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Podcasting is now among the most influential media platforms of the digital age, with listenership growing exponentially over the past decade. Still, in the midst of this boom, the industry remains disproportionately dominated by male hosts, male-skewed content, and a male-centric advertising model.
More than just a representation issue, it's a lost business opportunity. Women now account for nearly 50% of podcast listeners and hold 70-80% of consumer purchasing power. They engage with content on a deeper level, create social media buzz, and build loyal communities around the shows they love. And yet, the biggest deals, sponsorships, and marketing budgets in podcasting still go to male-hosted shows.
Whether or not women-focused podcasts are being listened to is no longer the question. The proof is in the pudding: this is an underestimated, under-monetised space with tremendous potential for profitability and brand building.
The podcast industry is booming, but it’s failing to fully capitalise on one of its most valuable markets: women. They aren’t just listening to podcasts, they’re shaping the future of the industry. Female creators are driving engagement, creating loyal communities, and proving that women-led content isn’t niche, it’s a powerhouse market waiting to be fully tapped.
The demand for female-driven content is massive, and the platforms, brands, and advertisers that invest in it now will be the ones leading the future of podcasting.
That’s where Cue comes in.
At Cue, we specialise in producing and growing high-quality podcasts that connect with audiences and drive results. Whether you're a female creator looking to break into the industry, a brand seeking to engage a powerful demographic, or a media company ready to invest in women’s voices, we provide the tools, expertise, and strategies to make your podcast a success.
From professional production and seamless editing to audience growth and monetisation, we help you create a podcast that stands out, and pays off.
Let’s make something incredible together.
Start your podcast with Cue today.
For years, podcasting was seen as a niche, male-dominated medium. Early adopters skewed towards tech-savvy men, and the industry reflected that, with most major shows focused on politics, business, sports, and technology; areas historically controlled by male voices.
But that’s changing. According to Edison Research, the gender gap in podcast listenership has nearly closed. As of 2023, women now represent 48% of monthly podcast listeners in the US, up from just 39% in 2017. In the UK, female podcast listeners represent 39% of the overall market in 2024, up from 31% in 2023. In some categories, such as true crime, relationships, and self-improvement, female listeners actually outnumber men.
Yet, despite this shift, podcasting’s biggest financial players, including advertisers, platforms, and production companies, are still disproportionately investing in male-led content. Consider this:
This isn’t just an oversight, it’s a fundamental misunderstanding of how valuable female listeners are.
Advertisers know that engagement is the most valuable metric in digital media. Women are not just passive podcast consumers; they actively engage, share, and build communities around their favourite shows. For example, the Women’s Podcast Report by Edison Research and SXM Media found that:
Take My Favorite Murder, one of the most successful true crime podcasts, hosted by Karen Kilgariff and Georgia Hardstark. It didn’t just attract listeners, it created a movement. The “Murderino” fanbase built an entire ecosystem around the show, including sold-out live tours, merchandise, a book deal, and a lucrative Patreon following.
The same is true for Call Her Daddy, which redefined the sex and dating genre for young women. Initially dismissed as a raunchy gimmick, it became one of the biggest podcast success stories, securing a $60 million Spotify deal and proving that female-driven content can be just as financially powerful as its male counterparts.
If the goal of advertising is to reach the most influential buyers, then female listeners are the ultimate target audience.
Women drive 70-80% of consumer purchasing decisions, according to research from Forbes and Nielsen. They control household spending, dominate e-commerce trends, and are the primary decision-makers for industries ranging from beauty and wellness to travel, education, and healthcare.
And yet, podcast advertising still leans towards industries traditionally associated with men, such as finance, sports betting, and technology. Meanwhile, brands targeting women, especially in beauty, fashion, and lifestyle, are underutilising podcast sponsorships despite podcasts being one of the highest-converting ad formats available.
What does this mean? A massive gap between demand and supply, and a missed opportunity for both advertisers and podcast creators.
Some of the fastest-growing podcast genres cater primarily to female audiences:
These aren’t just popular genres, they’re highly profitable. According to AdvertiseCast, CPMs (cost per thousand impressions) for these categories, often led by women, can be 20-30% higher than general podcasts thanks to their engaged audiences and strong brand loyalty.
Take Anatomy of a Stalker, a Crime+Investigation Original Podcast produced by Cue Podcasts. Hosted by journalist Ruchira Sharma, the show unpacks the psychology of stalkers with insights from forensic experts and survivors. Its gripping, investigative storytelling is exactly why true crime remains a go-to genre for female listeners.
Then there’s Everything is Content, also from Cue Podcasts. Hosted by Beth McColl, Sharma, and Oenone, it dissects the stories dominating the online zeitgeist, turning viral trends, reality TV scandals, and long-form journalism into sharp, engaging commentary.
The takeaway? Ignoring these genres isn’t just a missed opportunity, it’s leaving money on the table.
If podcasting is to reach its full business potential, the industry needs to adjust its priorities and recognise female-focused content as an engine for profitability, not a niche afterthought.
Spotify, Apple, and Amazon have poured millions into male-hosted podcasts. It’s time for comparable investments in female-led shows. Giving women the same resources, marketing budgets, and platform placements as their male counterparts will create more breakout successes and expand the industry’s financial horizons.
Brands that want to reach high-spending, highly engaged audiences should be increasing their ad buys on female-driven podcasts.
A recent Ogilvy research study found that women, as opposed to men, were more likely to remain attentive during ads. In the podcasting realm, Nielsen key ad engagement stats reported that 73% of women can recall a brand after hearing an ad due to this higher level of attentiveness.
More investment from beauty, wellness, travel, and education brands will help balance out the industry’s ad ecosystem, while also seeing greater returns.
While true crime, relationships, and wellness are thriving, certain categories remain largely untapped by female creators, including:
Investing in women’s perspectives in these genres is not just about representation, it’s about expanding audience reach and profitability.
The data is clear: the female podcast market isn’t just viable, it’s one of the biggest opportunities for growth in the industry today.
With women driving podcast engagement, consumer spending, and social influence, failing to invest in female-led content isn’t just an oversight, it’s leaving billions on the table.
For brands, media companies, and content creators ready to tap into this market, the opportunity is massive. But success in podcasting isn’t just about having a great idea, it’s about execution, production quality, and strategic growth.
That’s where Cue comes in.
At Cue, we specialise in launching, producing, and growing podcasts that make an impact. Whether you’re an aspiring female host, a brand looking to connect with engaged listeners, or a media company ready to invest in women’s voices, we provide end-to-end support to help your podcast thrive.
From expert production and seamless editing to audience growth strategies and monetisation support, Cue helps you turn your vision into a podcast that stands out.
Ready to start? Let’s create something incredible.
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