Why Are Podcasts Trending in 2026?

According to the latest Share of Ear report, podcast consumption has risen nearly fourfold over the last decade, increasing from just 6% in 2015 to 23% in 2025.


6%


→


23%


Podcast consumption

From 2015 to 2025, according to the latest Share of Ear report.

This growth is being driven by several factors, including:

  • Low-cost internet
  • A wide variety of topics and content formats

An article by Audacy Inc. also states that people are increasingly substituting existing behaviours, such as doomscrolling on social media and listening to music, with podcasts.

This change in listening habits presents an important opportunity for brands.


Long-form content, unlike short-form content, gives brands the time and space to build trust.

Podcasts as a Forward-Thinking PR Strategy

The key question is: How can companies leverage this change in consumer behaviour?

Engagement on podcasts is significant because this shift indicates that audiences are increasingly gravitating towards long-form content.

But why is that the case?

Unlike short-form content, long-form content gives brands the time and space to build trust, explain ideas and create deeper connections with audiences.

The 2025 Edelman Trust Barometer Report states that companies cannot earn trust through purpose statements alone, but through responsiveness, relevance and relentless clarity of action.

Podcasts can help brands create this responsiveness and relevance as part of their PR strategy.

Podcasts also educate audiences and help create a sense of community around brands.

For example, a founder who openly discusses how the company reduced its customer acquisition cost to become profitable in Q3 can attract an audience of aspiring entrepreneurs and business owners.

That audience can eventually become a community built around shared interests, experiences and ambitions.

“At some point in time, a podcast is going to become an expectation for large brands and medium-sized brands… just like a website.”


PR Explored

For companies evaluating their future communications strategy, podcasts are therefore becoming difficult to ignore.

4 Reasons Why Podcasts Strengthen PR Initiatives for Brands


1

Storytelling Is Central to Strong PR Relations

Storytelling evokes emotion and strengthens the bond between brands and their audiences. It can also help companies earn greater trust from customers and stakeholders.

An article by Go-Globe mentioned that 76% of consumers prefer it when CEOs discuss a topic they care about.

Stories are also more memorable than isolated promotional messages.

When founders, CEOs and other company stakeholders speak openly about what happens behind the scenes, audiences gain a first-hand view into the world of the business.

They get to understand the challenges, decisions, failures and experiences that have shaped the company.


This kind of storytelling gives PR communication a more human and relatable dimension.


2

Podcasts Reach Highly Niche Audiences

Podcast reach can be highly valuable because listeners often actively choose the topics, industries and personalities they want to hear from.

The right message delivered through the right podcast can therefore help brands reach tightly connected communities and high-quality prospects.

As mentioned on the PR Explained podcast:


“Riches are in the niches.”

Community building has also become increasingly important in today’s startup environment.

Growing brands are focusing not only on attracting audiences but also on nurturing engaged communities around their businesses.

Consumers are often more likely to engage with a company when they feel connected to the brand, its leadership and the people behind it.

Podcasts provide brands with the time and format required to build these deeper relationships.


3

Podcasts Create Third-Party Credibility

The conversational nature of podcasts can make listeners feel as though they are tuning into an intimate discussion rather than consuming a traditional advertisement.

This creates an important opportunity for PR.

When CEOs, founders and other stakeholders appear as guests on established podcasts, it helps position them as knowledgeable voices within their industry.

It also strengthens their social proof.

Instead of the company speaking about itself through a corporate statement, another platform is giving the business leader an opportunity to share expertise, opinions and experiences with its audience.

This can influence top-of-the-funnel buying decisions by increasing familiarity and credibility.

It can also elevate the standing of founders and CEOs among peers within the same industry.

These conversations may eventually help connect business leaders with other influential industry members, opening doors to collaborations, partnerships, media opportunities and professional relationships.


4

Podcasts Offer Global Reach

Platforms such as Spotify and Apple Podcasts provide access to listeners across markets and geographies.

For companies, this creates an opportunity to strengthen brand awareness beyond their immediate local market.

Greater exposure can also help founders explore cross-border guest appearances, collaborations and media mentions in new regions.

For businesses looking to establish a more international presence, podcast appearances can become one part of a broader global communications strategy.

They can introduce the company, its leadership and its ideas to audiences that may otherwise have had little exposure to the brand.

For companies with ambitions beyond domestic markets, this wider visibility can support long-term brand positioning and business growth.

Final Note

Today’s PR strategies are increasingly incomplete without long-form content that helps build trust and credibility.

Podcasts offer brands an effective way to strengthen their PR initiatives at a time when consumer behaviour is changing rapidly.

They provide access to high-intent audiences while supporting storytelling, community building, credibility and wider market visibility.

For companies willing to invest in meaningful conversations rather than purely promotional communication, podcasts can become an important part of a forward-thinking PR strategy.


Podcasts give brands the space to build trust, reach focused communities and turn meaningful conversations into long-term PR value.