Every marketing team will be having the same conversation right now: "Should we start a podcast?" It's the digital equivalent of asking whether you should get a fringe, sounds trendy, might suit you, could be a complete disaster.
Is the Market Too Saturated?
Short answer: No, but it's complicated.
The UK podcast market is genuinely booming! Listenership has reached an estimated 21.2 million listeners, with projections of over 28 million by 2026. Weekly listeners are spending an average of 5 hours and 27 minutes on podcasts each week, which is frankly impressive given we're all supposed to have the attention span of goldfish now.
UK podcast ad revenue is projected to hit £64 million in 2025,a 16-fold increase from 2016. Senior executives are among the heaviest users, with 83% listening weekly. If your target audience includes business leaders, you're fishing in the right pond.
But here's where it gets interesting: News & politics dominates with 35.4% revenue share, which means there's still plenty of room in other categories if you're not planning to become the next political pundit.
Brand Podcasts
Successful brand podcasts excel at brand storytelling, brand engagement, and building audience loyalty. They understand that a podcast isn't a marketing channel, it's a relationship-building tool that happens to have marketing benefits.
The brands getting it right:
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They're solving actual problems for their audience
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They're bringing genuine expertise, not just company talking points
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They're consistent (this is where most brands fail spectacularly)
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They're patient, podcast success is measured in months and years, not weeks
What Actually Makes a Brand Podcast Succeed?
1. Genuine Expertise, Not Corporate Speak
Business podcasts exist to build brand awareness and authority, demonstrate thought leadership, and increase demand. But you can't fake expertise for 30 minutes every week.
2. Actual Structure and Planning
Entertainment podcasts can get away with a lack of structure; business podcasts cannot. You need a format, and partially scripted episodes
3. Understanding Your Audience's Pain Points
Successful branded podcasts require deep understanding of your target audience's needs, preferences, and pain points. Revolutionary concept, we know, but you'd be surprised how many brands skip this bit.
4. Long-term Commitment
Most brand podcasts die around episode 8. The novelty wears off, the metrics aren't immediately spectacular, and suddenly "budget constraints" appear. Podcasts serve as an effective content strategy for brands to articulate values and showcase expertise, but only if you actually stick with it.
Things to Consider Before You Hit The Studio
Before you book that recording studio, ask yourself:
Do you have something genuinely interesting to say? "Our company culture is amazing" doesn't count. Neither does "we're passionate about excellence."
Can you maintain quality for at least 20 episodes? If you're already struggling with your weekly blog, podcasting might not be your forte.
Do you have the right person to host it? Charismatic presenters aren't optional. Your most senior person might not be your best choice if they have the personality of drying paint.
What's your unique angle? If your podcast concept already exists in 47 different variations, what's your unique perspective?
Are you prepared for it to feel like nobody's listening for months? Because that's exactly what will happen.
What Success Actually Looks Like
Forget viral episodes and celebrity guests. Real success in brand podcasting is:
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Building deeper relationships with existing customers and prospects
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Positioning your team as go-to experts in your field
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Creating long-form content that demonstrates your knowledge
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Generating warm leads through genuine relationship building
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Staying relevant and adapting to changing listener preferences over time
The metrics that matter aren't download numbers—they're conversations started, relationships built, and trust established.
The Bottom Line
Should your brand start a podcast? Maybe. But only if you can honestly answer yes to most of these:
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You have genuine expertise worth sharing
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You can commit to consistent quality for at least a year
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You have someone who can actually host effectively
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You understand it's relationship building, not lead generation
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You're prepared to be patient with results
Ready to Make Some Noise?
At Forward Role, we know a thing or two about building authentic relationships in professional spaces. We currently have a popular specialist podcasts: Cyber Perspectives where Director of Cyber & Information Security Recruitment, Rob Wall, invites expert panels to discuss cyber careers, trending issues and the latest cyber news.
We also have a brand new podcast about to launch: Secure Perspectives, aimed directly at our niche Security and defence markets, where Defence & National Security Principal Consultant Charlie Cairoli, finds out what it’s really like to work in national security & defence! Listen to our podcasts here!
Whether you're considering a podcast to strengthen your employer brand, showcase your company culture, or establish thought leadership, we'd be happy to share what we've learned from our own content journey. If you’re looking to hire talent to help you launch your podcast, or looking for your next content role – Get in touch!
