🎧 Podcast Audience Trends 2025: Who Listens and Why
- Jörn Menninger
- 2 days ago
- 5 min read
Intro — The New Mainstream of Listening
If you want to understand where digital attention is going in 2025, look at who’s wearing headphones. Podcasts have quietly become one of the most stable, habit-forming media formats in Germany. And unlike short-form videos or social feeds that rise and fall with algorithm changes, podcast listening is built on something more durable: real interest, real intention, real time spent.
Every year, we track these patterns closely at Startuprad.io — both through our own analytics and the broader ARD/ZDF, Bitkom, BVDW and RMS studies. What’s happening right now in 2025 is bigger than “podcasts are growing.” It’s about who listens, why they show up, and what that means for brands trying to earn attention in a distracted world.
A Nation of Listeners — And the Numbers Prove It
The new ARD/ZDF Medienstudie 2025 makes one thing clear: Germany is now a podcast country.
Around half of Germans listen at least occasionally. One in five listens daily. And listening isn’t just background noise — it’s intentional, often part of rituals like commuting, working out, winding down in the evening, or trying to make sense of a fast-moving world.
What’s striking is the demographic spread. Yes, Gen Z and younger millennials remain the heaviest users. But the most interesting growth is happening in the 30–59 age group — professionals, decision-makers, parents, founders, managers. This is the audience that has both attention and purchasing power. When they listen, they’re not scrolling. They’re learning.
Why People Listen — The Motivations Behind the Headphones
According to the RMS Podcast Study 2024 and the 2025 follow-up surveys, listeners show up for five reasons that consistently appear across age and background.
Curiosity and learning sit at the top. Listeners use podcasts to understand industries, careers, technologies, and global changes. They treat audio as their personal mentorship channel.
Entertainment comes second — often as a break from noisy, visual media. Many listeners say they turn to podcasts specifically because the format feels calmer and more meaningful.
Personal development now rivals entertainment in importance. This is especially true for German professionals, who lean toward factual formats, deep dives, interviews, and explainers.
Companionship is a surprisingly strong theme. People build parasocial relationships with hosts — a powerful foundation for trust.
And yes, relaxation still plays a major role. Evening listening continues to rise, peaking after 7 p.m. People unwind not by staring at another screen, but by listening.
Where People Listen — The Daily Routines of 2025
Podcast listening is deeply woven into everyday moments. In 2025, the top locations remain stable: the car (48%), public transport (34%), walking (27%), and the gym or outdoor activities (18%).
What’s new is the rise of “micro-listening” — people finishing full episodes in multiple sessions across the day. With hybrid work, audio fills the gaps between meetings, chores, and commutes. Even 10–15 minutes of listening keeps people connected to their favorite hosts.
This flexibility is exactly what makes podcasts so resilient. They don’t compete with screens; they complement life.
The Trust Advantage — Why People Believe What They Hear
One of the most important insights from German audience studies is that podcasts are built on trust, not algorithms. Listeners choose what to hear — nobody forces a pre-roll or auto-play into their day.
That’s why podcast advertising doesn’t feel like advertising. Listeners perceive good host-read ads as recommendations, not interruptions.
In the RMS study:
75% of daily listeners accept advertising as a fair trade
50% say relevant ads are useful
Host credibility remains the strongest predictor of brand recall
This explains why podcast ads consistently outperform other digital formats. People listen with intent, not passively.
Germany’s Distinctive Podcast Culture
Compared to other markets, Germany’s podcast audience is unusually serious and discerning. They prefer depth. They gravitate toward fact-driven content. They trust expert hosts and structured storytelling.
This explains why business, politics, tech, economics, and personal development formats dominate the German top charts. The country’s love for well-researched journalism and long-form content naturally extends to audio.
For international brands looking to understand the DACH region, this matters: Germany is the most trust-driven podcast market in Europe, which is also why it produces some of the most effective B2B campaigns anywhere.
For a deeper breakdown of regional patterns, see our
What This Means for Brands in 2025
If you’re a marketer, the takeaway is straightforward: follow the ears. Podcasts attract exactly the type of audience most brands want — educated, motivated, curious, and willing to spend time with content that matters.
Unlike video ads that lose attention within seconds, podcast listeners stay for minutes — often tens of minutes — and they remember what they heard. They also appreciate transparency. When a host says, “This episode is supported by…”, listeners lean in rather than tune out.
Authenticity wins in this medium because the entire relationship is built on it.
Looking Ahead to 2026 — The Shift Continues
Demand for premium inventory is rising fast. Business and tech shows in Germany are already booking sponsor slots months in advance. If you want to catch the 2026 wave, plan now.
Our 2026 Podcast Marketing Calendar
walks you through the timing.
The big picture is clear: podcast audiences are growing not because they’re trendy, but because they meet people where other media can’t — in their routines, in their curiosity, and in their need for trustworthy voices.
Conclusion — Audio Has Become the Personal Medium
What defines podcast audiences in 2025 isn’t age or background — it’s intention. People listen because they want to, not because an algorithm told them to. That simple shift makes all the difference.
In a noisy digital world, podcasts give us something rare: attention with purpose. And that’s exactly why audiences, creators, and brands continue to choose audio in 2025.
Next Steps: Turn Insights into Results
— the most actionable resource for startup marketers, B2B advertisers, and international scaleups expanding into Europe.
Download our 2026 Podcast Marketing Cheat Sheet for Germany
to uncover what really works.
Or book a free podcast strategy call with our team
to plan your campaign before inventory fills.
If you want insights like this in your inbox, subscribe to our Substack
for deep dives on startup growth, podcast marketing, and tech in Europe.
About the Author
Jörn “Joe” Menninger is the founder and host of Startuprad.io, one of Europe’s leading startup podcasts, ranked globally among the Top 20 in Entrepreneurship. His insights have been featured in Forbes, Tech.eu, and Geektime.
With more than 15 years in consulting and digital strategy, he helps founders, VCs, and enterprises translate ideas into impact.
Follow him on LinkedIn
Comments