Apple. Spotify. iHeartRadio. YouTube. TV. Tablet. Phone. In your car, at your desk, or in a meeting — podcasts are everywhere. As content consumption continues around the clock, podcasts have become essential sources for news, entertainment, education, and more. There’s something for everyone.   

According to Edison Research podcast listening more than quadrupled last year, accounting for 11% of daily audio time. Nearly a quarter of listeners spend 10 or more hours a week tuned in. With 46% of weekly listeners purchasing products or services based on podcast ads, the medium’s influence is undeniable. Statista projects that podcast ad spend will hit $3.9 billion by 2026, up 130% from 2020.   

Now in its prime, podcasting has evolved from a niche hobby to a mainstream content powerhouse. Below are five key trends shaping podcasting as we head into 2025.   

Re-watch podcasts, where hosts relive episodes of hit TV shows, are becoming increasingly popular. Shows like The Office Ladies and Fake Doctors, Real Friends tap into nostalgia by offering behind-the-scenes insights from former cast members.   

These podcasts bridge the gap between fans and their favorite characters, creating a personalized experience. As Hubspot’s Jenny Romanchuk noted, “Rewatch podcasts are hot because they let us revisit happy memories.” Fans get unmatched context straight from the stars themselves, making this trend one to watch.   

Listening is great, but watching is better. Visual content accompanying audio podcasts has expanded audiences and amplified engagement.   

According to Forbes, one-third of “weekly podcast listeners” discovered new podcasts on YouTube — nearly double the next closest competitor, Apple. The New York Times reported that 16 of the top 30 podcasts in late 2023 featured filmed episodes, up from just seven two years prior.   

The visual element provides a unique way to capture audience attention. Shows like The Joe Rogan Experience have seen enormous success by offering video content, with top episodes garnering nearly 400 million views. Podcasters who don’t adapt to offer video risk being left behind.   

The rise of viral internet stars turning to podcasting is undeniable. Take Hailey Welch, who went viral with a quirky street-interview video. Her fame led to a lucrative podcast deal with Jake Paul and the launch of Talka Tuah.   

While capitalizing on viral moments is understandable, the flood of influencer-driven podcasts raises concerns. Not every viral personality has compelling stories to share. As a result, the podcast landscape becomes cluttered, diluting the quality of available content.   

Monetizing podcasts remains a challenge for many creators. Despite technological advancements like programmatic ad placements, live reads by hosts remain the gold standard.   

Personalized ad reads seamlessly integrate into episodes, creating authentic connections between brands and listeners. This approach differentiates podcasts from other advertising channels. Dynamic ad placements are gaining traction, with spending projected to hit $320 million by 2026. However, host-read ads remain the trusted companion for brands looking to stand out.   

The influence of podcasts reached new heights during the 2024 U.S. presidential election. Candidates leveraged the medium to connect with diverse audiences, generating millions of views and downloads.   

Donald Trump appeared on 14 podcasts, including Bussin’ with the Boys and The Joe Rogan Experience, which alone amassed over 53 million YouTube views. Kamala Harris took a different approach, appearing on five podcasts with a combined four million views. These interviews showcased the power of podcasts as a direct communication channel, a trend likely to continue in future political campaigns.  
 

Bonus: Athlete-Generated Content   

Athletes are no longer confined to traditional media outlets. With a few microphones and a camera, they can control their narratives and engage directly with fans.   

Pioneers like Gilbert Arenas and JJ Redick paved the way with shows like Gil’s Arena and The Old Man & The Three. Current stars such as Draymond Green, Travis Kelce, and A’ja Wilson have followed suit, creating popular recurring podcasts.   

This trend extends to college athletics, where NIL (Name, Image, and Likeness) agreements are fueling athlete-generated content. Podcasts provide new revenue streams and unfiltered access for fans, reshaping sports media.   

Key Considerations for Podcast Advertisers  

As podcast advertising continues to grow, brands must approach their investments strategically. More than half of global marketers (55%) plan to increase their podcast ad spend in 2025, pushing total investment beyond $5 billion, according to WARC. Podcast advertising ranks higher than gaming (55%), retail media (51%), and sponsorships (32%) in terms of marketer interest.   

Additionally, while interest remains strong, the growth rate has slowed since its pandemic-era peak. Understanding audience preferences and ensuring authenticity will be crucial for brands looking to make an impact in this evolving space. 

 Whether you’re a brand decision-maker or a curious content explorer, now is the time to dive into the podcasting world. With over 138 million potential listeners deeply engaged in content they love, the opportunities for connection and influence are vast.