Podcasting in 2025: The Business Power Tool You Didn’t Expect
Podcasting has transformed—from casual storytelling to strategic, lead-generating content that can build brand, trust, and pipeline. For Glasgow businesses aiming to harness its power, three industry shifts stand out: creator-led formats, institutional networks, and video-first production.
Have a listen to an audio summary below.
1. Creator-Led Podcasts Are Winning
Amazon’s overhaul of Wondery—transferring narrative shows to Audible and boosting creator-hosted podcasts under a new Creator Services unit—reflects a broader shift in listener and sponsor preference toward personality-driven content. Shows hosted by trusted individuals invite stronger audience connection and create more opportunities for diverse monetisation. For Glasgow brands, featuring local experts or memorable hosts creates familiarity, impact, and stickiness.
The Verge: https://www.theverge.com/news/718136/amazon-wondery-gutting-podcast-studio-layoffs
2. Becoming Your Own Media Network
Andreessen Horowitz’s strategy to hire leadership for its own podcast network demonstrates the growing importance of content owned by organisations—not just external media. With podcasting, your brand can share insights, shape narratives, and invite leads on its terms with episodes designed around expertise, offers, or launches. Structuring your podcast like a network allows scalable storytelling that supports PR, recruitment, and conversion.
Business Insider: https://www.businessinsider.com/andreessen-horowitz-looking-to-hire-build-podcast-network-2025-7
3. Video Podcasts Dominate Attention
Consumption habits have shifted. Over 1 billion users on YouTube listen to podcasts monthly, including sizable smart TV audiences. Advertisers are responding—digital video podcast ad spend is projected at $108 billion in 2025, burying audio-only budgets. For businesses, even short video teasers or full visual episodes give you reach and richness that traditional audio may miss. These formats support higher retention and expand monetisation—from direct ads to branded content and sponsorship.
YouTube Blog: https://blog.youtube/news-and-events/1-billion-monthly-podcast-users/
Implementing These Trends in Glasgow
Elevate hosts. Invite known voices—clients, founders, industry leads—who connect deeply. Let their personality anchor your show.
Plan like a publisher. Treat your podcast as a media channel. Align episodes with launch goals, content themes, and promotional content across platforms.
Create visual assets. Film clips or full episodes for social and web. Use vertically formatted video for reels, horizontal for YouTube—tailored lead magnets.
Embed clear calls to action. Link episodes to sign-ups, guides, bookings, or consultations. Make the next steps obvious.
Measure across formats. Track audio listens, video views, CTA interactions, and conversion paths to optimise future content.
Why This Matters
In 2025, podcasts are not just audio, they’re strategic media tools that attract visibility, trust, and loyal audiences. Embracing creator-led hosting, building your network, and using video transforms them into reliable engines for lead generation, not just content distribution.
At Podcast Studio Glasgow, we help you navigate these trends—with production, strategy, and distribution tailored to business impact. Want your podcast to help grow your brand? Visit our blog or email hello@podcaststudioglasgow.com to start the journey.
