Podcast: Is It Worth It for Every Brand?
Podcasts have become a popular audio format offering listeners a wide range of engaging topics. Brands have joined in too, using podcasts to connect with their target audience and build community. But is this format suitable for every brand? In this article, we’ll explore the advantages and challenges of podcasting in online marketing—and find out who stands to benefit and who might want to think twice.
Let’s start with a few numbers…
So what does the podcast landscape look like in the Czech Republic? Podcasts are becoming an increasingly popular medium. According to a 2023 study by Czech Radio, more than half of internet users aged 15 to 70 (54%) listen to podcasts regularly—one of the highest rates in Europe. These figures suggest that this format isn’t going anywhere anytime soon.
When it comes to listener demographics, the largest share belongs to young people aged 15–24, with up to 72% of them regularly tuning into podcasts. Interest gradually declines with age, but even in the 45+ age group, over 40% still listen. Podcasts are also especially popular among men, university-educated individuals, and those living in larger cities with higher incomes.
Although podcasts have been around for some time, recent years have seen a rapid increase in new listeners. In 2023 alone, around 20% of all podcast users were new listeners. This growth is likely to continue, driven by the increasing accessibility of smartphones, mobile internet, and the availability of podcasts across platforms.
For brands, this represents a major opportunity. While younger generations still make up the core listener base, podcasts are becoming increasingly relevant to a broader audience. This opens the door not only for creative and thematic links between podcasts and purchase opportunities but also for building strong, long-term relationships with listeners. The key is offering valuable content that connects meaningfully with a brand’s products or services—otherwise, there’s a risk the podcast won’t be effective, especially for brands with a lower level of spontaneous purchase behavior.
Looking ahead, the growth of podcasting is expected to continue—making it a chance for brands to reach wider audiences, boost visibility, and strengthen customer loyalty. That’s why it’s essential for brands to focus on high-quality content that aligns with the needs and expectations of their target audience and use this format to build a strong and engaged community.
Photo by Jonathan Farber on Unsplash
How Can Podcasts Benefit Brands?
Thanks to their flexibility, personal connection, and long-term content value, podcasts can be a powerful tool for brands to build lasting relationships with their audience. So what are the main advantages podcasting offers?
Strong reach within the target group at a reasonable cost is a key factor for many brands. Podcasts have the ability to reach highly targeted and engaged audiences. This goes hand in hand with authentic connection—the tone of voice and storytelling format can create a strong emotional bond, something that visual content on social media or blog posts often can't replicate. Podcasts also allow brands to prioritize key themes and steer the direction of their brand narrative.
Another advantage is higher engagement. Podcasts tend to attract active listeners who deliberately choose what to listen to. This increases the chances of interaction and positive feedback. Contributing to this is the non-intrusive nature of the content—unlike traditional advertising, podcasts offer value-driven content rather than overt sales pitches, which helps build trust in the brand. Their accessibility and flexibility also mean listeners can tune in anytime, anywhere—during commutes, chores, or workouts.
Podcasts also provide a variety of monetization and advertising opportunities. Brands can promote products or services within episodes, often in a way that feels far more natural and integrated than in other digital media. With multiple formats available, every brand can find an approach that suits its message and tone.
Finally, it’s important to mention the long-term shelf life of podcast content. Each episode remains accessible after it’s published, which means it can continue attracting new listeners and delivering value long after its initial release.
What’s the Catch?
While podcasting offers many benefits, there are also challenges that brands should carefully consider before making it part of their online marketing strategy.
Production and time demands can be an issue, especially if the brand lacks internal resources or external partners to create high-quality content. Beyond recording and editing, podcasting also requires consistent publishing—which means planning, coordination, and time. This isn’t a one-time investment, and for brands with limited budgets or small teams, it can become a significant obstacle.
There’s also no immediate return on investment. Podcasting is a long-term strategy that takes time to build an audience and earn listener trust. This process can take several months. So if a brand’s marketing goals are short-term, launching a podcast likely isn’t the right move.
Measuring effectiveness and ROI can also be more difficult. Unlike PPC or other digital channels where conversions and direct outcomes are easily tracked, podcasts offer limited insight. While listens and engagement can be measured, the link between listening and actual purchase isn’t always clear or consistent.
With podcasts gaining in popularity, competition is intensifying. As more brands launch their own shows, it’s harder to capture and retain audience attention. If the content isn’t high-quality, unique, or relevant, it risks being lost in a sea of similar offerings. Standing out requires not only great content but also targeted promotion and a smart distribution strategy.
Lastly, if a brand doesn’t have a clearly defined way to link podcast content to specific buying situations, its show may have little impact on conversions. This is especially relevant for brands selling impulse-driven products, like those in the FMCG sector, where purchase decisions are often quick and emotional—not driven by in-depth content consumption.
…So Is Starting a Podcast a Good Idea?
If you’re a small brand, launching your own podcast might not be the best move—at least not yet. Especially in local markets like the Czech Republic, where established shows dominate with real-life stories, educational content, or news, breaking into the top ranks is extremely difficult. Even for large brands, podcasts are not an automatic path to success. If they fail to produce high-quality content that meaningfully connects their products or services to topics people truly care about, their podcasts can easily fade into obscurity.
That said, you shouldn’t ignore podcasting altogether. Podcast advertising is worth considering. A study by ARN Neurolab titled "Intimacy Never Sounded So Good" showed that podcast ads are perceived as up to 30% more trustworthy than ads on social media.
Instead of building a podcast from scratch, a more effective strategy may be to partner with already established and popular shows as a platform for promoting your products or services. For brands with limited budgets or short-term campaign goals, podcast ads offer an attractive alternative to traditional digital ad formats.
