The Specifics of Podcasting Development in 2020–2025

Abstract

Introduction. The effectiveness of podcasting as both an informational and marketing tool largely depends on how well podcasters and advertisers take into account key trends in its development, which are shaped by changes in the external environment and reflect the fundamental needs of society.

Relevance and Purpose. The relevance of this study is driven by the rapid development of information technologies, platforms, and services that directly influence audience preferences and tastes, as well as the evolution of media channels, including podcasting. On the other hand, the topic remains insufficiently explored. The aim of this article is to examine the transformations in podcasting during the period from 2020 to 2025, taking into account the factors that influenced its development.

Methodology. The study employs an analysis of scientific articles, statistical data published in authoritative sources and on podcast platforms, analytical publications from media outlets and official representatives of Spotify, YouTube, Apple, etc., alongside methods of data systematization and generalization.

Results. The main factors that have influenced the development of podcasting in recent years are the 2020–2021 pandemic, which activated both podcasters and listeners during this period; the growing public interest in short-form video; the increase in trust in podcast advertising, especially host-read ads, observed since 2020; and the development of AI, the growing interest in which suggests its further active use in podcasting, particularly given that there are already podcasts fully voiced by AI.

Conclusions. Five main external environmental changes (factors) that have influenced the development of podcasting have been identified: the pandemic; the spread of YouTube and TikTok; the development of podcast listening platforms; the increased trust in podcast advertising; and the development of artificial intelligence. It has been established that the main changes in the field of podcasting in recent years are as follows: 1) an increase in the total number of podcasts worldwide, but a decrease in active podcasts; 2) the growing popularity of video podcasts; 3) changes in the priority of listening platforms; 4) growth in advertising investments in podcasts; 5) the application of AI capabilities.