For the first time since podcasting entered the Indian mainstream, creators are questioning the future of the format. Growth has slowed for many audio-only shows, sponsorship budgets have become more selective, and discoverability on podcast apps feels increasingly limited. This has led to a widely repeated conclusion that podcasts are “on the way down.”That conclusion misses the larger picture. Podcasts are not declining; they are moving from an early, experimental phase into a more mature and demanding media environment. What worked five years ago is no longer sufficient, and formats that fail to evolve are naturally losing momentum. The podcast itself, however, is becoming more powerful, more strategic, and more closely tied to long-term brand value than ever before.
The End of Audio-Only as the Default Podcast Format
Podcasting began as an audio-first medium largely because distribution technology demanded it. Platforms like Spotify and Apple Podcasts were built for listening, not discovery or visual storytelling. In the early years, this limitation was acceptable because audiences were still forming habits around on-demand audio. Today, those limitations are increasingly visible. Creators have realised that audio-only podcasts struggle to express personality, emotion, and context, especially to first-time listeners. As a result, video has moved from being an optional add-on to becoming the core format. YouTube now plays a central role in podcast growth because it combines long-form viewing, search intent, algorithmic discovery, and audience feedback in a single ecosystem. For many successful podcasts, audio platforms no longer lead growth. They support it.
Why Discovery Has Become the Defining Challenge
One of the most misunderstood aspects of podcasting is why so many shows plateau. The issue is rarely content quality alone. The larger problem is discovery. Podcast apps were never designed to introduce new creators at scale. They reward existing loyalty rather than curiosity. Discovery has shifted to platforms where attention already exists. Short-form video on YouTube Shorts and Instagram now acts as the primary gateway to podcasts. A 30-second insight or moment often does more to introduce a podcast than an entire audio episode buried inside an app. In this environment, the podcast episode itself is no longer the first interaction. It is the second or third step, after trust and interest have already been established elsewhere.
How Podcast Structure Is Becoming More Intentional
As the ecosystem matures, audiences are becoming more selective. Long conversations still have a place, but they now require structure, focus, and intent. Viewers expect podcasts to respect their time, establish relevance early, and deliver on a clearly defined promise. This does not mean podcasts must become shallow. On the contrary, depth is still valued, but only when it is earned. Successful podcasts today are designed to guide the listener rather than test their patience. This evolution reflects a broader shift in digital media where time, not content volume, is the scarcest resource.
The Shift From Celebrity Appeal to Authority and Relevance
In the early boom phase, celebrity-driven podcasts dominated attention. Familiar names made it easier to attract initial listeners. As the market has matured, however, audiences are increasingly choosing podcasts based on relevance rather than recognition. Niche podcasts led by founders, professionals, creators, and subject-matter experts are growing steadily because they offer clarity and specificity. Listeners are no longer asking who the host is; they are asking what value the conversation adds to their thinking, work, or life. Podcasting has shifted from mass entertainment to purposeful engagement.
Podcasts as Strategic Business Assets
Perhaps the most important evolution is how podcasts are being valued. They are no longer treated merely as content uploads measured by downloads. Podcasts now function as long-term brand assets that build trust, authority, and audience intimacy over time. Many creators are monetising podcasts indirectly through consulting, education, memberships, speaking engagements, and brand partnerships. In this model, the podcast is not the product, it is the foundation. Its real value lies in the relationship it builds with a highly engaged audience.
Why the “Podcasts Are Dying” Narrative Persists
The perception of decline exists because outdated approaches are failing in a more competitive environment. Podcasts that remain audio-only, lack a distribution strategy, and rely solely on platform algorithms are struggling to stay visible. This is not a failure of the format but a natural outcome of increased maturity. Formats that adapt to video, short-form discovery, and clear positioning are not experiencing decline. They are compounding in influence and relevance.
PING MCN’s View on the Future of Podcasting
At PING MCN, we see podcasts as evolving media IPs rather than isolated episodes. The next phase of podcasting belongs to creators and brands that design podcasts for discovery, longevity, and monetisation from the outset. For podcasters looking to transition from audio-only to video-first, build reach beyond podcast apps, and convert conversations into sustainable value, reach out to PING MCN for the strategy and infrastructure to evolve without losing depth or identity.