"What the data shows-told as a plan for 2026 Millennials remain the backbone of podcasting, but the edges are moving fast: Gen Z and Gen X show a stronger presence in key markets-expanding the addressable podcast audience and opening fresh creative angles-especially Gen Z in AU/UK and 65+ in the US. At the same time, investment is not evenly matched to consumption. The United States leads spend, while Australia, Germany, and France represent immediate expansion opportunities for buyers seeking incremental reach."
"Local culture influences how advertisers and media planners should approach their buying strategies. The report introduces market-specific listener personas (identified by NumberEight) that turn local listening patterns into targeting actions. For example, Holiday & Travel Seniors (US), Eco-Minded Young Adults (FR), and Event & Sports Households (AU). Each persona maps age, gender balance, and content behavior to practical planning levers (categories, moments, and reach trade-offs) that slot into standard buying workflows on major audio platforms."
Data covers the United States, United Kingdom, Australia, Germany, and France, offering a global view of podcast-only audiences. Millennials remain the largest listener group, while Gen Z and Gen X are growing rapidly in several markets and adults 65+ are increasing notably in the US. Ad spending concentrates in the United States, leaving Australia, Germany, and France as near-term expansion opportunities. Local cultural differences produce distinct listener personas—Holiday & Travel Seniors (US), Eco-Minded Young Adults (FR), Event & Sports Households (AU)—each mapped to age, gender balance, content behavior, and practical buying levers for advertisers. Programmatic and smarter contextual buying are driving multi-market audio campaigns for 2026.
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