In 2025, the podcasting landscape is as crowded as Times Square on New Year’s Eve. From Barack Obama to Snoop Dogg, from Martha Stewart to the CIA (yes, the CIA), it feels like everyone has a podcast. Your barista has one. Even the guy outside your local coffee shop with a cardboard sign might have one.
The question is no longer who has a podcast — it’s how do you break through in a market where the average listener only keeps 1–3 shows in their rotation?
According to veteran podcaster Shaan Puri, who’s racked up over 100 million downloads across 700+ episodes, winning in podcasting now requires a brutally clear strategy.
And spoiler: being famous isn’t enough anymore.
The Shelf Space Problem No One Talks About
Puri lays out the bad news bluntly:
“Celebrities don’t get this. They’re used to Instagram.
On IG, one user will follow thousands of people. It’s infinite shelf space for fandom.
But podcasts are so time intensive that the average podcast listener only typically keeps 1–3 shows in rotation.”
That’s right — imagine Instagram only letting you follow three accounts. Suddenly, being in someone’s top three becomes the Holy Grail.
This creates what Puri calls the “shelf space problem,” and it means mediocrity has zero chance.
Three Proven Ways to Win at Podcasting in 2025
Puri doesn’t just diagnose the problem; he offers a clear blueprint for success.
1. Incredible Banter
If your show feels like an irresistible conversation listeners can eavesdrop on, you’ve got a shot. Chemistry between hosts is king, and when that connection is real, even non-comedy shows can ride the wave.
Puri suggests leveraging these moments beyond the audio feed:
“You then chop up your best ‘banter moments’ — and use that as TikTok/IG clips that can independently go viral.”
Shows like Basement Yard, Bad Friends, and Friday Beers excel here. The banter becomes the brand, and social media clips become the funnel.
2. Incredible Expertise — or Access to It
This is where heavyweight interview shows shine. Think Lex Fridman, Tim Ferriss, or Chris Williamson. Either you are the expert, or you have the network to bring experts into the room.
The key is guest scarcity and timing: booking “low supply, high demand” guests when they’re trending can light a match under your audience growth.
And when you combine expertise with banter? As Puri notes:
“Bonus – combine #1 and #2 (banter + expert access)
and you get a Lollapalooza effect.
This is why ‘All-In’ got so big, so fast.”
3. Play a Different Game Entirely
Some creators aren’t trying to get people to sit through an hour-long episode. Instead, they use podcasts as content farms for short-form platforms.
Puri highlights TBPN as a prime example:
“It doesn’t matter if you watch their 3 hour show, as long as you saw 30 clips from them in your X feed that week.”
This approach meets audiences where they are — often scrolling TikTok or Instagram — and then pulls them back to the full show later.
Why “Just Starting a Podcast” Isn’t a Strategy Anymore
With over 5 million active shows globally, the idea that you can simply “launch and grow” is outdated. The 2025 playbook demands intentionality. Whether it’s killer chemistry, rare insight, or content repurposing at scale, creators need to decide their lane before hitting record.
For listeners in hubs like Los Angeles, Berlin, or Hong Kong, this is more than entertainment — it’s part of a curated media diet. The top 3 slots in that rotation are fiercely defended, and winning one means creating something irreplaceable.
Podcasting Is Harder — and Better — Than Ever
Podcasting in 2025 isn’t for the lazy or the “good enough” crowd. The bar has never been higher, but for those willing to master banter, secure expertise, or innovate in distribution, the rewards are enormous. As Puri puts it:
“If you don’t have a plan to have one of those 3 — you’re drawing dead in podcasting in 2025.”
So if you’re serious about breaking into the elite ranks, remember: the mic isn’t your golden ticket. The strategy is.
