The great podcast overload: why does everyone think we want to hear them talk?

There was a time when podcasts felt like an intimate, curated space.

A niche hobby, even.

But somewhere between Serial and now, things took a turn.

Today, it seems like every brand, celebrity, and man with a microphone believes they have something groundbreaking to say.

Spoiler: they do not.

We’ve hit peak podcast saturation, and the internet is begging for mercy.

There are memes dedicated to not giving people more microphones. TikToks joking that if a guy has a podcast, it’s an automatic red flag.

And yet, the flood of new, nearly identical shows refuses to slow down. The question is: why? And more importantly, what does this mean for marketers?

Because let’s face it, the podcast gold rush is kind of over.

For a while, podcasts were an untapped goldmine for brands and creators alike.

They offered an easy way to establish expertise, build a community, and—if you played your cards right—land a sweet sponsorship deal with Squarespace.

But now? The landscape is oversaturated.

Everyone is fighting for the same listeners, the same ad dollars, and the same viral clip-worthy moments. And honestly? Most are blending into the background noise.

For brands looking to get in on the podcasting action, this saturation poses a real challenge.

How do you stand out in an endless sea of sameness?

Sponsoring a podcast isn’t enough anymore. Brands need to be intentional about which shows they align with and how they integrate their messaging.

Here’s what to keep in mind:

Not all podcasts are worth your budget.

Just because a show has a mic and a Spotify listing doesn’t mean it’s actually reaching an engaged audience. Instead of dumping money into any available ad slot, look for podcasts with a strong, dedicated listener base and an actual point of view.

Think beyond traditional ad reads.

The standard “this episode is brought to you by…” isn’t cutting it anymore. Look for (better) ways to integrate your brand into the content itself. This may be through co-branded segments, live events, or behind-the-scenes exclusives.

Podcasts shouldn’t be your whole thing.

Just because everyone is starting a podcast doesn’t mean your brand should, too. If your industry is already oversaturated, consider other content formats that might cut through the noise—think newsletters, video series, or interactive storytelling.

So, should we stop handing out the mics?

Not necessarily. But the broader takeaway here is that the podcast space is officially cluttered. And this means

brands need to be more discerning about where they invest their resources. The days of launching a podcast just because everyone else has one are over. It’s time for a strategy shift.

Because let’s be real—do we really need another hour-long discussion about “grindset culture” and why dating is doomed?

No. No, we do not.

-Sophie, Writer