What You Should Know About the Future of Podcasting with Lindsay Padilla

A woman (Lindsay Padilla cofounder of HelloAudio) wearing a leather jacket balancing books on her head. This is a promo image for the Talk Copy to Me podcast.

Who knows what the future of podcasting has in store—If recent history is an indicator as to what we can expect over the next four years, listenership is going to grow and private podcasting — a baby in the podcast industry — is going to grow.

And while that’s great, knowing that change is coming also makes it incredibly hard to predict the future of podcasting over a short time period, like the next four years.

But yet, I still wanted an episode about podcast predictions for this leap year mini-series we’re doing on Talk Copy to Me. I asked Lindsay Padilla, podcasting expert and the co-founder of Hello Audio, to weigh in and share her predictions for the next four years of podcasting.

We’ll check back in 2028…but I’m sure Lindsay is spot-on with her insight from this episode.

Copy says: Listen in to this episode of the Talk Copy to Me podcast

Here is what Lindsay and Erin have to say about the future of podcasting

  • Lindsay’s predictions about the future of podcasting — at least in the next four years
  • How podcasting has changed since the last Leap Year
  • What we can learn from the evolution of podcasting in recent history for the future
  • How “young” private podcasting is and how Lindsay expects it to evolve in four year’s time
  • What Lindsay and the entire Hello Audio team plan to focus on over the next four years

Other information and podcast episodes you may like:

I started this episode out sharing a Neilson stat about the growth of podcasting from 2019 through 2023. Here is a link to that data so you can check it out for yourself.

And when you’re done listening to this episode — which I think is only about 11 minutes long — come check out the conversation we had just a few months ago. Lindsay joined me on Talk Copy to Me in the summer of 2023 to talk about all about private podcasting. We got such great feedback on the episode when it published, and there’s so much in there that would be helpful if you’re considering a private podcast of your own:

Private Podcasts + Premium Content: The Perfect Tools for Growing Your Business with Lindsay Padilla

quotes from this episode of the Talk Copy to Me copywriting podcast
Two futuristic pictures of a woman with a microphone in front of her.

Quotes from Lindsay and Erin about the future of podcasting

  • “According to Nielsen data, the US specific podcast listener base grew by 40% from the years 2019 to 2022. That is huge, my friends.” – Erin Ollila

  • “I think what I’m hoping happens in the next 4 years is that people start to realize that connecting even with 20 or 30 people is completely worth it because those 20 or 30 people are into what you’re doing…because they’re listening.” – Lindsay Padilla

  • “I don’t even know I don’t even predict what underwear I’m gonna be wearing tomorrow. Never mind what I think is gonna happen in marketing in 4 years.” – Erin Ollila

  • “A podcast app is like an inbox that people don’t realize is an inbox.” – Lindsay Padilla

  • “I’m really hoping that people recognize how valuable it is to have content in audio form. Even if the video is, like, super important, having both is really important.” – Lindsay Padilla

  • “[Private podcasting] is still so new that I think that there’s going to be so many more creative approaches to private podcasting.” – Erin Ollila

Learn more about what guests Andréa Jones, Liz Wilcox, and host Erin Ollila have to say about the future of social media marketing, email marketing, and other niched marketing predictions.

Meet this episodes guest expert on Talk Coy to Me

Dr. Lindsay Padilla is an ex-community college professor who accidentally started a business while on the tenure track. Now, as the CEO and co-founder of the Hello Audio software, which takes your content and creates private audio feeds to make learning on the go much  easier for your people, Lindsay challenges online industry norms of unfinished courses and unconsumed content with her product. All of her business ideas were born out of her tenure-track years teaching adults online at a community college, the ridiculous amount of learning she’s done in all things education, and the years spent growing her course creation business online.

Stay connected with Lindsay

Listen to Hello Audio’s own private podcast, Success Stories — which is so enjoyable — and then go listen to their new-ish public podcast: Launch Your Private Podcast.

Want to get started using Hello Audio? Sign up here!

Get to Know the Host of the Talk Copy to Me Podcast Erin Ollila

Learn more about your host, Erin Ollila

Erin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. She graduated from Fairfield University with an M.F.A. in Creative Writing, and went on to co-found Spry, an award-winning online literary journal.

When Erin’s not helping her clients understand their website data or improve their website copy, you can catch her hosting the Talk Copy to Me podcast and guesting on shows such as Profit is a Choice, The Driven Woman Entrepreneur, Go Pitch Yourself, and Counsel Cast.

Stay in touch with Erin Ollila, SEO website copywriter:

Here’s the transcript for episode 109 on the future of podcasting with guest expert Lindsay Padilla of Hello Audio

NOTE: This podcast was transcribed by an AI tool. Please forgive any typos or errors. Before this transcript is an introduction to the show, and the intro music. Following this transcript is the outro music. They unfortunately did not make it into the AI transcript because of user error! 109. Lindsay Padilla – The Future of Podcasting [00:00:00] Erin Ollila: Okay, Lindsay, thank you so much for coming back on the show and joining me for this leap year episode about podcasting. [00:00:06] Erin Ollila: Now, I have such a love hate relationship with like prediction posts and, and people making predictions because they will be the first like content I will consume. That’s like the BuzzFeed era of like, let’s click this and find out what people think. However, I think they’re the hardest things like I don’t even know. I don’t even predict what underwear I’m going to be wearing tomorrow. Nevermind what I think is going to happen in marketing in four years. [00:00:28] Erin Ollila: so my apologies for asking you this question, but thank you for joining me. So you don’t have to answer it. So that’s what I mean. Like you’re here on this podcast and I’m really requiring you do this. [00:00:40] Erin Ollila: Thanks. So sorry. Seeing that we’re in a leap year and it’s, you know, something that only happens every four years. What is your predictions for the podcasting industry over the next four years? [00:00:52] Lindsay Padilla: Yeah, I think, you know, to build on, I think what has been a trend that is happening right now. [00:00:58] Lindsay Padilla: You know, it always feels like trends are super current, but relatively over the last few years, I think is podcasting has gotten pretty niche, right? And so people are willing to put a podcast out there that maybe only has a pretty small targeted audience. So I want to pour a fire on that and say that that is true. [00:01:17] Lindsay Padilla: And I think that of all the outlets that people have like video and then, you know, different various forms of social media and email and blogging. I think podcasting, it’s like surprising that there’s not as many active podcasts as there could be. And so what I’m hoping happens in the next four years is like people start to realize that connecting even with 20 or 30 people is completely worth it because those 20 or 30 people are into what you’re doing because they’re listening, right? [00:01:47] Lindsay Padilla: And to recognize that. The output for having a podcast is so much easier, I think, than getting ready, getting on video, being filmed, and all of that. And so, you know, looking at that, I think it’s going to be more, hopefully more, podcasts. I would love them to be more, like, double or triple the amount that we currently have. [00:02:04] Lindsay Padilla: And I’m saying active podcasts, not podcasts that get launched every year. But getting rid of that concept of like, you know, shows die after seven days or seven episodes or whatever that, that adage is. And so obviously as, you know, um, the CEO of a private podcast hosting company, you know, we think private podcasts could also be counted in that, in that realm. [00:02:26] Lindsay Padilla: And the idea that you’re launching a podcast in a way that may not be completely public and trying to get as many listeners as possible, but you’re really actually trying to focus on that intimacy and connection through your voice. And I think that that is only going to get stronger over the next four years. [00:02:43] Erin Ollila: Yeah, I mean, I obviously wasn’t planning on answering this at all because I didn’t know what you’d say, but I actually agree with both of those perfectly. I think when it comes to private podcasting, I think not that it’s so new, I don’t mean that to start like as a disclaimer, but it is still so new that I think that there’s going to be so many more creative approaches to private podcasting. [00:03:04] Erin Ollila: I think that, you know, sure, there’s a bunch of ways that people have used private podcasting in the past, you know, handful or in obviously more years. But I think that within the next four years, I’m really interested to see what happens with private podcasting specifically. And then I, as for the niche shows, I think that’s perfect answer because, you know. [00:03:23] Erin Ollila: I, I remember reading some stat. Of course, I don’t, my ADHD brain doesn’t have it handy, but they, they had kind of reviewed what the expectation was for the podcasting industry pre pandemic. Like, not that it was like leveling out, but the growth was a slight bit slower, I think, in maybe, I’m making this up now, but maybe 2018, 2019, and then how vastly. [00:03:45] Erin Ollila: It grew through the pandemic. That was kind of like surprising to the industry to be like, you know, actually people being at home, we, we weren’t really sure this would work, but it did. It grew. So the idea that Niche shows, what I love about them is that you can. Create a niche show, and it could be a short podcast, right? [00:04:05] Erin Ollila: Like, it doesn’t have to be that weekly show. It could be something that maybe does, does span six episodes, but it’s done so well that those, those niche listeners really get their, their fix. [00:04:15] Erin Ollila: So, yeah, that’s it. I’m just really kind of talking over what you just said, but I love your answer. [00:04:20] Lindsay Padilla: Yeah, and I think too, like a way to think about it, and I’m hoping that this comes true in the next few years as well. At Hello Audio, we always looked at how a podcast app is like an inbox that people don’t realize is an inbox. And so I think that that lines up, right? That idea that you have this communication channel that isn’t being used maybe to its full capacity in a medium that actually people really enjoy. [00:04:43] Lindsay Padilla: And so I’m hoping that that recognition happens and it matches, you know, kind of what we expect. and to your point about private podcasting, I think I don’t know when it was like officially invented. We did not invent it. But the first like public hosting podcast, Libsyn, I think was one of the earliest to have it, but you had to like email them and you had to be on some like, like enterprise plan or something like that. [00:05:06] Lindsay Padilla: And this is in 2019. [00:05:07] Erin Ollila: Wow. And then I think that new, [00:05:09] Lindsay Padilla: it is very new. And I think Transistor launched in October of 2019. And I remember that date because that was actually I the same time I made my public post that we were going to build our own software, even with these companies starting to come on, and even over that, that next like year, there wasn’t, it wasn’t like everybody was jumping on the bandwagon. [00:05:27] Lindsay Padilla: Now it’s a little more common for most public podcasts host to have private podcasting. It just depends on like how accessible it is in their plans and that kind of thing. But yeah, it’s pretty new. [00:05:38] Erin Ollila: Oh, yeah I mean you taught me something there because as much as I had like verbally started to state that I was like well No, maybe it is a lot longer than that. [00:05:45] Erin Ollila: Like I don’t actually know when private podcasting became a thing. So Thanks for teaching me that. [00:05:51] Erin Ollila: Alright, so looking ahead one more time for the next four years, what is something that you and your business is hoping for or will be working on, that you’d like to see come to fruition in four years? [00:06:02] Lindsay Padilla: I’ll answer both of those. So what we’re hoping for is, is kind of like, obviously that inbox, podcast apps recognized as an inbox. But I think more relatedly to like the beginning of Hello Audio is that in courses, having a private podcast feed is just expected. And if someone doesn’t have that, it’s like, what? [00:06:20] Lindsay Padilla: That accessibility not being there. And so it, we’re not quite there, we definitely have a ways to go, but the more people write in and tell me as a user of Hello Audio that they sign up for this product and it doesn’t have it and it’s so frustrating. So I’m really hoping that people recognize how valuable it is to have content in audio form. [00:06:38] Lindsay Padilla: Even if the video is like super important, having both is really important. and then like for us as a business, you know, Hello Audio, I think I’m starting to feel this like trend and feeling towards a little more long form content. and I think people are really starting to double down on emails. [00:06:54] Lindsay Padilla: You’re seeing the rise of newsletters. I think, you know, blogging, while we’re not exactly sure what’s going to happen with AI, some of those predictions out there, I’m not totally sure, but we’re going to be blogging, at Hello Audio and really focusing on SEO just because to your point, private podcasting is relatively new and there isn’t really a true, you know, thought leader in the space. [00:07:16] Lindsay Padilla: And so we want to start to own that. And, you know, potentially a YouTube channel in the future as well is on the docket. It’s not in development right now, but like is something that we’re looking at. So yeah, we’re kind of looking at more long form content and we launched our own public podcast about private podcasting, this last October and we’re loving it. [00:07:33] Lindsay Padilla: And so those are, you know hour long episodes. And I like to, I like to associate that with being long form content. So we’re really kind of. I don’t know. Go in that direction, I guess. [00:07:43] Erin Ollila: Yeah, I love that. And my biggest hard eyes for everything in the marketing world has always been long form, like written content specifically. [00:07:50] Erin Ollila: So I love to hear that you say that you’re gonna take ownership of that blogging space because you’re right. There’s very little written about private podcasts. There are some companies that are doing a great job. Currently starting to write about podcasting but as someone who’s well versed in SEO, like I will, I’m always looking at long form keywords. [00:08:06] Erin Ollila: And I’m like, what, why is no one writing about this? What a missed opportunity. [00:08:11] Erin Ollila: Well, if you have any hits on that, let us know. Oh yeah, we’ll, we’ll talk after this. , yes, cool. And I’m, I’m going to be really excited to read those things. So thank you so much for joining us. Everyone go listen to [00:08:20] Erin Ollila: Hello Audio’s new show. Still pretty new, I say. [00:08:22] Lindsay Padilla: Yeah, we’re only a couple months in. [00:08:24] Erin Ollila: Listen to the show and take notes and, you know, join Hello Audio and get your private podcast so in four years from now you can check in with both of us and be like, you were the impetus of this major life transformation. [00:08:37] Erin Ollila: Thank you, Lindsay and Erin. [00:08:40] Erin Ollila: All right, Lindsay, thanks so much for joining me today. You have a great rest of your day and a wonderful next four years as well. [00:08:45] Erin Ollila: Thank you. You too.

Note: Show notes may contain affiliate links to products, offers, and services that I whole-heartedly recommend.

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