Trends in podcasting set to reshape and evolve the industry

Despite the fact that podcasts have been around since the early 2000s, their popularity in the mainstream has increased considerably, only in the last few years. With people now choosing to listen to podcasts while driving, exercising and even just as a way to relax, this medium of communication is increasingly in demand. Looking forward, I expect to see even more evolution in this space, as advertisers, podcasters and digital marketers alike are fast realising the possibilities and opportunities that are available to them.

Here are five trends that are happening right now!

1. Advertising on the increase

This remains a tricky balancing act for podcasting platforms and creators. While advertising revenue remains very important, ad interruptions are not what people want to hear when they are deeply engrossed in a podcast discussion. To address this, companies like Amazon Prime and Apple have introduced subscriptions which now allow for ad-free listening.

However, Midia Research, an entertainment intelligence agency, says that this subscription model may struggle to reach mainstream adoption and that the complexity of the podcast market value chain may make transforming the ad business challenging.