Podcasts are getting bigger. The risk is losing what made them work.

Podcasting is entering its next phase. There are now more shows spanning across screens, streaming platforms and cultural moments.

They have their own award categories. Video versions dominate YouTube. Creators are signing platform deals once reserved for TV talent and going on tour. And now companies like Netflix are testing podcasts as part of their broader content strategy.

This shift comes with new opportunities, but also risk. The qualities that made podcasts initially work, like trust, intimacy and real conversation, are harder to protect as they become more commercial.

The question is whether brands and creators can grow without losing the authenticity audiences came to love podcasts for in the first place.

“Podcasts work because they’re real and they’re not overly polished,” said Joanna Jordan, founder of Central Talent Booking.

Matthew Dysart, former head of podcast business affairs at Spotify, who now advises podcast clients as a partner and attorney at Greenberg Glusker, said brands need to carefully consider the platform as much as the podcast in this new phase.

“Your spokesperson needs to understand the platform and the audience,” he said. “It’s not just about eyeballs. It’s about attention and connection. A well-prepared guest who can tell a compelling story will still have far more impact than a standard ad placement.”

Streaming expands reach, but comes with risks

Still, streaming platforms offer enormous opportunities for podcasts to reach audiences beyond their core listeners on one of the biggest stages in the world.

Netflix, which has 325 million subscribers, has signed several popular shows, including “Dear Chelsea,” “Conspiracy Theorists,” “My Favorite Murder” and more.

For PR teams, snagging a guest spot on a show with huge reach could significantly boost brand awareness and tap into new audience markets. That’s the upside.

But reach alone doesn’t guarantee impact, Dysart said. A campaign that prioritizes views over voice can alienate listeners who tune in for genuine conversations.

“I’ve always said, don’t confuse reach with resonance,” he said. “You can get a million (views), but if your message isn’t compelling or relevant to that audience, it doesn’t matter.”

Look beyond raw numbers, he said. Track comments, shares and audience response to see where and how your campaign is creating meaningful connections. If it makes sense and translates well for a streaming platform, then go for it, he said.

But be careful about leaning all the way in before you understand the risks.

As Jordan said: “Sometimes when big platforms apply traditional production magic, you start losing the intimacy and authenticity that makes podcasts work.”

Strong, authentic voices matter most

Despite the shifting format, there are some foundational truths when it comes to what people expect from a podcast today that won’t go away, Jordan said.

The podcasts most likely to succeed are the ones with creators who have strong, clear voices and authentic connections to their audiences, she said. These are the shows brands should connect with, she said.

“The audience is always looking for a strong voice in areas that interest them,” she said. “It’s why Mel (Robbins), Alex (Cooper), and Dax (Shepard) stand out. Other podcasts may copy the format or watch the numbers, but the winners are those with authority, authenticity and relatability.”

Instead of trying to place spokespeople anywhere, success comes from pairing the right voice with the right podcast, one whose audience aligns with the brand’s message and values, regardless of if it’s streaming on Spotify, YouTube or Netflix, Dysart said.

“The real driver is storytelling,” he said. “A guest who can engage, surprise or educate will leave a lasting impression.”

Brand pairings and partnerships

Another foundational truth is that podcasts should amplify your message or story with a show pairing that feels natural and comfortable.

Jordan’s team works collaboratively with creators to identify guests, plan content and align messaging with audience interests.

She said that some creators prefer celebrity guests during promotional peaks, while others focus on subject-matter experts for evergreen content.

“We work with the host, but we also listen to the audience,” Jordan said. “We help select guests that will give an engaging hour of content. Our job is to elevate the host and connect with the audience in meaningful ways.”

The best opportunities for brands are those who align with the podcast’s ethos, she said.

“Sometimes a celebrity guest is obvious because of image or promotion,” Jordan said. “Other times, it’s about finding a hidden gem, someone whose story resonates in unexpected ways.”

Balancing scale with authenticity

As more platforms experiment with video and streaming distribution, podcasts will likely continue to evolve in form, reach and business models.

For some creators and brands, moving onto bigger stages will unlock new audiences and new revenue. But for others, it may dilute the connection that made their shows matter in the first place.

Growth should never come at the expense of trust, Dysart said. Bigger platforms can amplify a message, but they can’t create authenticity. That still depends on the voice, the story and the relationship between a host and their audience.

“Podcasts aren’t a channel, they’re a conversation. And conversations are what people remember,” Dysart said.

Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at [email protected].