Podcasts are a powerful and rapidly growing medium, with more than 546 million listeners worldwide. Whether you enjoy learning on the go, prefer auditory content, or just don’t have the time to sit and read, podcasts cater to diverse preferences and lifestyles. In fact, nearly 36% of Australians and 45% of Americans listen to podcasts, making it an effective channel for reaching a wide audience.

So, should you add a podcast to your communication mix? Absolutely, and here’s why.

1. Get on-the-go audiences

One of the biggest advantages of podcasts is their flexibility. Around 50% of podcast listeners tune in while doing chores, 42% while commuting, and 25% while walking. This means you get the chance to connect with your audience during times when they’re not tied to a screen—something other forms of content struggle with.

Internally, companies are also embracing podcasts to reach dispersed or mobile workforces. With remote work and hybrid models more common than ever, podcasts provide a seamless way to engage employees who may not always be in front of a computer.

2. The new demographics are here for it

Podcasts have a strong following among younger audiences. Nearly half of podcast listeners are between 12 and 35 years old, and 55% of all listeners tune in to podcasts to learn. If your goal is to reach Gen Z, younger Millennials, or knowledge-hungry professionals, podcasting is a smart addition to your channel mix. It's especially useful if you have expertise to share, making it an excellent tool for brand positioning or thought leadership.

3. Fill up your content strategy

By adding a podcast to your channel mix, you can really elevate how you deliver content. Think about it: while blogs and videos are effective, they demand your audience’s full attention. Podcasts allow people to multitask, whether they’re commuting, exercising, or doing housework.

Additionally, podcasts are a great opportunity to highlight voices and expertise from within your business, adding depth to your content. It's also a way to address different learning styles—some people simply absorb information better through audio.

4. Stand out in a saturated market

There are millions of podcasts out there, but only 20% make it past a few episodes. This means that if you invest the effort to produce quality content consistently, you can stand out. Tailor your content to your target audience, and if you’re entering a crowded genre, find a unique angle or perspective. Not every market is crowded, so a well-thought-out podcast can help you differentiate yourself from competitors.

5. Get deeper connections

Unlike social media posts or articles, podcasts offer a more intimate connection with your audience. The conversational tone, storytelling, and long-form content help build trust and familiarity over time. Whether you’re sharing expert insights, interviewing industry leaders, or discussing trends, a podcast gives you the time and space to build meaningful relationships with listeners.

A podcast can be a powerful addition to your communication toolkit, offering flexibility, connection, and an opportunity to stand out in a crowded digital landscape… so it’s not really a question of if, but rather, when!