Why Scottish Businesses Are Starting Podcasts in 2026
Five years ago, a Scottish business launching a podcast was unusual enough to be noteworthy. In 2026, it's becoming standard infrastructure for organisations that take their communications seriously.
23.3% of adults in Scotland now listen to podcasts weekly — higher than any other UK nation. Podnews That's not a niche audience. That's a quarter of the adult population, and the trend is still accelerating.
So why are Scottish businesses — from Scottish Water and NHS Education Scotland to smaller enterprises across Glasgow, Edinburgh, and beyond — investing in podcast production now?
The strategic reasons are clearer than they've ever been
1. Podcasting is where your audience already is
Over 584 million people worldwide listen to podcasts, and Americans are spending an average of seven hours a week with their favourite shows. In the US, 55% of the population listens to podcasts monthly. CoHost
The UK follows similar patterns, and Scotland is leading the charge domestically.
This isn't early-adopter territory anymore. Podcasting is a mainstream channel, and businesses that treat it as an experiment rather than a communications pillar are leaving reach on the table.
2. Video podcast consumption has exploded
Edison Research reports that 51% of Americans aged 12 and over have listened to a podcast, and 73% have consumed one in audio or video form. Podcast.co YouTube now has over one billion monthly podcast viewers worldwide (Variety), making it the largest podcast platform by audience.
For Scottish businesses, this means a single recorded conversation can reach people on Spotify during their commute, on YouTube at their desk, and on LinkedIn as a short clip during their lunch break. One session, multiple distribution channels, all algorithmically discoverable.
3. Brand building that actually sticks
61% of branded podcast listeners said an episode made them more favourable toward a brand. CoHost
Compare that to display advertising, which most people actively avoid, or social media content, which disappears within 48 hours.
A podcast gives your organisation 30 to 60 minutes of uninterrupted attention with people who have actively chosen to listen. That depth of engagement doesn't exist anywhere else in modern marketing.
4. Authority in your sector: demonstrated, not claimed
Most businesses claim to be experts. A podcast proves it. When Scottish Water speaks about water infrastructure challenges, or NHS Education Scotland discusses clinical training pathways, they're not asserting authority through a press release — they're demonstrating it through substantive conversations with the people doing the work.
46% of brands view podcasts as more effective for establishing authority than any other medium. Omniscient Digital
The format rewards depth over soundbites, and audiences recognise the difference.
5. The economics have shifted in favour of businesses
Five years ago, producing a professional podcast required a production team, significant internal resource, and a tolerance for uncertain ROI. In 2026, the workflow is simpler, the tools are better, and the costs are predictable.
A business-grade podcast recorded in a professional studio with multi-camera video, clean audio, and usable raw files costs £75 per hour at Podcast Studio Glasgow. For many organisations, that's a single episode per month — 12 high-quality pieces of long-form content per year, each repurposed into dozens of social clips, blog posts, and email segments.
The return isn't speculative anymore. Businesses can measure downloads, track engagement, and attribute pipeline directly to podcast touchpoints.
What's changed specifically in Scotland
Scotland's podcasting ecosystem has matured significantly in the past two years. The Scottish Podcast Awards were announced in late 2025, with the inaugural ceremony set for 25 June 2026 at Glasgow's Old Fruitmarket. Podnews
That's not just an awards night: it's a signal that the sector has reached critical mass.
There are now production facilities, experienced producers, and case studies from credible organisations that other businesses can reference. The infrastructure exists in a way it simply didn't five years ago.
Scottish businesses are also increasingly aware that their competitors — in Edinburgh, in London, internationally — are already doing this. Podcasting is no longer a differentiator in itself. Not having one is starting to look like a gap.
| Common misconception | Reality |
|---|---|
| "We don't have anything interesting to say" | You're solving problems your clients care about. You have expertise your competitors don't. The content already exists — it just hasn't been recorded yet. |
| "Nobody will listen" | They will if the content is useful and the production is professional. The failure mode isn't lack of audience — it's inconsistent publishing or poor audio quality. |
| "It's too resource-intensive" | Recording one episode per month takes two hours. Repurposing can be handled externally. The time commitment is manageable, and the output scales well beyond the input. |
| "We tried it before and it didn't work" | Most failed attempts come down to unclear objectives, inconsistent publishing, or treating it as a side project. The organisations succeeding in 2026 have learned from those mistakes. |
| "Podcasting is saturated — we've missed the boat" | There are 4.5 million podcasts globally, but only 15% are active. First-mover advantage is about being the first credible, consistent, professional show in your niche — that window is still open. |
The common misconceptions holding businesses back
"We don't have anything interesting to say." You're solving problems your clients care about. You have expertise that your competitors don't. You employ people with decades of sector-specific knowledge. The content already exists — it just hasn't been recorded yet.
"Nobody will listen." They will if the content is useful and the production is professional. The failure mode for most business podcasts isn't a lack of audience — it's inconsistent publishing or poor audio quality that undermines the brand rather than building it.
"It's too resource-intensive." Recording one episode per month in a professional studio takes two hours. Repurposing that episode into clips, blog posts, and social content can be handled externally. The time commitment is manageable, and the output scales well beyond the input.
"We tried it before, and it didn't work." Most failed attempts come down to unclear objectives, inconsistent publishing, or treating podcasting as a side project rather than a proper channel. The organisations succeeding with podcasts in 2026 have learned from those mistakes.
What a realistic podcast strategy looks like for a Scottish business
You don't need to commit to weekly episodes or hire a full-time producer. A sustainable approach for most organisations looks like this:
One episode per month — 12 per year, published consistently
30 to 45 minutes long — enough depth to be valuable, not so long that editing becomes unmanageable
Recorded in a professional studio — multi-camera video, broadcast-quality audio, separate tracks for editing
Distributed across all major platforms — Spotify, Apple Podcasts, YouTube, with short clips repurposed for LinkedIn, Instagram, and your website
That's £900 per year in studio time (12 episodes at £75/hour). Add editing, hosting, and distribution, and most businesses are looking at £1,500 to £2,500 annually for a channel that produces 12 long-form episodes plus 50+ pieces of repurposed social content.
For context, that's less than a single trade magazine advert or a modest LinkedIn ad campaign — and it delivers significantly more long-term value.
Why Scottish businesses are moving now, not later
Podcasting in 2026 is not experimental. It's infrastructure. The businesses launching shows now are building an asset that compounds — every episode adds to a library of searchable, discoverable content that continues to work months and years after publication.
The organisations waiting for "the right time" are, in practice, ceding that space to competitors who moved earlier. First-mover advantage in podcasting isn't about being the first podcast in your sector — it's about being the first credible, consistent, professional show. That window is still open, but it's narrowing.
If you're a Scottish business considering whether podcasting makes sense for your organisation, the strategic case is clearer now than it's ever been. The infrastructure exists, the audience is there, and the economics work.
Book a session at Podcast Studio Glasgow for £75 per hour — record your first episode, see how it feels, and take the raw files to assess whether this is a channel worth building.
podcaststudioglasgow.com
Podcast Studio Glasgow | 279 Abercromby Street, Glasgow | podcaststudioglasgow.com
