spotlight.

SpotifyThe Swedish titan of digital music jumps on the podcast bandwagon, announcing a splashy entrance in 2018. After dabbling with video podcasts in 2020, the platform ramps up its numbers from 100,000 shows in 2023 to a staggering 250,000 by 2024. With over 170 million eyeballs (Er, ears?) captivated by the moving pictures, Spotify proves to be a formidable juggernaut in the podcast industry. To hold its competitive edge, Spotify pumps a tantalizing $100m into podcasters' pockets since January 2023, all part of the fierce battle for creator talent.

In addition to audio-only and audio-video companion ads, the platform recently launched Spotify Ad Exchange (SAX), aiming to woo small and medium-sized enterprises by moving towards the lower funnel and performance marketing.

YouTube MusicGoogle climbs aboard the podcasting bandwagon in 2018, but they decide it's time for a revamp in 2024. Closing down Google Podcasts, YouTube Music presents itself as the next generation of podcasting and audio. More than a billion users flock to the platform, gobbling up over 400 million hours of podcast content each month. YouTube Music's ad inventory varies, ranging from skippable and non-skippable in-stream ads to interactive ad campaigns.

SiriusXMFormed in 2008 through a clever marriage of two radio powerhouses, SiriusXM (SXM) is an American behemoth of news, sports, and comedy content. With a formidable reach of over 70% of in-car time spent on their platform, they lay claim to being home to the largest ad-supported audience in the US. You've probably heard their voices, as they grace the airwaves with popular shows like Howard Stern, or through their numerous partnerships with heavyweights like the MLB, NBA, NFL, PGA, and NASCAR.

AudioboomAudioboom, concocted by a lively concoction of Nick Candy, Mark Horrocks, and Michael Tobin, ranks fifth among the top US podcast publishers. Spreading its wings internationally, Audioboom's tentacles reach out to over 8,000 independent creators in 187 countries, across genres such as true crime, politics, and comedy. Audioboom's ad inventory offers various options, including personalized dynamic ad insertion and campaigns honed to specific audience demographics, keywords, locations, and genres.

WonderyAmazon gobbles up the edgy Wondery podcast network in 2020, valuing it at a hefty $300m. Known for its immersive, character-driven stories, such as "Dr Death," "British Scandal," and "Business Wars," Wondery ventured into the small screen, with television adaptations of popular shows like "The Shrink Next Door" and "WeCrashed." The network tailors bespoke segments, creating custom content for brands, like a coffee brand seeking buzz, a travel brand eyeing travel season, or a telecommunications company aiming to boost foot traffic in physical stores.

Amazon MusicCounting on the immense power of the ever-expanding Amazon empire, Amazon Music plunges into the ocean of podcasts in 2020. With over 80 million global listeners, advertising on Amazon Music channels can be made accessible via programmatic ad systems that decide where and when ads run for maximum impact.

AudacyA living legend since 1968, Audacy remains the second-largest radio company in the US. Their podcast reach extends to 44 million podcast listens per month, hosting over 40,000 micro-podcasts that usually last under ten minutes. Audacy has worked with a diverse set of top-tier brands, including HBO, Netflix, Amazon, Roc Nation, and the WNBA.

PodbeanThe grand old dame of podcast platforms, Podbean unleashed its doors in 2006. The ancient elm of the podcast industry, with a fanbase spanning over twenty countries and hosting over 30,000 podcasts, Stores over a million active users, the platform provides ad options like host-read ads and dynamic ads through its Ads Marketplace.

iHeartMediaClubbing together with a heavenly 250 million monthly listeners, iHeartMedia makes its presence known in the US audio market, boasting a far-reaching audience unparalleled in the US. Ad options cater to individual advertisers' needs, ensuring maximum impact in local, regional, or national markets.

LibsynThis privately-owned podcast platform supports over 1,200 podcasts and collaborates with 2,000 advertisers, including digital giants like Disney, Shopify, and Squarespace. Libsyn's monthly listener count exceeds 35 million, catering to ads in varieties such as host-read mid-roll and pre-roll ads as well as dynamic ads.

AudioGoProudly owned by AdsWizz Inc (the parent of SiriusXM), AudioGo plays in the same leagues as giants like Spotify, Apple Podcasts, and Google. While it doesn't serve as a hosting service, AudioGo plugs listeners into a vast network of publishers, reaching over 150 million listeners. Advertisers can target based on demographics, location, behavior, language, and genre, and track conversions with AudioGo Pixel.

Keep your ears to the ground and your eyes focused on the prize, as the podcasting boom continues to reshape the media landscape and redefine the way we absorb and share information.

1. With the projected value of the podcast sector reaching $7.3bn by 2024, the podcast universe has been generating significant buzz, particularly with the 2024 US presidential election approaching.
2. Acast, a Swedish powerhouse founded in 2014, has over 140,000 podcasts and boasts a billion listens every quarter, making it a dominant force in the attention economy.
3. Spotify, a titan in digital music, entered the podcast arena in 2018 and has been rapidly expanding, currently hosting 250,000 shows and offering various ad formats to maintain its competitive edge.
4. YouTube Music, owned by Google, is revamping its platform in 2024, becoming the next generation of podcasting and audio with over a billion users.
5. SiriusXM, an American behemoth of news, sports, and comedy content, claims 70% of in-car time spent on their platform, making them the home to the largest ad-supported audience in the US.
6. Audioboom, one of the top US podcast publishers, reaches out to over 8,000 independent creators in 187 countries, catering to various genres such as true crime, politics, and comedy.
7. Wondery, known for its immersive storytelling, offers bespoke segments to create custom content for brands like coffee, travel, or telecommunications companies.
8. Keeping an eye on the continuously evolving podcast landscape, it's essential to stay updated on media insights, technology advancements, and the growth of various platforms like Amazon Music, Audacy, Podbean, iHeartMedia, and AudioGo.

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