How to & how not to use podcast content heading into 2026🧐

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Now, today’s Main Thing reveals the 3 top things people want in podcasts and the 3 least desirable things. Those notes should help you with your podcast content or future podcast launch.

I also included strategies for breaking through the competition with your podcast. 

After that, I’m dropping Monday Marketing News right on your dome.

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The Main Thing

How to & How Not to Use Podcast Content Headed into 2026

I looked at Sounds Profitable’s latest podcast report. Link was in last Friday’s Inbox Hacking.

Good info for folks trying to launch or grow a podcast. Good stuff even if you’re trying to find ways to use audio content at all - even outside of the “podcast arena.”

Quick takeaways from the report are below:

• Listening has plateaued a bit in the past couple years

• The space is more competitive than ever

• Listeners are choosing about 3 favorites vs. listening to 9 or 10 shows

• Video not mandatory, but nice to have (“38% usually use audio, may be video”)

• Of those who’ve never consumed a podcast, 59% of them are female

The 3 Most Popular Uses of Podcasts

Survey revealed the MOST common reasons people consumed podcasts.

1. Discussions on topics of interest: 83%

2. Car/travel listening: 66%

3. While walking/exercising: 62%

Number one’s a no-brainer. Lots of opportunities for you to hit niches with your podcast. Or aim at a giant audience with a highly popular topic like history or politics. History’s evergreen. Politics would need constant updated content. 

Two is important because it tells you what kind of people are hooked on podcasts. Many are daily commuters killing time. Others may be on vacation - peeps who only get to listen to a 3-hour podcast when they have time off work.

Three gives you a topic for your podcast content right off the bat. These people are into fitness, mental health, weight loss, etc. Could be into hiking, swimming, or kayaking too (folks have different ideas about what exercise is). Any one of those could be your podcast topics. 

The 3 Least Popular Uses of Podcasts

Survey revealed the LEAST common reasons people consumed podcasts.

1. TV/movie series tie-ins: 40%

2. Audio dramas: 35%

3. Hear from celebrities: 32%

One. I know a couple average Joe’s who do well with a TV/movie podcast. They mainly cover a variety of TV shows. Their success is likely due to building community - they livestream their video game playing for VIP fans, stuff like that.

Podcasting your opinion on TV shows and movies would be fun. But the space is crowded, I bet. Too easy to do. Just take notes on shows you love and yap about it into a mic. Good luck standing out in a crowded field. 

Two. Audio dramas had their heyday. Serial dramas like Sh*t Town made for awesome podcast content. But they took lots of time and money to produce. So, it’s a good thing this isn’t a top reason people consume podcasts. Don’t waste your time on this type of content. 

Three. Hearing from celebs ranked last in “benefits of listening to a podcast.” Makes sense as we see proof in the awful ratings of late night talk shows. It’s 2025 and people wanna hear real thoughts from interviews, not cliches. 

Plus, celebrities are in short supply today. Besides Taylor Swift, Tom Cruise, and The Rock, who’s truly a celebrity? Everything’s been niched down to “silo’d celebrities” since we all personalize the media we consume. 

Now you know what podcast lovers like most and least. So, how can you break through with a podcast in today’s competitive era?

How to Breakthrough with Your Podcast

I’ll focus on audio content. Nothing against video. Smart to offer audio and video options if you have a podcast. 

But it’s easier to get started with audio only. And there’s too much pressure on creators to do video now. If you’ve got solid audio-only content, the market is still enormous.

Below are ways to experiment to find out what will work for you without creating 52 episodes, getting no traction, and giving up.

Breakthrough Strategies

Quick Format Tests: Record 2-5 minute audio clips and pair them with simple visuals - animations, slides, or dynamic text. Drop them on both podcast and YouTube to see what gets more traction: pure audio, visual-heavy, or mixed formats.

A/B Episode Tests: Release two versions of the same content. One standard, one with sound design, music, or scripted elements. Compare completion rates and audience response to see what sticks.

Listener-Driven Content: Use polls and calls for questions to crowdsource episode topics, then create micro-episodes responding directly to audience input. Turns listeners into co-producers while testing what resonates.

Collaboration Relays: Partner with other podcasters to create short "relay" series where each host contributes a segment or continues a story. This uses cross-promotion while letting you test different tones and pacing against each other.

Low-Stakes Testing: Try audio trailers in different styles. Like debates, advice, sketches, or reporting. Post to social media or as bonus content in the podcast feed. Rotate episode structures and survey listeners or track retention stats. Create a "feedback club" with early access and perks for honest input.

If you’ve started a new podcast, let me know. I’ll give it a shoutout in Inbox Hacking. 

Now - Monday Marketing News is below. Have some…

Please share Inbox Hacking with a fellow marketing go-getter or business owner. I appreciate you reading & sharing.

Shane McLendon - Copy Kingpin

Nike doesn't ever talk about the product, they don't ever tell you about air soles and why they're better than Reebok's air soles. What is Nike doing in their advertising? They honor great athletes and they honor great athletics. ~Steve Jobs