I know, the article has barely started and you may already be wondering if it still makes sense to create a podcast or if this trend has passed…
It’s no surprise.
In business, timing is everything. Embracing a trend too late often means swimming in a sea of red, fighting for space that has already been occupied. And if we are to analyze the current podcast scenario, purely from the perspective of traditional revenue (that based on volume of views and advertising), it is very likely that the tram has indeed already passed.
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The numbers don’t let me lie: the internet is already saturated with tables with colored microphones and generic conversations. According to recent surveys from platforms such as Podcast Index and Listen Notes (2025/2026), there are now more than 4.5 million programs cataloged in the world.
Brazil, consolidated as one of the largest global markets, surpasses the impressive mark of 200 thousand programs available. The war for audience attention has become a true digital carnage.
But it is exactly at the “end” of the illusion of infinite reach that the “beginning” of a new opportunity appears, giving new meaning to the word “middle”.
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Do you already understand where I’m going?
The podcast should not be seen just as a “medium” of communication (a format or media channel). It can – and often should – be the “middle” of the path (the central step of a strategic process) for you to generate, from it, other much more profitable and sustainable businesses.
I’m not telling you to completely forget about the frantic search for the top of the Spotify charts. But when the microphone acts strategically in this intermediate position, the game is different.
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Want to see how?
The new business lunch
You know that very expensive business lunch at a sophisticated restaurant to try to strengthen ties and close a contract? For many companies, it has given way to the podcast table. Today, one of the most efficient commercial strategies in the B2B (Business to Business) market is to have the CEO, or another C-level executive of the company, act as presenter.
The tactic? Invite your ICPs (acronym for Ideal Customer Profile) to the recording. In these cases, the commercial dynamics take place in the studio, with the cameras on. And, when the episode airs (if it ever does), it doesn’t matter if 10 or 10 million people watched it. The focus is not on the media, but rather on the convergence of interests among the people who sat at the table. You listen to your potential client, understand their pain points, generate reciprocity and build a strong relationship under the elegant disguise of “generating content”.
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The new classroom
And if the focus is not on the external customer, the microphone turns inward. The current term in corporate education is “infotainment” (the combination of information and entertainment). Many companies are adopting the videocast format as an internal tool to train and inspire their employees, franchisees and business partners.
The old and endless PDF manuals have been replaced by dynamic conversations that teach not only technical content, but also the “charm” and “eloquence” of public speaking. Again, it’s not about going viral in the open algorithm; it’s about making a real knowledge impact on the base of those who make the company’s wheels turn every day.
The authority machine (and clippings)
Finally, let’s be pragmatic: feeding a company’s social networks every day is exhausting. In this context, the podcast serves as the “anchor” of a content production belt.
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A single hour of recording with experts in your field turns into an arsenal of “cuts” (short videos) to fuel Instagram, TikTok and LinkedIn for weeks. You use it as an intelligent and scalable asset to document the intelligence of your business, positioning the brand as an undisputed authority in its niche.
All of this becomes even more attractive when we look at financial mathematics. Above all, the podcast is a cheap investment compared to other audiovisual production formats (for example, a traditional campaign). Furthermore, there is a huge supply of studios ready for rent in any major urban center.
The POWERCast middle case
But how does this theory of using the format just as a “medium” translate into practice, away from the spotlight of pure entertainment? If you still think that success only happens when you achieve national fame – like Poddelas, Podpah and Flow – it’s worth observing the movements of those who master this intermediate route.
POWERCast is a great example of someone who put aside the audience dispute at any cost to attract a more specific audience: decision makers.
Founded by publicist Isabel Rendeiro and lawyer Scheila Santos Duarte, the project began as a content channel about entrepreneurship, but evolved pragmatically into a business ecosystem. They quickly understood that online attention was just the gateway.
The thesis, defended by Scheila, is surgical: “content alone no longer sustains the business. What generates value today is real connection and this happens when you create experiences and belonging.”
Instead of relying exclusively on traffic or paid media, they began to monetize the initiative supported by three simultaneous pillars: production of content focused on business, in-person events with leaders and the development of a community focused on networking and commercial opportunities.
In this model, the videocast works as a great showcase that attracts and invites the right profiles to their in-person meetings, such as POWERTalk. It is there, in the physical, that connections deepen and true commercial opportunities emerge, shifting the focus from a simple “audience” to building a profitable “community”.
In fact, on April 1st, there will be a new edition of POWERTalk SP, bringing none other than Luiza Helena Trajano and Magalu executives to the discussion table.
The event puts the future of retail into debate, deepening conversations about e-commerce, data innovation and marketing in a sector that is expected to generate around R$225 billion.
The conclusion… or rather, the end of this story:
If the content on YouTube or Spotify is just the invitation (the beginning of the journey), the closed community around the table is where the conversion lives (the end).
And the podcast, in this scenario, perfectly assumes its double vocation as a medium. Whether as the media format chosen to capture attention, or as the middle stage of the funnel that connects the brand to that ideal customer who would never respond to a cold sales email.
And in your case? What are the new means that you (or your company) are building to reach the ends that really matter?
