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 A podcast is an on-demand, digital audio or video program, often structured as a series, that can be streamed or downloaded to listen to anytime. 

Podcast popularity is surging in 2026 with a 355% increase in listening in the past ten years. In the U.S., 73% of people have listened to a podcast in the past 30 days and 40% tuning in weekly. 

 Podcasts have overtaken AM/FM radio as the dominant medium for talk audio, with listeners spending more time on-demand consuming specialized content. Over 158 million Americans listen to podcasts marking a massive shift from traditional broadcasting. 

 Podcast demographics reveal an educated and affluent audience. As of 2025, consumption is nearly equal between genders (52% male, 48% female). Listeners are highly engaged, often consuming content for education or entertainment, with over 90% taking action after hearing ads.  The core demographic for podcast listeners is heavily concentrated between 12 and 54 years of age.

The St. Louis metropolitan area mirrors national urban trends.   Urban podcast listeners are driving the medium's growth through high-density consumption, mobile-first, on-the-go habits.

1. WE SALUTE

2. Talking Game

3. The Gateway

4. STL Bucket List

5. The 314 Podcast

 Podcast advertising offers highly targeted reach to engaged, loyal audiences, often boasting lower skip rates and higher ad recall than traditional media.  This medium enables intimate, trust-based, and often host-read endorsements that drive high conversion rates and better return on investment. 

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