Why Podcasts Are Having Their Awkward Growth Spurt (And We're All Just Watching)

Okay, so podcasts are officially having a moment. Actually, scratch that. They're having multiple moments across multiple platforms, and honestly, it's like watching your favorite indie band suddenly play stadiums. You're proud, but also slightly worried they're going to start wearing leather pants and forget the lyrics to their best songs.

Podcasts used to be this beautifully scrappy medium where people talked into questionable microphones about true crime or why they hate cilantro. Now? They've got award categories, Netflix deals and YouTube channels with production values that would make a small cable network jealous.

But can podcasts get bigger without losing the weird, intimate magic that made us fall in love with them in the first place? Spoiler alert: It's complicated.

The Trust Fall That Actually Works

Podcasts work because they're real. There's something about listening to someone talk directly into your ears while you're doing dishes that creates this bizarre sense of intimacy. That's why we'll listen to someone talk about serial killers for 90 minutes without checking our phones.

But now that podcasts are signing deals with streaming platforms and going on actual tours, there's this real risk of losing that authenticity. When big platforms apply traditional production magic, you start losing the intimacy that makes podcasts work in the first place.

Netflix Wants In On Your Earbuds

Netflix, which has 325 million subscribers, has decided podcasts are the next frontier. They've signed shows like Dear Chelsea, My Favorite Murder and various conspiracy theory content as part of their broader content strategy.

For brands and PR teams, this is huge. Getting your spokesperson on a podcast streaming on Netflix means massive reach.

But here's the catch: brands need to be careful not to confuse reach with resonance. You can get a million views, but if your message isn't compelling or relevant to that audience, it doesn't matter.

Your spokesperson needs to understand the platform and the audience. A well-prepared guest who can tell a compelling story may have far more impact than a standard ad placement. Track comments, shares and audience response to see where your campaign is creating meaningful connections.

The Voices That Actually Break Through

So what's working in this weird new world of big-budget podcasting? The podcasts most likely to succeed are the ones with creators who have strong, clear voices and authentic connections to their audiences.

Hosts like Mel Robbins, Alex Cooper and Amy Poehler stand out as examples. Other podcasts may copy the format or watch the numbers, but the winners are those with authority, authenticity and relatability.

People can smell manufactured authenticity from a mile away, and it's about as appealing as gas station sushi.

Storytelling Still Matters Most

The real driver is storytelling. A guest who can engage, surprise or educate may leave a lasting impression. When brands get this right, success comes from pairing the right voice with the right podcast, one whose audience aligns with the brand's message and values.

The key is working collaboratively to select guests that may give an engaging hour of content. Sometimes a celebrity guest is obvious because of image or promotion. Other times, it's about finding a hidden gem, someone whose story resonates in unexpected ways.

The best opportunities for brands are those who align with the podcast's ethos.

Can We Have Nice Things Without Ruining Them?

As more platforms experiment with video and streaming distribution, podcasts may continue to evolve. For some creators and brands, moving onto bigger stages may unlock new audiences and new revenue. But for others, it may dilute the connection that made their shows matter in the first place.

Growth should never come at the expense of trust. Bigger platforms can amplify a message, but they can't create authenticity. That still depends on the voice, the story and the relationship between a host and their audience.

Podcasts aren't a channel, they're a conversation. And conversations are what people remember.

So yes, stream your podcasts on Netflix. Do the video versions on YouTube. Sign the platform deals and go on tour. But please don't lose the voice that made people want to listen in the first place.

Because at the end of the day, we're all just looking for someone interesting to keep us company while we fold laundry and pretend we're going to organize that junk drawer.

Looking to connect with podcast audiences authentically? Reach out to Winsome Marketing and let's make it happen.

This article was inspired by "Podcasts are getting bigger. The risk is losing what made them work" by Courtney Blackann, originally published on PR Daily.