Podcasting is rapidly evolving, with new trends shaping how brands and creators engage with audiences. In 2025, two key trends stand out: the rise of video podcasting and the increasing adoption of branded podcasts. These shifts are driven by the demand for engaging content, new monetization opportunities, and advancements in podcast analytics. Whether you're a content creator, marketer, or business executive, understanding these trends will help you craft a successful podcasting strategy.
Why Video Podcasting Is Taking Over in 2025
Video podcasting is no longer just an option—it’s becoming a necessity. Here’s why:
Increased Audience Engagement
- 64% of podcast listeners prefer YouTube over audio-only formats.
- 84% of Gen Z podcast consumers engage with video podcasts.
- Video helps provide better context and emotional connection, making content more engaging.
Content Repurposing & Discoverability
Video podcasting isn’t just about YouTube. Short clips can be repurposed for TikTok, Instagram Reels, and LinkedIn, improving discoverability. With tweets containing video receiving 10x more interaction, creators who integrate video will have a competitive edge.
The Role of Platforms Like YouTube and Spotify
- YouTube is now the most popular podcast consumption platform (34%).
- Spotify has introduced over 250,000 video podcasts and rebranded to 'Spotify for Creators.’
Branded Podcasts Are Becoming a Marketing Powerhouse
More businesses are using branded podcasts to enhance their marketing efforts, strengthen brand authority, and build community.
Curious why so many businesses are launching B2B podcasts? Learn the top four reasons to start one in 2024.
Thought Leadership & Executive Podcasts
- Podcasts hosted by company executives help humanize brands.
- Examples like 'The Diary of a CEO' by Steven Bartlett show how personal branding builds trust.
- B2B podcasts provide niche audiences with valuable insights, making them essential for knowledge-based industries.
Influencer Marketing in Podcasts
- 63% of Gen Z and Millennials trust influencer opinions.
- Businesses are integrating influencers into branded podcasts to drive targeted lead generation.
- Brands like Northwestern Mutual and Banfield Pet Hospital use influencers to expand podcast reach.
Measuring Podcast ROI with Advanced Podcast Analytics
- New tools track metrics beyond just downloads, including drop-off points and engagement depth.
- B2B analytics allow brands to identify exactly which companies are listening.
- Tracking links help measure the success of cross-channel promotion efforts.
The Shift Towards 'Always-On' Podcasting Strategies
Seasonal podcasts are giving way to always-on formats, ensuring consistent audience engagement and long-term monetization opportunities.
Advantages of Always-On Podcasts
- Continuous growth and brand presence.
- Frequent engagement keeps audiences loyal.
- Increased sponsorship opportunities due to a steady content schedule.
Creative Podcast Formats Are Rising
The traditional interview format remains popular, but brands are diversifying their approaches to maintain audience interest.
Narrative Storytelling
- Emotionally compelling, deep storytelling attracts engaged listeners.
- Example: 'Murder in HR' is a creative series combining workplace satire and mystery.
Hybrid Formats & Solo Monologues
- Interview-documentary hybrids blend deep research with conversational discussions.
- Monologue-style episodes allow hosts to establish direct connections with their audience.
Should Your Brand Start a Video Podcast in 2025?
Not every brand needs to invest in video. Consider these factors before making a decision:
Benefits of Adding Video
- Greater discoverability on YouTube, Spotify, and TikTok.
- Higher engagement levels (video improves trust and comprehension).
- More opportunities for content repurposing across marketing channels.
Challenges When Adopting Video Podcasting
- Increased production complexity and costs.
- Hosts need to be 'camera-ready' at all times.
- Women in podcasting face additional scrutiny on appearance and presentation.
Conclusion
In 2025, branded podcasts and video podcasting will dominate the industry. Businesses and creators must focus on audience engagement, platform strategies, and content formats to stay relevant. Whether it's through thought leadership, influencer collaboration, or always-on podcasting, adapting to these trends will ensure long-term success. Brands looking to expand into podcasting should carefully evaluate video’s role in their strategy and invest in podcast analytics to measure performance effectively.
Ready to elevate your podcast game? Stay ahead of podcast trends by incorporating these insights into your 2025 strategy.
With podcast trends evolving rapidly, we specialize in making video podcasting and branded podcasts work seamlessly for your brand—ensuring maximum audience insights and discoverability.