Why CMOs can’t ignore podcasts in 2025

Podcast
Table of content
  1. Introduction
  2. The global uptake of podcasts in marketing
  3. Emerging trends shaping brand podcasts
  4. Why CMOs are leaning in
  5. Case studies: brands winning with audio
  6. Action points for CMOs
  7. Final thought
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Rubina
3 months ago・5 min read

At 90 Seconds, we’ve always believed in the power of video to tell stories at scale. But over the past 18 months, another medium has exploded in marketing: podcasts. What started as an “experimental” channel has become a global force that CMOs now recognize as essential for brand building, thought leadership, and audience engagement.

According to Edison Research, 47% of Americans now listen to podcasts monthly, up from 42% in 2023. Globally, podcast listeners passed 546 million in 2024 and will likely surpass 650 million by 2027. This surge has caught marketers’ attention: 64% of brands plan to sustain or grow podcast budgets in 2024.

The message is clear: if you’re a senior marketer, it’s no longer “should we do a podcast?” It’s “what’s our podcast strategy?”

The global uptake of podcasts in marketing

Marketers worldwide have accelerated adoption since 2024. One in four now incorporate podcasts or other audio into strategy, and nearly half are increasing spend. The U.S. has crossed 100 million weekly listeners, but growth is equally strong in emerging markets. South Africa, for instance, has 68% of adults listening at least an hour a week.

This audience surge has fueled ad spend, projected to exceed $2.3 billion in the U.S. by 2025. For CMOs, the takeaway is simple: podcasts are now mainstream media. Early movers are reaping the rewards; latecomers will face a crowded field.

  • Video-first podcasts: YouTube is now the leading podcast platform in many markets. Marketers are increasingly recording video versions, publishing to YouTube, and slicing episodes into short-form clips for LinkedIn or TikTok.
  • Strategic sponsorships: Not every brand needs to launch its own show. Take HSBC UK’s partnership with The News Agents: instead of building from scratch, HSBC inserted thought-leadership insights into an existing, trusted podcast.
  • Story-driven formats: Some brands are blending creativity with content. Boston Consulting Group’s Climate Vision 2050 used narrative storytelling to imagine a sustainable future, winning multiple content awards.
  • Experiential integration: At industry events, brands are turning podcasts into live experiences, like Enfuce’s sauna podcast studio that made waves in fintech circles.

Why CMOs are leaning in

  1. Thought Leadership: Podcasts allow brands to lead conversations. For instance, ZOE’s Science & Nutrition podcast became a global chart-topper by translating complex science into accessible advice.
  2. Audience Loyalty: Listeners dedicate 30–60 minutes per episode, forming a bond with hosts. That intimacy builds trust—a commodity in short supply elsewhere.
  3. Niche Reach: Podcasts allow you to target communities, from fintech leaders to health enthusiasts, in ways mass media can’t.
  4. Proven ROI: Studies show podcast ads deliver 4.9x ROI, with recall and conversion outperforming social and radio.

Case studies: brands winning with audio

  • HSBC UK: Expanded credibility through The News Agents.
  • Mitie: Co-created Science of Service with industry podcasters to spotlight client stories.
  • Boston Consulting Group: Crafted award-winning branded storytelling.
  • National Geographic Kids: Built Greeking Out into a #1 family podcast, deepening loyalty with younger audiences.

Action points for CMOs

  1. Align with strategy. Don’t launch a podcast just to tick a box. Define your KPIs upfront.
  2. Deliver value first. The best podcasts give listeners insights or entertainment, not a sales pitch.
  3. Repurpose smartly. Promote episodes through video, social snippets, and email newsletters.
  4. Invest in quality. Audiences forgive scrappy visuals but not bad sound.
  5. Measure impact. Track downloads, completion rates, conversions, and brand lift to prove ROI.

Final thought

At 90 Seconds, we’re seeing podcasts play a complementary role alongside video. Together, they allow brands to engage audiences deeply, consistently, and globally. In 2025, the brands that win will be those that combine storytelling, strategy, and scale, whether through video, audio, or both.

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