What's Trending in Podcasting? Key Insights for Your Company Podcast in 2025
The podcasting landscape is constantly evolving, and staying ahead of the curve is crucial for any brand looking to connect with their audience. As a leading podcast production company, Message Heard is always monitoring the pulse of the industry to help our clients create company podcasts that not only resonate but also drive tangible results. So, what's currently trending in the podcast space in 2025?
The Growing Power of Podcasting
The podcast industry continues its impressive growth. There are approximately 4.42 million indexed podcasts worldwide as of 2025. The global podcast audience is expected to reach 504.9 million by the end of 2024, growing from 406.4 million listeners in 2023. This makes podcasting an established yet growing form of media, with 1 in 4 internet users listening to podcasts.
1. The Rise of Video Podcasting: Beyond Audio-Only
While podcasts originated as an audio-first medium, video is now an undeniable force. Platforms like YouTube and Spotify are increasingly prioritizing visual content, and listeners are following suit.
Listener Preference: 32% of all podcast listeners in the US prefer those with video, and for regular listeners, 46% prefer video with their audio. Notably, 67% of Gen Z podcast listeners prefer platforms that offer both video and audio options.
Discovery Power: YouTube is now the number one podcast discoverability platform. For Gen Z listeners, 84% discover new video podcasts on YouTube. YouTube also holds the largest market share for podcast consumption in 2025, at 33%, compared to Spotify's 24% and Apple's 15%.
Engagement: More than 70% of viewers watch video podcasts in the foreground, meaning your show earns more mental real estate than audio-only shows. Additionally, video quality directly increases audience trust.
This trend highlights that for your company podcast, investing in quality video production is becoming essential to stand out and capture attention.
2. Niche Dominates: Go Specific or Go Unnoticed
In an increasingly saturated market, broad appeal is out, and hyper-specificity is in. This is about "Quality Over Quantity".
Deeper Value: 60% of listeners report that niche shows offer deeper value and insights.
Stronger Connection: 59% of listeners feel a stronger connection and loyalty to niche content.
Advertising Effectiveness: 63% of listeners are less likely to skip ads on niche podcasts compared to mainstream shows.
This trend emphasizes the importance of a clearly defined audience for your company podcast. Rather than trying to appeal to everyone, focus on a specific demographic or interest. As a podcast production agency, Message Heard helps you pinpoint your ideal customer profile (ICP) and craft a format that truly resonates, building dedicated communities around your brand. A show with 500 devoted listeners in a specific professional niche can be more valuable than 5,000 casual listeners.
3. Education Meets Entertainment: The Rise of "Edutainment"
Listeners are actively seeking knowledge through podcasts. Content that educates while also allowing for a more intimate connection and relationship between brands and audiences is highly valued.
Learning Focus: Many listeners tune in to gain new knowledge or better understand a subject.
Blended Content: Blending educational content with engaging storytelling makes your company podcast more enticing and effective.
For your company podcast, this means an opportunity to position yourself as a thought leader and provide valuable insights to your audience. Whether it's breaking down complex industry topics, offering practical advice, or sharing behind-the-scenes glimpses, an informative yet engaging approach can build trust and authority. Message Heard specializes in creating "podcasts with purpose", ensuring your content is both insightful and captivating.
4. AI in Podcasting: A Tool, Not a Replacement for Human Connection
Artificial intelligence is increasingly integrated into podcast production workflows, primarily for efficiency.
Production Support: About 40% of podcasters currently employ AI technologies to improve their productions, for tasks such as episode transcription, personalized content generation, automated audio editing, scriptwriting, and smart editing.
Listener Preference: Around 57% of podcast listeners utilize AI-powered features, such as personalized recommendations or voice-activated controls, which increases their level of engagement with content. While AI can streamline production, it's important not to rely exclusively on AI to process recordings, emphasizing the need for technical excellence.
The key takeaway here is that while AI can streamline your podcast production, the human element remains paramount. Authenticity, emotion, and genuine connection from your hosts are what truly build listener loyalty. Our podcast production services leverage the latest technology while always prioritizing compelling storytelling and human-centric content.
5. Monetization and Marketing Are Evolving
The podcast advertising market is experiencing significant growth. Global podcast ad spend is expected to top $5 billion in 2025. The podcast industry market size is projected to reach $38.36 billion in 2025.
Diverse Ad Formats: Message Heard has experience in running campaigns to gather an audience through a range of channels, including creating and running ads in other podcasts. Dynamic Inserted Advertising and Programmatic Advertising are also leveraged.
Listener Action: A two-year study showed that 71% of people would consider a product or service after learning about them on podcasts, compared to 57% for websites & online news. This shows that podcasts are more effective for product consideration.
Beyond Ads: Creators are embracing direct monetization through subscriptions, exclusive content, merchandise, and affiliate partnerships.
It's clear that simply creating a great show isn't enough; strategic amplification is vital. As a full-service podcast company, Message Heard aligns with your marketing goals, developing strategies that hit the right audience at the right time to maximize impact and grow your listenership. We implement effective marketing strategies to help you grow your podcast audience and maximise impact.
Get Your Message Heard with Expert Podcast Production
The world of podcasting is dynamic and full of opportunity for brands ready to tell their story. Whether you're aiming to educate, entertain, or build a loyal community, understanding these trends is the first step.
At Message Heard, we are dedicated to creating "podcasts with purpose". Our experienced team handles all aspects of podcast production, from initial concept development to recording, editing, sound design, distribution, and amplification. We take on the heavy lifting so you don't have to.
If you're ready to explore how a professionally produced company podcast can elevate your brand and connect with your audience in a meaningful way, get in touch with Message Heard today. Let us help you navigate the trends and create a podcast that gets your message heard.