Podcasting trends of 2025 (and what to focus on in 2026)

What really matters for podcasters?

As we wrap up 2025, it feels like the entire industry is exhaling.

It’s been a huge year and podcasters have been trying to make sense of where to put their focus.

So, I want to look back at the biggest themes of the year and share what really matters as we head into 2026.

Because underneath all the hype, the truth is… not much has changed.

The fundamentals still matter as much as they always did (and will).

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The video obsession (and the reality check)

It feels like there hasn’t been a single conversation in podcasting this year that hasn’t included the word ‘video.’

This shift started back in 2024 when Google decided to move away from Google Podcasts and focus on YouTube as their podcast platform of choice.

Consumption of podcasts on the platform was increasing and there was a real opportunity for shows to reach new audience.

YouTube introduced RSS upload but there was one problem: the platform is built for video, not audio.

So the audio versions often didn’t gain traction and people who were filming full length video-first content were preferred by the algorithm (understandably).

And since some of those people were seeing incredibly strong growth everyone was left thinking “Video is the secret.”

Some creators rushed to film full episode videos, assuming it was a guaranteed path to more listeners.

And while some people have seen great results, others have found it difficult to find an audience that matches the one they have in audio.

The truth is that video will work differently for every show.

And if you’re going to make it a real audience driver it’s needs to have it’s own unique and considered strategy.

But for most people starting out, the additional work required to do that means the return on investment just isn’t going to be there.

Video can definitely help you reach new people but for most creators, that reach will be incremental i.e. views in the tens, not the tens of thousands.

There’s nothing wrong with incremental reach because every new listener or viewer counts, but it doesn’t always justify the time, money and stress of a full video setup.

How to make the most of video (if full length episodes aren’t feasible)?

Use video for promotion.

Short clips, snippets and shareable moments are incredibly effective on social platforms but, it’s important to note, they don’t necessarily convert people to podcast listeners.

Social clips build awareness of your show and your brand, which is great.

But they don’t always bring downloads.

That doesn’t mean promo videos are pointless because content from your episodes is still being consumed by people who wouldn’t have consumed it otherwise.

But while these clips might get people to stop scrolling for a minute or two your podcast is where the real relationship is built.

Spotify video: tempting but not always strategic

Spotify has pushed video hard this year, and a lot of creators have leaned in because the platform is offering strong promotional support.

But video monetisation often pays significantly less per thousand views than audio does per thousand downloads.

Uploading video to Spotify also creates a separate “video feed” which means if you want to monetise your audience through dynamic ads (which most shows of a certain size do) it cuts out a large chunk of your potential audio revenue.

If you’re an emerging creator with a small audience and you’re not monetising yet, Spotify video might work brilliantly and even help your show.

But if you’ve got a growing show with meaningful reach, revenue goals or plans to sell dynamic ads… this choice can make a difference.

Whatever decision you make it needs to be based on your individual strategy, not the platform’s.

AI: helpful assistant, terrible replacement

If video was obsession number one in 2025, AI was number two.

AI has been incredible for improving your podcast workflow but it’s also pushed people towards wanting connection more than ever.

In a world where everything could be written, voiced or generated by a robot, listeners want to know who you are, what you think and why your experience matters.

So, by all means, use AI.

But use it to lighten your workload, not erase yourself from everything you’re creating.

The thing people forgot this year: existing listeners matter

With everyone chasing video views, viral moments and algorithmic hits, the obsession with NEW audience was at the expense of focusing on people who are already listening.

It’s REALLY hard to get a new listener to press play on your show (let alone follow it) so you shouldn’t neglect the people who’ve already chosen you.

Your podcast is still where trust is built with your audience.

It’s where people choose to spend 20 to 40 minutes with you every week.

So, if you’re seeing spikes from guests or viral clips, that’s great.

But those numbers don’t mean much if your core audience isn’t being looked after.

What actually grows a podcast in 2026

Trends will come and go but the fundamentals don’t change…

1. Consistency beats everything

2. A well-made show always outperforms one with no strategy

3. A sustainable workflows is the key to keeping your podcast alive

4. Quality matters more than trends

5. Other people’s success is often difficult to replicate

6. Serve the audience you already have because it’s easier to deepen a relationship than to replace it.

Heading into 2026? Focus on what’s right for your show

This year has been noisy, overwhelming and full of shiny objects.

But all you need to do is…

• Use video purposefully
• Use AI intelligently
• Build community and connection
• Nurture the listeners you already have; and
• Stay consistent…even when it’s not sexy

 

Do those things and you’re already ahead of most podcasters.

And if you want help creating a show that’s well-structured, well-thought-out and genuinely worth listening to, I’d love to help.

I’ve got new community and coaching offers coming in 2026 designed to support podcasters who want to do this properly and do it well.

If you already know that’s what you need you can apply for my Mastermind here, or check out some of the other ways you can work with me here.