The Future of Podcasting is Women

On a recent Saturday in Milan, we stood before a room full of creators, producers, editors, and journalists at Tutte Abbiamo Voce (“We All Have a Voice”). Looking out at the crowd, the energy was undeniable: the European podcasting scene is powered by a dynamic mix of women professionals, particularly across the Italian and Spanish markets.

But as we presented our latest "Women in Podcasting" 2026 Research, a stark paradox emerged. While women are at the heart of podcast consumption and engagement, they remain critically underrepresented and underfunded.

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The data tells a story of high demand and low supply. Our research shows that the industry is struggling to keep pace with its own audience:

• Representation: 40% of European listeners believe the podcast industry fails to represent women adequately as hosts.
• Discovery: 33% of listeners report they aren't exposed to enough content hosted by women on their preferred platforms, noting that algorithms still tend to favour male creators.
•  Demand: This isn't just a "women’s" issue. One-third of male listeners and two-fifths of women listeners are now actively seeking out podcasts hosted by women.

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As noted in Corriere della Sera, while women are often the catalyst for a podcast's success, the "mic" is still disproportionately held by men. We are effectively leaving a massive portion of the audience underserved.

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Why Women are an Advertiser’s Best Bet

The intimacy of podcasts creates a "trust dividend" that women hosts are uniquely positioned to exemplify:

• Persuasion: Listeners find product endorsements from female hosts significantly more convincing (23%) than from male hosts (10%).
• Perspectives: 63% of European listeners say women hosts bring valuable, different perspectives.
• Opportunity: There is an opening for women’s voices in traditionally male-skewed genres like Sports and Tech, where listeners are hungry for fresh, diverse commentary.

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Making Women’s Voices Economically Sustainable

Advocacy is a start, but sustainability is the goal. At the event, we discussed how to turn these insights into a thriving business model. To make women’s voices economically sustainable, we must focus on:

• Evolution: Moving beyond the standard "spot" to host-read sponsorships that leverage the deep parasocial trust women hosts build with their fans.
• Cross-Border: The attendance of Italian, Spanish, French, and Belgian professionals at Tutte Abbiamo Voce highlights the power of a unified European ecosystem. By sharing data and talent across these borders, we create a larger, more attractive scale for global advertisers.
• Platforms: Listening platforms must do more. If 1 in 3 listeners can't find the women’s voices they want, the industry is failing to meet its own growth projections.

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What’s Next?

The success of the first Tutte Abbiamo Voce proved that the hunger for change is real and that we expect future events in the years to come. The follow-up conversations we’ve had since the event show an industry ready to move from awareness to action.

In 2026, the future of podcasting belongs to those who recognise that diversity is a competitive advantage. With 77% of European listeners calling for more women behind the mic, representation is no longer just a goal - it’s a mandate. We’re committed to ensuring women’s voices are loud, heard, and, most importantly, economically empowered. 

If you’re a woman in podcasting - a creator, advertiser, producer, or any role in between - and would like to discuss representation, commercial viability, or advertising in Italy, Spain, or wider Europe, please get in touch with megan@acast.com and joanna@acast.com. 

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Note on Research: Study conducted via Attest in February 2026. N=600 weekly podcast listeners from the UK, France, Italy, and Spain (N=150 per country). 50/50 male/women split of respondents, aged 18-54.