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In 2025, the podcast boom is no longer breaking news. What’s changing is how brands use the medium — particularly as video continues to reshape audience expectations. The line between podcast, broadcast and branded content is fading fast. By 2026, video podcasting won’t just be a marketing tool; it will be a defining expression of brand identity.
Here are five trends we believe will shape the next 18 months.
The most advanced brands are moving beyond single podcast series to studio-style ecosystems. Instead of one show, they’re producing multiple strands — each aimed at a distinct audience or theme, all under one brand umbrella. It’s the editorial model of a media company applied to marketing.
This approach allows brands to scale faster, repurpose smarter and create genuine depth of voice. Expect to see more brands operating like broadcasters, not advertisers.
The rise of short-form platforms means that even long-form podcasts will be designed with vertical storytelling in mind. Recording setups are changing accordingly: tighter framing, eye-level lenses and portrait-friendly compositions that feel native to TikTok, YouTube Shorts and LinkedIn feeds.
Video podcasts are becoming social-first by design — built for scrollable discovery before being consumed in full.
AI analytics are helping marketers understand not just how many people are watching, but why they stay or leave. By 2026, production teams will use attention data the same way ad planners use engagement metrics: to refine tone, structure and narrative pacing.
That feedback loop will make branded podcasts smarter, tighter and more attuned to audience psychology.
Audiences now expect a delicate balance: conversational tone paired with professional craft. The future belongs to “hybrid authenticity” — shows that feel human and unscripted, yet are visually and sonically impeccable.
Brands that master this tone will stand out from both the overly polished and the overly casual. It’s not about being perfect; it’s about being intentional.
Podcasting will stop being treated as a side project. By 2026, it will sit firmly within the content, CRM and SEO stack — informing brand tone, feeding campaign material and driving measurable pipeline value.
For marketers, that means planning podcasts not as output, but as infrastructure.
At Bombora, we’ve spent the past year exploring how brands can use video podcasting more strategically — from crafting thought leadership to building credibility and culture. Our Video Podcasting Series dives into every aspect of the craft: from concept to production, distribution to ROI.
If you’re looking to explore where podcasting could take your brand next, you can find the full series on our website — or talk to us about how to shape your own.