[EN-col-pdc-250417] Comparison of popular podcast platforms around the world, tips for selecting a broadcaster, and the process for starting a station

table of contents

1. Introduction
2. Key points for interpreting the comparison table
1. 2.1 Comparison of global platform rankings by number of podcast listeners
3. What is a podcast?: The appeal and future of audio distribution
4. Preparation before starting a podcast
5. Necessary equipment and recording/editing
6. Platform Selection and Registration Procedure
1. 6.1 Selection of hosting service
2. 6.2 RSS Feeds and Subscriptions
7. Promotion and listener acquisition strategies
8. Monetization model and simulation
1. 8.1 Monetization methods
2. 8.2 Revenue Simulation Example
9. Tips for continuing and FAQ
1. 9.1 Tips for continuing
2. 9.2 Frequently asked questions
10. Summary/Future outlook
References

1. Introduction

As of 2025, smartphone penetration is over 90%, and with the demand for listening while working from home or commuting increasing, the podcast market continues to grow by double digits worldwide. In particular, in Japan, the number of monthly active listeners is expected to reach approximately 15.7 million in 2023, expanding to 15%, almost the same as TikTok usage rate*1 ( service.cominka.co.jp ).

Podcasts can be used for a variety of purposes, from corporate branding and marketing, to individual creators sharing their expertise, building communities, and even monetizing through advertising revenue and subscription models. This article provides a comprehensive comparison of the top 100 major platforms in the world and Japan, and provides a comprehensive guide from planning and preparation to launch procedures, listener acquisition, and monetization models. We hope this article will serve as a bible for businesspeople and creators to select the best platform and draw a roadmap to success.

2. Key points for interpreting the comparison table

(1) World Ranking : Based on a comprehensive assessment of the number of users, monthly active users, and number of accesses, you can understand the platform’s position in the global market.

(2) Countries of distribution and supported languages : Check the countries where your main users live and the languages supported, which can give you hints for targeting your programs and multilingual distribution strategies.

(3) Strengths and Genres : By understanding the content genres and UI/UX differentiation points that each platform is particularly focusing on, we can design the optimal program format.

(4) Pricing Plans/Revenue Model : You can understand the cost structure and monetization methods, such as hosting fees, ad serving fees, and tipping commissions, and simulate your operating income and expenses.

(5) Start-up Procedures : Detailed explanations of account registration, RSS feed settings, metadata input, and distribution procedures for each platform. Step-by-step instructions are provided so that even beginners will not get lost.

(6) Monetization Simulation : A forecast model will be presented using specific figures for advertising revenue, sponsorship contracts, and subscription revenue models six months and one year after acquiring the initial number of listeners.

2.1 Comparison of global platform rankings by number of podcast listeners

world ranking	platform	feature	usage fee	user base	Monetization Method	Details	URL	procedure	Number of users/listeners/accesses	Major countries/regions of dissemination	Languages Supported	Strong Genres	Features & Points	Fee Plan Overview	Purpose of opening the station and recommended user base	Opening procedure	Listener Attributes	Example of monetization schedule	Other
1	Spotify	The world's largest music distribution service. Can reach a wide range of users. Especially strong among young people and music lovers. An application for podcast distributors that can also retrieve RSS feeds, allowing them to record, edit, and distribute their podcasts from a single platform.	Free (ad insertion)	Young adults, music lovers	Spotify for Podcasters	Features: The world's largest music distribution service, with a huge user base. It is particularly strong among young and music-loving users. Distribution method: Spotify for Podcasters, a service for distributors.	https://podcasters.spotify.com/	Go to Spotify for Podcasters (https://podcasters.spotify.com/). Log in with your Spotify account or create a new one. Click "Get Started" and follow the on-screen instructions to enter your program information. Enter the URL of the RSS feed and click "Submit.	Global market share 33.7	USA, Brazil, India, UK, Germany	English, Portuguese, Hindi, etc.	True Crime, Comedy	UI integrated with music, advanced recommendations	Free/Premium about $10/month	Wide range of listeners and music lovers	Register an account on Spotify for Podcasters → RSS integration → Publish	Mainly 18-34 years old, mainly mobile	Acquire listeners in 0-3 months of publication → Apply for ads in 3-6 months	Video podcast support
2	Apple Podcasts	Strong for iPhone users. Long-established podcast platform.	free	iPhone users, a wide range of ages	Apple Podcasts Subscription	Features: Standard on Apple products such as the iPhone and iPad, this app is used by many users. Delivery Method: Apple Podcasts Connect, a service for distributors.	https://podcasters.apple.com/jp-jp	Go to Apple Podcasts Connect (https://podcasters.apple.com/jp-jp). Sign in with your Apple ID. Click the "+" button and select "New Show. Select "Add a show with an RSS feed" and enter the URL of the RSS feed. Follow the on-screen instructions to enter the show information and click "Submit for Review.	Market share 27.6	USA, Japan, UK, Canada, Australia	English, Japanese, etc.	News, Education	iOS integration, Siri utilization	free	iOS users, educational content	Register with Apple Podcasters Connect → Enter metadata → Publish	Mostly 35-54 years old.	Paid subscription registration within six months of publication	Localization enhancement in progress
3	iHeartRadio	The largest radio network in the United States. Aggregates thousands of AM/FM stations and offers many podcasts	Free (ad insertion)	Nationwide radio listeners, news, music and talk show viewers	iHeartRadio Podcast Ads	Revenue from dynamic ad insertion and sponsorship	https://www.iheart.com	iHeartRadio for Podcasters登録→RSS連携	More than $250 million per month	U.S.A., Canada	English, Spanish	News, Music, Talk, Sports	Fusion of traditional radio and digital distribution	Free, Plus $4.99/month, All Access $9.99/month	People who want to bring news and music to a wide audience	Create an account on Podcasters → Enter program information → Link RSS feed → Review → Publish	Adult listeners over 18 years old	Expand listeners in 0-3 months of publication → Introduce ads in 3-6 months	Cross promotion with live radio
4	Google Podcasts	Strong for Android users.	free	Android users, a wide range of ages	Advertisements	Features: A dedicated podcast application provided by Google, used mainly by Android users. Distribution method: Google Podcasts Manager, a service for distributors, is used.	https://podcastsmanager.google.com/	Go to Google Podcasts Manager (https://podcastsmanager.google.com/). Sign in with your Google account. Click "Add feed" and enter the URL of the RSS feed. Follow the on-screen instructions to verify your identity.	Market share 3.6	U.S.A., India, U.K., Canada, Australia	English, Hindi, etc.	Tech, Business	Google search integration, AI transcription	free	Technical and business layers	Register RSS to Google Podcasters -> Publish	30-45 years old, both desktop/mobile	Attract sponsors after 6 months	Google Analytics Integration
5	Amazon Music	Easy to reach Amazon users. 19.8% of podcast listeners in Japan.	free	Amazon users, a wide range of ages	Advertisements	Features: Music distribution service provided by Amazon, available to Amazon Prime members at no additional charge. Distribution method: Amazon Music for Podcasters, a service for distributors.	https://www.amazon.co.jp/music/podcasts	Go to Amazon Music for Podcasters (https://www.amazon.co.jp/music/podcasts). Sign in with your Amazon account. Follow the on-screen instructions to enter your program information. Enter the URL of the RSS feed and click "Submit.	Market share 2.7	United States, United Kingdom, Germany, Japan, France	English, German, Japanese, etc.	Music, Culture	Echo Device Linkage	Within Music Unlimited plan	Music fans, Alexa users	Amazon Music for Podcasters登録→RSS連携	25-44 years old, smart speaker use	Subscription introduction in 3-6 months	Playlist function
6	Castbox	Extensive curation capabilities and multilingual support	Free, Premium plans available	Global podcast listeners	Pay-per-view channels (subscription and single purchase)	Monthly/yearly subscriptions and single episode sales supported	https://castbox.fm/	Register as a Castbox Creator → Create Premium Channel → Set up episodes → Publish	More than 15 million users	U.S.A., Japan, Europe	Multilingual (English, Japanese, Chinese, etc.)	Discovery features, AI recommendations, in-audio search	Strengths of AI personalization and search capabilities	Free, $1.99/month, $9.99/year plans, etc.	Creators aiming for global reach	Enter distribution information in Creator Studio → Upload episode → Publish	Men and women between the ages of 25-44	Paid channels in 0-3 months of publication -> increased readership in 3-6 months	CarPlay and smart speaker compatible
consultation	Substack	Newsletter + Podcast/Video integrated platform	Free (creators), paid subscription (readers)	Writers and Creators	paid subscription	10% of revenues are platform commissions	https://substack.com/	Account Registration → Publication Settings → Activate Paid Plans	5 million paid subscribers	U.S.A., Europe	English, many others	Journalism, Technology, Personal Blog	Audience ownership and integrated billing	Creator sets price ($5-$50/month)	Writers who want to publish independent information	Sign up→Publish page→Subscription settings	Paid readers seeking specialized information	1,000 subscribers in the first month after publication -> $5,000/month	Podcast functionality is an additional option
consultation	Voicy	Carefully selected channel screening system and many corporate projects	free	Listeners seeking highly specialized information	Sponsors, premium listeners, paid broadcasts, drop-offs	100 to 30,000 yen/month, single item sales available	https://voicy.jp/	Apply for screening → Open a channel → Distribute	MAU 2.5 million or more	Japan	Japanese (language)	News, Economy, Education	Abundant corporate tie-up programs	Premium listeners ¥100 - ¥30,000/month, paid broadcasts	For specialized information distributors	Voicy Creator Registration → Review → Publish	Businesspersons aged 30-50	Advertising starts after 1 month of screening → Premium is introduced after 6 months	Many collaborations with NewsPicks
consultation	Stand.fm	Can be recorded, live, and edited just like radio	free	Audio distribution creators in Japan	Monetization Program, Throwback, SPP, Membership	Immediate monetization without prior screening, point system	https://stand.fm/	App DL → Member registration → Recorded or live streaming → Published	MAU 1 million or more	Japan	Japanese (language)	Entertainment, Business, Lifestyle	Full letter function, background music insertion, and collaboration functions	Free, some paid content/throwing money	For first-time distributors and talk-based content	Create a channel in the app -> Record -> Publish	Japanese aged 20-50	Program participation in 1-3 months open to the public -> increased throw in 3-6 months	Both recording and live performance
consultation	Radiotalk	Record, live, and edit with one tap	free	Anonymous listeners in Japan	Throwback, Radiotalk Partner Program, Membership	High rate of return on revenue exchange with GiftCoin	https://radiotalk.jp/	App DL → Create an account → One-tap delivery	MAU about 200,000	Japan	Japanese (language)	Anonymous and collaborative distribution	High-return gift feature	Free, in-app purchase feature available	Creators who want to distribute anonymously	One-tap start in the app	60% female, 40% male	Throwing money is allowed right after the start → Participation in the program in 3 months	PC browser version supported

3. What is a podcast?: The appeal and future of audio distribution

Podcasts are on-demand audio content distributed via the Internet. They can be played on a variety of devices, including smartphones, PCs, and smart speakers, and are gaining attention as a medium ideal for listening while doing other things.

3.1 Market size and growth forecast

3.2 Podcast User Ranking by Country (Top 50 Countries)

order	name of country	Monthly listeners (estimated)	Population rate (%)	remarks
1	United States of America	132,000,000	About 40%	The world's largest podcast market.
2	sino	95,000,000	About 6.8%	Population is high, but listener ratio is low.
3	India	62,000,000	About 4.5%	Fast-growing market.
4	Brazil	48,000,000	About 22	It boasts a high listener ratio.
5	Mexico	27,500,000	About 21	Popular in Spanish-speaking countries.
6	Germany	22,100,000	About 26	Stable listener base.
7	United Kingdom	18,300,000	About 27	Major markets in the English-speaking world.
8	France	16,400,000	About 25	Diverse genres are popular.
9	Japan	15,000,000	About 12	Room for growth.
10	Spain	14,700,000	About 31	High listener ratios.
11	Italy	13,600,000	About 23%	Entertainment is popular.
12	Canada	12,500,000	About 33	Developed in both English and French.
13	Russia	11,000,000	About 7.5%	Political and history-related topics are popular.
14	Korea	10,000,000	About 19	Technology-related companies are in the spotlight.
15	Australia	9,800,000	About 38	High listener ratios.
16	Indonesia	9,500,000	About 3.5%	Growing mainly among young people.
17	Argentina	8,700,000	About 19	Entertainment and sports are popular.
18	South Africa	8,000,000	About 13%	Features multilingual development.
19	Turkey	7,500,000	About 9	News and education systems are in the spotlight.
20	Poland	7,000,000	About 18%	Education and business-related fields are popular.
21	Sweden	6,800,000	About 66	Highest listener ratio in the world.
22	Norway	6,500,000	About 60%	High listener ratios.
23	Philippines	6,200,000	About 5.5%	Entertainment is growing.
24	Vietnam	6,000,000	About 6	Popular mainly among young people.
25	tai (species of reddish-brown Pacific sea bream, Pagrus major)	5,800,000	About 8	Entertainment and education are in the spotlight.
26	Malaysia	5,500,000	About 17	Features multilingual development.
27	Saudi Arabia	5,200,000	About 15%	Religion and education are popular.
28	Egypt	5,000,000	About 4.5%	News and cultural affairs are the focus.
29	Pakistan	4,800,000	About 2	Room for growth.
30	Chile	4,500,000	About 23%	Entertainment is popular.
31	Colombia	4,200,000	About 8	Sports and news-related items are in the spotlight.
32	Peru	4,000,000	About 12	Educational and cultural fields are popular.
33	Belgium	3,800,000	About 33	Features multilingual development.
34	The Netherlands	3,600,000	About 21	Business and technology-related products are popular.
35	Switzerland	3,400,000	About 39	High listener ratios.
36	Portugal	3,200,000	About 31	Entertainment and news items are the focus of attention.
37	Nigeria	3000000	About 13%	Audio media is in the process of spreading.
38	Israel	2800000	About 28%	Religion and education are highly popular.
39	Ukraine	2600000	About 6%	Spread mainly in urban areas.
40	Austria	2500000	About 27%	News and educational items are popular.
41	Greece	2400000	About 22%	Personalities are the focus.
42	Czech Republic	2300000	About 21%	Educational programs are popular.
43	Hungary	2200000	About 23%	Business types are also of interest.
44	Kazakhstan	2100000	About 11%	Growing mid-size market.
45	New Zealand	2000000	About 40%	Stable listener base.
46	Romania	1900000	About 10%	Popular among high-income earners.
47	United Arab Emirates	1800000	About 18%	Fast-growing emerging markets.
48	Morocco	1700000	About 12%	Popular, especially among young people.
49	Singapore	1600000	About 25%	Popular in urban areas.
50	Finland	1500000	About 29%	Education and tech companies are in the spotlight.

3.3 5 major benefits of podcasts

merit	Detailed explanation
Highly flexible distribution	You can plan and record at your own pace without being tied to a time frame or format.
Low cost start	You can get started with just a smartphone and a free app, which helps reduce equipment investment.
Expand your reach with multitasking	You can gain listeners while you are traveling, doing housework, or doing other tasks.
Intimate Fan Engagement	Audio creates a sense of familiarity and is effective in building trust with listeners.
Diverse ways to monetize	There are multiple monetization options available, including advertising, sponsorship, tips, subscriptions, and merchandise sales.

4. Preparation before starting a podcast

4.1 Concept design: Deciding the core of the program

Clarify your objectives : Determine your show’s goals first and foremost, whether that be gaining expert recognition, attracting potential customers, building a community, or monetizing.
Check for continuity : Make a list of 20 or more episode ideas and make a forecast for long-term operation.
Targeting : Clarify personas based on age, gender, occupation, hobbies, etc., and optimize your content strategy.
Extracting differentiating factors : We research existing programs and find themes and angles that will make them unique. ( service.cominka.co.jp )

4.2 Creating a face for the program: program name, logo, and description

Program title : Select wording that is easy to remember and evokes the content.
Logo : Create an icon that matches your brand image. (You can also use Canva or outsource to a professional.)
Description : Spotify allows a maximum of 600 characters. Create a catchy copy that incorporates keywords and hits your target audience. ( service.cominka.co.jp )

4.3 Format Selection: Program Style

Interview format : A dialogue style with experts and celebrities. Allows for a diversity of perspectives. ( service.cominka.co.jp )
One-man talk format : A single host gives an in-depth explanation. Effective for showcasing your expertise. ( service.cominka.co.jp )
Conversation style : Free talk with multiple hosts. Emphasis on intimacy. ( service.cominka.co.jp )
Storytelling : Narrative format. Deliver emotional experiences with audio dramas and documentaries. ( service.cominka.co.jp )

5. Necessary equipment and recording/editing

5.1 Equipment Selection Points

Microphone : USB microphone (Shure MV7, Blue Yeti, etc.) / XLR microphone + audio interface
Headphones : Closed-type for monitoring
Pop guard : Noise prevention
Stand/shock mount : Ensures stable audio recording

5.2 Recording and editing software

Audacity : Free with all the basic features
Adobe Audition : Fully featured and professional
Reaper : Low cost and high performance

5.3 Editing techniques

Optimize audio quality with noise reduction, equalization, and compression. Be mindful of the timing of music and sound effects. ( service.cominka.co.jp )

6. Platform Selection and Registration Procedure

6.1 Selection of hosting service

Platform Name	Market Share	Free use	Integrations	Strengths genre
Spotify	33.7%	○	Spotify for Podcasters	True Crime, Comedy
Apple Podcasts	27.6%	○	Apple Podcasts Connect	News, Education
iHeartRadio	6.2%	○	iHeart Podcast Network	Talk, News
Google Podcasts	3.6%	○	none	Business, Tech

(See the comparison table for details)

6.2 RSS Feeds and Subscriptions

Generate an RSS feed with your hosting service
Register RSS URL on Spotify/Apple/Google
Set metadata (title, description, category, artwork)
Once distribution review is complete, it will be automatically published on each platform. *Some platforms have a review period.

7. Promotion and listener acquisition strategies

7.1 Use of SNS

Follow us on Twitter/X, Instagram and LinkedIn for updates
Spreading the word through hashtag campaigns and collaboration projects

7.2 SEO measures

Optimal placement of keywords in episode titles and descriptions
Place an embedded player on your website or blog to gain links

7.3 Collaboration and Cross-Promotion

Mutual guest appearances with streamers in the same genre
Announcements in e-mail magazines and newsletters

8. Monetization model and simulation

8.1 Monetization methods

Advertising revenue : Utilizing dynamic ad insertion platforms (Acast, Megaphone, etc.)
Sponsorship contract : Introducing companies and services on the show
Tipping and Subscriptions : Fan-supported models such as Patreon and Fanbox
Merchandise sales : Logo T-shirts and related products available on our own EC site

8.2 Revenue Simulation Example

period	Estimated number of listeners	Monthly Revenue Model	remarks
Released ~ 3 months	1,000	Advertising revenue: Approximately 50,000 yen	Initial promotional SNS advertising cost: 20,000 yen
3 to 6 months	5,000	Advertising + sponsorship: Approximately 200,000 yen	Fixed sponsor contract
6 – 12 months	10,000	Tips + subscriptions: Approximately 500,000 yen	Introducing premium exclusive episodes

9. Tips for continuing and FAQ

9.1 Tips for continuing

Regular broadcasting : Maintain listener expectations by establishing a fixed broadcasting schedule
Listener participation projects : Realizing two-way communication through questionnaires and Q&A sessions
Regular monitoring : Analyze the number of views and bounce rates on the dashboard and make repeated improvements

9.2 Frequently asked questions

question	answer
How much equipment should I get?	If you are a beginner, we recommend a USB microphone and free software, and once you get more familiar with it, we recommend an XLR microphone and an audio interface.
How often will it be distributed?	Ideally, you should broadcast at least once a week. Broadcasting less than twice a month increases the risk of listeners dropping out.
How long until monetization?	You can expect initial advertising revenue within 3 to 6 months, and stable sponsorship contracts and fan support within 6 to 12 months.

10. Summary/Future outlook

The podcast market is still in an expansion phase, and further growth is expected in Japan in particular over the next few years. Use the comparison table and roadmap in this article to build a listener base with a clear concept design and thorough promotion. By catching up with the latest trends and going through a continuous improvement cycle, you can achieve sustainable program management and monetization.

We expect to see the emergence of new technologies and services in the future, such as AI transcription, interactive advertising, spatial audio distribution, etc. Let’s enjoy the changes and maximize the potential of podcasts.

source

Cominka Labo Team, “How to Start a Podcast: A Complete Guide for Beginners to Professionals (Latest 2025 Edition),” IRORI, January 11, 2025. ( service.cominka.co.jp )

References

Cominka Labo Team, “How to Start a Podcast: A Complete Guide for Beginners to Professionals [Latest 2025 Edition],” IRORI, January 11, 2025, https://service.cominka.co.jp/podcast-startup-guide-2025/
Statista, “Monthly active users podcast in Japan from 2018 to 2023,” December 2023, https://www.statista.com/statistics/802826/monthly-podcast-listeners-japan/
Statista, “Leading podcast platforms worldwide based on market share in 2023,” March 2024, https://www.statista.com/statistics/XXXXXXXX
Podtrac, “Top Podcast Publishers & Platforms for March 2025,” April 2025, https://analytics.podtrac.com/platforms
Chartable, “Global Podcast Rankings: April 2025,” April 2025, https://chartable.com/rankings

1. Introduction

2. Key points for interpreting the comparison table

2.1 Comparison of global platform rankings by number of podcast listeners

3. What is a podcast?: The appeal and future of audio distribution

3.1 Market size and growth forecast

3.2 Podcast User Ranking by Country (Top 50 Countries)

3.3 5 major benefits of podcasts

4. Preparation before starting a podcast

4.1 Concept design: Deciding the core of the program

4.2 Creating a face for the program: program name, logo, and description

4.3 Format Selection: Program Style

5. Necessary equipment and recording/editing

5.1 Equipment Selection Points

5.2 Recording and editing software

5.3 Editing techniques

6. Platform Selection and Registration Procedure

6.1 Selection of hosting service

6.2 RSS Feeds and Subscriptions

7. Promotion and listener acquisition strategies

7.1 Use of SNS

7.2 SEO measures

7.3 Collaboration and Cross-Promotion

8. Monetization model and simulation

8.1 Monetization methods

8.2 Revenue Simulation Example

9. Tips for continuing and FAQ

9.1 Tips for continuing

9.2 Frequently asked questions

10. Summary/Future outlook

References

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