Every week – sometimes every day – I get a version of this question: “Is it too late to launch a podcast?”
And this is a fair question. Starting a podcast is a big commitment that doesn’t just involve time and resources. As a form of media, podcasting has huge potential and can generate both money and influence while maintaining relatively low barriers to entry. However, podcasting is a different ecosystem compared to film, television, or even social media. Starting a podcast requires an understanding of an evolving format that many have tried to master, but few truly succeed.
Given the long-term investment, some are starting to wonder if the window for launching a successful podcast has passed. As the founder and CEO of The Podglomerate I am often asked whether starting a podcast in 2025 is worth it.
The general wisdom is that while podcasting can build niche communities and provide both ad-based and subscription revenue, the industry suffers from oversaturation.
So, is now still a good time to start a podcast?
Short answer: Yes.
Long answer: Yes… but it depends.
In this article we’ll unpack that, I’ll weigh the pros and cons of starting a podcast in 2025. From podcast discovery options to making a smash hit, I’ll share my opinion alongside some compelling data to help you make an informed decision.
If you decide to launch and want help with your new show, reach out to Podglomerate for a free consultation.
Is Podcasting Oversaturated?
Podcasting is no more over-saturated than any other media industry. It’s estimated that there will be 2.2 million books published in 2025 alone, and 5.1 BILLION YouTube videos.
Some may point to the pandemic as the inflection point for podcast saturation. But journalists were already writing about reaching “peak podcast” in 2019. There have been articles published on this topic every year for the last decade. In hindsight, this concern feels misplaced. If you told someone today that people believed we’d hit peak podcast in 2017, they’d laugh you out of the room. Sure, the industry has experienced momentous ups and downs in the last ten years, but to be chronically anxious that podcasting is oversaturated ignores the very real potential of developing new listeners outside of the current pool of podcast fans.
Developing new audiences may take a bit of imagination, not to mention time and money. But podcasting shouldn’t be content with the crumbs from social video platforms like YouTube and Instagram. While these sites have become search engines in their own right, they have engineered their audiences to enjoy sixty second videos.
While none of us are billion dollar tech companies (yet), there are still things we can do to nurture the next generation of audio fans.
Long-form, audio-based storytelling will always have a place in the media landscape. Radio has endured in countries across the world despite the rise of television. As young people become disillusioned with highly commercialised short-form content, podcasting must be ready with alternatives.
If you are still concerned that there are too many podcasts, consider this: While there might be more than 2.7 million podcasts hosted on Apple Podcasts as of January 2025, only 424,259 have been published in the last 3 months.
What that tells me is simple: there’s still space for new, meaningful shows—especially in underserved or niche areas. The key is being intentional. Know your audience, know your value, and build something you’d actually want to listen to.
Launch a Podcast? Guest on One? Or Just Buy Ads?
Rather than asking “should I launch a podcast,” I usually like to ask people what their goals are for the show. A podcast is an amazing vehicle for brand awareness, thought leadership, content marketing, lead generation, and maybe even revenue, but you don’t need to start your own show to take advantage of these things.
Based on your goals, your bandwidth, and your time and financial resources, it may be just as valuable (or maybe a lot cheaper) to run a PR campaign to become a guest on podcasts with the same audiences you’re trying to reach, or to buy ads on these same shows.
Guesting on other shows allows you to tap into existing audiences, establish authority, and build relationships across your industry. It’s especially useful for founders, thought leaders, or marketers with a clear point of view. It’s usually a lower lift than launching your own show, and it can complement other strategies—especially when paired with a sharp landing page or email funnel.
Buying podcast ads works. Full stop.
We’ve worked across thousands of ad campaigns across every genre and format, and we’ve seen consistently strong performance — especially with host-read spots. It’s a direct line to a trusted audience.
Buying ads can also be a great way to test the medium before diving into content production. Want to see if your messaging resonates with podcast listeners? Try a targeted campaign and see what converts.
Launching a Podcast Has Its Perks
Starting your own show is often the biggest lift, and can be the largest expense, but has the potential to be the most rewarding long-term.
Owning a podcast gives you control: the message, the brand, the pacing, the audience data. It’s an asset. But it also means building everything from scratch — creative development, production, growth strategy, monetization. That’s a tall order without the right team or commitment.
When it works, it really works. But make sure you’re in it for the long haul.
So what should you do?
You don’t have to pick just one. We’ve worked with clients who started out buying ads, shifted into guesting, and eventually launched their own show once they understood the landscape and audience potential.
The key is knowing what you’re optimizing for — and being honest about your resources. If you’re unsure where to begin, our team is always happy to help you map it out.
Can You Still Make A Smash Hit Podcast?
It’s been over a decade since Serial became the seminal true-crime series that we still use as a barometer for success. But while there have been other breakout stars in that genre, few surpass the zeitgeist moment that was Sarah Koenig’s big hit.
If you’re worried that it’s impossible to make a smash hit podcast these days, I’d say there’s a big difference between perception and what is actually happening on the ground. Most industries have let go of the notion that there is one show or movie that everyone watches; in other words, don’t expect to become The Office or Star Wars of podcasts. Word of mouth still exists, but it exists within niches. The same goes for podcasting.
The truth is that most podcasts are not overnight successes. For every Mel Robbins or The Telepathy Tapes, there is a show that publishes week after week to eventually grow their show past the first thousand downloads.
I’m also of the idea that not every podcast needs to be a mega-hit. Think niche but mighty.
As most people in the industry will share, if you want to become the next Joe Rogan or Steven Bartlett less than a year after launching a podcast, I’d urge a reset. But if you’re focused on providing value, telling a story only you can tell, or supporting broader business goals, podcasting might be the most impactful media investment you can make — even if you are launching a branded podcast or video-first show.
Is Video Podcasting Diluting the Medium?
What is a podcast? With the rise of video podcasting, some are questioning the very definition of the word. I spoke to Bloomberg at the beginning of the year about what we mean when we say “podcast,” so head over there for my interpretation. One of the main reasons why podcasting has moved on to visual platforms like YouTube is that these sites are one of the best ways for people to discover your show. They are powerful search engines, just like Google. So, while it might feel like video podcasts are taking over, it’s mainly because they are more visible.
When Sounds Profitable surveyed 1155 adults who had watched a video podcast in the last 30 days, 86% had also listened to an audio podcast in that same window. So while podcasters should never capitulate to video platforms, we can use them to reach our potential audiences. The problem comes when podcasters fail to properly optimize their audio content for their YouTube channel, leading to low views and feelings of defeat. Video and audio can work in tandem, but only if you understand the benefits and limitations of both formats.
Here’s the deal: video doesn’t replace audio—it supports it.
“Podcast Discovery is Broken”
You’re not wrong. Discovery is tough. But it’s not impossible.
Word of mouth is still powerful. Social media (when done right) works. Traditional press can move the needle. But most shows grow through a layered approach — earned media, smart metadata, and good old-fashioned persistence.
We often advise clients to focus less on trying to “go viral” and more on building genuine connections. A thousand loyal listeners are more valuable than a hundred thousand passive ones.
If you are looking for podcast recommendations, we have a popular bi-weekly podcast newsletter that shares suggestions and industry tips.
So, Should You Launch a Podcast in 2025?
If you’re reading this, you’re probably already curious—and that’s step one. The medium is still maturing, but it’s absolutely not “over.” The opportunities are evolving, and that’s exciting.
So, should you launch a podcast in 2025? My verdict is yes. Podcasting still has relatively low barriers to entry, deep engagement, and the ability to own your audience. Whether you’re a brand, a creator, or a publisher, it remains one of the most effective ways to tell stories, share ideas, and build community.
If you’re thinking about launching, my advice is simple: start smart. Define your “why,” build a show around it, and think long-term. And if you want help building something great, our team at The Podglomerate would love to talk.
Have questions? Interested in having The Podglomerate produce and market your podcast? Email us to learn more about our podcast production services.
