This session offers an in-depth look at the state of podcasting in Finland – how the market has evolved, the trends shaping it today—including the role of video—and the challenges it faces. The conversation explores how local listener demographics and language preferences influence content strategies, and why genres like true crime, current affairs, and conversational podcasts continue to dominate. We also look at the increasing popularity of branded podcasts, shifts in monetization models, and the importance of recognizable profiles in building loyal audiences. Beyond the local scene, the discussion delves into the opportunities for Finnish podcasts to reach international audiences, as well as the potential for global shows to be localized in ways that resonate with Finnish tastes.