“What is a podcast?”
A back-to-basics question if we ever heard one, it’s how SiriusXM opens its latest research study release. It’s the Podcast Trends Report, titled The Great Podcast Debate. (And subtitled, for good measure: “Big podcast questions deserve big podcast answers.”)
After asking the questions there are no crisp answers, and that’s the point — podcast growth has too much velocity and evolution for an easy nailed-down definition. Furthermore, we are told “All signs point to more acceleration ahead.”
“The podcasting landscape is in overdrive. Audience numbers are soaring, new formats are emerging, and what once felt like a niche medium is now a cultural mainstay.” — Podcast Trends Report, SiriusXM
There’s friction in all this, though: Success has eroded the traditional cozy vibe of podcasting as it evolves into an influential media category. Hence, this report, which seeks to “unpack five of the most urgent questions shaping the future of podcasting.
Here are the five topics which get unpacked:
- The video shift
- The scale myth
- The brand gaze
- The AI question
- The measurement gap
Though tempted to leap ahead to the intriguing “brand gaze,” we will address these imperatives in their presented order.
Video
Sirius turns video podcast research into a kind of sporting competition, with Team Yes and Team No, each evangelizing the value or detriment of video podcasts. We learn things:
- 64% of audiences consume podcasts on YouTube. At the same time, 92% of SiriusXM users listen to podcasts as native audio.
- 2.4 — that’s the number of platforms, on average, that SiriusXM podcast consumers use to follow their favorite hosts on.
- Video isn’t replacing audio; it’s expanding the podcast ecosystem.
- Creators aren’t picking one format over the other; they are aligning content to the strengths of each format.
Size vs. Niche
Sirius asks this question: “Does show size still matter?” — it’s in a section called “The scale myth.” Advertising dollars do trend to chart-topping podcasts, but show size and scalability are only part of the equation and opportunity, Sirius maintains. This part of the study calls back to the founding roots of podcasting – “the medium for anyone with a mic and a POV.” Bottom line here is that podcast audiences care more about podcast hosts than other media personalities.
On that basis, says Sirius in one of its most quotable moments: “Scale makes noise, but niche could be the real power play.”
Team Yes and Team No return to argue this point:
- YES: 35% — Scale still sells, and leaning into scale delivers massive audiences.
- NO: 65% — Niche is the new influence; emerging shows might be the next big thing.
Brand Safety
Advertisers naturally want safety, along with precision and scale. Programmatic buying generally delivers those goods. But brand safety control can be “overly restrictive,” this report admits, which could limit creativity and “dampen the spark that ignited the podcast explosion.”
On this point the surveyed industry is split in almost exact evenness:
- 48% of respondents say brand safety tools build trust and open doors to advertiser investment.
- 52% of respondents think that overly restrictive standards can shrink reach and turn advertisers away from under-represented content voices.
AI (“As If”) there wouldn’t be an AI section
The question posed in the inevitable AI portion of the Sirius study: “Is podcasting better in the AI age?”
First comes the acknowledgement: “AI has officially entered the podcast studio.” Benefits: Editing, scripting, discovery, and dynamic ad placements.
Downside question: “Are we enhancing that medium or destroying its essence?”
So, pretty high table stakes. The caution is based on podcasting’s core authenticity, spontaneity, and emotional connection – warm and fuzzy values that don’t seem to partner with AI, and which are identified here as “podcasting’s secret sauce for both creators and brands.”
The Yes/No outcome of this question is solid: 58% Yes on AI generally. The key AI principle recommended by SiriusXM?
- “Augment, don’t replace.”
Measurement questions
The posed question is this:
“Can the full impact of podcasts be measured?”
As podcast value recognition lifts the category’s peer profile alongside CV, streaming audio, and digital video, pressure arises “to prove they can keep pace in omnichannel measurement.”
Podcasting has moved quickly to incorporate attribution solutions, pixel-based racking, and cross-platform analytics. Sirius says this has yielded real visibility progress. “But podcasting wasn’t built for centralized dashboards,” Sirius asserts.
“ Its open ecosystem, fragmented distribution, and consumer-driven listening behaviors create hurdles that other channels don’t face.”
Is podcasting ready for the big time in the audio advertising industry?
A clear minority of respondents says Yes to that question. Fifty-nine percent think that an effective, MLB_level toolkit for podcasting is still under construction.
“tools are catching up, Sirius asserts. “From advanced attribution models to automated log file integrations, advertisers now get clearer insights into where podcast dollars go.”
The Upshot
Sirius offers a concise, both-sides-win Final Thought:
Podcasts are different, which is a good thing.
See and download the original HERE.
