What’s New? Three Major Podcast Trends for 2025/2026
A DMEXCO column by Maximilian Conrad, Co-Founder and CEO of Hypecast, exploring the biggest podcast trends for 2025 and 2026.
Podcast Trends 2025: How the Medium Is Coming of Age
We’ve hit a milestone. According to a recent survey by Backlinko, 55 percent of adults in the US now listen to at least one podcast episode per month. And audience growth is accelerating all over the world—from Brisbane to Berlin. As the podcast industry matures, key inflection points are emerging that will shape the next 12 to 18 months. To map out what’s ahead, I spoke with industry veteran James Cridland, who has spent 35 years in audio, is a self-described “radio futurologist,” and publishes the global newsletter Podnews.
“A podcast does one thing—and it does it really well: It’s something for your ears when your eyes are busy,” Cridland reminds us. His audio-first mantra still holds true, even in an era of booming video, live events, and subscription models.”
Especially now, as the industry once again debates what a podcast actually is, it’s worth returning to that core idea. But that’s just the beginning. Below are three strategic trends that every B2B leader—whether agency head, brand marketer, or publisher—should keep on their radar as podcasting turns 21 in 2025 and enters its own version of adolescence.
#1 The Big Video Experiment—and the Inevitable Pullback
Over the past year, nearly every major platform has pushed video into podcast feeds. A true podcast trend for 2025: Spotify enabled video shows in June 2024; YouTube reported over one billion unique podcast viewers in January. But Cridland warns that the hype may not deliver:
“I expect that by mid-2025, we’ll hear major publishers say: ‘We tried video, it didn’t work—we’re scaling it back.’ Just like radio once overinvested in Facebook video, many creators today are funneling resources into visual formats that may not serve their audience.”
Why this matters: Brands and agencies need to place their bets wisely. Video works for “showmaster” formats—multi-camera interviews or music festival recaps—but dilutes the core strength of true audio shows: the listener’s imagination.
Expect cycles of “adoption and retreat,” where the winners are those who combine minimal, intentional visuals with top-tier storytelling.
#2 Think Beyond Ads: Live Events, Merch & Memberships
The power of podcast communities goes far beyond RSS feeds. From London’s O₂ Arena to mid-size theaters in New York, live recordings are now reliable revenue machines. Cridland forecasts:
“We’ll see more live tours, more paid memberships, and more branded merch. SmartLess Mobile—a SIM card service born out of a US comedy podcast—is just the beginning. This kind of lateral thinking will multiply.”
Why this matters: Advertising revenue alone won’t sustain every show, especially in a looming recession with shrinking budgets. Alternative income streams—ticketed events, tiered memberships, and co-created merch drops—give creators financial stability and deepen brand loyalty. Agencies should bundle sponsorships with live experiences and exclusive “pod-perks” to activate superfans. One strong example: the annual fan magazine of the German retro game podcast Stay Forever, which has run successfully for over a decade.
#3 Quality Over Quantity: Curating the Right Communities
As barriers to entry fall, the podcast universe has exploded to over five million shows globally. But “niche” doesn’t mean “small”—in fact, it’s a dream for precision targeting. Cridland notes:
“There will always be blockbuster shows chasing scale. But tightly focused formats for horse owners, gamers, or biotech executives are incredibly valuable. These micro-communities deliver conversion rates up to three times higher than generic network buys.”
Why this matters: Brands need to rethink KPIs—beyond downloads. Engagement metrics like listener retention, listener-to-action conversion, and community sentiment will outweigh CPM in the coming buying cycle. Curated show bundles and theme-specific channels—like Longevity Labs or Agri-Tech Today—allow marketers to authentically reach hyper-defined segments.
Podcast Trends 2025: What Sticks?
The explosive growth of podcasting is settling into a new equilibrium. The next 12 to 18 months will be shaped by:
• Selective use of video: Only add visual elements where they enhance—not distract from—audio storytelling.
• Diversified revenue streams: Bake live and digital events, memberships, and merch into campaign strategies from day one.
• Community-first thinking: Prioritize engagement and niche audiences over sheer reach.
As Cridland aptly concludes:
“Audio thrives on imagination. Don’t trade that away for visual gimmicks—instead, tap into the power of your listeners to shape the future with you.”
Podcast Trends 2025: Three Strategic Levers for Brands and Creators
The podcast playbook is being rewritten in real time. Those who align innovation with the medium’s core strengths over the next 12 to 18 months are positioned to win. Podcast Trends 2025 make one thing clear: video experiments must reinforce the immersive, eyes-free magic of audio—not override it. Diversified business models—from arena tours to branded subscriptions and merch—will protect creators and boost fan loyalty in unstable ad markets. And real impact won’t come from mass downloads, but from highly engaged, topic-obsessed communities where every listener feels seen.
For agencies and brands, the mission is clear: evolve from media buyers to ecosystem architects. Build custom video integrations that elevate audio-first storytelling. Be a partner in live events and memberships that turn listeners into superfans. And curate niche offerings that speak directly to your audience’s passions. That’s how you not only leverage the power of podcasting—but help shape an industry rooted in imagination, intimacy, and authentic connection. Today and for the years ahead.
