The podcast has grown. Fast. And as it has grown, it has changed in nature.
Long considered merely an audio format, the podcast has evolved into a media form in its own right. By 2026, it is no longer limited to listening: it is watched, monetized, and brings together increasingly engaged communities. Video podcasts, premium content, in-person events, merchandise… a full-fledged ecosystem has developed around this format.
These developments are transforming opportunities for creators as well as for media outlets and brands.
An overview of the major podcasting trends in 2026.
Video podcasts: when listening becomes a visual experience
For a long time, it was associated with pure audio. But video podcasts have taken off faster than expected.
In France, 56% of people now watch podcasts in video format. They don’t just listen to them; they watch them. This is a significant shift that says a lot about how we consume content today.
It’s no coincidence that the major platforms have followed suit. The partnership between Spotify and Netflix, announced in late 2025, is a perfect example: two streaming giants joining forces to help creators reach their audiences wherever they are—and audiences are everywhere, on every screen.
Another advantage of the video format is its virality. A good punchline, a standout moment, an unexpected reaction—all of these can be cut into clips, shared, and spread across TikTok, Instagram, and YouTube Shorts. Video podcasts generate content within content. An episode can stay relevant on social media for weeks.
For creators, it’s all about maximizing reach. For brands that partner with podcasts, it offers visibility that goes far beyond traditional listening.
Monetizing Podcasts: Behind the Microphone, a Real Business
Podcasting has long been a labor of love. People did it out of a passion for the subject, hoping that listeners would follow. Today, business models are becoming more professional—another major step in the evolution of podcasting—and some creators are making a very good living from it.
In terms of the numbers, there’s a clear trend: 46% of listeners are willing to pay for access to premium content. That’s nearly one in two listeners. Paid content (exclusive episodes, archives, early access) is no longer a niche offering. It’s an expectation.
But monetization doesn’t stop at subscriptions. The savviest podcasters have diversified their revenue streams in ways that are often surprising.
Tequila shots from the show All-In. Hot Girls Only pajamas. Books, paid newsletters, events, and workshops. The podcast is becoming a brand. And the brand sells products.
This phenomenon speaks to something important: when an audience is loyal, it buys. Not because something is being sold to them, but because they identify with what they’re listening to. This is one of the format’s core strengths—a power to engage that few other media can match.
However, the reality is mixed. 75% of existing podcasts are not monetized. The majority of creators receive no direct income from their work. This figure shouldn’t be discouraging; it simply indicates that the market is still taking shape. The tools exist (Spotify for Podcasters, Substack, Patreon), as do the best practices. What’s often missing is a solid editorial and distribution strategy.
Podcast communities: more than just an audience—a genuine connection
Perhaps what makes the podcast unique is this: it builds a community.
People who don’t know each other, but who have been following the same voices for months, share the same references, the same inside jokes, and the same debates in the comments. It’s a form of social connection that few media outlets recreate so naturally.
And this community is now meeting up in person.
Podcast Movement is the clearest example of this trend. This annual event, held in Dallas for its 2025 edition, brings together thousands of creators, producers, brands, and industry professionals. Topics include monetization, distribution, technology, and audience engagement… But above all, it’s a place to meet people who share your passion.
Creators come here to learn. Brands come to explore partnerships. And everyone leaves with the realization that podcasting is much more than just a format—it’s an industry. In France, initiatives like the Podcasthon, a charitable event that mobilizes creators for causes of public interest, show that this community-driven culture is taking hold here as well. Podcasts are no longer consumed alone with headphones on. They are experienced collectively.
What the 2026 podcast trends reveal
Video podcasts, premium subscriptions, merchandise, in-person events—all of these point to the same reality: podcasting has come of age.
It has its own codes, role models, stars, and communities. It continues to evolve rapidly, but in a clear direction: toward more images, more revenue, and a greater presence in the real world.
For brands, this is an opportunity not to be missed. The attention of a loyal listener is worth infinitely more than a casual click. And the 2026 figures confirm this.
At EKOO, we believe that voice is one of the most powerful—and most underutilized—tools in brand marketing. Discover our audio solutions →
