A recent report by the Annenberg Inclusion Initiative (AII) at University of Southern California explores representation in podcasting and reveals stubborn inequality in an increasingly influential media space.
Key Findings: Who’s Hosting and Who’s Invited
In a survey of the top 100 English‑language U.S. podcasts (Jan–Sep 2024) and a broader sample of 592 shows, the report found:
- Female hosts make up just 35.9 % of hosts on the top 100 podcasts, and 33.2 % in the larger sample.
- When it comes to race/ethnicity, 77.1 % of the top 100 hosts were white and only 22.3 % were from under‑represented groups — a ratio of about 3.5 white hosts to each non‑white host.
- Women of color fare the worst: only 6.6 % of hosts in the top 100 are women of color.
- Podcast guests also skew heavily male — across ~6,413 identified guests, 72.8 % were men and 27.2 % were women. Nearly two‑thirds of episodes didn’t feature a female guest at all.
Why It Matters for Creators and Businesses
Podcasting is often promoted as a more accessible medium than film or television. Yet, this study shows the promise of openness hasn’t translated into equal opportunity.
For business owners, educators and creators — especially from under‑represented groups — this signals both a challenge and an opening. Establishing shows with diverse hosts and guest line‑ups may help content stand out and fill an unmet space.
Actionable Takeaways
- If you host a podcast, deliberately look beyond traditional networks when sourcing guests and co‑hosts; aim for gender and racial diversity.
- For brands seeking podcast partnerships or sponsorships, examine the representation on the show — alignment with your values and audience may matter more than raw listener numbers.
- Platforms, networks and creators should collect and share more demographic data on hosts/guests to monitor progress — as this AII study does for the first time.
