The evolving podcast landscape: Key insights from The Podcast Show 2025

The 2025 Podcast Show revealed an industry in a stage of transformative growth. From the series of excellent talks, several key trends emerged, from legacy media, audio platforms, and creators adapting to new consumption patterns. Here are my essential findings from the talks I attended on the day:

1. How legacy media can succeed with podcasts

The Economist has successfully created a symbiotic relationship between print media and podcasting, with 2 million weekly listeners behind its paywall. Their true crime series Scam Inc. demonstrates the viability of premium podcast content, while their daily news show and five weekly programmes cater to different audience segments. Notably, their podcast audience is younger and skews more female than their traditional readership, making it appeal to more sought-after audience segments in the market. Moreover, The Economist also noticed that their podcast listeners are more likely to retain their print subscriptions. This makes the podcast a value add as well as a stand-alone opportunity.

Maintaining premium positioning while improving discoverability is an increasingly pressing issue. Legacy brands must balance their established reputation with the need to appeal to new demographics through tone and content evolution.

2. Infinite dial: UK Podcast consumption in 2025

Edison Research partnered with Ads Wiz to give one of the more data heavy presentations of the conference. They reported significant growth in UK podcast consumption, with 68% of adults now listening (up from 59% in 2021). Smart TVs have emerged as important podcast hubs, present in 72% of UK homes. Platform competition remains fierce, with Spotify leading at 33% of weekly listeners, followed by YouTube (20%), BBC Sounds (16%), and Apple Podcasts (10%).

Addressing persistent gender disparities is key, with monthly listening at 51% male versus 42% female. The gap widens further for video podcasts (55% male versus 38% female viewers), suggesting content and marketing strategies need reassessment.

3. Looking to Audio’s tomorrow

A look to the future of podcasts and audio in general lead to some illuminating findings. The podcast format continues to offer unique storytelling opportunities through its intimate nature and production flexibility. Significant crossover exists between podcasts and audiobooks – podcast listeners are four times more likely to engage with audiobooks. However, 66% of audiobook consumers do not listen to other spoken-word content, representing untapped potential.

The industry must develop better strategies to convert audiobook listeners to broader spoken-word content while maintaining quality standards.

4. Video podcasts: The $4 billion or $400 billion opportunity

Flight Story’s presentation on video podcasting highlighted the medium's growing importance as an advertising vehicle. Their analysis suggests the potential scale of podcast-related advertising revenue is being underestimated.

According to Flight Story, podcasts represent the industry's most significant growth area. Shows like Diary of a CEO attract one-third of their audience through YouTube, while smart TVs become important consumption devices, making the podcast experience more universal.

There is potential for market bifurcation between traditional audio-first podcasts and video-first ‘talk show’ formats. As production values approach broadcast standards, creators must decide whether to invest in video capabilities for short-term gain or stick to their guns with audio podcast production.

From challenge to opportunity: Key takeaways for platforms, brands and creators

Monetisation: Developing diversified revenue streams beyond advertising, including subscriptions and premium content

Discovery: Improving content discoverability as the market becomes increasingly saturated

Measurement: Establishing consistent metrics across platforms to demonstrate value to advertisers

Talent development: Cultivating new voices while maintaining professional standards

Format innovation: Balancing experimentation with proven content models

The audio revival is gathering pace

The conference left no doubt – podcasting is evolving at remarkable speed. The industry’s potential feels both exhilarating and tantalisingly just out of view – even the most informed predictions can’t quite capture what lies ahead.

What is certain is that this moment of transformation presents extraordinary opportunities. For content creators embracing innovation, brands seeking authentic engagement, and listeners discovering new formats, the audio landscape has never been more dynamic.

I look back on The Podcast Show 2025 with renewed appreciation for this medium’s enduring power to surprise. There is a deeper sense of conviction that its most exciting chapters are yet to be written.