6 Must-Know Podcasting Trends for Businesses in 2023

Podcasting continues to evolve in exciting ways. This post covers the top podcasting trends that businesses need to know in 2023, from podcasts as news sources to declining launches. Learn how to leverage podcasting to grow your business.


Ronsley Seriojo Vaz

10/19/20233 min read

Hey It's Ronsley. I wanted to update you on some important trends you need to know about when it comes to podcasting. Especially if you have a business. Let's learn ...

1. Podcasts as News Sources

People are increasingly turning to podcasts as a reliable source of news and information[1].

Podcasts have emerged as credible news sources, offering in-depth analysis, interviews, and investigative journalism. They provide a platform for nuanced discussions that traditional news outlets may not have the time or format to cover. Podcasts like "The Daily" by The New York Times have set a high standard for news podcasts, offering a deep dive into current events and issues.


  • Depth of Coverage: Podcasts can spend more time on a topic, providing a more comprehensive view.

  • Accessibility: Available on-demand, allowing consumers to stay informed at their convenience.


  • Quality Varies: The credibility can differ from one podcast to another, requiring discernment from listeners.

2. Diversification of Content

There's a growing trend towards diversifying podcast content, including the rise of spoken word audio[6].

The podcast landscape is incredibly diverse, covering topics from news and education to entertainment and hobbies. This diversification allows publishers to reach niche audiences effectively. For instance, "Science Vs" takes on fads, trends, and the opinionated mob to find out what’s fact[^2^].


  • Targeted Reach: Niche topics can attract a dedicated listener base.

  • Creative Freedom: Diversification allows for experimentation with formats and topics.


  • Over Saturation: Too many options can overwhelm listeners, making discoverability a challenge.

3. Podcast Experiences

Podcasts are evolving into more interactive and immersive experiences[5]. Here are 5 ways to make your podcast more interactive and immersive...

  1. Live Q&A Sessions: Host live Q&A sessions where listeners can ask questions in real-time.

  2. Interactive Polls and Surveys: Use tools to create polls or surveys that listeners can participate in during the podcast.

  3. Augmented Reality (AR) Experience: Integrate AR elements that listeners can interact with through their smartphones.

  4. User-Generated Content: Allow listeners to submit their own stories or questions for future episodes.

  5. Gamification: Introduce elements like quizzes or challenges that listeners can participate in to earn rewards.

4. Subscription Models

There's a growing interest in podcast subscription models, making it a good time to consider this revenue stream[7]. Here are 5 ways you can leverage podcast subscriptions for your business:

  1. Exclusive Content: Offer premium content to subscribers. This could be in-depth interviews, tutorials, or behind-the-scenes looks at your business.

  2. Community Building: Use the podcast to build a community around your brand. Encourage subscribers to join a private Facebook group or forum where they can interact.

  3. Sponsorships and Partnerships: Once you have a sizable subscriber base, you can attract sponsors or partners who align with your brand values.

  4. Data Analytics: Use analytics tools to understand listener behavior. This data can be invaluable for tailoring your products or services.

  5. Cross-Promotion: Use your podcast to promote your other products or services. Offer special discounts to your podcast subscribers.

5. Publisher Awareness

Publishers are becoming more aware of the potential of podcasting, and it's becoming an integral part of media strategies[3].

Publishers are increasingly aware of the potential of podcasts. Major news organizations like BBC and independent publishers have invested in podcasting. They recognize it as a medium that can complement their existing content and reach a younger, mobile audience.


  • Extended Reach: Podcasts can attract audiences who may not consume traditional media.

  • Monetization: Sponsorships and ads in podcasts can be additional revenue streams.


  • Resource Intensive: High-quality podcasting requires investment in equipment and skilled personnel.

6. Decline in New Podcasts

Interestingly, there has been a noticeable decline in the number of new podcasts being launched, which could indicate market saturation or higher quality control[4].

The decline in new podcasts can be attributed to several factors:

  1. Market Saturation: The podcast market has become saturated, making it difficult for new podcasts to gain traction.

  2. High Entry Barriers: The increasing quality expectations and production costs deter newcomers.

  3. Listener Overwhelm: With so many podcasts available, listeners are becoming more selective, making it harder for new podcasts to attract an audience.

I've included my reference list, so if you want further reading, get into it.


[1]: Podcasts as a Source of News and Information

[3]: 6 podcasting trends every publisher should know about

[4]: Where did all the new podcasts go?

[5]: Your Favorite Podcast Is Probably an ‘Experience’ Now

[6]: Podcasts benefit from growth in spoken word audio

[7]: Podcast Subscription Is Hot & Getting Hotter: Now is the Time to Jump In