By Bill Bernardoni

It’s 8:03 AM on a Wednesday. You’re stuck in traffic, half-listening to a bubbly radio host, maybe even yours truly at one point or another, crack a joke about the weather, while someone in the car next to you bops along to a podcast about cryptocurrency scams or the latest serial killer podcast. All very different vibes with one shared experience: audio content is back — and let me tell you, it’s booming like it never has before.

The question on many minds: Is this the death rattle of traditional radio, or simply a new chapter in the story of spoken sound? In a world of streaming, downloads, and on-demand everything, the lines are blurring. But the truth is, podcasts haven’t killed the radio star — they’ve just added another character to the show.

Before we dive too deep, I want to make a few things crystal clear if you don’t know it already. My background is in radio. My first job out of college was in radio syndication producing some of the biggest talk radio shows in America. I have hosted on radio stations across the Midwest on a variety of different formats. I have also spent the better part of the last decade producing podcasts for brands of all shapes and sizes. So, I have had my foot firmly placed in both mediums.

Given that understanding let’s dive into the changing landscape of audio media and ask not who will win the war for our ears, but how both mediums might just win it together.

🎧 Welcome to the Golden Age of Podcasting

If you’ve ever thought “I should start a podcast”, you’re not alone — and you’re definitely not early to the party. With more than 500 million global listeners as of last year and just shy of 5 million podcasts out there, this format has exploded faster than a viral TikTok (Statista, 2023).

Why the sudden obsession? For one, accessibility. Starting a podcast doesn’t require a fancy studio — just a decent mic, an internet connection, and something worth saying that people want to listen to. When you add in smartphones, AirPods, more streaming platforms than you can count, and suddenly, everyone’s commute, dog walk, or gym session has a built-in content library.

But it’s not just about tech — it’s about the storytelling. Podcasts thrive in the niches: a show for plant moms, a series for finance nerds, another for conspiracy theory die-hards. It’s the long tail of media in action. My favorite podcast of all time was the brilliant Glass Entertainment Group produced podcast hosted by Kim Goldman called, Confronting: OJ Simpson. I am not one who usually listens to True Crime podcasts, but Kim’s ability to tell her deeply personal story was unlike anything I had ever heard before. It was emotional, compelling, and brilliant storytelling.

Even celebrities and legacy media are all-in. Michelle Obama has a podcast with her brother. So does SmartLess (Jason Bateman, Will Arnett, and Illinois State University’s very own Sean Hayes). Joe Rogan inked a $200 million+ deal with Spotify. It’s no longer a fringe format like it was just a decade ago — it’s a central pillar of modern media.

“Podcasts are the new talk shows — intimate, immediate, and infinitely diverse.” — Avery Trufelman

PRO TIP: If you’re a brand, thought leader, or creative with something unique to say, now is the time. Start the podcast. Your niche audience is not only out there — they’re already listening.

📻 Still On Air, Still Alive: The Resilience of Radio

Now, you might be thinking that I’m now going to write the obituary of the radio industry, but you would be mistaken. Here’s a stat that might blow your mind: 82% of U.S. adults still listen to AM/FM radio weekly, according to Nielsen. That’s right — old-school radio isn’t just hanging on, it’s thriving, but in a very different way. Is the radio industry what it was twenty years ago? No, of course not. Staffs and budgets are significantly smaller than they used to be, and consolidation is happening more and more.

So, how is radio able to hold on and in some ways continue to thrive? For starters, radio offers something podcasts can’t: real-time LOCAL content. Whether it’s traffic updates, weather alerts, or that uniquely familiar morning DJ laugh, radio keeps people connected to their communities.

And that is universal. No streaming subscriptions, no downloads, no Wi-Fi required. Radio just works — in the car, on the job site, or even during a blackout. It’s always been there, and that reliability builds trust.

Plus, radio personalities are often hyper-local celebrities with years of built-up listener loyalty. They feel like friends. Podcasts may be your cool new buddy from the internet; your radio host is the neighbor who’s been waving at you for decades.

“Radio is still the heartbeat of many communities.” — Tom Webster, Edison Research

PRO TIP: If you’re in broadcasting, now’s the time to double down on what radio does best: local flavor, real-time presence, and trusted voices. But don’t fear change — evolving is essential, and digital channels are part of the game now.

⏯️ Control Freaks vs. Comfortable Habits

Let’s talk about how we listen.

Podcasts put the power in the listener’s hands. You can pause, rewind, fast-forward, or binge as many episodes in a row as you want. It’s custom-fit media. That level of control makes podcasting feel like the Netflix or Hulu of the audio world.

Radio, meanwhile, is all about passive discovery. You flip it on and hear whatever’s playing. There’s no choice — but that can be comforting sometimes. It removes decision fatigue. It also introduces you to new music or topics you didn’t even know you’d enjoy.

There’s plenty of room for both styles. Podcasts suit the planners. Radio satisfies the wanderers.

“Choice is powerful, but serendipity has its charm.” — Malcolm Gladwell

PRO TIP: If you’re a podcast creator, don’t shy away from experimenting with surprise or real-time content. Creating moments of “you had to be there” adds urgency and loyalty.

💰 Follow the Money: Who’s Winning the Ad Game?

Advertising dollars follow attention, and right now, both formats are cashing in — in very different ways.

Radio’s ad market is mature and well-established, built on decades of data and regulation. It’s efficient for wide-reach messaging: think local car dealerships, insurance companies, political campaigns.

Podcasts, on the other hand, are the wild west — but a rather lucrative one. With host-read ads, dynamic insertion, and niche targeting, advertisers can zero in on highly specific audiences. That’s a goldmine for brands trying to build intimacy and trust with their target audience.

In fact, U.S. podcast ad revenue reached $1.9 billion in 2023, and it’s projected to keep climbing higher and higher.

“The intimacy of podcasts creates the kind of brand loyalty advertisers dream about.” — Erik Diehn, former CEO of Stitcher

PRO TIP: Advertisers, don’t limit yourself. Mix broad-reach radio buys with highly targeted podcast campaigns. It’s not either/or — it’s both/and.

🏷️ Branded Podcasts: Storytelling with Strategy

Let’s talk about a growing niche that’s turning ears into engaged customers: branded podcasts.

These aren’t your typical ad reads or product plugs. Branded podcasts are full-on shows — often narrative, highly produced, and created by companies to tell stories that reflect their values, mission, or expertise. Think of it as content marketing, but make it audio.

Take GE’s The Message, a sci-fi thriller that had nothing to do with turbines or jet engines, yet brilliantly positioned GE as an innovator. Or Slack’s Work in Progress, which dove into the emotional lives of professionals, subtly reinforcing their brand as a modern workplace tool.

Why does this work? Because people don’t want to be sold to — they want to be engaged. And audio, with its one-on-one intimacy, creates a unique opportunity for emotional connection.

“Branded podcasts aren’t about direct conversion. They’re about trust, relevance, and long-term brand building.” — Maya Prohovnik, Spotify

PRO TIP: If you’re a company with a strong identity or a rich knowledge base, consider launching a branded podcast. Just remember: focus on telling great stories, not slogans.

🤝 Not a Competition, But a Collaboration

Let’s get one thing straight — this isn’t a cage match. Podcasts and radio aren’t fighting to the death. In fact, the most forward-thinking players are realizing these formats complement each other beautifully.

Many radio stations are already turning their shows into podcasts, giving content a second life. Conversely, some podcast creators are experimenting with live broadcasting or simulcasting, tapping into radio’s spontaneity.

One platform that’s absolutely nailing this hybrid model? Audacy.

As a huge Chicago Cubs and Chicago Bears fan, I am an avid listener of 670 The Score, an Audacy sports station based in Chicago. Audacy has brilliantly reimagined the listening experience, combining live radio, on-demand radio replays, and even original podcasts all in one sleek, user-friendly app. Whether you’re craving breaking news from your local station or catching up on your favorite sports talk show after hours like me, the Audacy app makes it feel seamless — like flipping channels on a supercharged radio from the future.

It’s innovation rooted in legacy — the best of both worlds.

Public radio is also ahead of the game. NPR seamlessly blends traditional programming with on-demand podcasting. Fresh Air airs live and is later downloaded millions of times as a podcast. The same goes for This American Life.

“It’s not about replacement. It’s about extension.” – Jarl Mohn, former CEO of NPR

PRO TIP: Whether you’re a creator or a station, build bridges. Tease your podcast on air. Replay your best radio interviews on streaming platforms. Distribute content intelligently. Let your voice live everywhere.

🔊 The Future Is in Your Ears

So where does that leave us?

Podcasts have become cultural powerhouses, thanks to their accessibility, diversity, and control. Traditional radio holds its ground with trust, consistency, and local flavor. Each format has something the other lacks — and that’s exactly why they can (and should) coexist.

As technology evolves, the smartest creators and platforms will meet their audiences wherever they are — live, streamed, downloaded, or somewhere in between. Audio is back. And it’s not going anywhere.

Whether you’re tuning in for traffic updates or deep-dive interviews, there’s magic in the human voice — and that magic is more alive than ever.

So go ahead. Spin the dial or tap that podcast icon. Just make sure you’re listening.

Final Word:

In a world that often feels overloaded with visuals, maybe it’s sound that’s guiding us home. Podcasts and radio aren’t rivals. They’re co-pilots — steering us through the noise, one story at a time.

Bill Bernardoni is the founder of Bernardoni Media and Marketing and The Bernardoni Brief media and marketing industry blog and upcoming podcast. If you would like to talk to Bill about your podcast or marketing needs, you can contact him by visiting either of his two websites.