FEAR & GREED | Business News Why podcasting has gone mainstream
Jan 9, 2026
Tim Burrowes, founder of Mumbrella and Unmade, shares his insights on the podcasting landscape. He discusses the medium's rise to mainstream popularity, with over half the population tuning in monthly. Burrowes highlights why advertisers favor podcasts, citing their unique connection with audiences through targeted content. He also explores the evolution towards video and the potential threats from AI. Additionally, he discusses the coexistence of podcasts and radio in Australia and warns against the dangers of low-quality AI-generated content.
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Podcasting Reached Mass-Medium Scale
- Podcasting has grown steadily over 10–15 years and now reaches more than half the population monthly.
- That cumulative annual growth is what elevated podcasts into a mass medium.
Ad Model: Big Hits Plus A Long Tail
- Podcasts combine a few big hits with a long tail supported by networked advertising and targeted demographics.
- The format's live reads and host intimacy make ads particularly persuasive for engaged audiences.
Use Host Reads For Persuasive Ads
- Use podcast hosts' credibility and live reads to make advertising more persuasive.
- Target podcasts that match your desired audience interest or demographic for better ROI.