The Future of Ag Media: Why Streaming TV and Podcasts are Essential for Reaching Farmers

February 28, 2025

The Future of Ag Media: Why Streaming TV and Podcasts are Essential for Reaching Farmers

Farmers are shifting to digital media — is your brand keeping up?

The agriculture industry is changing, and so is the way farmers consume information. The next generation of producers is embracing digital content, streaming TV and podcasts to stay informed, entertained and connected. For agriculture brands and marketers the message is clear: If you’re not on streaming platforms and podcasts, you’re missing out.

According to Farm Journal Research, producer use of social media and streaming was projected to reach 70% in 2024.

The Digital Surge: Why Farmers are Embracing Streaming and Podcasts

For generations, print publications, radio and television have been trusted sources of information for farmers. These mediums remain essential in the industry today. However, with the rise of on-demand digital content, many farmers are adding streaming TV and podcasts to their media mix, giving them more flexibility to consume information when and where they need it.

Whether it’s listening to a podcast while checking crops or streaming market updates before heading to an auction, digital content is becoming an integral part of daily farm life — not as a replacement, but as a complement to traditional ag media.

Farm Journal uses their podcast network to inform listeners about agriculture, and on Unscripted Tyne Morgan and Clinton Griffiths put down the teleprompters. Each week, they bring in fellow Farm Journal hosts and editors and friends to share behind-the-scenes insights on the stories we’ve covered, giving you a chance to meet the personalities behind the personalities.

This trend is backed by compelling data:

More than 1 in 4 podcast listeners (28%) have made a purchase based on a podcast advertisement or mention. ( Marketing Charts Why Do People Listen to Podcasts? )
Podcast advertising revenue is projected to surpass $3 billion in 2024. ( IAB US Podcast Advertising Revenue Study )
100+ million people in the U.S. will be active podcast listeners this year, marking a 5.3% increase from last year. ( Oberlo US Podcast Revenue (2015–2026 )

So why are farmers incorporating streaming and podcasts into their routines? Convenience.

Unlike scheduled broadcasts, streaming TV and podcasts allow farmers to access content on their own terms — whether they are in a tractor or winding down in their chair at night. These platforms make it easier than ever to stay informed. Trusted podcast hosts and streaming networks also foster strong relationships with their audiences. Farmers are looking for more than just news—they are seeking insights from voices they trust. Digital platforms provide more ways to engage with the industry’s most credible experts, complementing the information they already receive through print, radio and traditional TV.

Farm Journal owned AgDay reaches out to every household with the story of U.S. agriculture, featuring the people and places unique to the industry and small-town America. Within this trusted content, marketers can break through the noise and gain immediate credibility with their message.

Meeting Farmers in the Digital Space

Streaming TV and podcasts aren’t just a trend, they’re a powerful opportunity to connect with farmers where they’re already engaged. Whether through audio or video podcasts, streaming news, or entertainment, agriculture brands can build trust, create meaningful connections, and keep their audience informed to stay on top of mind.

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Sydnee Summers

Sydnee is a marketing specialist at Farm Journal and a recent Kansas State University graduate. Raised on a farm in Missouri, she spends her free time tractor pulling, in the field and keeping up with social media. She enjoys sharing her love for agriculture and her day-to-day life with others, showcasing farm life as the 5th generation on her family’s farm.

With the rise of on-demand digital content, many farmers are adding streaming TV and podcasts to their media mix, giving them more flexibility to consume information when and where they need it.

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