Marketing has always been about getting a message in front of the right audience. But what happens when the most valuable part of that message is not a pitch, but a conversation?
Podcasts have created a space where brands can become part of conversations their audiences are already choosing to have. And that shift is worth paying attention to.
According to Edison Research, 76% of weekly podcast consumers say they have taken some type of action after hearing a podcast advertisement, including visiting a website, making a purchase, using a promo code, or recommending a product. Furthermore, video podcast consumption has now reached a point where weekly podcast consumers are nearly as likely to watch podcasts as listen to them.
More Than an Advertisement
The opportunity for businesses goes beyond placing an ad between segments.
Podcasts give companies a platform to explain what they do, share expertise, introduce leadership, discuss industry challenges, and answer the questions their customers are already asking. Instead of simply telling an audience why a product matters, businesses can create content that demonstrates how their product or service solves the problem or topic.
That distinction matters.
A traditional advertisement creates awareness, but a meaningful conversation can create familiarity, credibility, and trust. For some businesses, that could mean sponsoring an established podcast that already reaches their target audience. For others, it could mean creating their own branded podcast or turning existing video content into a podcast-style conversation. The right approach depends on the audience, the business, and the objective.
Video Opportunity
We know podcasting is becoming less confined to audio.
Edison Research found that video podcast consumption overtook audio-only consumption among weekly podcast consumers in the third quarter of 2026. By 2027, the two formats were essentially neck and neck.
For businesses already investing in video, podcasts offer an opportunity to extend the life and reach of their content. A single conversation can be transformed into a full-length podcast, short-form social media clips, educational videos, and other marketing materials. Rather than constantly creating something new, businesses can make the most of the conversations they’re already having and connect with their audiences across multiple platforms.
What Does This Mean for Your Business?
Not every company needs a podcast. And businesses don’t need to chase every new platform simply because it is growing. But staying stagnant and not conducting the necessary research to evaluate whether the opportunity aligns with their goals can be a costly mistake.
The businesses paying attention can identify where their customers are spending time, what questions they are asking, and what types of content help build trust. From there, they can experiment thoughtfully, invest in the right capabilities, and determine whether podcasting, or another emerging channel, has a meaningful role in their strategy.
At Palladium Media, we believe effective marketing starts with understanding the audience to develop a strong media plan. We pay attention to research, changing consumer behavior, and emerging opportunities so businesses can make informed decisions, regarding their own audience not simply follow trends.
The bigger question for business leaders is: Are you creating content that simply tells customers about your business, or are you creating opportunities to build engagement with your target audiences.
