The Next Big Thing For Podcasts: Top Trends To Watch Out For In 2022 (And Beyond)

Gone are the days when podcasting was just a “nice to have” asset. Now more than ever, the platform is a powerful tool for just about anyone who wants to get their voice out there, tell unique insights and stories, and engage audiences in the most compelling ways.

How fast is the podcast industry booming? There are more than 2,000,000 podcasts with over 48 million episodes available as of April 2021. In the U.S. alone, an estimated 120 million people listen to podcasts, and the number of listeners is expected to surpass 160 million by 2023. As of 2021, 56% or more than half of Americans aged 12 to 34  listen to at least one podcast per month, up from 49% in 2020. 

Podcasting is also making leaps and bounds on a global scale. 58% of South Koreans listen to podcasts every month, with Spain, Ireland, Sweden, and Australia rounding out the top countries with the most podcast listeners.

As podcast listening grows worldwide, advertising revenue also follows. In 2020, a study by the Interactive Advertising Bureau (IAB) showed that podcast revenue jumped 19% year-over-year to $842 million, and is expected to exceed $2B by 2023.

The explosive growth and popularity of podcasts show no signs of slowing. So, what’s next for this ever-thriving technology in a post-COVID world? Here are the top exciting trends to keep an eye on in 2022 and beyond.

Quality Is A Consistent Driving Force For Growth

You can find a podcast for just about any topic and genre —from news and politics to history, comedy, climate change, sustainable living, and whatnot. Players must step up their game and explore creative ways to make their podcasts stand out from the crowd. Podcasts with exceptional audio quality and relevant content get the competitive edge.

Audiences will crave new ideas, new voices, and new formats, particularly hyper short content that speaks to audiences who are always on the go and embracing new routines. 

High-Trust Influencers Are King

More and more creators are jumping into podcasting because it is a reliable authority platform. And to build a loyal following, a podcast host or guest must be a credible source of information. 

High-trust influencers are those with authentic, endearing personalities. Audiences will keep listening to podcasts that align with their beliefs and values, and have hosts who genuinely want to maintain meaningful engagements with listeners.

Diversity Is The Name Of The Game

Podcast listening audiences are increasingly becoming diverse. The medium is breaking ground among African American, Asian, Hispanic, and Latino listeners, and is slowly but surely closing gaps in age and gender. 

As podcasting expands its reach and serves a broader audience, the platform will become more inclusive. Players will take concrete steps to amplify diverse voices and search for new formats that appeal to a variety of audiences.

Podcast Advertising Still On The Rise

Studies have shown that more and more listeners are accepting advertisements as part of the podcast experience, and many of their buying habits are influenced by podcast ads.

Still, audiences’ reception of advertisements is highly dependent on the credibility and personality of the hosts. Audiences look for ads that they enjoy listening to. They prefer live-narrated ads, where the podcast hosts engage in lively banter and tell convincing stories about their experiences with advertised products. 

As more brands invest in the medium, stakeholders should look for ways to diversify calls to action and make ads that create value for listeners. 

Optimizing For Voice Search Is A Must

Voice search is on track to becoming the preferred method for online searching, especially among young, tech-savvy audiences. There’s no better way to engage this dynamic demographic than focusing on voice SEO and podcast SEO. 

Podcast players should not think twice about running in-depth keyword research, getting their shows transcribed, and repurposing content by using transcripts to create interactive blog posts.