Podcasts have shifted from being side projects into serious communications tools for some of the world’s biggest organisations. Growth has been rapid, and it shows no signs of slowing. So what is driving this, and where is it heading?
What’s Driving the Growth
Podcasts feel human. In a world of polished campaigns and endless digital noise, hearing a real voice creates a connection other formats cannot. For corporates, that intimacy is powerful, whether it is leaders speaking directly to employees or brands having meaningful conversations with customers.
They also fit into modern working lives. With flexible and remote work now common, people want content that works on the move. Podcasts slot into commutes, dog walks or breaks between meetings, no screen needed. Unlike short-form posts, they have staying power, with a back catalogue that keeps delivering.
A single recording can also be repurposed into articles, social snippets or training materials. For businesses under pressure to do more with less, that efficiency is hugely appealing.
Where It’s Going Next
As more organisations launch podcasts, the bar for quality will rise. Listeners will expect thoughtful formats, clear themes and engaging hosts. The days of simply placing a microphone in a room are numbered.
Podcasts are more and more being delivered as videos and increasingly be woven into wider communication strategies, sitting alongside live events, video and social.
The Human Factor
What will never change is the need for story. Growth in corporate podcasts is not just about volume, but about creating real human connection. That thread runs through the best podcasts today, and it will be what sets apart the ones that last.
