Media data
An audience that list
ns
Numbers are worth only as much as the way they were measured. Everything here is counted, not estimated – the downloads certified to IAB standard 2.2.
Four n
mbers that count
- 44,000+subscribers across all channels
- 3,000+decision-makers hear every new episode
- 54.7%of an episode is actually listened to
- 83.8%hold budget responsibility
Podigee, Apple Podcasts Connect, Spotify for Creators, YouTube Analytics (09/2026) · budget responsibility from the audience survey (Appinio, N = 71)
The environment
A business podcast about growth
Nine new episodes a month. We talk about growth in business – and take in what carries it: personal development and health. On the subject matter, the focus sits on three fields.
Artificial intelligence
Tools, agents and which of it actually lands inside companies.
Leadership
Deciding, teams, responsibility – and what growth demands in substance.
Sales & growth stories
How selling is done, and how companies actually grew big.
Why listening time counts
A download is not yet a c
ntact
What matters is how far someone actually listens. That decides whether an advertising message arrives at all.
At a running time of around 45 minutes, that is 25 minutes. A mention in the middle gets heard, not skipped past.
An episode is not done after four weeks: every ninth listen happens later. Subject matter gets searched for and caught up on, often months afterwards.
The channels
Four routes, one audience
A mention cut firmly into the episode runs on every channel at once – in the video too.
- Spotify30,394followers400 – 800 listeners per episodeLargest base, most balanced make-up
- Apple Podcasts10,788followers600 – 1,000 listeners per episodeHighest completion rate, most loyal use
- YouTube2,810followers300 – 4,200 listeners per episodeGrowing, visible, with video
- Other podcast apps–no subscriber figure reported1,000 – 1,500 listeners per episodeOvercast, Pocket Casts, Deezer and others
Podcast apps report no subscriber numbers – the range there is calculated from the downloads. That is why it says 44,000+ above: counted are Spotify, Apple and YouTube; what is subscribed in Overcast, Pocket Casts and the remaining apps, nobody reports. Anyone following two channels is counted twice in return.
Who listens
Decision-makers, not rando
clicks
- 83%graduatesuniversity degree or doctorate
- 72%leadersboard level or management
- 69%city peoplelive in a metropolitan area
- 66%parentshave children
- 31%tech professionalswork in the technology industry
Age
90 per cent are between 28 and 59 – the years in which budgets are answered for.
Gender
- male73.8%
- female24.7%
- non-binary or not stated1.5%
Mean of three sources: Spotify and YouTube measure the attribute, the audience survey asks for it. It varies considerably by platform – on Spotify the audience is the most balanced, on YouTube the most male. Apple does not collect the attribute.
Who has a say
Audience survey Appinio, July 2024, N = 71. A sample of this size draws a profile, not a measurement – the values can be off by a few percentage points.
What they care about
Intersts outside work
The question was asked without any reference to the podcast. What comes out of it is the setting an advertising message lands in.
Multiple choice, which is why the total runs over 100 per cent. Audience survey Appinio, N = 71.
Enquiry
Put together what you need
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- Mix
- Ad versionsHow many different versions of your spot the package includes. Each puts something else in the foreground – an argument, a use case, an audience.
- CPMCost per mille: the price of 1,000 ad impressions. Package price divided by ad impressions, times 1,000.
- Price per slotPackage price divided by the number of placements. The larger the package, the cheaper each single slot.
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