> 43% are now monthly podcast listeners, up from 39% in 2021 The number of people listening isn't a proxy for _how much_ they are listening. Nor is the number

> 43% are now monthly podcast listeners, up from 39% in 2021 The number of people listening isn't a proxy for _how much_ they are listening. Nor is the number of times they listen per month. What matters is the number of hours listened. It's also the case that with more shows, there's a dilution of listeners' time. There's a pretty firm cap on the number of hours of podcasts that people can listen to. It's easy for folks to dig their heels in on one or two favorite shows and stop listening to the rest of the ones they had previously been interested in. > There are countless podcasts whose listens have grown substantially since 2019. And there are countless more podcasts whose listenerships have shrunk substantially since 2019.