Where does podcasting stand in 2025?

This Word on the Street is coming to you a little late…but with good reason. Our team was caught up at the On Air Fest in Brooklyn. We heard from a lot of big names in the audio industry, and well beyond. There was Anderson Cooper, astronaut Chris Hadfield, indie creators of all stripes, and Bon Iver’s Justin Vernon.?

There’s a lot to share, but I’m going to hand it over to our Producer Nathan Tower to tell you all about it.

Where does podcasting stand in 2025? Reflections from On Air Fest

The one thing that was clear at On Air is that podcasting isn’t hitting the brakes anytime soon. The industry is moving forward, and it continues to evolve.

Here’s some of the big takeaways from this year’s event:

• Metrics: No one agrees on what defines success. Downloads? Engagement? Listener demographics? Platforms don’t sync up. We’ve long said people-based metrics are the real teller of success. Now it looks like the industry is catching on to that shift. But we’ll still need to see a change in metrics reporting.
• Podcasting = Community. Moving on from the metrics, we believe that success isn’t about downloads—it’s about connection. The best shows build loyalty, making listeners feel like part of something bigger.
• Video: Essential or Overhyped? YouTube helps podcasters grow, but should every show go visual? Creators behind closed doors aren’t convinced and are starting to feel that it is forced.?
• AI: A Double-Edged Sword. AI-generated podcasts? AI audiences? It sounds dystopian, but the tech is moving fast. The big question: What are we actually building—and for whom?
• Short Form vs. Long Form. Short-form content leads reach, while long-form content is perceived as having higher value. Looking forward, it’s up to brands and creators to strike a balance.?
• Legacy Media and Indies Need Each Other. Traditional media sets credibility standards. Indies push innovation. The smartest creators are blending both.

What this all means for Brands:

Podcasting is evolving, listener behavior is changing and creators are adapting in real time. It’s up to brands to take the initiative to stay on top as well.?

Branded podcasts work—but they have to be done right. They need to feel real and focus on the community. You need to build a connection with your audience– that takes an approach that touches on three essential ingredients: intentionality, creativity, and consistency. Then of course there’s authenticity - you can’t fake it.?

We’ve seen that the biggest mistake a brand can make is treating a podcast like a long ad. Listeners show up for stories, insights, and entertainment—not sales pitches. Keep it real, keep it relevant.

Need an AI Podcast fix? We did too

EarBuds recently shared a list of podcasts on AI showing up all around us. Naturally, we were intrigued—you might be too. Here are a few must-listen episodes about how AI is entering the conversation.

This list comes from the AI Impact on Podcasting edition of EarBuds, curated by Jasmine Rach.?

Vergecast

This episode marks 10 years since the Amazon Echo and Alexa entered our lives, offering the dream of a smart home at the sound of our voices. But after a decade, where has Alexa really taken us? Will she ever be the smart home companion we always hoped for? > Listen now

There Are No Girls On The Internet

This episode lets us commiserate with host Bridget Todd as she explains the pitfalls of scammy AI-written obituaries that are often inaccurate, sketchy, and predatory for the families just trying to deal with the grief and arrangements.?> Listen now

The Forefront

This episode introduces us to ProfBot, an AI study buddy that’s helping students at Toronto Metropolitan University boost their grades and change the way they learn.

In this episode, Dr. Sean Wise explains how ProfBot uses smart tech to provide tailored support, making complex topics easier to tackle, and bringing a fresh edge to the classroom experience. We also get to hear about the students' experience.?> Listen now

In case you hadn’t heard of it before EarBuds is a great newsletter where you can find your next favorite podcast. Every week, Arielle Nissenblatt publishes a curated list of podcast episodes on a particular theme. As a reader, you can submit your own curated list, including one of your own episodes. Find out more here.

Latest at Lower Street

- Tired of wellness trends that are just…BS? Then tune into BS Wellness, a collaboration between Lower Street and Ilayda Sekercioglu, MBA. In this show, "BS" stands for Bachelor of Science, not bullsh*t. Ilayda and her guests get into everything about holistic health debunking myths and sharing the truth beyond the hype. Listen here. And you can even watch it on YouTube or Spotify.

- March Office Hours, coming soon! Next month, we’re showing you how to breathe new life into your podcast. It happens, shows hit a plateau, downloads stall, engagement dips, or maybe you just don’t feel as inspired. There’s no reason why you can’t shake it up and give your show a little refresh. We will share proven strategies for revamping your show—without starting from scratch. Full details coming soon, but you can already register here.

Podcasting News

- “When everything looks and sounds the same, it’s boring.” It’s true, more and more podcasts are reaching for the same content creation methods, and it’s blending everything together. Where can you get inspired? Annalise Nielsen gathered the podcasts we wish our clients would listen to. If you are looking to stand out, take a lesson from these shows.

- Netflix is eyeing video podcasts. Nothing is set in stone, but the word is that they want to pull more viewership in with some exclusive deals. Not sure how this could really work in the long run, but it goes to show just how much pull podcasts (or video podcasts) have in the media space.