A recent study by the USC Annenberg Inclusion Initiative indicates that male voices predominantly feature in popular podcasts, both as hosts and guests. The research, which analyzed data from over 600 of the most popular podcasts in 2024 via Spotify, highlights significant gender and racial representation patterns within the industry. Approximately one-third of Americans engage with podcasts weekly.
Gender Representation Findings
Within the top 100 podcasts examined, nearly two-thirds were hosted by men. Furthermore, men constituted almost three-quarters of all guests.
The study identified specific genres where women are particularly underrepresented, including:
- Business
- Technology
- Sports
- Fitness
- Comedy
Conversely, genres most frequently hosted by women include true crime, arts, society and culture, news, and education.
Racial and Ethnic Representation
The research also found a notable lack of racial diversity among hosts. Over 77% of the top 100 hosts were white. Specifically, only 11 female hosts within the Top 100 podcasts from 2024 originated from racially underrepresented backgrounds, with several having past or present affiliations with NPR.
Comparison to Other Media Industries
The Annenberg team noted that the observed gender and racial disparities in podcasting exceed those identified in their previous research concerning the movie, television, and music industries.
- Currently, 22.3% of podcast hosts are from underrepresented groups.
- In contrast, over 44% of regular actors on TV series and artists in popular music are individuals other than white men.
- Additionally, 25.2% of actors in leading or co-leading film roles are from underrepresented groups.
Stacy L. Smith, lead author and founder of the Annenberg Inclusion Initiative, commented on the findings, stating, "Podcasting's power lies in its potential as a democratized medium, where anyone with an idea and a microphone can find an audience. As the format matures, that accessibility can help challenge the old patterns of entertainment and pave the way for a more inclusive audio landscape."
This study marks the Annenberg team's inaugural investigation into the podcasting sector.