#NextInPodcasting2023
2023 Podcast Industry Forecast
30 experts weigh in on the future of podcasting
We love making podcasts at Pacific Content. You can argue that we equally love talking podcasts. Our industry is propelled by potential and is perceptibly in perpetual motion — there is so much to talk about! Contending with and reflecting on the many views and opinions has become an annual tradition for us.
This year, I’ve tried to make this list easier for you to navigate with a Table of Contents. You can jump into it right now:
Table of Contents
What’s different about this year’s list?
Instead of general predictions, we asked our experts the following four questions:
- In 2023, what is the difference between a podcast and a YouTube Video?
- Where is the money? In podcasting? In 2023?
- Who is listening to podcasts in 2023? Are there emerging audiences?
- Creators are experimenting with the form. What’s the most unexpected or delightful podcast format you would love to see in 2023? What makes it good for the industry?
Respondents could answer one to all four of the questions.* The answers in part reflected on the year that was and in part on what could be for 2023.
Thank you to all of our extraordinary contributors for your bold and knowledgeable takes. We love being part of this amazing community.
Let us know what predictions you agree with. Or share your own using the hashtag #NextInPodcasting2023 on LinkedIn, Twitter, or Instagram and tag Pacific Content.
*Some responses have been edited for length and clarity.
The Predictions
Theme: Video—Podcasting
Annalise Nielsen, Senior Manager of Business Development at Pacific Content:
“Podcasts are audio-first or audio-only, meant to be consumed while people are multitasking. YouTube videos/ series rely on visuals and require attention from the audio on the screen. While a podcast might include a video version or some additional video content, the primary product is built to allow people to not look at their screen(s) while consuming the content.”
Alex Schaffert, COO, APM Studios:
“In 2023, the difference between a podcast and a YouTube video is that one is a whole lot more discoverable than the other. Social is at its core a visual medium. One YouTube video can be cut into multiple TikTok and Instagram videos, where they reach and bring in new audiences…
Spotify will do everything in its power to prevent its content from walking over to the competition. That’s why Spotify recently added video capability to their creator platform, Anchor. You know what else Anchor has? The ability to create bonus content. I smell another trinity: The platform that marries audio, video, and subscription will win.”
Corinne Gilliard Fisher, SVP at Higher Ground:
“I don’t think there is a huge difference! In my opinion, the only difference is on the consumer side in terms of how they’re engaging with a video podcast vs a YouTube video. A video podcast has the benefit of being both a foreground and background experience for the consumer — meaning they can actively consume the content on a screen or have it stream while doing other activities. A YouTube video is visual-first which means that consumers are more actively engaged.”
Dane Cardiel, VP Creator Partnerships at Gumball:
“For many listeners and viewers, the difference is ultimately about personal preference. Unlike YouTube, podcasts thrive in and benefit from an open ecosystem, but this distinction will not matter much in 2023. YouTube is one of the best discovery tools a creator can leverage for their podcast. So, as an industry, we need to clearly outline the benefits and barriers to entry that exist so podcasters feel equipped to wisely invest their time and money into this additional channel.”
Nadjya Ghausi, CMO, Descript:
“Podcasting is fundamentally its own art form. Whether a podcast is video-driven, audio-driven, or both, podcasts should be considered their own media category… For a video podcast, which could be hosted on Youtube, consumers’ expectations are different compared to traditional podcasts. As podcasts are audio-driven, the supplemental video needs to bring the kinds of visuals that are additive to the experience. Scripted podcasts are an opportunity to create something more film-like in the style of documentaries, or even new formats that we have not seen before- which makes it interesting.”
Chris Colbert, CEO at DCP Entertainment:
“Honestly, there really isn’t a difference if we’re not defining a podcast as having to have an RSS feed. In 2023, I think more of the industry will start looking at podcasting, YouTube videos, and social media as equal parts of digital media. All can be used to market and monetize for brands while reaching audiences where they are.”
Jason Sew Hoy, Cofounder & CEO at Supercast:
“YouTube is like another huge directory — you want every podcast episode discoverable there.”
Bella Ibrahim, Marketing Director, Kerning Cultures:
“Youtube is great for talk show podcasts, but it likely won’t take off for other genres like narrative documentaries or fiction. At the end of the day, as a podcaster, it’s important to stay true to audio, in addition to understanding other platforms like Youtube — not every podcast can be adapted naturally into video and that’s okay!”
Josh Dean, Cofounder at Campside Media:
“The better question is: What does YouTube present in terms of opportunities for podcasts, beyond just being another platform? It feels like there’s a LOT of room for innovation there, but can the cost of that ever be justified by returns? How do you monetize a more expensive version of your podcast?”
Adam Shepherd, Editor at PodPod:
“Leaving aside the fact that ‘YouTube videos’ cover more than just podcast-format content, there isn’t much of a difference between YouTube-based video podcasts and more ‘traditional’ content, and as more creators expand into video formats, this will be even more the case next year. Video podcasts are comparatively cheap and easy to produce versus other forms of video, and offer a greater connection between listeners and hosts.”
Gabriel Soto, Director of Research at Edison Research:
“The industry will agree to a standard podcast definition in 2023 that will accommodate video podcast creators and consumers. The audience’s perception is that a podcast and a YouTube video are not mutually exclusive. Research has shown that an increasing number of podcast listeners use YouTube to listen to (and watch) their favorite shows via video. These shows, often distinguish themselves as podcasts in their name (e.g., The Joe Budden Podcast).”
Caila Litman, Development Producer at Podglomerate:
“In 2023, unless the YT product team focuses on overhauling its UX with audio publishers in mind, the key difference between listening to a podcast on a platform designed for podcasts and queuing up a YouTube Video will be the user experience. For starters, the ad experience on YouTube is pretty chaotic and disruptive on its best days — especially for audio-first programming. I imagine that podcast “super listeners” will not be drawn to YT unless they subscribe to an ad-free version of the platform. I also imagine that advertisers will be skeptical of podcasts that earn the bulk of their listener engagement from YT distribution, as this means there’s less control over ad fill and SOV. Simply put, compared to audio-only or audio-first platforms, YT does not offer a premium ad experience.”
Georgie Holt, Managing Director, Americas at Acast:
“One of the beautiful things about podcasting is its flexibility, meaning, it can reach audiences across multiple platforms. This is demonstrated so clearly in podcaster content on YouTube, where we’re seeing creators use the platform to engage their audiences where they already are. That engagement is opening a discovery funnel through which even more people (younger audiences in particular) are being introduced to podcasting and then of course — like the hundreds of millions before them — falling in love with the experience. For existing video creators, there’s a huge opportunity in unlocking new growth potential through podcast distribution, and for podcasters, video presents a strong modality for increased audience discovery. In 2023, we’ll see even more creators from different mediums turn to the art of the podcast format to offer the multi-touchpoint content experiences that audiences crave — further cementing the value of the open podcast ecosystem.”
Arielle Nissenblatt, Founder, Earbuds Podcast Collective:
“The difference between a podcast and a YouTube video in 2023 is that podcasts will prioritize audio-first consumers. While 2023 will see more efforts to capture video (whether it’s for creating marketing-focused clips or publishing full episodes), audio-only podcasts will still thrive. There may even be a divide coming — between creators who refuse to incorporate video and those who are willing to experiment… I do hope the hype around video production (AKA “you HAVE to prioritize video in your audio recordings) dies down. There are still tons of consumers who want to consume your audio…and only your audio.”
Jordan Harbinger, Creator and Host of The Jordan Harbinger Show:
“Podcasts have more engaged listeners, higher HHI, and are much harder to grow. YT starts to “make up the difference” in pure volume though. Also, creators start becoming slaves to the YT algorithm and create for that, ruining their audio podcasts.”
Donald Albright, President & Cofounder at Tenderfoot TV
“They can be one and the same. YouTube is becoming a podcast platform in a much more intentional way. The key is figuring out how to maximize its potential without undercutting traditional ad revenue and distribution models.”
Conal Byrne, CEO, iHeart Media Digital Audio Group:
“There’s an adage in video production that goes something like, “Fast, cheap, and good… Pick two.” The difference with podcasting that creators have discovered across the last ten years — from Will Ferrell to Shonda Rhimes to Will Packer to Malcolm Gladwell to Martha Stewart to Paris Hilton — is that you don’t have to pick, you get all three. Fast idea development…cost-effective production…the highest quality content in the world…with the added benefit of being able to test IP “live” in front of a mass-reach audience. So — should podcasts become videos? Capturing the recording session of a podcast for video may serve certain creators well. But, overall, this will anchor the medium back into video’s rules of fast, cheap, and good. Moreover, and maybe counterintuitively, the video won’t hold a candle to the intimacy, engagement, and innovative qualities of the audio podcast itself. This medium’s creative freedom and mass reach, its ability to slip into our media consumption in the places that video couldn’t and can’t fill, is still today unrivaled.
Michelle Khouri, CEO & Founder at FRQNCY Media:
“Video podcasting might just be reserved for larger production budgets because it overcomplicates what is supposed to be a more attainable and approachable medium. As independent creators add the complexity of visuals, they should expect production cost, labor, time, and energy to increase by up to tenfold depending on the quality they want to attain. It involves lighting, complex editing, staging, visual effects for a glossy finish, and overall presentation. The beauty of podcasting is that you don’t need a lot for a creator to amplify a story through the medium. It will be interesting to see how many creators rethink the video component of podcasting once they realize how costly it can get.”
Rachael King, CEO & Cofounder, Pod People:
“The most important difference (in my humble opinion) is that a podcast is always audio first; it doesn’t need any visuals for the content to be fully understood. And if there is a video or other visual component it’s, simply, bonus content, as opposed to necessary to the story being told. If the content cannot be fully accessed/enjoyed without viewing the accompanying visuals, it’s not a podcast.”
Skye Pillsbury, Writer, The Squeeze:
“If you call your YouTube video a podcast, we are no longer friends… That said if you simply must make a video, don’t be lazy. Take the best bits of your podcast content and refashion it for a visual platform. Take the time to make it great. And please, for the love of god, don’t call it a podcast. (Yes, I know I sound old and I don’t GAF!)”
Shira Atkins, Co-founder, Wonder Media Network:
“For whom does this matter? Content is content. We should all be leaning into as many distribution platforms as possible, as growing, retaining, and monetizing a podcast gets harder and harder.”
Fatima Zaidi, Founder & CEO at Quill Inc and CoHost:
“You can be driving to work and listening to a podcast, but you can’t be watching youtube. You can be walking your dog and listening to a podcast but you can’t be watching a video. By adding video, you’re losing the flexibility factor which would also impact completion rates. If you solely want to be on Youtube to maximize your distribution and maybe reach a younger demographic, then I’m a big fan of utilizing full-length audiograms for youtube instead of creating a video podcast from scratch. My hypothesis is that podcast creators will continue to experiment with video for a while, and then not find the ROI and completion rates to not be worth the added investment.”
Juleyka Lantigua, Founder, LWC Studios:
“A podcast gets universally disseminated as audio via RSS. A YouTube video is a marketing tool for that original audio.”
Theme: Show Me the Money
Conal Byrne, CEO, iHeart Media Digital Audio Group:
“In 2023 podcasting will continue to evolve into a robust blend of creator host-read advertising mixed with mass, longtail podcast inventory that is audience-segmented and targetable. These two halves of the business will grow commensurately, to maintain the engagement of the podcast host, combined with the best that digital media has to offer regarding targetability and measurement.”
Donald Albright, President & Cofounder at Tenderfoot TV:
“The money is in your audience, and subscription is your most direct pathway to that audience.”
Michelle Khouri, CEO & Founder at FRQNCY Media:
“The money in podcasting isn’t in podcasting. The money in this industry is in what podcasting offers a brand’s ecosystem of content. People will see more monetization power the more they see a podcast as a content engine that fuels their entire content ecosystem. How can we turn one episode into 15 pieces of content with a cohesive content marketing plan for the brand’s goals?”
Jason Sew Hoy, Cofounder & CEO at Supercast:
“Premium subscription and paid exclusive content. Some early adopters have added 7-figures of subscription revenue from fans who will happily pay for more content, but most creators have yet to even try.”
Georgie Holt, Managing Director, Americas at Acast:
“Creators who know their podcast is, or could be, a multi-platform ecosystem with diverse revenue streams — who see their listener is, in fact, a highly valuable and loyal customer to both themselves and brand partners — will flourish in 2023. These creators stand to benefit from brand partners who want to invest in deeper integrations to reach their valuable, trusted audiences across all their platforms. Successful podcasters will keep testing and innovating in the value exchange between the listener and their show.
For advertisers, those who continue to invest at scale and who take advantage of the rapidly innovating targeting technology in the space will win in 2023. Research from WARC found that compared to other channels, podcasting is still significantly underinvested in versus the audiences’ huge time spent on the medium… As we see more and more proof points illustrating podcasting’s indisputable return on ad spend, advertisers will invest more — and invest more often — in the most valuable attention economy channel in marketing.”
Adam Shepherd, Editor at PodPod:
“While spot ads and programmatic are excellent monetisation vehicles for podcasters, direct listener revenue through gated subscription content will likely gain pace next year, as macroeconomic headwinds cause slowdowns in ad budget growth. Media buyers are also likely to become more targeted with their podcast campaigns, with a greater focus on achieving specific outcomes and maximising value.”
Gabriel Soto, Director of Research at Edison Research:
“Brand safety. Tech companies will continue to build and enhance solutions that effectively measure the advertising suitably between different brands and podcasts. Research will support that podcasts, even many of those deemed too risky to advertise on, can in reality be suitable for many brands. Brands will adopt these tools and be less apprehensive to buy ads on shows previously overlooked — resulting in more revenue for the entire industry.”
Josh Dean, Cofounder at Campside Media:
“Almost entirely still in always-on shows, which is a bummer, b/c audiences, platforms, and Hollywood all LOVE the limited series. The podcast that started this revolution — Serial — was one of the best brand sponsorship experiments in history and yet here we are, many years later, and no one has figured out how to consistently sell brands on the limited series. This is my greatest frustration. Please give me a bullhorn and a slot at TED to rant about it.”
Corinne Gilliard Fisher, SVP at Higher Ground:
“I know where money won’t be! I think we’ll start to pull away from the splashy/press release engine talent and pull back into what made podcasts great to begin with — bingeable, habit-forming, character-driven, singular hosts and storytellers who invest 150% of their creative efforts into the form and don’t treat podcasting as a side hustle. I also think we’ll see a surge of investment in video podcasts as both a primary form of consumption and a marketing tool.”
Jordan Harbinger, Creator and Host of The Jordan Harbinger Show:
“Host-read ads. Many places will sell programmatic in buckets as they do now, but top creators will command a premium for their endorsements. True Crime stays on top but other stories emerge as profitable as well.”
Rachael King, CEO & Cofounder, Pod People:
We HAVE to fix the tech if we’re going to properly monetize and convince advertisers they can reach the right audience, at scale. We desperately need more detailed ad tracking and targeting, better audience stats, and customized recommendation algorithms.
We’ve entered the long tail of podcasting, and are seeing that dedicated, niche audiences are much more effective for brand building, and are more realistic than securing massive listener numbers. Podcast marketing is so different than other channels, and the handful of folks who do it well is TINY (though I do think we’ll see an increase there, as smart, opportunistic folks realize it’s a valuable skill set to have).
Laura Mayer, Founder at LRM Works:
“Brand advertisers with bespoke produced host reads that feel apart of the content (not part of the content, but a similar vibe). Long live DAI, but let’s add some art back into the podcast ad.”
Skye Pillsbury, Writer, The Squeeze:
Honestly? The money is with celebrities and entrepreneurs who have access to the big corporate players in this industry. And a lot of it is dumb money — money that’s gone toward sub-par projects that will never pay off or in some cases, even get made. That said, my hope is that some who have benefited from the consolidation and M&A over the past few years will spend it funding projects (and even new production houses?) helmed by innovative creators who represent diverse perspectives.
Alex Schaffert, COO, APM Studios:
In 2023, given the current economic outlook, the money in podcasting is in subscription, especially for smaller publishers with intensely loyal audiences. Technology is mirroring that trend: Substack started as a blogging/email platform and now has podcast publishing capabilities. Anchor is Spotify’s audio creator platform but also offers subscription tools. The future is in the name: It’s PODcasting, not BROADcasting.
It’s important to note that subscription revenue is incremental to ad sales, it’s not an either/or. The trick is to balance free, ad-supported content with just the right amount of paid bonus content, tailor-made for your super fans.
Shira Atkins, Co-founder, Wonder Media Network:
Brands standing up their own audio projects (and therefore we’ll see $$ in the hands of creative agencies, too) and brands seeking to invest more holistically in the space. Big film/tv studios will also continue to spend. Platforms, however, who made their bets in 2020–2022, will be waiting to see their bets play out, and so their MGs and slate deals will shrink in volume and value.
Caila Litman, Development Producer at Podglomerate:
I predict that 2023 will be a big year for small to mid-size outfits to shine. From prodcos to measurement firms to sales, marketing, and content strategy services — there’s a fantastic marketplace of contracts being won by the guys in the middle, keeping the entire ecosystem going. Companies developing very specific solutions have the right to win. Riches in niches, baby.
Fatima Zaidi, Founder & CEO at Quill Inc and CoHost:
I think the money is going to be in podcast audience growth…Any tools that can help boost podcast discoverability, especially on search engines will be the future.
Annalise Nielsen, Senior Manager of Business Development at Pacific Content:
The money in podcasting has shifted to Hollywood. Not with stars and celebs and actors, however — that seems to have fizzled out when many realized big celebrity names do not necessarily bring in big audiences (or big advertising dollars). Rather, the money is in Hollywood studios placing their development dollars towards podcasts — often a cheaper way to prove a concept and build an audience, while also potentially breaking even by monetizing with advertising. Much better than spending big bucks on piloting a TV show.
Theme 3: Audiences
Alex Schaffert, COO, APM Studios:
“Podcast networks have to do more to serve children and families of color. BIPOC listeners aged 13–34 are more likely to listen to podcasts on YouTube and Spotify compared to Apple. For producers of kids and family shows, it’s becoming very clear, very quickly, that a video strategy is no longer optional. Of course, not every show lends itself to video, so this requires investment and creativity. The impact — mission and financial — will be well worth it.”
Corinne Gilliard Fisher, SVP at Higher Ground:
“I think younger audiences will find audio as they mature and begin cementing adult routines that don’t allow for as much screen time.”
Dan Misener, Cofounder at Bumper:
“Podcast growth will continue to rank among podcasters’ top challenges in 2023… Savvy podcasters will continue to shift the conversation towards metrics that represent the real goal: listeners’ time and attention. More than a decade ago, YouTube redefined success on its platform by focusing on one metric above all others: watch time. Expect to see a similar shift towards “listen time” in the podcast world.”
Gabriel Soto, Director of Research at Edison Research:
“I’m betting that podcast listening among younger audiences, after a downturn in early 2022, will bounce back in 2023. These younger audiences, which are more ethnically diverse, will continue to transform the face of the podcast listener to reflect Black Americans, Latino Americans, Asian Americans, and other ethnic groups. Generation alpha, those born after 2010, will be brought into the spotlight, with kids’ podcasts being the way that creators and advertisers will seek to reach them.”
Conal Byrne, CEO, iHeart Media Digital Audio Group:
“As we slowly emerge from lockdown, anyone who is a parent has spent the last two or three years on the frontlines of what is now an age-old problem with our kids: screen time. Audio podcasting provides a compelling and brand-safe alternative. From groundbreaking podcasts like “Wow in the World” to “Kids Short Stories with Mr. Jim,” this “screen alternative” will continue to rise as a wave of kids’ content creators hit this exploding medium.”
Rachael King, CEO & Cofounder, Pod People:
“I think we’ll continue to see huge gains in the under 10 kids (continuing the trend brought on by the pandemic), young Gen Z, and Boomers, and that more shows will find a global audience — especially as we see more (thoughtful) adaptations of hit shows into different languages.”
Arielle Nissenblatt, Founder, Earbuds Podcast Collective:
“Adults ages 65+ will continue to become loyal podcast listeners. Networks, as well as independent creators, are beginning to realize that this is an underserved demographic in terms of content and will create with them in mind as consumers.”
Caila Litman, Development Producer at Podglomerate:
“From following the data, my sense is there are going to be three big areas of growth for ‘emerging audiences’ in 2023:
1. Boomers: Similar to how FB saw a spike in the over 60+ crowd hopping onboard later, podcasting — especially programming helmed by familiar voices from their generation — will infiltrate this segment’s media diet.
2. Women: I foresee women overtaking men as the most dominant gender listening to podcasts. This shift will be the payoff of big podcasting investing in programming made for and by women. I mean, wasn’t it this year that Spotify’s top male podcaster was unseated by a woman’s voice (see: Archetypes podcast hosted by Meghan Markle)?
3. Non-English & Non-US Listeners: From an uptick in Spanish language podcasts and Latino listeners to new AI tools that translate English podcasts into other languages…without leaving them sounding robotic, next year will be an exciting time for podcast audience growth abroad.”
Chris Colbert, CEO at DCP Entertainment:
“Studies from 2022 continued to show growth for podcast audiences of color. But now as YouTube has become a major platform for podcasting, we’ll begin to see faster growth in Black audiences due to other studies that show significant Black engagement on the platform. But I also believe we’ll see a similar trend with Latino audiences because there has been a surge in new Latino content creators, which means more diverse content to draw in new audiences.”
Annalise Nielsen, Senior Manager of Business Development at Pacific Content:
“I see Gen Z audiences growing, but I think this is more because Gen Z is growing older, entering post-secondary school and the workforce, and podcast content is more relevant to their new interests — not because podcast content has shifted or changed to become more interesting to younger audiences. I’m not sure there’s anything wrong with that — maybe teenagers will never want to listen to long-form audio content, and maybe that’s okay.”
Jessica Cordova Kramer, CEO, Lemonada Media:
“We have seen that there are consistently three buckets that audiences are looking to fill with the podcasts they consume — Companionship, Escapism, and Critical and Trusted Information. These cut across demographics and are more about the way podcasts serve a purpose for our listeners, and I don’t think those needs will change in 2023.”
Laura Mayer, Founder at LRM Works:
“The youth! Long(er)form podcasts that break down TikTok drama and other culture that’s bubbled up through TikTok.”
Michelle Khouri, CEO & Founder at FRQNCY Media:
“I expect we’ll see the globalization of podcasting really take hold next year. I think we’ll see podcasts succeeding in more languages than we’ve ever heard before and expressing the stories of vastly different cultures and geographic hubs. I’m especially excited about this prediction!”
Josh Dean, Cofounder at Campside Media:
“This feels almost like a “who is watching TV?” question. I think almost everyone is listening to podcasts, but it does feel — in the US at least — like most of the highest profile shows and companies target primarily an educated, mostly white coastal audience. That said, some of the most reliable genres, especially true crime, hit most demographics. There is plenty of work to be done to reach new audiences, especially kids and teenagers. If we don’t get them listening, we’re doomed!”
Theme Four: Formats
Corinne Gilliard Fisher, SVP at Higher Ground:
“I would love to see someone crack a short-form evening listening format in the US — as stress mounts for all of us due to political, economic, and social forces outside of our control, it would be exciting to see experimentation with creating a listening experience that serves as an escape from the daily bustle and proliferation of screens in our lives. I think this would help the industry start thinking about the use case versus the volume of new shows. Right now, consumers feel overwhelmed with the number of podcast offerings and may not know where to start or discover something new, so they just continue listening to their favorite shows.
Magnus Krabbe, Podcaster & Partner at Kontekst & Lyd:
“I would love to see long intros disappear. Podcast storytellers should look into Gen Z’s way of kickstarting a story from the get-go on platforms like TikTok or Youtube. Media consumers of 2023 don’t need two minutes of intro music, guest introductions, and long boring explanations of the format. Pinpoint your story within the first few seconds of your podcast and deliver the context along the way.”
Juleyka Lantigua, Founder, LWC Studios:
“I’d like to see a multilingual choose-your-own-adventure format for young language learners. Episodes would be under three minutes, character-driven, and seamlessly build worlds where multiple languages exist without ‘translation’. It’s good for the industry because Gen-Z’s kids will be bilingual, omnicultural, tech-immersed, and discerning on levels media consumers have not been up to now. We need to start making shows for them as soon as they start to talk.”
Steve Ackerman, EVP & Co-Head of Global Podcasts at Sony Music Entertainment:
“Podcasting is barely scratching the surface creatively for what can be possible, especially with the always-on or returning season model. I’d love (and expect) to see more ideas emerging that borrow from our TV cousins: reality shows, game shows, and formatted shows which move the weekly program beyond the studio chat model would be a great enhancement for podcasts. Podcasting needs to flex its creative muscles more, which means stepping up the creative risk-taking and thinking about format ideas that can be rolled out in more than one market.”
Arielle Nissenblatt, Founder, Earbuds Podcast Collective:
“I’d love to see more instructive audio in 2023 — podcasts telling me how to, for example, hang a picture, go for a mental health walk, clean my laundry machine…etc. However, the audio won’t just give instructions and hope listeners are following along but will ask a series of questions before the audio begins that determines the listeners’ level of experience. This format could take place in podcasting, using a choose-you-own-adventure-style format. But it can also be separate from RSS and just be audio edutainment available elsewhere.”
Bella Ibrahim, Marketing Director, Kerning Cultures:
I would love to see more podcasts experimenting with multi-lingual content. It’s a beautiful way to connect your audience with a story while still honoring the original storyteller and their native language.
Caila Litman, Development Producer at Podglomerate:
“Oooh. More game show podcasts and more reality podcasts or, perhaps, the Venn diagram of the two converged.”
Kaiti Moos, VP of Development & Production at Headgum + Gumball:
“Semi-scripted improvisational podcasts. They have the best of everything — a story, a cast, and a perfect combination of humor and earnestness to endear listeners. They’re an effective way to showcase up-and-coming talent while falling back on the familiar genres listeners and advertisers already love.”
Gabriel Soto, Director of Research at Edison Research:
“I would love to see more interactive podcasts in 2023. Choosing my story path in the fiction podcast Azafata in Atacama by Studio Ochenta was profoundly entertaining. Imagine if you could choose your character, or perhaps compete with other listeners in solving a podcast puzzle.”
Laura Mayer, Founder at LRM Works:
“As the host of Shameless Acquisition Target, a show where I essentially tried to sell myself in public, I’m biased: I think the more authentic ties to the content that the hosts have, the better. I’m not talking about memoir. I’m talking about any kind of skin in the game, from the hosts, in any format. It’s my feeling that audiences are craving stakes and they’re craving shows that feel human and alive, and responsive — not only to the news cycle but to the culture overall. And if you have a host on a journey (à la Dead Eyes) you’ll get an audience who’ll stick around. Plus, it’s more fun to listen to someone you’re rooting for (or cringing on their behalf) than a voice-from-above, detached narrator.”
Alex Schaffert, COO, APM Studios:
“Like just about anybody who works in podcasting, I loved Shameless Acquisition Target, which managed to be equal parts revealing memoir, sharp-eyed parody, and a tour-de-force masterclass on the state of the podcast industry. I want to see more shows that blur the line between non-fiction and fiction, keeping the audience guessing. Is anyone making the companion podcast for the next season of The Rehearsal? Get on it, people!”
Conal Byrne, CEO, iHeart Media Digital Audio Group:
It’s still surprising that creators have not used podcasts at any scale as a social media tool more than they have. There is maybe no better medium for authentic, unfiltered communication than the podcast RSS feed. And when you layer on top of that the trust and engagement that comes with podcasting, where listeners feel uniquely connected to the voices and hosts they hear, we predict that in the short term, especially against the headwind social media faces today across the board (brand safety, cost cutting, advertising declines) that a new wave of creators will turn toward podcast “audio journaling” as an innovative and new way to do social media better.
Josh Dean, Cofounder at Campside Media:
“A (relatively) big-budget musical? Like, a Hedwig, but in podcast form. Also, I really want us to make a true crime show for kids. Whatever that would be. I have some ideas!”
Georgie Holt, Managing Director, Americas at Acast:
“The interest in longer-form storytelling, particularly among Gen Z audiences, is a trend I expect more podcasters to take advantage of in 2023 — and one that I believe bodes well for our world.* Podcasts are fulfilling the human desire for nuanced conversation and thorough analysis over hot takes and quick-hit broadcast commentary. I see podcasts as a place where progress is made — where we see incremental gains in knowledge and where storytelling leads to understanding. I hope we are all being reminded that respectfully talking things out, and listening to a wide range of perspectives, is where progress really happens. I firmly believe podcasting is where people with hope come to create community. Advertisers who pay attention to that will see the payoff in performance.”
*Acast and Nielsen found that 24% of listeners aged 18–24 wish podcasts were generally longer, and Luminate found that 3 out of 4 podcast consumers prefer shows longer than an hour.
Michelle Khouri, CEO & Founder at FRQNCY Media:
“Musical podcasts feel like the next big thing in podcasting to me and a no-brainer since listeners are already playing the albums of their favorite on-stage musicals on a loop… The key to the success of an audio musical, though, is to ensure the same level of quality in songwriting, acting, and storytelling that you would expect from any major film or stage production… I also feel we’ll see the most audio innovation when it comes to format, monetization, and audience building versus tech — although I’m excited to see how spatial audio is becoming more consumer-friendly.”
Adam Shepherd, Editor at PodPod:
“Sound design is becoming a more popular tool for podcasters seeking to create an immersive audio experience, and I’m looking forward to seeing how creators leverage more foley effects, field recordings, and other sound design principles to enhance their listeners’ experiences.”
Skye Pillsbury, Writer, The Squeeze:
“Everyone reading this should go listen to Sharon Mashihi’s outstanding podcast Appearances. It expertly blended the “personal journey” and “fiction” podcast genres, and in doing so, improved on both. In my view, it’s a masterpiece. I’d like to see more people pushing the boundaries of genre in podcasting. (And Sharon, if you plan on making season two, let me know so I can help support the project!)”
Jason Sew Hoy, Cofounder & CEO at Supercast:
“Clubhouse didn’t stick. Yet there’s no denying that audiences thrive on interaction. Ask-Me-Anything episodes strike a great balance that allows creators to answer listener questions without giving up control or production quality. Breaking Points with Krystal & Saagar received 1,000 questions in a week — listeners even paid for the privilege!”
Annalise Nielsen, Senior Manager of Business Development at Pacific Content:
“There is lots of room to grow in the reality genre. This year we saw the release of Being Trans, an exciting new “reality podcast” genre, that hopefully will inspire lots more content in this style.”
Rachael King, CEO & Cofounder, Pod People:
“In 2023, podcasts are expanding to be fully engaging multimedia experiences. A true podcast will always be audio storytelling first, but with the interactive elements of custom video and live experiences, they are actively changing our perception of what a “podcast” is. We’d love to see a podcast mess around with VR as that technology continues to grow, whether that’s attending a live taping, or even building out the world from a hit fiction podcast…!”
The final word goes to K.B.:
Karen Burgess, EP of People, Production & Culture at Pacific Content
“I have no doubt this list will have some amazing ideas for specific formats that are missing from the podcasting space and could find a good home in 2023! I might like some and love others, but that’s the joy of what we do. The best format to surprise and delight your audience is the one that lights up your content the best way, sings a love song to your most ardent followers with every production element, and lets them know that you share a connection through your treatment choices as well as your subject matter. So nerd out, know your show values, know your audience, and make something they can’t get enough of (and can’t get anywhere else!)”
The Contributors
Three-quarters of our contributors are new to our band of experts! They represent some of the most exciting and interesting voices in the industry.
Adam Shepherd, Editor at PodPod
Alex Schaffert, COO, APM Studios
Annalise Nielsen, Senior Mngr. Business Development at Pacific Content
Arielle Nissenblatt, Founder, Earbuds Podcast Collective
Bella Ibrahim, Marketing Director, Kerning Cultures
Caila Litman, Development Producer at Podglomerate
Chris Colbert, CEO at DCP Entertainment
Conal Byrne, CEO, iHeart Media Digital Audio Group
Corinne Gilliard Fisher, SVP at Higher Ground
Dan Misener, Cofounder at Bumper
Dane Cardiel, VP of Creator Partnerships at Gumball
Donald Albright, President & Cofounder at Tenderfoot TV
Fatima Zaidi, Founder & CEO at Quill Inc. and CoHost
Gabriel Soto, Director of Research at Edison Research
Georgie Holt, Managing Director, Americas at Acast
Jason Sew Hoy, Cofounder & CEO at Supercast
Jessica Cordova Kramer, CEO, Lemonada Media
Jordan Harbinger, Creator and Host of The Jordan Harbinger Show
Josh Dean, Cofounder at Campside Media
Juleyka Lantigua, Founder, LWC Studios
Kaiti Moos, VP of Development & Production at Headgum + Gumball
Karen Burgess, EP of People, Production & Culture at Pacific Content
Laura Mayer, Founder at LRM Works
Magnus Krabbe, Podcaster & Partner at Kontekst & Lyd
Michelle Khouri, CEO & Founder at FRQNCY Media
Nadjya Ghausi, CMO at Descript
Rachael King, CEO & Cofounder at Pod People
Shira Atkins, Co-founder at Wonder Media Network
Skye Pillsbury, Writer at The Squeeze
Steve Ackerman, EVP & Co-Head of Global Podcasts at Sony Music Entertainment
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