An authentic, genuine and ‘superserving’ experience at The Podcast Show 2023

The podcast industry is on a meteoric rise which shows no signs of slowing down, it’s up to brands and advertisers to get up to speed.  

That was the overarching message for the Podcast Show 2023. With 10,000 attendees and hundreds of speakers over two days from every facet of the podcasting and broadcast sector, the one throughline was that in a world where almost every industry is inundated with advertising and sponsored branding, podcasting is a comparatively untouched frontier.

So what were my main takeaways from the Podcast Show 2023? 

  • Podcasts are a rich and practically untapped advertising and branding resource. 

GDPR is leading to the death of the cookie, as a result online advertising has reduced 60% as marketers and brands move away from online advertising. Advertising spend on Podcasts increased 32% in the UK last year, the biggest increase in spending across all types of media. Contrast that with the fact that podcast advertisements accounted for 0.2% of the UK’s total advertising spend. 

  • Listenership analytics means that you get much greater knowledge of your target audience

The information gained from the analytics behind your favourite podcasts is gold dust to a marketing team. You can learn far more than who is listening and for how long   

  • Advertisers and brands get more value from advertising on podcasts

The average listenership engagement for a branded podcast is 17 minutes(!), compare that with how engaged your audience is with the advert that just interrupted their youtube video (insert relevant pop culture reference here)

  • The market is growing, rapidly, and opportunities abound

Podcasting is already huge in the US and the growth shows no signs of slowing. The UK is a few years behind them but are gamely catching up. Ireland itself has its fair share of podcasts with global listenership (the Blindboy Podcast springs to mind) and lately it seems like everyone listens to podcasts in some regard.

  • “Superserving” is a term now apparently

Every second speaker used this term to highlight the unbelievably fast growth of podcasts, so I’ve buckled under peer pressure. Also everyone agrees podcasts need to be authentic AND genuine. So, you know, there’s that. 

Three days in London at the Podcast Show left me with one overarching impression – similar to “moving to the cloud” over a decade ago (oh god I’m old) and the big “sustainability in business” drive five or six years ago, corporations want in on podcasting. It’s a buzzword that’s kicked around boardrooms, they talk about podcasts and listen to podcasts but they have no idea how to make it work for them. It’s time to change that. 

At The Podcast Studios we work with companies, organisations, and individuals to help them tell their stories in audio form. If there is any part of your podcast journey that needs a professional touch, from start to finish, get in touch today by contacting us at [email protected] or visit our website at

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