The new Podcast Marketing Trends: Cost of Attention Report confirms what many creators are starting to see. Adding video does not just build a new audience, it actually helps your audio numbers too. When people discover your show through video, many become loyal audio listeners. But these are two different experiences. Do not simply take the audio from your video and call it a podcast. In audio, use the power of imagination and let listeners picture the story for themselves. In video, lean into the fact that we are visual first creatures and design the episode with the screen in mind, letting the visuals drive the narrative. The shows that are winning right now understand this. It is the same story told through different mediums, crafted intentionally for both.
The Independent Podcaster Report 2025 surveyed 558 creators to uncover how independent shows are really made and sustained today. Here are the top three things I got:
Passion Over Profit
Most indie podcasters create out of love, not for income. Only a small fraction earn money.
Growth Is the Toughest Game (for EVERYONE big or small)
Nearly three-quarters of podcasters say discoverability is their biggest hurdle. Even experienced shows struggle to be found. For independents, real growth comes from deepening listener relationships and building loyal communities.
Niche Sponsorships Are the Hidden Win
Of those earning revenue, most credit sponsorships and advertising as their top income source. Small shows with a clear focus can attract sponsors who value access to a specific audience more than raw download numbers
Brand Spotlight
CoHost has introduced a terrific new metric to their podcast hosting platform… the New Listeners metric. If you host your show on CoHost you can get a breakdown of how many new listeners have checked you out.
Podcast Stat of the Week
Pro Tip
Don’t copy the habits of famous podcasters before you’ve earned their audience. One of my clients wanted to start every episode by talking about her day. It had nothing to do with her show, but she loved that personal touch. When I explained she needed to get to the main point within 30 seconds, she protested, “But Brené Brown opens all her episodes this way and I love Brené Brown.” The difference is that Brené can, because her audience already loves her. If you’re still building that connection, you have to earn that space first by giving listeners what they came for right away.