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Podcasts have been an integral part of Dutch media consumption for years. We reviewed a substantial number of studies, which resulted in the following insights.
Different research sources show slightly different levels of podcast usage, but all agree on one thing: year‑over‑year growth is undeniable. A trend analysis by GfK clearly illustrates this. In 2020, 32% of respondents indicated that they listened to podcasts; by 2025, this figure had risen dramatically to 45%.
Research agency Markteffect has been monitoring podcast consumption for years in its Podcast Monitor. The 12th edition was published in July 2025. Markteffect reports that more than half (53%) of all Dutch people aged 18 and older now listen to podcasts at least occasionall, up from 51% in September 2024. The study also shows a significant jump in daily podcast use: in September 2024, 8% of Dutch citizens listened daily; in the most recent survey, this increased to 10%.
The NMO Mediatrends 2024 study shows that 20‑ to 34‑year‑olds are above‑average podcast consumers. Notably, this research also reveals growth in podcast listening across all age groups.
Research by GfK shows that podcast listeners have a particularly attractive profile.
They over‑index in:
Within news, business spoken word, and premium podcast networks, we see that listeners consciously choose the content. This translates into higher conversion rates than online radio or streaming music
Data from the AudioMonitor 2024 shows that 7% of the Dutch population listens to a podcast (almost) daily. Another 22% listens weekly or monthly. Eighteen percent listen to news podcasts, making this one of the most consumed genres. Spotify remains the dominant platform for podcast listening, followed at a distance by YouTube.
Still unsure whether podcasts are a valuable addition to your existing audio campaign? Research by GfK DAM shows that commercial podcasts demonstrate an interesting trend in online reach. Podcasts reach relatively more light radio listeners (fewer than 10 hours per week) than heavy radio listeners (more than 11 hours per week). As a result, podcasts do not replace radio—they complement it with meaningful incremental reach.
Podcasts are not only popular; they are strategically valuable for advertisers. They reach a young, highly educated audience and strengthen radio plans by adding additional reach among light radio users. With their growing role in the audio landscape, podcasts are now indispensable.
Podcasts have become a fixed component of any audio strategy. As an addition to your radio (and digital audio) layer, podcasts have proven to be highly effective. It’s clear which audience groups can be amplified—typically younger listeners.
