{"id":18945,"date":"2026-01-29T11:02:09","date_gmt":"2026-01-29T10:02:09","guid":{"rendered":"https:\/\/fdmg.nl\/en\/?p=18945"},"modified":"2026-01-29T13:34:46","modified_gmt":"2026-01-29T12:34:46","slug":"podcasts-a-core-component-of-every-audio-strategy","status":"publish","type":"post","link":"https:\/\/fdmg.nl\/en\/news\/podcasts-a-core-component-of-every-audio-strategy\/","title":{"rendered":"Podcasts: a core component of every audio strategy"},"content":{"rendered":"<p>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.<\/p>\n<h2>2025: Between 45% and 53% of Dutch citizens listen to podcasts<\/h2>\n<p>Different research sources show slightly different levels of podcast usage, but all agree on one thing: year\u2011over\u2011year 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%.<br \/>\nResearch 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%.<\/p>\n<h2>Ages 20\u201334: heavy podcast users<\/h2>\n<p>The NMO Mediatrends 2024 study shows that 20\u2011 to 34\u2011year\u2011olds are above\u2011average podcast consumers. Notably, this research also reveals growth in podcast listening across all age groups.<br \/>\nResearch by GfK shows that podcast listeners have a particularly attractive profile.<\/p>\n<p>They over\u2011index in:<\/p>\n<ul>\n<li>Ages 20\u201334<\/li>\n<li>Social class A<\/li>\n<li>Higher education levels<\/li>\n<\/ul>\n<h2>News podcasts: a popular genre<\/h2>\n<p>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.<\/p>\n<h2>Considering podcasts in your campaign?<\/h2>\n<p>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\u2014they complement it with meaningful incremental reach.<br \/>\nPodcasts 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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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. 2025: Between 45% and 53% of Dutch citizens listen to podcasts Different research sources show&hellip;<\/p>\n","protected":false},"author":28,"featured_media":2500,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-18945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Podcasts: a core component of every audio strategy - FD Mediagroep - EN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fdmg.nl\/en\/news\/podcasts-a-core-component-of-every-audio-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Podcasts: a core component of every audio strategy - FD Mediagroep - EN\" \/>\n<meta property=\"og:description\" content=\"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. 2025: Between 45% and 53% of Dutch citizens listen to podcasts Different research sources show&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fdmg.nl\/en\/news\/podcasts-a-core-component-of-every-audio-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"FD Mediagroep - EN\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-29T10:02:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-29T12:34:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fdmg.nl\/content\/uploads\/sites\/2\/2021\/04\/Screenshot-2021-04-21-at-15.43.19.png\" \/>\n\t<meta property=\"og:image:width\" content=\"954\" \/>\n\t<meta property=\"og:image:height\" content=\"1316\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"noortje\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"noortje\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/fdmg.nl\\\/en\\\/news\\\/podcasts-a-core-component-of-every-audio-strategy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/fdmg.nl\\\/en\\\/news\\\/podcasts-a-core-component-of-every-audio-strategy\\\/\"},\"author\":{\"name\":\"noortje\",\"@id\":\"https:\\\/\\\/fdmg.nl\\\/en\\\/#\\\/schema\\\/person\\\/8666de3a66e04a7394656adbd3f3c19b\"},\"headline\":\"Podcasts: a core component of every audio strategy\",\"datePublished\":\"2026-01-29T10:02:09+00:00\",\"dateModified\":\"2026-01-29T12:34:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/fdmg.nl\\\/en\\\/news\\\/podcasts-a-core-component-of-every-audio-strategy\\\/\"},\"wordCount\":377,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/fdmg.nl\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/fdmg.nl\\\/en\\\/news\\\/podcasts-a-core-component-of-every-audio-strategy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/fdmg.nl\\\/content\\\/uploads\\\/sites\\\/2\\\/2021\\\/04\\\/Screenshot-2021-04-21-at-15.43.19.png\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/fdmg.nl\\\/en\\\/news\\\/podcasts-a-core-component-of-every-audio-strategy\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/fdmg.nl\\\/en\\\/news\\\/podcasts-a-core-component-of-every-audio-strategy\\\/\",\"url\":\"https:\\\/\\\/fdmg.nl\\\/en\\\/news\\\/podcasts-a-core-component-of-every-audio-strategy\\\/\",\"name\":\"Podcasts: a core component of every audio strategy - 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