Markteffect: podcast usage continues to grow, listeners trust podcasts

For several years now, research agency Markteffect has been tracking podcast usage trends in the Netherlands. Their most recent report reveals that:

• More than half of all Dutch people listen to podcasts.
• Podcast usage continues to rise year over year
• Among 18–34-year-olds, as many as 4 out of 5 listen to podcasts
• In the 35–55 age group, 60% are podcast listeners
• Around 18% of all Dutch people listen to podcasts to follow the news, among podcast listeners, that figure rises to 34%
• Three out of five Dutch people who use podcasts for news consider them a trustworthy source.

GfK: News and current affairs are the most listened-to genres

We also examined findings from GfK’s “Trends in Digital Media 2025” study, which concluded that:

• By 2025, 45% of all respondents say they listen to podcasts.
• Podcasts are primarily consumed via smartphones.
• Podcast listeners are more likely to be aged 18–34, highly educated, and belong to social class A.
• News and current affairs is the most popular podcast genre, 27% of podcast listeners report listening to this type of content most frequently.

Young audiences love podcasts

According to the Dutch Media Authority’s Digital News Report 2025, young adults aged 18–34 are now frequent consumers of news podcasts. One in eight people in this age group listens to such podcasts at least once a week.

However, the report also notes that podcasts are rarely regarded as people’s primary news source. Rather, they serve as an excellent complement to traditional news media such as TV, radio, newspapers, and online platforms, fulfilling the growing information needs of many consumers. Notably, the Netherlands’ podcast listening habits are broadly in line with those in other Western European countries.

Listeners who use podcasts as a news source were also asked whether podcasts help them understand issues better than other media, 76% agreed. Interestingly, this sentiment is consistent across all age groups.

Audify: news podcasts dominate the rankings

Recent studies confirm that news podcasts are enjoying remarkable popularity. The Audify Annual Report 2024 already showed that 41% of all downloaded podcasts fall under the News category.

Each month, Audify publishes the Podcast Standard. In the most recent edition, news podcasts continue to stand out. Of the Top 20 most downloaded podcasts in the Netherlands, no fewer than six belong to the News category, with half of these titles produced by FD Mediagroep, including Boekestijn & De Wijk, FD Achter Gesloten Deuren, and FD Dagkoers.

Riding the strong momentum of FD Dagkoers

FD Dagkoers is experiencing significant growth. In the Audify Annual Report, it ranked 26th among all individual podcast titles. In recent months, however, FD Dagkoers has consistently featured among the Top 20 podcasts in the Netherlands. Weekly downloads have also risen sharply, now averaging around 100,000.

FD Dagkoers is released every weekday, providing listeners with a concise 15-minute update on what’s happening in the financial world. The good news: your brand can be part of this success story. Leading brands such as Emirates, Odido, Peugeot, and ABN Amro MeesPierson have already successfully partnered with this high-performing news podcast.