It’s 2025 and as marketers, we should know by now the power of niche audiences.  

As the saying goes, “Be something to someone rather than everything to everyone.” This speaks to the importance of targeting a focused audience instead of trying to speak universally to many audiences. 

Consumer expectations are shifting. 

Gone are the days when mass messaging and broad targeting drove results. Instead, today’s audiences crave hyper-relevant content, deeper engagement, and a sense of community — and that’s exactly what niche podcasting delivers.

For brands in the podcasting space, niche podcasts provide unmatched value. New research from Sounds Profitable shows that niche podcast audiences don’t just stay within their lane—they frequently overlap with mainstream podcast listeners, offering brands both depth and scale.

In this article, we’ll cover why brands are betting on niche podcasting and why you should too. We’ll take a look through the lens of a branded podcast as well as brands advertising on podcasts.  

So without further ado, let’s dive in. 

‍

Why niche podcasts are taking over in 2025

Shows like Call Her Daddy, The Tim Ferriss Show, Armchair Expert, and many more all speak to, arguably, quite a broad audience. Most people can hit play on any of those shows and be entertained. 

But these shows have been consistently releasing content for many (many) years and the landscape has changed. Now, it’s really challenging for a new show to enter the listening apps and grow to the degree the above have. 

For brands, they need to shift away from mass marketing and get laser-focused on target, high-value content that speaks to a specific audience. 

Let’s look at the stats: 

• The 2024 Podcast Pulse Report found that 60% of listeners say niche podcasts offer deeper value and insights than mainstream programming. 
• The same report found that 60% of those listeners also said they find niche podcasts more engaging and 59% said they have a stronger connection and loyalty to them. 
• Advertisers – 63% of listeners said they’re less likely to skip advertisements from niche podcasts as opposed to mainstream podcasts. 

‍

The benefits of niche podcasting for branded podcasts

Let’s make up a scenario. 

Say your branded podcast targets C-Suite executives at financial institutions. That’s a very specific, niche audience. 

Now let’s say in one scenario your podcast is hyper-targeted to these executives, speaking exactly to their challenges and providing solutions. On average, you have 200 downloads per episode but those 200 downloads are from qualified, C-Suite executives at financial institutions. 

In scenario two, you still target the same executives but make a branded podcast that covers the financial landscape more broadly and provides generic industry insights. You have close to 5,000 downloads per episode but only 10 of those downloads are from C-Suite executives and the rest are from lower-level management and everyday people interested in financial literacy. 

Which situation would you prefer? Scenario number one of course (and if that wasn’t your decision, then we recommend referring back to what the goal of your podcast is). 

When looking at your podcast’s performance, it might seem like the show isn’t performing “well” by the number of downloads each episode receives. But in reality, your show is wildly successful because where else can you get 200 C-Suite executives at financial institutions to sit down and engage with your content for sometimes upwards of 30 minutes? 

Niche podcasting focuses on relevance over reach and for brands. Brands that go niche recognize that a small, highly engaged audience is more valuable than a large but passive one. 

Some other benefits of nich podcasting include: 

• Higher brand affinity: Listeners trust niche podcast hosts, creating an ideal environment for brand storytelling.
• SEO & discoverability perks: Niche podcasts often rank higher in search and recommendations due to their specialized content.
• Built-in relationship accelerator: Niche podcasts double as strategic tools for building relationships with high-value guests, clients, or partners.
• Sharper audience insights: A focused audience gives you faster, more accurate feedback to guide product, marketing, and messaging decisions.

‍

The value of niche podcasts for advertisers

So we’ve chatted about branded podcasts, but those aren’t the only brands that benefit from niche podcasting. 

Brands that advertise on podcasts are also prioritizing niche shows. We understand the draw and excitement about sponsoring big names like the Huberman Labs and Diary of a CEO’s of the world. And don’t get me wrong, there are plenty of brands that have seen success with these shows like BetterHelp or AG1. However, typically, these brands pair larger shows with small, targeted audiences as well. 

Why? Well, it's the same reason as branded podcasts above. Niche audiences are hyper-focused and typically, more engaged and connected to the podcast. And for advertisers, this means that if the host recommends the product to their audience, that audience is more likely to purchase. 

For example, in a recent panel at SXSW sponsored by Quill called “Brand Podcast or Audio Ads: What’s Right for Your Company?”, Margaux Natiello, the Senior Partnerships Manager at AG1 shared that alongside the big name podcasts they sponsor, they also find those smaller, more niche communities. As an example, she shared that she’s found podcasts about bird watching to do surprisingly well and typically, that’s because it’s (obviously) quite a niche audience and listeners really trust what the host recommends. 

You can watch the full session here: 

‍

Some other benefits of nich podcasting include: 

• Better ad recall & conversion rates: Listeners take action on relevant sponsorships more often and niche podcasting supports this as seen in Acast’s study.
• The crossover effect: Niche audiences also engage with mainstream podcasts, creating reach beyond their core community.
• Less noise, more impact: Your ad isn’t fighting for attention alongside five others — niche shows typically feature fewer sponsors, so your message stands out.
• Audience psychographics > size: Niche shows offer highly aligned values, making it easier for brands to connect emotionally and build long-term affinity with the right people.

‍

How to find & own your niche in podcasting

​​Okay, so we’ve covered why niche podcasting works—and you're probably thinking: "Cool, but how do we actually find that niche and make it ours?" Let’s break it down.

‍

For branded podcasts 

Step one: get to know your audience like they’re your best friend. And not just their job title — dig into their motivations, frustrations, online habits, and content blind spots. After all, if you’re creating a show for them, it only makes sense to understand what they actually care about… right? Right.

Try using surveys, listener interviews, or even LinkedIn DMs to gather insights like:

• What topics interest them?
• What keeps them up at night professionally?
• What podcasts do they already listen to (and why)?
• Where do they feel unseen or underserved in the current content landscape?

Once you’ve got a clear picture, it’s time to define your podcast’s unique edge. One of our favorite tools? A good old-fashioned competitive content matrix. Map out what other shows in your space are doing and then identify where your brand can bring something fresh. Maybe it’s a bold format, an underserved audience segment, or an angle nobody else is brave enough to tackle. You need to be better or different to stand out. 

And finally, test and iterate your content. Just because you picked a niche audience and content direction to go in doesn’t mean you’re stuck there. Continue to adapt based on listener feedback and podcast analytics. Maybe you uncover the audience you set out to target actually isn’t your primary listener base at all and instead, you find an entirely new segment that resonates with your content. 

‍

For brand advertisers 

If you're an advertiser, you’re not starting from scratch — but you are looking for the right podcast partners. And the same principle applies: specificity wins.

Go beyond vanity metrics like downloads. These don’t tell you anything about how niche or engaged an audience is. Instead, look for shows that align with your audience’s values, habits, and attention span. 

Ask about:

• Audience demographics and psychographics
• Consumption rates (how long are listeners staying?)
• Engagement (social shares, listener feedback, brand mentions)

And when it comes to how you show up in the episode, prioritize host-read ads. Niche audiences often have deep trust in their hosts — so an authentic endorsement will always land better than a polished, pre-recorded insert. Think of the host as your brand’s connector, not just a voice.

Lastly, diversify your placements. Don’t put all your eggs in one podcast basket. Spread your spend across a few niche shows, track performance, and see where your message hits hardest. Remember that AG1 example we mentioned earlier? Turns out bird watchers were an unexpected hero. That’s the beauty of going niche — you might find magic where you least expect it.

‍

Why niche is the future of branded podcasts

Brands who embrace niche podcasting – whether as creators or advertisers – will win in 2025 as audiences only crave content more customized to them. 

Let this be your reminder that niche doesn’t mean small or “less impactful” due to its size, it means specialized, highly engaged, and primed for content that’s more likely to resonate. Going back to the beginning of this article, I’d much rather speak to 200 qualified listeners in my target audience than 5,000 broad, untargeted listeners. 

Want more insights on branded podcasting trends, insights, and case studies? Subscribe to The Branded Podcaster for bi-weekly content in your inbox.