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Podcasts are on fire. They’re no longer a niche format—they’re a media powerhouse. As audiences shift their listening habits, businesses and publishers alike are exploring how to integrate audio into their content strategies. But what’s driving this rapid growth?
The Power of Podcast study by Content Republic, the branded content and native advertising unit of Belgian media group Mediafin (LINK TO PREVIOUS BLOG?) shows:
- 38% of Belgians listen to podcasts monthly, rising to 61% among B2B audiences.
- Podcasts are overtaking traditional radio, especially among younger demographics.
- They rank highest in credibility among media formats, making them a trusted source for news and advertising.
- Podcast ads are viewed as more credible and relevant than TV or online video ads.
At Mediafin, publisher of business titles De Tijd and L'Echo, we quickly jumped on this trend. Our daily news podcasts, De 7 and Le Brief, are smashing records, and our in-house studio produces high-quality native podcast series for advertisers.
But integrating podcasts into a traditional media setup isn’t all smooth sailing.
Here’s what we’ve learned.
The editorial challenge: Rethinking content production
Podcasts operate on a different rhythm than newspapers and websites.
De 7 and Le Brief go live at 7 AM daily, requiring a dedicated audio team outside the traditional editorial cycle.
They require a separate editorial cycle and specialized tech (think pro recording gear and AI-powered tools). It’s a big investment, but it pays off.
Measuring success: A data gap
Unlike digital articles or videos, podcasts offer more limited analytical insights.
Standard metrics like download numbers don't provide a complete picture of the listening experience or audience engagement, making it challenging for media organizations to establish clear KPIs and ROI models for their podcast investments.
Advertiser challenges: Absence of media measurement
This measurement challenge extends to advertisers investing in podcast advertisements.
Due to their unique nature, podcast ads are difficult to integrate into traditional media plans.
The absence of independent media measurement for podcasts or a specific podcast ranking for Belgium makes it difficult to demonstrate campaign effectiveness compared to conventional radio.
Our own Power of Podcast research addresses this gap, providing crucial insights into podcast advertising effectiveness.
Talent: Finding the right voices
Podcasts offer a platform for journalists to gain additional recognition by showcasing their expertise through their actual voice. But strong writing doesn’t automatically mean great audio storytelling.
Training is crucial for journalists transitioning to podcasts and for technical teams supporting them. Recruiting experienced podcast producers is also a challenge in this growing field.
The native podcast advantage: Authentic brand storytelling
Native podcasts allow brands to connect with audiences seamlessly. The key to success?
- Quality first: Editorial standards build credibility.
- Long-term thinking: Podcasts require patience—success isn’t immediate, and advertisers should commit beyond short-term gains.
- Creative innovation: Continuous self-challenge and improvement are essential. Our Power of podcast research led us to develop a new advertising format—the native stitch—that enhances brand integration while preserving the listening experience.
- Objective-driven approach: Every choice, from format to distribution, should align with business goals—whether brand awareness, lead generation, or reputation building.
Expanding reach: Beyond audio platforms
Native podcasts need amplification beyond Spotify and Apple Podcasts. That is why we aim to embed native podcasts within online and print articles that summarize the podcast's essence.
The direct listener count represents only the tip of the iceberg—the readership reached with your message is exponentially larger.
Shaping the future of media
Podcasts are no longer an experiment for traditional media—they’re a necessity. They offer deeper engagement, a more personal connection with audiences, and a powerful platform for brands to tell their stories authentically.
While integrating podcasts into a traditional media setup comes with challenges—from editorial restructuring to measurement gaps—the rewards far outweigh the hurdles.
At Mediafin, we’ve seen firsthand how a well-executed podcast strategy can elevate both journalism and branded content. The audio revolution is here. Get on board now or risk being left behind.
