In the first edition of this newsletter, I wrote about carrying my iPhone from room to room like a medieval oil lamp. Funnily enough, that resonated — Millennials and Gen Z people in our industry still bring it up to me at conferences.

So I feel confident enough to introduce another piece of tech I’ve formed a deep attachment to: my headphones.

I have two pairs. An old set of first-generation AirPods Pro – useless for calls, but the noise cancelling still works and they’re basically indestructible (one fell into a Whirlpool once — don’t ask). And last year, I treated myself to the AirPods Max.

I never leave my apartment without headphones, whether I’m running to the supermarket or just walking to the next tram stop. For me as a Millennial, there is nothing more stressful than that little warning sound — do do do do doo — telling me the battery is almost dead. Literally Doomsday energy. How am I supposed to survive out there without something in my ears?

I’m not alone in this. Have you looked around on public transport lately? Most people are wearing headphones. And more than a few of them are listening to podcasts.

The numbers

The numbers back this up. Pew research center reports over half of U.S. adults listened to a podcast in the past year. Among 18- to 29-year-olds, that figure sits at 67%. And when it comes to news specifically, 32% of U.S. adults now say they get news from podcasts at least sometimes, up from just 22% in 2020.

Globally, there are currently around 584 million podcast listeners with the market estimated to be worth US$39.6 billion in 2026.

While younger people are more and more consuming news through their earbuds, they’re seeking a voice they trust. Which is exactly why this format matters so much for journalism.

And then there’s video

The format is evolving fast. Podcasts are increasingly becoming video — or “vodcasts” as the industry is starting to call them. According to Deloitte’s 2026 TMT Predictions, 27% of U.S. consumers already watch video podcasts weekly, a trend led by Gen Z and Millennials. Over 60% of the most popular shows on major platforms now offer a video component.

The appeal makes sense on multiple levels. Video deepens the connection between creator and audience: Viewers see facial expressions, body language, the physical environment, creating a sense of closeness that audio alone can’t fully replicate. It also makes creators visible in a new way, opens additional revenue streams through ads and sponsorships, and generates short clips that travel well on social platforms. 

For journalism, this shift has real implications: The podcast is no longer just an audio product. It’s becoming a relationship format with a face.

One success story and a live conversation

One particularly successful concept comes from Schibsted. The media house acquired Podme in 2019 and built it into a successful streaming platform with over 200,000 paying subscribers. That story doesn’t just underline the potential of audio — it shows how much innovation pays off.

Which is why I’m so excited that Kristin Ward Heimdal, country manager/Norway of Podme, joined me on our podcast No One’s Reading This. You can stream it on Spotify and Apple Podcasts. A podcast about podcasts — the perfect entertainment for your next shopping trip or jogging route. 

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