""The podcasting landscape is in overdrive. Audience numbers are soaring, new formats are emerging, and what once felt like a niche medium is now a cultural mainstay." - Podcast Trends Report, SiriusXM There's friction in all this, though: Success has eroded the traditional cozy vibe of podcasting as it evolves into an influential media category. Hence, this report, which seeks to "unpack five of the most urgent questions shaping the future of podcasting.""
"64% of audiences consume podcasts on YouTube. At the same time, 92% of SiriusXM users listen to podcasts as native audio. 2.4 - that's the number of platforms, on average, that SiriusXM podcast consumers use to follow their favorite hosts on. Video isn't replacing audio; it's expanding the podcast ecosystem. Creators aren't picking one format over the other; they are aligning content to the strengths of each format."
Podcasting growth is accelerating and becoming a cultural mainstay, with audience numbers soaring and new formats emerging. Success has introduced friction, shifting podcasting from a cozy niche toward an influential media category. Major questions include the video shift, the scale myth, the brand gaze, the AI question, and the measurement gap. Video complements audio: many listeners consume podcasts on YouTube while native-audio listening remains strong; creators use multiple platforms and align content to each format's strengths. Audience behavior is fragmented across platforms, and continued evolution raises urgent strategic questions for creators, brands, and measurement practices.
Read at RAIN News
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