The short version

Scott Galloway predicted on January 13, 2025: “It’s also growing faster than any ad-supported medium. It’s also kind of emblematic of the winner-take-most environment we have in digital media. There are 600,000 podcasts that put out podcasts at least once a week, and the top 10 are responsible for a third of all listenership and the top 100, two-thirds of…

Prediction by

Scott Galloway

On January 13, 2025

“It’s also growing faster than any ad-supported medium. It’s also kind of emblematic of the winner-take-most environment we have in digital media. There are 600,000 podcasts that put out podcasts at least once a week, and the top 10 are responsible for a third of all listenership and the top 100, two-thirds of all listenership.”

Follow-up

Industry research through 2024–2025 largely supported continued double-digit growth in podcast ad spend and high concentration of listening/revenue among top shows, consistent with Galloway's characterization.

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