And just like that another year in podcasting draws to a close. 

2024 was full of monumental shifts from companies and listeners alike. We said goodbye to Chartable and Pacific Content, Spotify made strides toward YouTube’s video crown, more women are listening to podcasts than ever before, and podcasts even made their way into the political arena via the U.S. election. 

With all these moving parts it can be hard to pinpoint where the industry is going and what exactly brands should do in 2025 to keep up with the audio curve.

To help position you to win the battle for listener attention, we put together the top 6 trends set to dominate this year in podcasting and how you can go about adding them to your workflow.

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1. Video podcasting

Unsurprisingly, video is securing its spot in podcasting. 

That’s right – whether we like it or not – video is here to stay. Here are a few reasons why:

• 64% of podcast listeners find YouTube to be a better podcast experience compared to audio-only formats 
• 65% of listeners consuming podcasts on YouTube are consuming them for the first time
• 75% of people voted that the official definition of a podcast should include audio and video
• On Spotify, the number of creators posting video content each month has increased by nearly 70% over the past year
• 84% of Gen Z monthly podcast listeners consume podcasts with a video component with 49% believing that video provides a better understanding of context and tone 

While podcast pros are debating whether or not you need to add video to your podcast to stay competitive, we stand by accessing your resources. If you have the time, tools, and team to put toward adding video to your show – give it a go. 

However, as Dinos Sofos, the former Head of Podcasts at the BBC and founder of Persephonica puts it: “Having a video strategy is really important. You can’t just record in a cupboard anymore.” In other words – unless you’re opting to be the Blair Witch of podcasting, investing in a decent camera, backdrop, and video recording/editing software is a must. 

Here’s a short run-through of how to get started:

• Nail down your backdrop: A branded background goes a long way. Think about recording in an aesthetic part of your office, in front of a window with a view, or in a location that incorporates your brand colors. 
• Secure a recording and editing platform: We suggest opting for a remote recording and editing platform like Riverside where you’ll be able to record high-quality video from anywhere in the world. That’s right – no high-tech gear is required and you won’t need to worry about an unstable internet connection. If you don’t have much editing experience, we suggest opting for Riverside or Descript for an intuitive interface. 
• Find a podcast hosting platform that supports video: While you can upload your video manually on video apps like YouTube, we suggest opting for a hosting platform that automates the process like CoHost or Podbean. 

For more details, check out CoHost’s complete guide on how to get started with video. Or if you’re interested in partnering with a full-service agency to create a professional and engaging series that performs, check out Quill’s video-specific services. 

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2. More podcasts by company executives 

Unsurprisingly, people are more likely to trust and relate to other people than brands. And marketers are picking up on this. 

Instead of plastering cover art with your brand’s name, logo, and color scheme, mentioning your brand’s involvement in your intro and conclusion, and exclusively featuring internal stakeholders, many marketers are opting to ditch the “company” in favor of the “thought leader.”

As Robert Tuchman, Co-Founder of Amaze Media Labs, points out in CoHost’s 2025 podcast predictions roundup, with consumers valuing authenticity more than ever, companies who opt to put their leaders front and center will win the battle for attention. 

For example, The Diary Of A CEO, hosted by Steven Bartlett, ranked in the top 5 podcasts on Spotify in 2024. This is largely because instead of focusing on Steve’s businesses and leaning into corporate jargon, the producers opted to expose the candid, unfiltered reality of becoming a CEO, making Steve more relatable and approachable.

Another example is Makers’ Mindset by Nancy Twine, a high-profile executive who transitioned from Goldman Sachs to founding a nine-figure beauty business. Her podcast offers an intimate look into the stories of female entrepreneurs and executives. By sharing personal experiences, triumphs, and challenges, the series allows Twine to build a deeper connection with audiences outside the brand.

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3. Influencer marketing

Influencer marketing doesn’t just live on Instagram and TikTok anymore. That’s right – forward-thinking marketers are expanding their influencer partnerships to branded podcasts. Here are some reasons why:

Thought leadership

‍Almost half of brands report that podcasting is better for building authority than other channels. Podcasts lend themselves to deep, long-form conversations that humanize brands and build affinity. Bringing on an influencer with an established, loyal fanbase makes it easier to earn the audience’s trust and attention. 

Resonate with younger demographics

For brands looking to reach Millennial and Gen Z audiences, featuring influencers on your podcast offers the opportunity to highlight relevant voices that listeners already know and trust. In fact, 61% of Gen Z listeners use podcasts to stay up-to-date on social issues and 63% of Gen Z and Millennials trust influencer opinions. 

Targetted lead generation

Instead of catering to the masses with traditional ads, influencer guests allow brands to reach highly engaged, niche audiences. This is reflected in the numbers with 82% of brands reporting higher-quality leads from influencer marketing and 72% of brands citing lead generation as a main benefit of their podcast.

One of the best parts about adding influencer marketing to your podcast strategy is its versatility. You can invite niche-aligned influencers onto your show (like Northwestern Mutual collaborated with TikTok sensation, Kat Stickler, on an episode of A Better Way to Money™) or bring on an influencer to host your show (like Banfield Pet Hospital invited Hannah Shaw to host Not Just Fluff). If you’re playing the podcast long-game, your host may even achieve influencer status – like Alex Cooper of Call Her Daddy. 

To learn more about adding influencers to your branded podcast strategy and how to get started, check out our complete guide. 

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4. Deeper audience insights 

Brands are realizing that creating a compelling podcast isn’t enough. To earn listener attention, you need to deliver content that aligns with their consumption preferences, meet them where they already are, and provide genuine value.

We know – it’s a mouth full – and it’s easier said than done. 

The only way to ensure you’ve covered all of the above is through podcast analytics and audience insights. Not too long ago creators and brands were limited to vanity metrics – like downloads and subscribers – but the industry is evolving to include more revealing metrics that detail engagement and loyal listenership.

With that in mind, here are some of the most important metrics our CEO, Fatima Zaidi, suggests tracking in 2025: 

• Consumption rate: This is a measure of how long listeners are tuning in before dropping off. Measured on a percentage basis, the closer you get to 100% the better. This metric is particularly important because it shows you how well your content is resonating.
• Drop-off points: Look for commonalities where listeners are dropping off. If lots of listeners are tuning out at the same spot, this likely indicates that an ad ran too long, a segment missed the mark, or the conversation strayed too far off-topic. 
• Advanced Audience Demographics: Learn your audiences’ age, location, interests, social media habits, income, interests, and more, so you can tailor their episodes to align with the preferences and needs of their target demographic. 
• Social media habits: See which platforms and channels drive the most downloads with CoHost Tracking Links so you can focus your marketing efforts where your audience already lives online.
• B2B Analytics: Get a detailed look at the companies who are tuning into your podcast, including their industries, seniority level, job role, average company size, and average revenue breakdown. This helps you secure sponsors and enhance lead generation.

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5. More “always on” podcasts

In the early days of podcasting, structuring your series around seasons was definitely the more conventional route – but things are changing. 

Arielle Nissenblatt of Audily aptly points out that while limited-run and seasonal shows have been effective for storytelling, they present challenges for sustained audience engagement, marketing opportunities, and long-term monetization.

Always-on podcasts offer brands the opportunity to maintain a consistent presence in the ears of their listeners, fostering stronger relationships and loyalty. With an ongoing format, podcasts can capitalize on current trends, listener feedback, and fresh ideas, keeping content dynamic and relevant. 

Moreover, for production companies and sponsors, the always-on model allows for expanded content libraries, which can drive ad revenue, subscription models, and overall brand visibility.

We will note that the “always on” structure doesn’t work for all brands, so before making the switch, analyze your resources and your type of content. If it feels like a stretch to draw out what would otherwise be a 6-8 episode season, we suggest keeping to your original structure since your audience will pick up on it too. 

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6. The rise of more creative formats

Branded podcasts are moving beyond traditional one-on-one interview formats, with narrative-driven shows, hybrid interview-documentary formats, and even solo monologues gaining traction. 

Jennifer Moss from JAR Audio points out that as the podcasting landscape becomes more competitive, creators are exploring new ways to stand out, leveraging storytelling and creative production to engage audiences in new and compelling ways.

While the interview format is a go-to for a reason, its ubiquity has made it increasingly challenging to capture and hold listeners’ attention. To overcome this, brands are recognizing the power of more creative podcast formats including: 

• Narratives: Best used to evoke emotion, create memorable experiences, and connect with listeners on a deeper level. 
• Hybrid formats: Blending interviews with documentary-style storytelling adds layers of context and creativity that enhance the listener experience. 
• Monologue-style episodes: This format offers a chance for hosts to share personal insights or deep dives on specific topics, fostering a more intimate connection with the audience.

A great example of a branded podcast leveraging creative formats is Murder in HR. Combining humor, suspense, and workplace satire, the series takes the form of a murder mystery – a unique storytelling vehicle for exploring company culture.

If deviating from interviews isn’t the move for your brand, we suggest weaving personal stories, soundscapes, and guest perspectives into a cohesive narrative to help set your show apart. Plus, if you’re interested in honing your interviewing skills, check out our full guide to becoming your guest’s favorite interviewer. 

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What’s your branded podcast strategy for 2025?

There you have it – the branded podcast trends we predict will dominate the coming year. 

From incorporating video elements to engaging audiences with always-on formats and creative storytelling techniques, brands are finding new ways to connect with listeners. Executives are stepping into the spotlight, influencers are becoming integral to podcast strategies, and deeper audience insights are helping brands tailor their content and provide value.

Whether you're experimenting with video, crafting unique formats, or leveraging thought leaders and influencers, the key to success lies in staying authentic, delivering value, and adapting to your audience’s evolving preferences. 

To learn about how a branded podcast agency can help you elevate your series for 2025, get in touch with the Quill team.