If it seems like every man and his dog has created a podcast, you wouldn’t be far from the truth.
The appetite for the medium is stronger than ever, with recent data from Nielsen showing their popularity among Australian audiences grew 16% year-on-year.
And the recent IAB Australian Audio State of the Nation Report revealed that nearly 80 per cent of agencies plan to increase their investment in the medium in 2025.
Traditional radio brands are getting in on the action, with Southern Cross Austero’s (SCA) CEO John Kelly recently highlighting the strong performance of the company’s streaming platform LiSTNR, which has helped to drive digital audio revenues up 48%.
But for those who are considering dipping their toe into the podcast pool, the number one question vexing newcomers is to brand, or not to brand.
Southern Cross Austero’s podcast service LiSTNR.
A new report Signal Hill Insights highlights the growing impact of branded podcasts, revealing that high-quality, audience-first content can drive brand association, listener engagement, and word-of-mouth recommendations.
According to the report, brands should focus on three primary metrics: earned attention, recommendations, and the “halo effect” – where positive audience sentiment extends to brand perception.
The research, which analysed podcasts from brands like Google, Dell, Ford, and Amex, found that 61% of listeners felt more favourable towards a brand after listening to a branded podcast episode. Additionally, 63% said they would recommend the podcast, underscoring the power of audio in building trust and advocacy.
What makes a ‘branded’ podcast?
Well, according to Ampel’s chief audio officer Josh Butt, the explanation is simple: “A branded podcast is one funded by a brand but (hopefully) maintains editorial independence”.
Unlike traditional advertising, the podcasts provide value-driven content that engages listeners while subtly reinforcing a brand’s presence. “Any branded podcast is essentially branded content – it’s a brand-led execution,” Butt added.
Zero downside
Despite some industry skepticism, Butt argues that a brand’s involvement in content production shouldn’t diminish its credibility. “Some of the best stuff out there has been paid for by brands. TV shows like MasterChef and home renovation programs have always relied on brand partnerships in one way or another,” he explains.
From an audience perspective, the key is ensuring the content remains engaging. “Branded might be more of an industry term, but I don’t think an audience member cares that much who’s paying for the show, so long as it’s not forced,” Butt says. “As long as the brand’s involvement doesn’t interrupt the experience, listeners won’t mind.”
Ampel’s chief audio officer, Josh Butt
The role of authenticity
For a branded podcast to succeed, authenticity is crucial. “I’m all for brands being a part of all types of content; they just have to make sure they’re involved in the right way so that the audience doesn’t hate the fact that they’re involved,” Butt notes.
Personal recommendations remain a key factor in podcast discovery, with the Signal Hill Insight report finding 78% of monthly podcast listeners are likely to check out a show recommended by someone in their social circle. The report stresses that a compelling branded podcast should feel like a “gift” to the listener – content that informs or entertains rather than overtly sells.
Finding the right balance between branding and content is key. “If there’s too much branding, you’ve got a problem. But if there’s not enough branding, the brand’s got a problem,” he says. The goal is to seamlessly integrate a brand’s message into a podcast without making it feel like a direct advertisement. “If brands are asking for too much, and it’s not woven in nicely, that’s when you have an issue.”
One of the biggest takeaways from the report is that no podcast appeals to everyone. Instead, brands need to clearly define their target audience and align content with their interests. The research shows that general podcast listeners tune in primarily to be entertained (49%), hear interesting stories (45%), or learn something new (42%).
For specific audiences, motivations vary. Senior business executives, for example, rank “challenging the way I think” (+32%) and “self-improvement” (+52%) as top reasons for listening.
Some of the data released from the Signal Hill Insights report.
What to know
Starting a podcast requires commitment and investment. “Anyone starting a podcast – whether it’s a brand or an individual – needs to understand they’re not just making a show, they’re making a channel,” Butt explains.
He advises businesses to approach podcasts as they would social media platforms like Instagram or LinkedIn. “A company’s LinkedIn channel isn’t just one type of content – it’s multiple styles, from graphics to videos to thought leadership posts. Brands should think of podcasts the same way.”
Additionally, budgeting for a podcast should not be an afterthought. “If you’re an advertiser or brand, you should be investing at least half a million dollars. Making a good podcast channel costs four or five times more than you think, and it takes just as long,” Butt said.
The most recent podcast rankings in Australia as of January 2025.
A powerful tool
Podcasts provide brands with a unique way to engage audiences while allowing for multitasking. “Audio allows a company to speak to someone whose hands and eyes can do something else,” Butt says. “People can listen while driving, running, or working. Unlike video or written content, podcasts integrate into daily routines without requiring full attention.”
Beyond customer engagement, branded podcasts can also be used for internal communication. “Every business needs customers, but they also need to communicate with employees and suppliers. Audio allows people to do this differently than email or internal message boards. For example, restaurant owners or retail workers, who are constantly on their feet, can listen to updates throughout the day,” Butt adds.
For brands that execute podcasts effectively, the potential is significant. “A strong podcast channel allows a company to promote the show itself, rather than just a product or service,” Butt says. “It shifts the focus from direct sales to long-term brand building – something many businesses are beginning to recognise as a valuable marketing strategy.”
For marketers considering branded podcasts, the report provides a clear roadmap: define the audience, create content that is engaging and relevant, and focus on long-term brand-building rather than short-term sales messaging.