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What’s Happening in Podcasting: 2025 Highlights
• The Growing Market & Shifts in Listener Behavior
- Podcast audience numbers continue climbing: in 2025, over 584 million people listened to podcasts globally, and consumption habits are shifting. Riverside
- At the same time, more creators are embracing video podcasts — blending traditional audio with video content, to meet changing listener expectations and platform algorithms. EMARKETER+1
- The industry forecast remains strong: some estimates project the North American podcast market will expand significantly over the next decade. Yahoo Finance+1
• Business & Monetization Trends
- As competition grows, creators and podcast networks are exploring different monetization strategies — from subscriptions and listener support, to sponsorships and multi-format distribution. TechWyse Internet Marketing+1
- But 2025 hasn’t been smooth for everyone: Wondery — once among the leading podcast studios — underwent major restructuring, with layoffs and integration into broader corporate content teams. The Verge
• Recognition & Cultural Shifts for Podcasts
- For the first time ever, Golden Globe Awards introduced a “Best Podcast” category, acknowledging podcasts’ growing influence and mainstream cultural relevance. EW.com+1
- The move signals a broader shift: podcasts are no longer a fringe medium, but a respected form of entertainment and storytelling on par with film and TV.
• Platform Moves & Discovery Changes
- Spotify introduced new podcast-discovery features this year to boost podcasts’ visibility — a sign of how platforms continue to fight for listener attention. TechCrunch
- Meanwhile, Apple Podcasts dropped its 2025 “Top Charts” and “Top New Shows” lists — giving creators and listeners a fresh look at what’s trending globally and locally. Apple+1
🎯 What This Means for Independent Creators
- Visibility matters even more. With major platforms pushing discovery tools and new formats, it’s more important than ever to optimize for search, video distribution, and discoverability.
- Flexibility is key. As more listeners embrace video or multi-format podcasts, creators who adapt — for example, offering both audio and video versions — may gain a competitive advantage, but that isn’t guaranteed; audio is still special and leading.
- Diversified monetization can increase resilience. Audiences are expanding, but ad markets and studio budgets are shifting. Relying solely on traditional ad revenue is riskier than ever.
- Quality and consistency still win. Even with all the noise, creators who deliver regular, high-value content — whether audio, video, or both — remain relevant.
- Recognition for long-form storytellers and niche creators is growing. With podcasts entering award shows and mainstream entertainment conversations, creators have new opportunities to be discovered and validated beyond listener counts.
Our favorite shows of 2025:
Dave Worlds Beyond Number
MacKenzie Song Exploder
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