Podcasts have never been more popular in the US – 44% of people nationwide have tuned into one – with some shows likeDesus & Meronow making the transition from audio to audio/visual. But are listeners ready to become viewers? And why are brands eager to engage with podcast fans?

With its acquisition of Gimlet Media and Anchor, Spotify is setting its sights on becoming the go-to destination for podcasts. It’s a sign of the medium’s growing influence as brands seek ways to tap engaged and young audiences who want immersive narratives that can hold their attention.

Various police departments across the States are launching their own podcasts, tapping into the craze for true-crime narratives. By meeting demands for engaging audio content, police departments are hoping to leverage the trend in order to repair their public image.

While pornography remains largely targeted at men and confined to the visual realm, female-founded podcast Dipsea is ripping up the rulebook with aural erotic stories. As the taboos around female sexuality break down, women are seeking media and entertainment that caters to them.