This year, North America has the most podcast listeners, with 149.4 million, according to a forecast by Insider Intelligence/eMarketer.

By 2027, China will have 178.7 million listeners.

The poor penetration of podcasts in China has contributed significantly to their growth in popularity. According to the forecast in August 2023, podcast listeners in China will account for 9.4% of the country’s population and 12.6% of internet users.

In comparison, 39.6% of the US population and 44.1% of internet users will listen to podcasts by 2024.

The number of podcast listeners in Europe lags behind North America, Latin America, and China.


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