The events of 2020 saw a podcast boom across mainstream media, as people were figuring out ways of communicating with an audience when they were unable to be in the same place together, but are they still relevant and how do you stand out in this seemingly saturated landscape of audio content? 

These days it seems like almost everyone has a podcast; celebrities, brands, even TV shows have accompanying podcast content (anyone enjoy The Traitors?) and in 2026 podcasts are evolving not just to attract new audiences, but to keep current audiences engaged and interested. 

Content Consumption 

In 2026, podcasts are not just an audio medium, more and more people are watching podcasts. Platforms like YouTube and Spotify are embracing this with video optimisation and enhanced search capabilities, as well as specific podcast creator partnerships for monetisation and ad revenue.  

Podcasting isn't just about listening anymore, it's about 'consumption'. Podcasts are being consumed through: 

• Audio (RSS feeds, Spotify, Apple Podcasts) 

• Video (YouTube, Spotify, TV) 

• Social media clips (Instagram, TikTok, LinkedIn) 

• Transcripts and supporting blogs (SEO & Search)1 

With the top three platforms for consuming podcasts now being YouTube, Spotify, and Apple Podcasts2.  

In this ever-evolving landscape, video is no longer seen as optional, instead it's a key consideration in the creation and formatting of podcasts. Creators are placing more importance on visual identities, video-friendly episode structures, and 'clippable' content for social media. 

Video does not have to mean full studio set-ups and recording whole podcast episodes though. Statistics show that more people are still listening than watching, and if creating video content, you must consider if it will still work with your eyes closed3. 

Audience Trust in Podcasts 

In its 2026 predictions, podcast hosting and advertising platform, Acast, highlighted the value of "trust-based attention" in a world of AI. 

Acast VP of Sales, Richard Neto, said: "As attention and trust become the metrics that separate meaningful engagement from passive exposure, podcasting stands out as the channel where every impression is not just counted, it converts." 4 

The audio format provides intimacy between a podcaster and a listener. A report by The Pew Research Centre states that 'two thirds of people listen to news discussions [on podcasts] and expect accuracy.' 5 People are listening to podcasts and using them as a resource for news more than ever. In the UK, over two-thirds of people of the population have listened to a podcast6, whereas in the US, 73 per cent of people have consumed a podcast7. 

Our Liquid 2026 Trends Report highlights the rise in H2H (Human-to-Human) marketing and the fact that we are seeing consumers increase their trust in people in an age of AI content. 

Standing Out and Making Waves 

Here's what the current podcast landscape looks like: 

• As of November 2025, there are a total of 4,546,694 registered podcasts in the world 

• Men aged 25-34 make up the core audience in the UK. 

• Most people listen to podcasts when doing chores (49%), on the work commute (42%) and when working out (29%). 

• The top three podcasts in the UK in 2025 were: 

• The Joe Rogan Experience 

• The Diary of a CEO 

• The Rest is Politics 

In this seemingly crowded world of podcasting, how can you stand out? 

Create a niche. Podcasts that cater to a specific niche may not have the biggest audiences, but they are more loyal and engaged. Find what you enjoy and craft a podcast around that, so you yourself will be more engaged with the content you produce. Podcasts require a lot of talking, so make sure you're enjoying what you're talking about! 

Have a purpose. Don't create a podcast because you feel like you have to for your brand. An audience can tell when you are being inauthentic or doing something for the sake of it. Tale a look at what your brand's position is on your industry, is there something that others aren't talking about or a topic you think your brand could easily contribute to? 

Partner with an agency that knows what they are doing. Liquid is a fully integrated creative agency that has worked on podcasts for multiple brands. With dedicated audio recording studios and professional equipment, Liquid can research, record, and publicise your podcast for your audience. 

 

Get in touch if you'd like to discuss your brand's podcasting plans for 2026 here. 

 

1 Podcasting Trends & Predictions for 2026 (podcast.co) 

2 The Infinite Dial 2025 (Edison Research) 

3 Podcast Statistics & Industry Trends 2026 (The Podcast Host) 

4 Podcasting in 2026: Acasters Share Their Predictions (Acast) 

5 Podcasts as a Source of News and Information (Pew Research) 

6 The UK Podcast Consumer 2024 (Edison Research) 

7 The Podcast Consumer 2025 (Edison Research) 

👍👎Podcasting: what's in and what's out for 2026? (Podcast Marketing Magic)