Inside The Podcast Show: What’s Next for Podcast Production
Attending The Podcast Show this year was a great opportunity for The Crewing Company to gain further insight into the exciting and rapidly evolving world of podcast production and content creation. Bringing together producers, creators, broadcasters and agencies, the event highlighted the growing influence of podcasting within the wider media landscape.
As we continue to expand within the podcast sector, the event offered valuable discussions around audience trends, brand storytelling and the future of the content creation.
The UK Podcast Consumer Report 2026
One of the first panels we attended featured Ollie Chadwick, Regional Director (UK & Ireland) at AdsWizz, alongside Gabriel Soto, Senior Director of Research at Edison Research. Together, they presented The UK Podcast Consumer Report 2026: AI, Video, and More, exploring the continued growth of podcast consumption across recent years. One of the key takeaways was that the most popular podcasts in UK remain entertainment-led, highlighting audiences’ increasing appetite for engaging, personality-driven content.
Audio vs Video
While the top 10 podcasts in UK now include video, the research showed that audio remains the preferred format for most listeners. In the UK, 80% of audiences consume podcasts in audio-only mode, with 71% saying they first discovered a podcast through video before switching to audio.
The data also highlighted differences between UK and US audiences, with US listeners showing much stronger engagement with video content. Mobile remains the main listening device at 65%, followed by desktop at 12%, while podcast viewing on Smart TVs continues to grow.
In terms of platforms, Spotify remains the market leader, closely followed by YouTube, with BBC Studios and Apple also remaining key players in the podcast space.
AI in Podcasting
Ollie Chadwick and Gabriel Soto also shared research from Edison Podcast Metrics exploring UK audiences feelings concerning the use of AI in podcasting. The findings showed that consumers are generally comfortable with AI being used for research (66% agreement), brainstorming ideas (64%), creating social graphics (61%) and podcast cover artwork (57%).
However, audiences were far less supportive of AI being used to generate a host’s voice (68% disapproval), write social media posts (85%) or create video content (66%). One of the key conclusions from the panel was that creators should remain transparent about how AI is used within production, allowing audiences to make informed decisions about the content they engage with.
How to Stand Out
Another great panel featured Jamie Laing, Co-Founder of JamPot Productions, alongside Craig Strachan, CEO of JamPot Productions, and was hosted by Lizzy Pollott, Chief Communications & Brands Officer at Acast.
Jamie discussed the importance of thinking beyond the format itself and treating a podcast as a wider show, considering future potential to grow onto major streaming platforms such as Netflix, Amazon or Disney+.
A key takeaway was the importance of doing things differently in an increasingly crowded market. One example discussed creating cinematic-style trailers for podcasts rather than relying solely on social clips, helping audiences connect more deeply with the content and encouraging full episode engagement.
Talent + Community = Revenue
Craig Strachan also spoke about the importance of distributing content across multiple platforms in order to reach wider audiences and build long-term engagement. His approach focuses strongly on community-building, clearly defining your brand, understanding your audience, identifying the formats they connect with, and building content around those insights.
The panel highlighted how strong communities can create sustainable revenue opportunities through subscription models, while also opening the door to more meaningful brand partnerships. Craig explained that at JamPot Productions, they choose to work only with brands that genuinely align with their content and values, creating more authentic collaborations.
Know Your Format
Craig Strachan also highlighted that for JamPot the future of podcasting is increasingly in the talent-led format. His view was that once a format proves successful, the focus should be on finding the right host and building consistently around that formula.
A key message from the panel was the importance of understanding your audience and creating content that feels relevant and authentic to their interests. Consistency, community awareness and strong brand identity were all highlighted as essential elements in building a podcast that audiences recognise, remember and continue to engage with.
The Growth of Video Podcasting
Another insightful panel exploring the future of video podcasting featured Andy Slater, Head of Partnerships and Strategy at ART19, Amazon’s podcast platform, alongside Catherine Browne, Vice President at The Roost, Jessica Lee, Director of Sales and Development at Podcast Nation, and Dan Jeselsohn, Head of Product at ART19.
The discussion focused on how to make video production more sustainable within an industry traditionally centred around audio. Both Catherine Browne and Jessica Lee highlighted that the fragmentation of podcast content across multiple platforms can create stronger commercial opportunities and wider audience reach. Jessica also noted that more creators are embracing video because it allows them to expand their presence across social media and video-first platforms, helping podcasts become part of broader content strategies.
Huge Commercial Potential
Catherine Browne spoke about the significant commercial potential within the podcast industry, highlighting how the medium has created entirely new revenue opportunities for creators, production companies and brands alike.
Jessica Lee also emphasised that podcasting remains a uniquely authentic medium, largely driven by the strong personal connection between hosts and audiences. This level of trust and personalisation creates major value for brands, while also opening up more creative approaches to advertising. The panel also explored how podcast advertising continues to evolve beyond traditional formats, giving brands new ways to engage with audiences through content that feels both personal and authentic.
Serious Entertainment Business
The final panel we attended explored how rapidly the podcast industry has evolved in recent years, and why the wider TV and media industry need to start thinking beyond traditional models. The discussion featured Megan Bradshaw, Head of Spoken Word at Amazon Music for Europe, Australia & New Zealand, alongside Chloe Straw, Director of Operations at Goalhanger, and Dino Sofos, CEO of Persephonica and Co-Founder of Crossed Wires Festival.
Like many speakers throughout the event, Megan highlighted the growing commercial value of podcasting and its ability to create meaningful connections between brands and audiences. Dino discussed the relationship between podcasting and traditional broadcasting, advocating for greater independence within podcast production rather than relying solely on commissioning-led models dominated by major broadcasters such as BBC, Sky and Global.
A particularly interesting point raised was the need for greater diversity within the industry. Dino spoke about launching Crossed Wires Festival in Sheffield, explaining the many positives of building creative projects outside of London, which offers significant opportunities for everyone involved such as regional work opportunities, boosting local economies, and far more accessible production costs.
The panel concluded with a discussion around why British podcasts often struggle to travel internationally, noting that audio is an especially intimate format where audiences need to genuinely connect with the host’s voice.
Key Takeaways
Some of the biggest takeaways included:
- Take creative risks and explore new formats
- There is always a new audience waiting to be discovered
- Audience preferences continue to evolve
- Think about podcasts as content rather than limiting them to a single category or format
- Consistency, originality, and research remain key to building loyal communities (audiences)
- Podcasting offers significant commercial potential for brands, creating highly personal and authentic audience engagement opportunities
Media Talent Agencies
For us at The Crewing Company, the event reinforced just how fast-moving and opportunity-driven the podcast industry has become. As podcasts continue to expand across audio, video and branded content, the demand for experienced production talent is only growing.
Whether you are developing a branded podcast, launching a new series or expanding into video podcasting, our experienced freelance podcast talent – from Producers and Editors to Sound Recordists, Camera Operators and Speakers – can support every stage of your project. If you have any questions, please contact our friendly team.
