But with so many people now picking up the podcast mic, is it still worth it to start a podcast in 2025?
Infographic courtesy of Insider Intelligence
In this article, we’ll explore the history of podcasts and how they’ve become one of the most dominant ways to consume news, entertainment, and other media.
If you’re planning on starting a podcast yourself, you’ll want to hire voice actors who can help create a distinctive sonic brand.
Our team of voice actors is ready to help you turn your idea into a reality or take an existing podcast to the next level.
What Are Podcasts?
Podcasts cover many different subjects, but all podcasts share a basic set of features.
First, podcasts are always a form of audio content.
Of course, some podcasts may also be released in a video format, but there needs to be an audio-only version in order for something to be considered a podcast.
For example, a political news show might only consist of a few pundits sitting around and discussing the latest issues.
The same thing could happen in an audio broadcast, but that doesn’t turn a news show into a podcast.
There needs to be a clear intent on the part of the creators to produce an audio-only version of their content.
On the other hand, podcasts are different from radio shows in that the content isn’t intended as a live broadcast.
Some podcasts have live shows — for example, where they respond to questions from listeners — but a program that only contains live broadcasts probably isn’t a podcast.
How Did Podcasts Get Started?
With most people listening to podcasts on mobile devices, it’s no surprise that podcasts initially gained popularity in response to the growth of the iPod.
Once consumers had an internet-connected, portable listening device, they were open to new forms of content that simply hadn’t been practical in the past.
Still, it’s important to note that podcasts also have a close relationship to other forms of media.
For example, many podcasts share a similar structure with traditional talk radio shows.
Podcasters have learned from various kinds of content while also adjusting their work to the unique podcast format.
Over the last decade or so, the industry has grown exponentially as more and more consumers turn to podcasts.
You can find podcasts on virtually any topic from music and entertainment to politics and history
Over the last decade or so, the industry has grown exponentially as more and more consumers turn to podcasts. You can find podcasts on virtually any topic, from music and entertainment to politics and history (and a lot of other strange subjects in between).
However, for that very reason, if you are starting a podcast, it’s crucial to accept there’ll likely be competition and commit for the long haul.
American Voice talent Jodi K.
As veteran voice actor and host of The Audio Branding Podcast, Jodie K., notes:
If you don’t have a passion for what you podcasting is about, your podcast isn’t going to last.
What’s your end goal? Why did you start it, and what do you hope to accomplish? Without clear answers to these questions, there’s no point in getting started.
The American voice actor and podcast host states that she had two strong motivations for starting her show:
To form lasting relationships with the interesting people I have on as guests (which, yes, sometimes leads to work opportunities) and to raise all boats for those of us who work in sound.
I often say that the visuals are the information but the sound is the “heart.” Advertising, marketing, and branding specifically, are meant to be memorable—and we remember most, how something makes us feel.
My goal is to give my guests and those like them, the information they need to convince THEIR end client that sound is important.
Many people believe starting a podcast is their golden ticket to fame and fortune. But as Jodie points out:
“Making money” isn’t a valid reason.
Honestly, assuming podcasting will provide a full-time income is like assuming you’ll make a living as a musician.
Maybe—with a LOT of work or a VERY specific niche—but it’s unlikely. So, you’d better have another reason!”
How Do Podcasts Make Money?
That’s not to say there’s no money to be made through starting a podcast.
Plenty of podcasters pocket extra readies in different ways, with advertisements and sponsorships often being the most accessible options for those looking to monetize their content.
Indeed, alongside the rise of podcasts, podcast advertising has become an increasingly lucrative venture for many marketers.
In fact, global podcast advertising revenue is projected to reach $4.46 billion by 2025, and then jump another cool billion to $5.36 billion by 2029.
One reason podcast advertising can be profitable is that businesses are able to target highly specific audiences based on the podcast’s niche.
For instance, if someone is tuning into a show about the weird and wonderful lives of garden gnomes (well, I did say there was a podcast for everything!), they likely have a strong interest in the topic—perhaps they are a collector or simply someone who enjoys seeing the little figures standing sentry over their prize petunias.
For a business selling garden gnomes, advertising on that podcast would be far more effective than on a show about, say, fashion and beauty.
Another reason is the high listener engagement. Studies show that podcast audiences tend to stay tuned in from start to finish, making ad placements—whether at the beginning, middle, or end of the show—pretty effective.
Of course, advertising isn’t the only way to monetize a podcast.
Some podcasters also offer exclusive content and other perks directly to their audiences. Similar to Twitch, podcast platforms like Patreon allow creators to offer recurring subscriptions or individual premium episodes.
For those starting a podcast, another smart monetization strategy is to sell specialized products or services that relate to the topic of the podcast.
For example, let’s say you’re a CPA and you run a podcast that covers personal finance. You could use the podcast as a platform to promote tax services for your listeners.
Ultimately, starting a podcast opens up multiple revenue streams—you just need to find a way that makes sense for both you and your audience.
Sponsorships are a great place to start, but you shouldn’t hesitate to test our new strategies that align with the theme of your podcast.
How Do People Listen to Podcasts?
Instead of listening to podcasts when they air, most people stream or download the episodes on their own time.
You can listen to podcasts on many different devices, but most people consume them on a smartphone or tablet.
Podcasts can be indexed by Google as long as they meet certain requirements.
Podcast hosting services generally do this automatically, so check with your host if you’re having any trouble.
Platforms like Spotify and Apple publish podcasts and make them easier for users to find and listen to.
Users who are particularly interested in a specific podcast can also set up notifications so that they receive a reminder every time the podcast releases a new episode.
Getting a new podcast published on these platforms can be a surprisingly confusing process.
However, with most audiences on Google, Apple, or Spotify, you need to connect with users through these channels in order to generate an audience.
If you’re intent on starting a podcast and enthusiastic enough about your theme to stay the course, it’s essential to make your content engaging so that listeners will continue coming back for more.
There are several ways to do this, but one of the most important, according to Jodie, is to “learn how to actively listen.” The voice actor and podcaster says:
Don’t just create a set of questions and fire them off one after another. Follow the conversation.
If a guest says something interesting that deserves more discussion, ASK them about it. Don’t just blindly move on to your next question.”
As you’ll see in the below episode of The Audio Branding Podcast, Jodie does this effortlessly, making the interview feel natural and immersive. The result is that, as a listener, you feel like you’re truly part of the conversation.
Put yourself in the shoes of your listener. What would they want to know more about? Stay curious! Ask the questions you think they’d ask—and take the time to explain things they might not be familiar with, even if you already know them.
Final Thoughts
Podcasts might seem like a relatively recent development, but the truth is that this industry has been growing for a long time.
With smartphones becoming more and more ubiquitous, it’s no surprise that consumers are looking for things like podcasts and audiobooks that they can listen to throughout the day.
Starting a podcast can seem daunting, but even in 2025, with so many podcasts up and running, there’s an audience out there for virtually any interest.
No matter what kind of podcast you want to create, it’s important to remember that building a loyal listenership takes time.
Finding your rhythm won’t happen overnight, but if you’re truly passionate about your topic, it will be much easier to develop a unique brand that sets you apart from other creators in your niche.
If you’re looking for professionals to collaborate with, our group of podcast voice actors is a great place to start.
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