Episode 296 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

Podcasting Trends to Watch: What’s Changing and How to Stay Ahead

The podcasting industry is changing rapidly, and understanding how to adapt is the key to growth. According to James Cridland, Editor-in-Chief of Podnews and a leading voice in the podcasting space, the shifts happening today offer massive opportunities for podcasters who are ready to grow. So whether you’re just starting out or you’ve been podcasting for years, here’s what you need to know about how to grow a podcast in today’s rapidly evolving landscape.

What’s Driving the Biggest Shifts in Podcasting Today

James Cridland’s deep roots in radio (spanning roles at the BBC, Virgin Radio, and more) have given him a unique perspective on the evolution of audio content. His experience in traditional broadcasting lends him the expertise to compare how radio and podcasting influence one another, while highlighting their key differences.

“Podcasting is so different from radio,” James said, emphasizing the unique challenges podcast creators face compared to traditional broadcasters. In radio, hosts inherit an audience from the previous program. If someone tunes in for the morning news or a popular talk show, they’re likely to stick around for the next segment, which gives you a built-in listener base. Podcasting, however, starts at zero. “Your growth hinges on crafting content that not only attracts listeners but keeps them coming back,” James explained. 

Another major difference James points out is how listeners consume podcasts versus radio. Unlike radio, which often caters to broad audiences, podcasting thrives on intimacy and specificity. “Podcasting is about building a personal, direct connection,” James said. “That’s what’s driving its growth and setting it apart in today’s evolving landscape.”

The Rise of Niche Podcasts and Why They’re Thriving

And for that reason, podcasting isn’t about appealing to everyone. (In fact, trying to cater to the masses is the fastest way to get ignored). James explains that niche podcasts thrive because they speak directly to a specific group of people that already have something in common— and they do it better than anyone else. 

“Podcasting is a great place for tightly knit communities,”James said. “If you can super-serve a small audience that’s passionate about your topic, you’re already ahead.”

Which also means that to thrive in today’s podcasting landscape, your podcast doesn’t need millions of listeners — it needs the right listeners. Niche podcasts grow because they create a depth of connection that’s hard to get anywhere else. And it’s this connection is what drives podcast growth — not trying to be the next Joe Rogan.

Why Video Isn’t as Essential as Everyone Thinks

There’s no escaping the buzz around video podcasting, but James makes a compelling case for why you don’t need to jump on that bandwagon right away—or at all. Audio, he says, remains the heart of podcasting. It’s intimate, engaging, and habit-forming in ways video can’t quite replicate (no matter how badly YouTube wants it to). 

“There’s a lot of noise about video podcasting,” he said. “But honestly, you don’t need to start with video. You don’t even need video at all. Start with audio and make sure you get the nuts and bolts of the show absolutely correct,” because without this it will be difficult to grow your show at all. Podcasting’s intimacy comes from its simplicity, James argues, and he reminds podcasters not to overcomplicate things. If adding video makes sense later, great—but it’s not a requirement for growth.

Forget Downloads: Here Are the Numbers That Actually Indicate Growth

If you’re obsessing over download numbers, here’s the official news: downloads do not matter. 

“Most people think their competition is the millions of podcasts out there,” James said. “But really, there are only about 300,000 active shows being updated regularly. That’s your real competition.” (In our bonus episode, James talks about why IAB downloads may be on the way out entirely.) So instead of downloads, James recommends paying attention to listener retention and engagement. James recommends using resources like Buzzsprout’s stats page or the Podcast Business Journal to benchmark your performance and understand how your show compares to others in your category. Turns out, if you’re hitting 70 to 80 downloads per episode, you’re already doing better than half of all podcasts. 

Two Keys to Positioning Your Podcast for Long-Term Success

You’ve heard it before: “Podcasting is a habit-forming medium,” James explained. “Your listeners build you into their routine, so consistency is key.” Showing up on schedule builds trust and keeps your audience coming back. But consistency alone isn’t enough.

You still have to market your podcast, and to do that effectively, “Your podcast has to be for someone,” James said. “If you’re trying to make a show for everyone, it won’t be valuable. But if your podcast serves a specific community, that’s where the real value lies.”

Your podcast must serve a clear purpose for a specific audience. The more focused your niche, the more valuable your podcast becomes. Whether you’re aiming to grow or one day sell your show, these two factors — consistency and clarity — are non-negotiable.

You’ve heard me say it before: success isn’t about doing more; it’s about doing what matters. Obsessing over downloads? Let it go. Trying to serve everyone? Don’t. Focus on creating content that resonates deeply with your audience, showing up for them consistently, and marketing in the spaces where they already are.

Because here’s the kicker: the future of podcasting isn’t about flashy trends or reinventing the wheel. Growing your podcast now and beyond will come down to the same simple (but not always easy) things — showing up for your audience, staying focused on the unique genius you bring to your niche, and creating content they can’t get anywhere else. It’s nothing earth-shattering, but that’s the beauty of it. 

So, as the landscape continues to shift, the question isn’t “Can you keep up?” It’s “Can you go deeper?” Because the podcasts that win tomorrow are the ones that connect with their audience today.

Like James said, “The best way to become a great podcaster is to start… and improve as you go.”

For more of James' insights on the latest podcasting trends, be sure to check out the Podnews daily newsletter.

PS: If you’re feeling the pressure to keep up with the rapid changes in podcasting and need someone to help you strategize, navigate these shifts, and launch or scale a podcast that grows your business, book a free strategy call with our team to find out if you’re a fit for PodLaunch®. We’ll guide you through it all, from strategy to execution, so you can stay focused on connecting with your audience.

Or, if you’re here for the content and want more free advice on growing your podcast in today’s shifting landscape, hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.

Up Next:

In the next episode, James Cridland returns to share his bold predictions for the future of podcasting. From why downloads might be losing their status as the go-to metric, to how YouTube is reshaping podcast discovery (and where it falls short), to the role AI might play in the creative process, we’re unpacking the trends that could redefine podcasting as we know it. James also tackles a hot topic: as platforms like Spotify and YouTube blur the lines, what really qualifies as a podcast anymore?

So whether you’re launching a show for the first time or you’re in the process of scaling one, this episode will give you the insights you need to stay ahead of the shifting podcasting landscape. Don’t miss the next episode!