So, SHOULD I Enter a Podcast Award?

Without a doubt, winning a podcast award or competition feels good. And, of course, it can help you promote your show. But not all podcast awards and competitions are alike. Some aren’t necessarily rewarding. In this article, I’ll show you how to evaluate podcast awards and competitions, how to apply to them, and how to get the most out of the contest, whether you win or not.

What Makes an Award Rewarding?

Because podcasting is so new, there’s little precedent for what makes a podcast award or competition either prestigious or beneficial. As podcasters, we should take the initiative and evaluate available opportunities to determine if they’re worth the time and energy.

Chiefly, podcasters need to weigh the effort required for the application process against the benefits it’ll yield. What does the award organizer require? Is there a one-page form or a ten-page form? Do they want audio files, links to the show, or a script? What kind of fees or ticket prices are involved? There are a lot of considerations that can affect your decision-making process, and they all involve time and energy.

Eligibility 

Before entering any podcast awards or competitions, the first thing to check is whether your show is eligible.

Region or country of residence, creator demographics, podcast category, and production timeframe can all affect eligibility. If the award is annual, your podcast must have published episodes within the most recent year or season to be eligible. 

In some cases, the average independent podcaster can’t enter. A committee picks the nominations, and then either a jury or public voting determines the winners.

In other cases, your podcast must remain under wraps through the winner’s announcement. The panel judges only unpublished shows for some competitions, such as the Tribeca Festival and the Austin Film Festival’s podcast script competition. Tribeca, for example, wants to premiere the project at its Audio Storytelling festival, just as it does with its film festival. You can’t launch the show until after everyone has been notified. 

Fees and Other Costs

Another aspect to consider when exploring competitions and awards is whether they charge a fee to apply. How does the fee measure up to your other podcasting expenses? For many competitions, the earlier you submit your application, the lower your fee, and fees increase with later deadlines.

Some organizations use fees to make sure only companies with a certain income level can apply. For example, in the case ofthe 2018 Webby awards, entry fees ranged from $175 to $475 per entry. This relatively high price knocks most independent podcasters out of the competition.

Sometimes, the competition’s organizers require nominees to be present at the award ceremony to win. This sparked controversy when the British Podcasting Awards changed ticket prices for their awards ceremony, starting at £295. 

These ticket prices would make it difficult for anyone to attend unless they represented one of the corporations for whom podcasting is a side venture.  Fortunately, the BPAs saw the light and instituted a tiered pricing system to accommodate podcasting companies with more modest funding. 

The fees pay for resources to make the award or competition happen, such as a per diem for evaluators or a website. Personally, I compare a competition’s fee to my monthly media hosting expense because that number stays the same for a long time. I’m more likely to apply if the fee is equivalent to less than a month of media hosting. If the fee amounts to more than a month of hosting, I take a tough look at any possible benefit of applying. 

Is This Award a Good Fit for Your Podcast?

Podcasting awards and competitions all have different reasons for existing. Some are simply a way for a media company to promote itself. Other competitions want to aid in the discovery of new and exciting content, raise professional standards, or celebrate the medium. You need to ask yourself if this is the kind of organization you wish to associate your brand with: Do they make the kind of show you make? 

Take time to find out who or what podcasts won in the past. Do they have the same kind of resources and audience that you have? Technically, my podcast is eligible for a Peabody Award. But, most Peabody winners have full-time teams working on every aspect of production. My show doesn’t. In my case, applying for the Peabodys might not be worth it. That’s not a pejorative view of my show or the award, merely a description.

You also want to look at the prize. Is it money, production, training, or credit toward a company’s goods and services? What about the second prize or finalist level? Is this tier’s prize something that raises your podcast’s profile?

Beware of vampire award systems. Check the organization’s mission statement or “about” page. Some competitions are so new that they don’t know what podcasters really need in a prize. If they offer “exposure,” remember, you can always expose yourself.

Others are flat-out scams. Fiction writers and essayists have been targets of contest scams for much longer than podcasting has existed. Fortunately, they share valuable intel. It’s worth your time to read these cautionary resources:

• Victoria Strauss’ Awards Profiteers: How Writers Can Recognize Them and Why They Should Avoid Them,
• Anne R. Allen’s Beware Bogus Writing Contests! Look For These 8 Red Flags.

These blog posts show a lot of the tactics that people use to make and promote predatory contests to people in any creative field.

Be sure you’re not being drawn into something that costs you money and doesn’t benefit you much.

Good Reasons to Apply to a Podcast Award or Competition, Even if You Don’t Win

If the application doesn’t take time and effort away from your podcasting workflow, the fee is manageable, and if the prize helps your podcast to gain an audience, then you should apply. It’s good PR for your podcast, and deadlines are motivating. For example, applying to a competition is a great way to set yourself up to achieve a SMART goal. It never hurts to light a fire underneath your own cooking pot. Some people need deadlines to be more productive. 

If the podcast award or competition is connected to a conference or festival, applying raises the stakes for attending. You’re not just there for the show; you’re invested. Award ceremonies can help you meet new people, go places, and have interesting experiences. Despite the added expense, it can be fun.

If it inspires you to improve your work, motivates your progress, and helps you share your work with the world, it’s good. But, if the application process requires you to put more into the award or competition than you get out of it, put that time and energy into something else for your podcast.  

Second Place Isn’t a Bad Place

Moreover, even if you don’t win, you may be able to use the festival in your media kit (i.e., saying it’s a finalist or second-rounder). I have submitted scripts to the Eugene O’Neill National Playwrights Conference twice, and both were selected as finalists. Including this in any description of those scripts shows that an independent, unbiased expert gave them a seal of approval. 

High-profile competitions may have so many applications that, even if you don’t win, being a finalist is a big deal. Philip Thorne and Øystein Brager sent The Amelia Project to The Austin Film Festival in 2017 and reached the finalist level. Thorne said this experience “gave us that extra push we needed to launch our show. We learnt from some of the most innovative audio dramatists out there, workshopped our script and our pitch, and had BBQ and beers with like-minded and inspiring people.”

For Thorne and Brager, the finalist level fueled them to make The Amelia Project one of the most enduring and engaging podcasts today.

One More Great Podcasting Opportunity

All Hear, The Everything List for Audio Opportunities, is a monthly newsletter that curates and shares an exhaustive list of opportunities for audio creators. I’m not exaggerating. The master list includes grants, education, accelerators, residencies, competitions, and more. Some opportunities are national, others local, so make sure you read the fine print.

Attention to detail makes a big difference in all areas of podcasting. That’s just one of the reasons we created The Podcraft Academy. Our courses, checklists, and other resources can help you start a great podcast or take your podcast from good to great. And, in this case, the only deadlines you’ll face are the ones you set for yourself.

Used well, clips can put even small podcasts in front of new audiences. Used badly, they risk becoming a substitute for the full episode rather than a doorway to it.

To see how creators feel about this trade-off, we ran a survey in our newsletter. 74% of indie podcasters said video clips encourage people to listen to full episodes. 26% believe clips can reduce long-form listening instead.

So clearly, podcasters aren’t massively concerned. But to ensure your video clips deliver, let’s dive into where the potential risks lie, and how to keep your strategy on the right track.

Reasons Video Clips Could Prevent People Listening to Episodes

You’re giving too much away

Short clips are designed to surface the most emotional, controversial, or insightful moments from an episode. For many people who spend their time on short-form platforms, that can be enough. The context is optional.

One survey respondent summed it up neatly. They told us they see short clips as a form of self-editing that surfaces the “good stuff”.

That raises an obvious problem. If the clips contain the most compelling moments, what incentive is left to hear the full episode? Why would someone switch to a listening app when they can consume the highlights alongside memes, pets, and dance clips before they even get out of bed?

These platforms encourage click consumers

TikTok, YouTube Shorts, and Instagram reels condition their users to expect rapid stimulation and dopamine hits. Listening to a full podcast episode requires attention, patience and your full engagement. It’s a really different type of content consumption.

Even when someone enjoys a clip, the habit of scrolling makes switching to a long-form listening app feel like friction. People resist leaving the feed, and platforms have no incentive to help them do so.

One podcaster who took our survey said clips “aren’t that effective because very few people (1-2%) are going off platform to consume a totally different medium.”

Short-form platform algorithms reward content that triggers quick emotional reactions, comments, likes, and shares, because those signals keep people scrolling. Content that sends users elsewhere doesn’t.

Some users think highlights ARE the podcast

Some people who consume your video clips on platforms like TikTok and Instagram won’t even think about the fact that they could spend an hour listening to a full episode. Anecdotally, I’ve noticed this can particularly be the case with younger listeners.

If you go heavy on the video clips, this can give the illusion that the podcast is a video clip show. For some consumers, the show simply doesn’t exist beyond the video platform they’re using. These people probably consider themselves loyal followers of your podcast even though they view your content exclusively as clips and have never listened to a full episode.

How to Do Video Clips Right For Your Podcast

Despite the obstacles, video clips remain an excellent way to build your podcast brand and reach totally new audiences. It’s just a matter of having the right strategy and managing your expectations.

Here are some points to think about:

Recognise that there are 2 different audiences

There’s a misconception that more exposure = more listeners, but this is rarely the case. Yes, your video clips build awareness of your podcast name and brand, but video views rarely convert to downloads.

In this sense, working with video clips means managing expectations. Platforms like TikTok and Instagram attract high-volume clip consumers. Long-form podcast platforms attract listeners who are looking for depth.

There is an overlap between those audiences, of course, but in many cases, clips will reach people who are happy to consume highlights and nothing more. For some creators, reaching any of their audience wherever they are is enough, even if they never stay for the full meal.

There are a lot of positives to that “meet them on their own terms” approach. Just be wary that any audience you attract on a social media platform is borrowed, not owned.

Treat it like a funnel tool (even if it doesn’t convert)

Lack of control or ownership means you should still do what you can to funnel clip viewers to your main podcast or newsletter.

Make sure your clips spark curiosity amongst clip consumers, and use an engaging call to action (CTA) to encourage viewers to listen or watch the whole episode (e.g. ‘check episode link in bio to find out what happened’).

But again, even if one of your video clips goes viral, don’t expect to see a spike in downloads. While you’re encouraging conversions, the bigger goal is to continually remind people that you’re not just a highlights show. You’re a podcast with a whole other life outside of these short-form platforms.

Use YouTube Shorts

YouTube Shorts is one video tool that can see high conversions if you also host full episodes on the platform. As Shorts are a YouTube feature, the algorithm doesn’t penalise content that sends viewers to full episodes – provided they stay on YouTube and don’t go anywhere else.

Shorts also support direct links to full episodes, making it possible for viewers to move from a clip to the full show without leaving the app. You can see the button in the image above or watch the clip to see it in action. This gives YouTube a structural advantage over TikTok and Instagram, where promotion relies on asking people to switch platforms.

Run an experiment to see what works

As with any podcast marketing strategy, it’s important to test things out to see what works specifically for your show.

For example, you could try four weeks of publishing self-contained highlights of some of the best parts of your podcast. Then, for the next four weeks, try posting teasers to see if that pushes more people to platforms that convert to downloads. 

These are two quite different ways of using clips with different goals. One is to increase reach and brand awareness, while the other is to tot up more listens and downloads.

Make clips part of a wider strategy

And finally, if you’re doing video clips, it can’t be your only form of marketing. Yes, you might be having success with video clips on a particular platform right now, but algorithms are unreliable. They can change virtually overnight, and your video views plummet.

You still need to make time for all the other components of a broader podcast growth strategy, like collabs, cross-promotion and all the other tactics explored in our guide to podcast growth.

So, DO Video Clips Stop People From Listening to Full Podcast Episodes?

Usually, no. But they’re not a reliable way to increase downloads either. Clips work best as a discovery and branding tool, not as a direct conversion engine.

The real risk is not that clips replace your podcast, it’s treating clips as the product instead of a preview of something deeper.

When clips spark curiosity, clearly point to the full show, and sit within a broader growth strategy, they’re far more likely to help than harm. Use them to open the door, but accept that not everyone who looks inside will stay for the whole conversation.

OpusClip is an AI-powered clipping platform that scans your podcast episode, chooses the clips it considers most likely to garner attention, and edits them into clips ready for the social media of your choice. It’s not magic, but it’s fast. Can OpusClip save you time and promote your podcast on social media? Let’s find out. 

Our link to OpusClip is an affiliate link, so we may earn a small commission if you buy. It never affects what you pay, and it never affects our reviews.

How Does OpusClip Work? 

Once you’ve signed up, you can either: 

• enter the URL of a video from the platform of your choice, or
• upload a video file (.mp4 or .mov, but not wav or mp3) 

and then click “Get Clips in 1 Click.” 

Depending on the episode length, OpusClip will generate 12-24 video clips, formatted and captioned for social media, highlighting the parts of your episode that are most likely to grab attention. You can post them directly to your social media accounts from your OpusClip dashboard or download them to your computer.

OpusClip is remarkably cagey about how the software works. According to their site, “The upgraded AI Curation works much closer to the workflow of a REAL human editor: It first understands the entire video, segments it into chapters, and then selects the most interesting or informative parts to create clips with viral potential.” 

Or, as they also say, “There’s a ton of really complicated AI stuff going under the hood that might make your head spin…Ultimately, we’re only serving up the dopest results straight to you with no fuss.” 

Thank goodness. I wouldn’t want anything less than the dopest.

Let’s find out how fast OpusClip finds and extracts clips.  

How Many Clips Can OpusClip Generate, and How Fast? 

Podcasters are busy. If you already spend a lot of time recording and editing, you might not be able to carve out more time to edit posts for social media. Plus, decisions regarding your topic, ideas, and audience engagement can be tiring. Fortunately, OpusClip can work with little to no supervision while you make that cup of tea or take the dog for a walk. 

Again, quantity and speed depend on the file you submit. For my experiment, I used a 59-minute episode of Podcraft. I entered the YouTube URL and clicked “Get clips in 1 click.” You can also upload a video file, though it doesn’t accept MP3 or WAV files. The user interface said processing the clips would take 11 minutes. However, in 8 minutes, the software had finished generating 24 clips. 

Boiling a cup of water takes me roughly five minutes, and typically I steep my tea for four. So, yes, OpusClip can generate many video clips from one episode in the time it takes to make a cup of tea. 24 separate clips could yield four fresh social media posts a week for six weeks. That’s a lot of posts for eight minutes of processing. 

However, like tea, there’s no accounting for taste. You don’t know whether the clips are appropriate for promoting your podcast until you’ve watched them. Some may need adjustment, while others might not be helpful at all. 

OpusClip’s editing interface is intuitive and clear. You’ll see it’s similar to Descript and Headliner.  Even if you haven’t used either of those platforms, the dashboard’s user interface will make sense quickly. A link to OpusClip’s Help guide is in the toolbar, and videos explaining best practices are linked at the bottom of the screen. 

Let’s look at OpusClip’s criteria for, as they said, “serving up the dopest results.” 

How Does OpusClip Select The “Right” Clips? 

OpusClip uses a four-aspect ranking system to score each clip on a scale of 1 to 100. These aspects are: 

• Hook (Does the moment revolve around a short, well-defined argument or question?)
• Flow (Is the discussion coherent? Does it flow logically?)
• Value (Does this moment answer a question or solve a problem?) 
• Trend (Is this moment aligned with topics that are trending on social media?) 

If your podcast episode’s dialogue is clearly defined (or tends toward hot takes), you can predict what OpusClip will generate. I tested OpusClips on more discursive podcast episodes and found that it identified moments in the discussion that were provocative but had little to do with the episode’s main topic. 

Let’s say Colin entered an episode about automating your podcast editing into OpusClip. Pretend that midway through the episode, he said, “I think Taylor Swift has great hair, but few adults can wear bangs without looking childish,” apropos of nothing. OpusClip would capture that moment, because it would earn high scores for Hook, Flow, Value, and Trend. Using this clip to promote a podcast episode about automated podcast editing, however, would be a bait-and-switch. The Swifties would ride at dawn.

Don’t assume that, left unsupervised, OpusClip can spin straw into gold. You’ll thank yourself later if you check every clip for quality and clarity before posting it. Maybe the captions substitute “knight” for “night.” Maybe the automatic filler word removal mangles someone’s name, ruining your discussion of Umberto Eco’s novels. Make sure the generated output matches how you want to represent yourself and your podcast. 

We know OpusClip is fast and focused. But is it free? 

OpusClip’s Pricing and Features

Yes, OpusClip starts with a free tier, allowing you to test basic operations before committing financially. All OpusClip subscriptions include credits, each equal to a minute of episode time. If you pay annually, OpusClip offers a 50% discount. The price tiers are: 

Free
Cost: $0
Includes 60 credits per month, 1080p rendering, auto reframe, and AI captions with emoji and keyword highlights. You can create one brand template. Clips are watermarked, you cannot use the built-in editing tools, and you must export within three days.

A simple way to test the platform.

Starter
Cost: $15 per month
Includes everything in Free, plus 150 credits per month, AI clipping with a virality score, animated captions in more than twenty languages, auto posting to major short form platforms, full editing features, filler word and silence removal, and no watermark.

This tier fits most creators.

Pro
Cost: $29 per month
Includes everything in Starter, plus 300 credits per month, a team workspace for two people, two brand templates, six social account connections, AI-generated stock footage, multiple aspect ratios, a social scheduler, export options for Adobe Premiere Pro and DaVinci Resolve, Intercom support, custom caption fonts, and speech enhancement.

Best for teams or creators who want advanced tools and scheduling.

Caveat emptor: I tested this with the Pro tier to assess features that are still in beta, such as the stock video footage. If Starter or Free is better for your needs, go for it. The following strategies will help you get the most bang for your buck, no matter which price point you choose. 

How to Get The Most Out of OpusClip

Like most “set it and forget it” tools, OpusClip requires a greater initial time investment, which lessens over time. It’s worth taking time to try these steps on Day One, so the following days flow more smoothly.  

Set up a brand template first. It’ll save you effort in the long run. 

The toolbar along the left side of your Dashboard screen contains all available options; hover over the icons to see what each one corresponds to. It’s tempting to try generating videos right away, but you’ll like the results better if you click “Brand Template” first. 

Templates allow you to set conditions, such as the layout, color, and style of your captions, as well as automatic removal of filler words. Explore these options and make a template you like before uploading anything, so you’ll get results that match your intentions. 

Connect your social media accounts in advance. Click the chain-link icon to open the Social Account Connections menu. The first time, the window will be blank. Click “+ Add Account” and follow the prompts. Once your social media accounts are connected, you can share your clips right away without downloading or re-uploading them. You’ll need this to schedule social media posts in advance. 

Note the start and end times of the part of the episode that matters to you most. This way, OpusClip doesn’t have to search the whole episode, and you don’t have to waste credits on your intro & outro or any baked-in ad reads.

Listen to your clips and edit wherever necessary. Last year, I tested OpusClip with a podcast episode that used the phrase “abducted by aliens from another planet” in a side joke. OpusClip identified this moment and assigned it a high rating, interpreting the episode as about human trafficking rather than about how to write a five-act drama. I’m sure the software has improved since then.

If you find that OpusClip highlights the funny asides instead of the point you intended to make, try adjusting the start and end times of the part you want OpusClip to scan. 

Be careful with filler words. OpusClips’ automatic filler word removal is efficient, but leaves audible edits. The software cuts right before and after each “uh” or “um.” If your episode’s audio has background sound, these edits may be more noticeable. You’ll have to decide on a case-by-case basis which is more distracting: keeping the filler words or editing them out. 

Make sure your call to action is crystal clear. In the Pro plan, users can add Intro or Outro cards, which are image files (with or without text). You can upload your own images to the Asset Library and use them for your CTA. A message as simple as “Look for [title of show] wherever you get your podcasts” provides context and helps your audience connect. 

Who is OpusClip Best For? 

Nearly any podcaster can benefit from using video clips to promote their podcast. The Pew Research Center surveyed over 5,000 adults in the U.S. about their social media use, finding that:  

• 37% of respondents use TikTok, 
• 50% of respondents use Instagram, 
• 71% of respondents use Facebook (which includes Instagram Reels in its feed) 
• 84% of respondents use YouTube. 

Unless your podcast is meant for people who hate video, short video clips can garner interest from anyone who cares about your topic but hasn’t found your podcast yet. 

Audio-only podcasters aren’t left out, either. Whether you record video with your episodes or simply audio, video with clear captions, quality audio, and an eye-catching logo (or OpusClip’s B-Roll footage) can entice people to download your podcast. 

OpusClip’s AI features are best for podcasters who are strapped for time in post-production and who use a script (of any kind) to guide the episode’s discussion. As noted earlier, OpusClip’s AI favors lucid, logically expressed arguments aligned with current trends. Podcasters who get to the point and follow their topic’s current events may find their results with OpusClip are more predictable. The more discussion rambles, the more likely you are to end up with video clips about Taylor Swift’s hair. 

Ultimately, if you need an impartial third party to select and edit promotional clips for your podcast and schedule social media posts, OpusClip can do that, saving you time and reducing decision fatigue. 

Spilling the Tea on What OpusClip Can Do for Your Podcast

OpusClip isn’t sorcery. It can’t turn any material into viral social media posts. Tastes vary, and one person’s trending topic is another person’s passé concept. What OpusClip can do, however, is select and edit a stack of social media video clips in the time it takes to boil water, relieving you of choice overload and saving you time.

Treat each clip like a first draft, and with an attractive brand template, an inviting call to action, and a few modifications to the clips that frame your ideas best, OpusClip can help you put your podcast in front of new audiences and help your show grow. 

Social media is only one part of a podcast’s promotion. If you want to go deeper, The Podcraft Academy has clear, tested strategies you can use right away, along with feedback and accountability to keep you moving. It is a place to build your skills, get practical guidance, and grow your show with confidence.

But the latest data on YouTube podcast consumption reveals something a lot of video creators won’t like to hear:

Most people aren’t watching your video podcast.

They’re listening to it.

Sounds Profitable ran a study on 5,000 American podcast consumers, revealing some really interesting trends about video podcast consumption. The survey showed that while YouTube is now the most popular platform in the US for consuming podcasts, almost half (47%) of those who use YouTube as their primary platform consume most content as audio-only.

Here’s Tom Webster from Sounds Profitable explaining the findings:

This isn’t the only study that’s highlighted this trend recently, either. Another survey by Culmunus Media and Signal Hill found that only 8% of podcast consumers ‘just watch video’.

Which means that if you want to make sure you’re still engaging the other 92% when making a video-first show, there’s one non-negotiable rule:

Your video podcast must still work for people who never actually watch it.

If someone presses play and immediately looks away – to drive, clean, commute, work, or even just scroll another app – your episode should still be completely coherent, engaging, and easy to follow.

If the experience falls apart without visuals, then it’s not really a podcast at all.

Understanding the Trend: Why Do People Listen to Video Podcasts?

You might be thinking, if most people are consuming audio-only, then why are they consuming video podcasts?

As we’ve explored before, the rise of video consumption in podcasting is more complex than it often seems. The growth of video creation in podcasting has been undeniably huge, but we often conflate consumption with the growth of YouTube, which has been exponential in recent years.

When we’ve asked indie creators in the past about how they’re using YouTube, we learned that the most popular way is to publish the podcast audio with just a static image or audiogram.

We also know that the most popular times people listen to podcasts are when they’re doing chores, on a work commute and when they’re working out. You can’t consume content with your eyes while doing these things.

We’re a multi-tasking bunch that barely sticks to a single screen when watching TV nowadays, and the idea of sitting down to watch a podcast is a bit at odds with this.

So how do you continue creating a video podcast that satisfies everyone’s listening habits, not just that 8% who only watch? Here are some ways to ensure you maximise the best of both worlds.

3 Things to Consider When Creating Video Podcasts

1. Create for listeners first; viewers second

This might sound counterintuitive to recommend you create visual content for listeners, but if only 8% are ‘just watching’, you simply have to create with that other 92% in mind.

When listeners are commuting, cleaning, working, or scrolling another app while consuming your show, then things like clarity, pacing, and audio cues matter a lot more than camera angles. Think about these things when creating your show and this will help your audio stand on its own.

2. If the episode breaks without visuals, it isn’t really a podcast

Any moment that requires watching in order to follow what’s happening – for example, pointing, demonstrating, reacting silently – will instantly lose you the majority of your audience. I’d go as far as saying that if this happens, it’s not really a podcast anymore.

You can solve this by describing what you’re doing, seeing, or showing – either live as you’re recording or you can add an aside in later during the editing process. But be careful of relying too heavily on this strategy, as it can become quite disengaging for listeners, pulling them out of ‘the moment’ of the podcast.

“I’ll describe this for those of you just listening” is a well-meaning statement. But it risks leaving the listener feeling like they’re sitting in the cheap seats rather than part of the “proper” audience.

3. Visuals should enhance, not carry the story

Good video podcasts use visuals to support the story, not to carry it. The opening is your moment to set the scene and give viewers something engaging before many of them switch to audio only. Make this section look good and feel intentional.

After that, the camera becomes secondary. Good angles, solid lighting, and a clean picture help, but they will never matter more than clear audio and strong content. Visuals cannot rescue a flat conversation, and they shouldn’t have to. Focus on what the audience comes for, then let the video enhance it rather than replace it.

Do We Need to Champion Spoken-Word Audio in a World of Video Hype?

Read article called: Do We Need to Champion Spoken-Word Audio in a World of Video Hype?

Make The “Look-Away Test” Your New Quality Standard

To make sure your video works for viewers and pure listeners alike, use the ‘look away test’ as a core part of your process.

If you can look away from the screen for five minutes and still follow everything that’s going on, your podcast passes the only test that actually matters.

YouTube may be part of your distribution plan, whether you publish full video, clips, or audio with a static image. But the principle stays the same. Most people will still be listening, not watching, so your video should always support the audio rather than depend on it.

The data showed interview and solo podcasts neck-and-neck at 31%, while 24% said they create with a co-host.

But the above data doesn’t include responses from podcasters who were still at the planning stage when they took the survey. When I looked at that pre-launcher data separately, a different trend emerged.

You can see from the graph that solo shows were a lot more popular among the pre-launchers. A substaintial 53% of respondents from this group told us they’re planning to host a solo show. This is also up from 43% of new podcasters from a similar survey we ran back in 2022.

Among new podcasters, interviews were the second most popular choice, selected by 28% of respondents, almost the same as in 2022. Only 14% planned to co-host, down from 23% in 2022.

Are Solo Shows The Best Podcasting Format For Beginners?

With so many new podcasters choosing solo shows, it got me thinking about whether this is the most accessible format for new creators. But what’s really interesting about this data is that, in practice, running a solo is probably the most intimidating format a new podcaster could choose.

Getting over the feeling that you’re “talking to yourself” can be a major challenge for new creators. And then of course there’s the knowledge that you’re the “single point of failure”. It’s easy to take a lack of traction personally when you’re the only one involved.

On the other hand, the interview format is often seen as a faster route to growth. The idea is that you “borrow” someone else’s expertise, so they bring the knowledge and value. Then, they promote the episode to their audience, which can help you grow yours.

Granted, there’s a lot more to it than that, and any good interviewer will have spent years honing their craft. But you can see why these assumptions might make the interview format more appealing to new creators.

Added to this, remote recording tools have never been better. Nowadays, it’s so easy to record shows with guests and co-hosts all over the world. It’s not just easy – it will also sound as good as if you were in the same room.

So why are so many podcasters choosing to fly solo rather than create shows with other people? 

Why Are Creators Choosing Solo Podcasting?

There are a number of reasons someone might choose to run their show alone rather than with others.

For a start, maybe as creators, they just prefer to do things alone.  Working alone means you build your reputation as an authority in your niche, you own your content 100% (including any income you make through it), and you have all the creative autonomy you could want.

It also means you don’t need to rely on anyone but yourself when recording and can be as flexible as you need to be. If life gets in the way of your schedule, you can always record your show at 2 am the next day, and no one will know the difference. 

Interestingly, 71% of new podcasters who took our survey also said they plan to do everything alone, suggesting this flexibility might be a major draw for them.

Solo podcasters own their schedule, income, and direction. You can see why that’s a huge draw for many.

3 Insights About the Next Wave of Indie Podcasters

Here are a few more top-level insights about the next wave of independent podcasters, according to our data:

They’re starting a podcast as a branding tool

When we asked new podcasters what their ultimate goal was with creating their podcast, ‘To help and support others’ took the top spot (as it did with existing podcasters).

But interestingly, ‘Promoting a brand or business’ was the 2nd most popular goal for new podcasters. For existing podcasters, this option was much less popular – it came 6th in the list. This suggests that podcasting is becoming a popular branding tool amongst business owners and leaders.

The majority are considering video as well as audio

As much as 64% of new podcasters told us they’re considering making a video component to their podcast. Our data also revealed that in practice, making video podcasts requires a totally different approach and mindset.

57% identify as female, and only 33% as male

You only need to look at the charts to see that podcasting is disproportionately white and male. So to see this data imply that the next wave of creators is potentially more female-heavy than male is encouraging.

Our data also raised some concerns about how female creators are disproportionately experiencing burnout during the creation process – but thankfully, this doesn’t seem to be putting women off the idea of launching a show.

If you’re in the very early days of planning your podcast, our free podcast planner will help you get started. Invest 5 minutes answering simple questions and get yourself a personalised step-by-step plan to launch your podcast that will save you days. No guesswork, and no browser tab overload. All you need is an idea and the will to bring it to life!

With that in mind, let us look at the pros and cons of going live, the gear you need, and the benefits it can bring.

62% of podcasters never record live, so broadcasting your podcast could be a good USP. Data from our Podcaster Gear, Software, & Setups survey.

Recording a Live Podcast: Pros and Cons

Before we explore the gear and workflows, it helps to look at the main advantages and drawbacks of going live. Some of these may matter to you more than others, but together they give a clear picture of what to expect.

Benefits of Podcasting Live

Audience engagement. Producing a live podcast episode allows the audience to chat directly with you. Conversation can make them feel valued, empowering them to recommend your show to their friends and actively support your podcast. 

Feedback for future episodes. When you podcast live, the audience actively participates in conversations about your show’s topic. Their questions, opinions, and information can potentially improve your show’s content. Whether the audience responses lead you to try something new that day, or in the future, you’ll explore your podcast’s topic in a way that has greater value for your audience. 

That “showtime!” feeling. Loads of people are afraid of public speaking. But, taking the spotlight (or sharing it with a co-host) in front of a live audience can put some starch in your spine. You may find you articulate your words more clearly or gain enthusiasm, even simply because this experience is new and different. 

Daniel Baden, of A Patient Story, told us, “I feel that with live recordings you get a more natural, human feel.”

Challenges of Podcasting Live

Attendance. It’s a challenge to get people to attend a virtual meetup. Before 2020, using Zoom made me feel like an admiral on an episode of Star Trek. Now, all webinars make me tired. Attendance is a gamble, particularly when your podcast has launched recently and you’re still finding your audience.  

Time constraints. When you plan to podcast live regularly, your schedule becomes less flexible. Typically, your work is self-paced. However, podcasting live on a recurring time and date creates stricter deadlines. 

Extra tasks. Podcasting live can add extra steps to your podcast workflow. You might have to learn how to use different software for the event itself. Additionally, you should promote the event not only in your podcast episodes, but also in all other marketing channels for your show. You can incentivize attendance at your live podcast with a prize drawing or a giveaway. Delivering that prize, though, may add to your task list. 

Katie Paterson asked podcasters for their opinions about producing a live podcast. One said, “I think live streaming is something for particular show types and audiences. For most shows, I struggle to think what ‘live’ brings to the table.” Another podcaster said, “Since it’s interview-based, I think it could bring a different vibe. However, I’m not sure about the equipment required, and what it involves going ‘live’ without the safety net of editing!” (Don’t worry about that last one, we’ll explain.)

As you think about these pros and cons, some may stimulate your creativity, and others may bring you down. Think about these variables when determining what you’re willing and able to do. In the meantime, let’s look at the fixed elements of producing your podcast live. 

Publishing Live Recordings as Podcast Episodes

After you podcast live, you can repurpose the content for future episodes. Don’t publish the recording as-is, though. Your live session will inevitably be filled with small talk, repetition, “Is this thing on?”, and so on. Edit out all the extraneous chat. Your diehard fans can experience the interactive live moment and remember it fondly. Then, let your casual listeners have the streamlined version. 

Whatever you typically use to record and edit your podcast, you may need to try something different to do a live podcast. Here are some of the equipment and software tools to consider. 

Equipment for Live Podcasting

Many podcasters want an analog, tactile solution to connect their hosts and guests. That’s where dedicated podcast recorders, such as Zoom’s Podtrak P4 and The Rodecaster Pro II, really shine. 

The Podtrak P4 allows you to connect up to 4 XLR mics, and you can include guests via computer or smartphone. 

The Rodecaster Pro II combines a digital mixer, audio interface, MIDI controller, and standalone recording in one device. Onboard processing can enhance your audio quality in real-time. 

If you want to do a podcast live, and audio quality is your top priority, either device can help you keep all aspects of sound engineering under your control. 

7 Software Platforms For Your Live Podcast

Data from our Podcaster Gear, Software, & Setups survey.

These platforms are some of the most widely used for live podcasting. The best choice for you will depend on where your listeners spend time and which tools match your style.

The right platform can make your live show smoother and more enjoyable for both you and your audience. The wrong one can slow you down. Knowing what each option offers will help you choose the setup that supports the way you want to host.

1. Podbean Live Stream

Our review of Podbean Live focuses on the platform’s utility as a remote recording system. Not only does this review provide details on how to conduct a live podcast with Podbean, but it also explores monetization. 

Podbean has been a dependable podcasting platform for over a decade. Their longevity speaks to their durability and willingness to listen to their customers. You can set up a live stream for free, so trying it is worth your while. 

2. Riverside Live Streaming Software 

Riverside functions best as a recording tool. Our full review of Riverside shows how it works. The live streaming feature is an added option (as opposed to the primary purpose, such as with YouTube). You can host a live podcast with up to eight guests and have your audience listen along or participate by calling in. Plus, you can stream your live podcast directly to Facebook, YouTube, Twitch, LinkedIn, and many other social media platforms.

3. YouTube Live Streaming

Ultimately, what makes YouTube Live Streaming stand out is its broad reach and easy access. The Pew Research Center reported that 85% of adult survey respondents and 90% of teens use YouTube.  Additionally, there’s a very low learning curve for creating a live podcast on YouTube or for watching a live podcast stream. 

It appears that YouTube’s algorithm prefers active live streams over pre-recorded videos. So, if you record your podcast live, YouTube may prioritize your live stream in search results over pre-recorded videos for the same topic. 

4. Twitch 

Twitch began as a home for gamers, but it has grown into a broad live streaming platform that many podcasters now use. It attracts millions of daily viewers, and anyone can watch without creating an account. Creators can earn money through ads, paid subscriptions, and viewer donations.

Amber Devereux of Tin Can Audio uses Twitch for creative co-working and podcast promotion. “I went with Twitch because it was a site specifically designed for streaming, rather than something which had the functionality tacked on.”

Devereux clarified that Twitch provides flexibility and customization for the stream’s look and tone. In Tin Can Audio’s case, Twitch displays the chat in a transparent overlay of the shared screen, reducing clutter from multiple frames. Plus, Twitch has spam filtering and moderation tools that are especially useful for solo streamers.

Twitch may not offer the same video quality as some dedicated recording platforms, and it is not focused on podcasting alone, but it is a stable, flexible place to host live sessions and interact with an engaged community.

5. Facebook Live 

If you already have a Facebook account or page that: 

• Is at least 60 days old
• Has at least 100 followers

…then you can use Facebook Live. You can also podcast live using Facebook in a Group. However, it must be approved by a group administrator. The group’s privacy settings determine who can see your live podcast. 

Users can also schedule Live Events in Advance. Users start as if they plan to go live immediately, except instead of selecting “Create Live Video Event,” select “Create Event.” This creates two Facebook posts: the announcement and the (future) live video post. At the scheduled time and date, Facebook displays the Live post in your profile, group, or page. 

If your podcast already has a Facebook page or group, and your audience uses Facebook, this could be a great option to do a live podcast. 

6. StreamYard 

This cloud-based streaming platform has a minimalist interface and prides itself on ease of use. Streamyard lets you stream live to multiple platforms, including YouTube, Facebook, and LinkedIn. 

I’ve used Streamyard as a guest and found the user interface simple, but the audio was compressed and tinny. However, Streamyard records separate audio and video files on each user’s device. So, even if your live podcast event sacrifices audio quality for connection, the recordings you repurpose later won’t. 

Unlike YouTube or Facebook, you won’t find casual browsers surfing into your live podcast because an algorithm recommended it. And, unlike Twitch, Streamyard audiences won’t find links to others’ streams competing for their attention. The TrustPilot reviews for StreamYard, however, highlight the difficulty of cancelling subscriptions, so tread carefully with their free trial. 

7. Restream 

This streaming platform is the choice of companies as diverse as LinkedIn and American Idol. Like Streamyard, Restream’s multi-platform option makes it a versatile solution. Restream can link your live podcast with over 30 social media or entertainment streaming platforms. And, Restream’s chat feature allows you to read and respond to audience messages all in one window, no matter where the messages originate. 

Should You Do a Live Podcast?

Going live brings energy and unpredictability, and it works best when you are confident with your tools. Having someone manage the chat or using software that handles it for you can help you stay focused on hosting.

If you want to try it, start small. Run a test session for a few supportive listeners and treat it as a chance to learn how live interaction feels. Their feedback will help you refine the format before you share it more widely.

Live podcasting can help you build confidence, connect with your audience in real time, and develop new presenting skills. It can also open doors to collaboration. If you want more ideas on how to grow with other creators, see our guide to cross promotion, and visit The Podcraft Academy for deeper training and support. We’d love to work with you in there!

I’ll keep this article up to date as new reports come out. Therefore, below, you should find the latest numbers, according to the podcast industry.

Listen, follow, or subscribe on your podcast app of choice!

So, let’s get into it. Here are the questions we’ll cover. Take your pick!

Podcast Industry Statistics

How Many Podcasts Are There, Right Now?

In total, how many podcasts are there in the world right now?

There are 4,546,694 total podcasts registered, around the world.

podcastindex.org – Nov 2025

But what counts as a “registered podcast?”. We reached out to The Podcast Index to enquire.

Unsurprisingly, there are many “Hey, is this thing on!?” 20-second 1-episode “podcasts” on the free hosting platforms. The Podcast Index criteria require shows to have at least three episodes (one is often a trailer) and at least one of those episodes to be three minutes long.

So now that we know the total number of podcasts, let’s look at one of the most in-demand podcast statistics: how many are registered on one of the biggest listening platforms, Apple?

Apple Podcasts hosts 2,905,698 podcasts as of November 2025

Podcast Industry Insights courtesy of Daniel J. Lewis

This is up from 2,332,900 (+25%) in September 2021. To show growth over the past few years, here’s what Apple announced at WWDC in 2018:

In 2018 there were 550,000 active podcasts on iTunes

Apple, WWDC 2018

How Many Podcast Episodes Are There?

There are currently over 117,196,339 episodes published in Apple Podcasts, as of November 2025

Podcast Industry Insights courtesy of Daniel J. Lewis

This is up from 52,990,000 in June 2021. Again, to compare, these stats came from Apple at WWDC in 2018:

In 2018 there were 18.5 millions episodes published, total

Apple, WWDC 2018

How Many Active Podcasts Are There?

The stats show that just over 15% of the podcasts on Apple Podcasts are currently active. That means they’ve released a new episode in the past 90 days.

There are currently 440,794 active podcasts on Apple Podcasts, as of November 2025

Podcast Industry Insights courtesy of Daniel J. Lewis

The percentage of active podcasts has dropped slightly to 15% since June 2024

There was a big drop after the COVID boom year (2020 to 2021), but since the start of 2022, we’ve been relatively steady between 21% and 15%, and a bit of a rebound in mid-2023.

Here are the recent stats, on a percentage basis.

There was certainly a huge increase in new podcasts during the early stages of the pandemic. 2020 was a bumper year for growth as potential podcasters found more time and space to create, and therefore, turned into active podcasters.

Combine that with companies turning more to digital to either market themselves, or to communicate with staff, and you have a podcasting growth spiral the likes of which we’ve never seen.

But, now – with everyone back to “normal” work and life – many of those podcasters have lost enthusiasm, and internal podcasting projects have been abandoned. So, the 2020 boom raised our numbers, and now many of those shows have turned inactive. This isn’t a bleak sign of the state of the industry; it’s just that things were so different in 2020 (and most of 2021) that it’s hard to make any reasonable comparison.

And, though the percentage of people making podcasts (and sticking at it) has been pretty stable the past couple of years, the percentage of people knowing about them and, most important of all, consuming them, has risen.

What’s the Ultimate Goal of Podcasters?

What motivates people to launch and run podcasts?

Data from the 2025 Independent Podcast Report found that the majority of podcasters (31%) want to help, support, or motivate others. Other popular goals were:

• Personal enjoyment/creative outlet – 20%
• Raise awareness about a cause or topic – 12%
• Establish a main income source – 11%
• Develop or promote a business/brand – 10%

What Are the Biggest Challenges Facing Podcasters?

Podcasting has its challenges, and the Independent Podcast Report offers more data on the common barriers creators face today.

72% reported discoverability and growing an audience as their major challenge. Other common answers were:

• Making money – 39%
• Audience engagement – 32%
• Time commitment and burnout – 30%
• Costs of running a podcast – 23%
• Technical/production challenges – 21%

How Many People Know What a Podcast Is?

There continues to be growth in the simple act of knowing what a podcast is, year on year:

85% of people in the US are familiar with the concept of podcasting

Up 10% from 2020

Infinite Dial 2025

What Does This Mean?

“Familiarity” doesn’t necessarily mean that the respondent has listened to a podcast, or even really knows how podcasts work, but that they have been exposed to the term.

As podcasts grow in their references in more traditional media and enter general conversations, so too will we see growth in familiarity; it’s a good benchmark for analysing entry into the mainstream consciousness and out of the podcaster bubble. Indeed, this year, familiarity continues to rise at a rapid pace, with well more than 4 in 5 Americans now aware of the term “podcast”.

How Many People Listen to Podcasts?

Familiarity is one thing, but how many people have actually gone ahead and listened to a podcast?

Well, in mid-2023, data from Edison Research revealed that, for the first time ever, on-demand audio (like podcasts and streaming music) has leapfrogged linear audio (like radio) when it comes to ear-time in America.

On top of this, here are the latest Infinite Dial stats, released early 2025.

70% of people in the US have listened to a podcast, at least once

Up from 55% in 2020

Infinite Dial 2025

What Does This Mean?

Infinite Dial analyses listenership in steps:

• Have ever listened to a podcast
• Monthly Podcast Listeners
• Weekly Podcast Listeners

The gap between listenership and familiarity has often seemed insurmountable. How do we get the people familiar with the term to become interested in trying a podcast, or invested enough to learn how to listen? What kind of tools can we use to get them there?

Listenership continues to grow, with a 15% climb over the past five years!

On top of this data, the Share of Ear study by Edison Research indicates that podcasts now occupy 9% of Americans’ total audio consumption time, with an all-time high 31% of all spoken word audio listening going to podcasts.

Podcast Consumption Stats 2025

In 2025, the Infinite Dial reported on a new metric for the very first time – podcast consumption.

73% of people in the US have listened to or watched a podcast, at least once

Infinite Dial 2025

This takes into account the rise in popularity of video podcasts, and acknowledges the fact that not all podcast fans are “listeners” – some listen and watch, and a select few only watch.

Video Podcast Stats

Speaking of video podcasts, data from the Independent Podcast Report suggests that 31% of creators are publishing full video episodes alongside their audio content.

A further 32% of podcasters don’t currently make video, but are considering it. 19% don’t make any video, and don’t plan to.

Video Podcast Consumption

The 2025 Podcast Landscape Study by Sounds Profitable saw 40% of podcast consumers report YouTube as their primary podcast app. However, almost half of those respondents said more than half of their content is consumed audio-only.

Elsewhere, despite the growth of video, 92% of people still describe themselves as listening to podcasts. This is according to the Podcast Download report from Cumulus Media and Signal Hill Insights.

More than half of the people who watch podcasts on YouTube also listen to those shows on other platforms. Only 8% watch and never listen, and that number has stayed the same since 2022.

The bottom line here: video can bring extra value and discoverability benefits. But ultimately, most people still listen to podcasts because there’s much more time in the day to listen than there is to watch. If you’re creating a podcast that leans heavily on video, it must still work with your eyes closed.

How Many People Consume Podcasts on a Monthly Basis?

Both monthly and weekly listenership fell slightly in 2022 (a correction from the pandemic era), but came back stronger in 2023 and have continued to grow into 2025, especially now that watching has been added to the equation.

How Many People Listen to Podcasts on a Daily Basis?

In November 2022, Edison Weekly Insights revealed that daily podcast listening among Americans continues to grow.

In 2014, the first year of the Share of Ear survey, podcasts reached 5% of those in the U.S. age 13+. As of our most recent data, Q3 2022, podcasts now reach 18% of those age 13+ in the U.S. — a 20% increase in the past year (Q3 2021), and over three times the reach of 2014. 

When Do People Listen to Podcasts?

A YouGov survey ‘What situations do Americans listen to podcasts?’ asked listeners when they’re most likely to listen to shows.

The most popular podcast-listening situations respondents gave were the following:

• 49% said they listen to podcasts while doing chores (the gender split was 43% male vs 55% female)
• 42% said they listen to podcasts on their work commute
• 29% said they listen to podcasts while working out.

Car & Commute-Based Podcast Listening

According to Edison Research, individuals with Apple CarPlay or Android Auto in their vehicles tend to engage with podcasts for nearly twice the duration compared to those without these features.

Data on Podcast Trust, Engagement, & Authority

Podcasts are gaining trust and engagement as a source of news and information. A study by The Pew Research Center shows that two-thirds of listeners hear news discussions on podcasts, expecting accuracy.

Research by the University of California suggests that headphone listening is twice as effective for message reception, with 93% of podcast consumption happening on headphones.

According to data presented in Audacy’s Spring 2023 State of Audio guide, advertisers benefit from podcast host reads, which outperform social media.

In November 2024, new data from Veritonic’s 2024 Podcast Study showed a significant portion of listeners took action after hearing a podcast ad. Visiting a brand’s website (57%) and making a purchase (28%) were two common outcomes.

And a Spanish listener survey by Acast reveals that 97% of listeners have a positive perception of brands advertised on podcasts.

Overall, this data helps build a picture that podcasts have become a trusted medium for content and advertising.

Demographic Stats: The Women’s Podcast Report

The Women’s Podcast Report surveyed 1,500 Americans who self-identify as women, aged 18+ in August of 2022 and listen to podcasts monthly.

Over 1 in 3 U.S. Women 18+ (35%) have listened to a podcast in the past month. This is up 67% over the past 5 years, and now represents an estimated 47 million women.

And

Women listen to a variety of podcast content – on average, they listen to 5.7 different genres or topics. Some groups are even more voracious, with women aged 25-34 listening to 6.9 topics, Hispanic women listening to 6.8 topics, and moms listening to 6.5 topics.

Read the Women’s Podcast Report

Popularity of Spoken Word Audio

Podcasting doesn’t have a monopoly on audio content. The medium must still compete with audiobooks, radio and streaming music platforms.

• Spoken word’s share of audio listening has risen 45% over the last eight years
• There’s been a 25% increase in spoken word audio listeners in the US from 2014 to 2022 (105 million to 131 million)
• Gen Z (aged 13-24) spends 22% of their listening time on spoken word, compared to just 9% of the same age group back in 2014. That’s a whopping 214% growth.

Source: The Spoken Word Audio Report

How Popular Are Audiobooks?

• Audiobook listening in the US fell slightly for the first time since 2022
• However, the percentage of audiobook listening is still higher than 2023 and all years prior
• Daily reach of audiobook consumption has grown 94% since 2017
• 44% of UK adults said they listened to audiobooks in their spare time in 2021 (27% said they listened at least once per week)
• The number of audiobook titles published in the US increased 66% between 2018 and 2022.
• The global audiobook market was worth $4.2 million in 2021 and is set to grow annually at a rate of 26% between 2022-2030
• 41% of audiobook listeners say they subscribe to at least one audiobook service.

U.S. Radio Stats

Statista reported that radio had a weekly reach of around 82.5% among adults in the US, as of April 2022. There are over 15,445 radio stations competing for a share of this market.

What About Streaming Music?

• Music streaming revenues have multiplied more than 28 times since 2012
• The number of music streaming service subscribers worldwide grew 72% between 2019 and 2021 (305 million to 524 million).

Source: Statista

UK Podcast Audience Statistics

How Many People Listen to Podcasts in the UK?

2024 was a record-breaking year for podcast listening in the UK, according to Edison’s latest UK Podcast Consumer Report.

They found that:

• 69% of the UK population has listened to a podcast
• 42% of the UK 18+ population has listened in the last month
• 30% of the UK 18+ population has listened in the last week

2024 Ofcom data shows a lower number (50%) in the “has listened” bracket and 25% in the “regular listener” category.

Meanwhile, RAJAR’s most recent audio measurement report suggested that 34% of Brits listen to podcasts at least once a month and that 77% of podcast listeners in the UK enjoy between one and three episodes per week.

What Age Group Consumes Podcasts Most?

Men aged 25-34 make up the core audience of podcasting, according to data from Edison Research. They spend 16% of all of their audio time with podcasts.

Here are more age and demographic stats from Edison Research’s Infinite Dial Report 2025:

What do these Podcast Statistics Mean?

66% of 12 to 34 years olds consume podcasts on a monthly basis, while 38% of 55+ watch or listen at the same frequency.

Infinite Dial 2025

It looks like podcasting is a young person’s game! Proportionally, people in the 12 to 34-year-old age group enjoy podcasts more frequently than their older counterparts. Well more than half of all 12 to 34-year-olds consumed a show within the last month, which has even exceeded the 2021 pandemic boom.

The segmentation still shows a steep drop-off in the overall number of regular listeners once it hits the 55+ range (38% in 2025), but that number has also exceeded its 2021 high, so there are encouraging signs.

The 35-54 range has shown consistent growth for the past four years, too, climbing 16% since 2022.

Podcast Listening in Ages 55+

A study released in April 2023 by Edison Research and NPR found that podcasting has a largely untapped audience in the age 55+ demographic.

The new data reveals that while podcast listening has grown dramatically over the last five years overall, listening among “Baby Boomers” has not grown and is at a far lower level than younger demographics. According to the report from Edison Research and NPR, Boomers have the tools and the interest to listen, but increased education and targeting are required.

Hit Play, Boomer!

Men aged 55-64 spend only 4% of their total audio time with podcasts according to another report by Edison Research.

Kids Podcast Listening

A 2022 survey from Kids Listen reported that nearly half of all kids who listen to podcasts do so daily. Kids podcasts also show a high level of trust amongst parents compared to other mediums like TV and social media influencers.

Meanwhile, data in the Kids Podcast Listener Report from Edison Research suggests that 29% 6-12 year olds in the US are monthly podcast listeners, and that 87% of them have shared a takeaway or lesson with others.

Gen Z Podcast Listening

SXM Media’s Gen Z Podcast Listener Report examined the podcast listening habits of individuals aged 13 to 24 in the United States. The report, based on research conducted by Edison, reveals that 47% of Gen Z listeners have engaged with podcasts within the past month. Notably, this group demonstrates greater diversity compared to the overall monthly podcast listener base in the US. When it comes to discovering new shows, Gen Z podcast listeners primarily rely on platforms like YouTube, TikTok, and Instagram.

According to a recent report from Spotify in the UK, Gen Z represents the music and podcast streaming platform’s most rapidly expanding demographic. In the first half of 2023, this generation has witnessed a remarkable 58% increase in year-on-year podcast plays. Additionally, 39% of these Gen Z listeners opt to listen at an accelerated playback speed.

Weekly Podcast Listener Stats

Just under 100 million Americans age 12 and older now listen to podcasts every week.

Infinite Dial 2024

With an estimated 34% of the US population listening to podcasts on a weekly basis, here’s a further breakdown of weekly podcast consumption.

Average number of podcast episodes listened to in a week:

• 8.3 – total weekly podcast listeners
• 9.5 – female weekly podcast listeners
• 7.2 – male weekly podcast listeners

Podcast fans consume over 8 episodes per week, on average, whilst female podcast fans consume between 9 and 10 episodes per week.

Infinite Dial 2024

What Day of the Week Do Podcasts Publish Episodes?

Wednesdays and Thursdays seem to be the most popular day for publishing podcasts, according to this 2022 report by Podchaser. The weekend sees a big dip in new uploads, with Saturday being the least popular day.

How Many Listeners Do Podcasts Get on Average?

This is the number everyone cares about: how do you compare to other podcasters? Here are stats from Buzzsprout, one of the biggest podcast hosting providers in the world, on how many listeners podcasts tend to get.

Here is your position, based on downloads per episode within the first seven days, as of April 2025:

• Top 1% of Podcasts > 4,615
• Top 5% of Podcasts > 1,106
• Top 10% of Podcasts > 472
• Top 25% of Podcasts > 115
• Top 50% of Podcasts > 30

So, if you get 30 listens per episode or more, you’re about the same as the middle-of-the-road average Buzzsprout podcast user, right at the 50% mark!

These stats give you a gauge of how your show stacks up against ultra-popular podcasts. But remember, podcast downloads are never the full story.

Here are the previous stats:

What are the Top Podcast Listening Apps? (What do People Use to Listen to Podcasts?)

Everyone has to listen somehow! But what listening app do people use to listen, whether mobile or computer-based? Apple Podcasts recently regained their lead on Spotify:

Apple Podcasts is the most popular podcast listening app (37.5%) (Via Buzzsprout).
Spotify is in 2nd place (33.2%)

Updated April 2025.

Here are the top 10, according to Buzzsprout’s podcast statistics:

Google Podcasts was killed off (rather slowly and painfully) by Google in 2024 and has finally stopped collecting listener data. This is a shame, as around 2% was still a respectable percentage of share, and it would’ve been an easy on-ramp for brand-new podcast listeners.

How Many People Listen to Spotify?

Spotify is a behemoth in the realm of online audio. Podcast listening has grown steadily on the platform these past few years, but streaming music is still what it’s best known for. 35% of people in the US (12+) have listened to Spotify in the last month.

• Up from 20% in 2018
• Up from 25% in 2020
• Up from 29% in 2021
• Stable at 35% from 2022 onwards

35% of people in the US (12+) have listened to Spotify in the last month

Unchanged since 2022

Infinite Dial 2025

What Devices Are People Using to Listen to Podcasts?

Long gone are the days of downloading podcasts on your computer and sticking them on your iPod. In this “internet of things” era, you could probably download an episode on your teapot.

The top 10 podcast listening devices as of April 2025, according to Buzzsprout.

1. Apple iPhone – 64.9% (down from 68.6% in Jan 23)
2. Android Phone – 22.8% (up from 18.1% in Jan 23)
3. Windows Computer – 5.5%
4. Unknown Device – 2.7%
5. Apple Computer – 1.6%
6. Apple iPad – 0.9%
7. Amazon Smart Speaker – 0.5%
8. Unknown Smart TV – 0.5%
9. Unknown Computer – 0.4%
10. Android Tablet – 0.1%

So, no teapots, then.

Yet.

What Is the Most Popular Podcast Genre in the U.S?

Edison Research announced the Top Podcast Genres in the U.S. for Q2 2022. The list ranks the most popular podcast genres based on audience size from Edison Podcast Metrics.

1. Comedy
2. News
3. Society and Culture
4. True Crime
5. Sports
6. Business (up from #7 in Q1 2022)
7. Arts (up from #8 in Q1 2022)
8. TV and Film (down from #6 in Q1 2022)
9. Education (up from #10 in Q1 2022)
10. Religion and Spirituality (down from #9 in Q1 2022)

In April 2023, Edison also published data suggesting that True Crime is the genre “most likely to place a show in the top 200”. Sounds Profitable’s Tom Webster expressed some legitimate concerns about how this data might be interpreted.

Podcast Ads & Advertising Stats

Podcasting is a big money industry these days, and it’s not all food hampers, mattresses, and socks.

Here are some statistics and data from the IAB’s U.S. Podcast Advertising Revenue Study.

• For the first time ever, the podcast advertising market surpassed one billion dollars in 2021
• Revenues increased 72% YoY to $1.4B and are forecasted to exceed $2B in 2022 and almost triple by 2024 to over $4B.
• Revenues continue to grow faster than the total internet advertising revenue market – up 72% YoY vs. 35%. (IAB 2021 Internet Advertising Revenue Report)
• Podcast advertising categories are diversifying: the “Other” category—which contains an increasing number of ad categories with lower spend—more than tripled share in just two years.
• As advertisers demand surged, pre-roll advertising increased its share of revenue to 32% from 22% in 2020.

• Investments in ad tech made podcast advertising more digitally-enabled, expanding its capabilities and value for advertisers
• Dynamic ad insertion expanded to 84% of ad revenue, almost doubling in 2 years. Both host-read and announcer-read ads are largely being served via DAI (84% and 85%, respectively), creating greater scale, flexibility, and targetability for advertisers.
• Announcer-read ads continued to grow its share of ad revenue to 40% from 35% in 2020 as it enables efficient ad creation and deployment.

And these stats are from the IAB and PwC Digital Adspend report:

• Podcasting ad spend in the UK is up 23%, year on year.
• £58m in 2021
• £68m in 2022
• £83m in 2023

Do Podcasters Make Money?

The Independent Podcast Report found that only 15% of respondents were making money from their content.

However, only 9% considered revenue and profitability as their primary measure of success, and income wasn’t among the top three ‘ultimate goal’ answers either. 

Of those who do monetise, 46% reported breaking even or making a small profit, and sponsorship/advertising was the most profitable revenue stream at 41%. Paid subscriptions (Patreon, Substack, etc) came in second at 23%.

What Audio Equipment Do Podcasters Most Commonly Use?

Finding the right podcast equipment is always exciting, but it can be daunting. So, what’s the most popular gear out there? In July 2024, we published our latest findings on podcast equipment statistics: The Podcast Host Gear Survey 2024. Here are some of the top-line numbers based on responses to this survey.

The Blue Yeti is the most popular mic (16.6%) with the Samson Q2U in 2nd place (8.1%)

The Podcast Host Gear Survey 2024

USB mics are the most popular (36.1%), followed by XLR (32.5%), and Combo (19.7%)

The Podcast Host Gear Survey 2024

42% of people use a dynamic mic, 28% use a condenser mic, whilst 30% were unsure

The Podcast Host Gear Survey 2024

More than 70% of podcasters record with headphones on

The Podcast Host Gear Survey 2024

What Software Do Podcasters Use?

There’s definitely a big range of podcast software in use by podcasters, but one option commands the bulk of podcast editing and recording usage:

Audacity is the most popular podcast recording software (17%) AND the most popular podcast editing software (24%)

The Podcast Host Gear Survey 2024

How Long are Podcasts, on Average?

If you’re trying to decide on how long your podcast should be, then it might help to get an answer to the question: how long is the average podcast?

The most common podcast length is between 20 and 40 minutes (30%)

Across all Buzzsprout Podcasts

Here are the stats from Buzzsprout, as of January 2025, drawing from 120,338 active podcasts:

• Less than 10 minutes > 20%
• 10 – 20 minutes > 16%
• 20 – 40 minutes > 30%
• 40 – 60 minutes > 19%
• Over 60 minutes > 15%

For comparison, here are the same stats going back to 2021. You can see that these numbers remain fairly consistent throughout, though the number of sub-10-minute episodes is slowly climbing.

How Often Does the Average Podcast Publish an Episode?

Similarly, if you’re asking, how often should I release my podcast, here’s what Buzzsprout’s Podcast statistics show about the average.

The most common podcast publishing frequency is every 8 to 14 days (39%)

Across all Buzzsprout podcasts

Percentage of podcasts and the frequency by which they release episodes:

• 0 – 2 days > 7%
• 3 – 7 days > 34%
• 8 – 14 days > 39%
• 15 – 29 days > 18%
• Over 30 days > 1%

Updated January 2025.

How Much Time Do Podcasts Take to Make?

The Independent Podcast Report asked respondents how many hours they typically spent per episode, from planning through to publishing.

55% of respondents fell into the 1-5 hour camp. Only 4% spent less than an hour per episode, whilst 13% took more than ten hours to put theirs together.

How Much Money Does Podcasting Cost?

Software and hosting costs can add up, and the Independent Podcast Report asked creators how much they spent on a monthly basis.

40% fell into the $10-49 bracket. 17% reported podcasting entirely for free, whilst 20% spend more than $100 per month sustaining their shows.

How Do People Find New Podcasts to Listen To?

Let’s find out how listeners are actually finding new shows. These are the results of a discoverability survey we ran in 2024. According to our respondents, here is how they find new shows:

• 50% said they would open up their preferred podcasting app (Apple Podcasts, Spotify, Overcast, etc)
• 13% said they would listen out for recommendations on the podcasts they already enjoy
• 12% said they would directly ask someone they know who likes the same stuff
• 11% said they would use a search engine like Google or Bing
• And 10% said they would ask on social media or in an online community

This was one result from The Podcast Host Discoverability Survey. The report is essential reading for anyone who wants to grow an audience. It highlights the most effective areas to concentrate on when it comes to promotion and marketing.

We’re always looking to run interesting new surveys too, so if there are any specific podcast data you’d like to see here in future, be sure to give us a shout!

Where in the World is Podcasting Growing Fastest? Podcast Population Stats

Voxnext released a set of podcast stats in 2019, which showed the countries in which podcasting is growing fastest. It makes for an interesting read:

Chile (83.9% growth)
Argentina (55.28%)
Peru (49.1%)
Mexico (47.84%)
China (43.62%)

Voxnest, March 2019

Reuters Digital News Report 2018 also reported that, in South Korea, 58% of people said that they listened to a podcast at least once a month.

Room For Growth

There are still massive growth opportunities for podcasting in certain countries.

India

In May 2024, Podnews shared data from The Podcast Pulse, the first-of-its-kind comprehensive report on podcast consumption in India.

Key findings from the report include:

• 82% of respondents were initially unaware of podcasts, highlighting a significant opportunity for awareness-building efforts.
• 78% of consumers discovered podcasts less than a year ago, indicating a recent surge in interest.

Japan

Japan is a country with lots of room for podcast growth. Though listening increased in 2022, overall uptake remains low at 15.7%.

With that said, one in three Japanese individuals aged 15-19 listens to podcasts monthly, making podcast listening as popular as TikTok consumption in the country. This 2024 data was published by Otonal in collaboration with The Asahi Shimbun Company.

Writing for Podnews in 2023, Guang Jin YEO takes an insightful deep dive into slow podcast growth in Japan, and what can be done about it.

Which Country Has the Highest Percentage of Podcast Listeners?

According to the Edison Research Infinite Dial 2023 Australian Audio Report, it’s Australia. The study highlights that 43% of Australians tune in to podcasts monthly, surpassing the US’s 42% figure. Additionally, a significant one-third of Australians engage with podcasts every week, outpacing the US’s 31% statistic.

And a 2024 YouGov study examined the percentage of populations who listened to podcasts for more than one hour per week.

• Saudi Arabia 59%
• Mexico 48%
• Romania 47%
• Vietnam 47%
• Morocco 45%

What Organisations Are Collating Podcast Statistics?

The Infinite Dial report, a survey conducted by Edison Research and Triton Digital, is probably the most popular databank and survey on the state of Podcast industry statistics in the United States, especially audio. The Rajar Midas survey is the equivalent in the UK.

Infinite Dial has conducted phone-based surveys since 1998, including podcasts since 2006–that means since nearly the inception of podcasting, making this incredibly valuable data. The respondent pool of 1500 is composed of people aged twelve and over, weighted against the US census data for population, and split proportionally between landlines and cell phones.

Podcast Industry Statistics: References

I’ve drawn from a range of great sources of Podcast Industry stats in this article, including:

• Edison Research Infinite Dial 2025
• Independent Podcast Report 2025
• Rajar Midas Audio Survey Summer 2022
• The Podcast Host Gear Survey 2024
• The Podcast Host Discoverability Report
• Reuters Digital News Report 2018
• Podcast Industry Insights courtesy of Daniel J. Lewis
• Buzzsprout Podcasting Stats
• Ofcom Podcast Survey April 2023
• Statista – U.S. Radio Industry – Statistics & Facts
• iab U.S. Podcast Advertising Revenue Study.
• The Spoken Word Audio Report
• The Podcast Landscape Study

If you’re a podcaster already, you know the feeling. When you started out, it was all light and rainbows. You didn’t mind putting countless hours into recording & editing, each and every week, to get your show – the show you loved – out into the world. But now, a year in, you’re struggling. Missed weeks are common, and you can’t put it out on anything even close to a regular schedule. If you manage to stick to weekly, then your quality suffers because you don’t have the time to give it the polish it deserves.

What if I said you could make it all easier? What if there’s a way to slash your recording and editing time? What if you could, instead, spend that time on making your content even more valuable, even more compelling, even more addictive?

I’ll show you how to make your podcast tireless. We’ll go through a full recording & editing workflow in Alitu. Plus, I’ll share a set of mindset frameworks and workflow hacks to make it work, so that you can make it look effortless and outlast the competition. Let’s find out how to create a tireless podcast that just keeps on running!

Here’s What You’ll Learn

• What your listeners actually want from you (hint: it’s not hours of painstaking editing)
• Intelligent recording strategies to cut time & make editing much easier
• The recording mindset that cuts time and skyrockets consistency
• Step-by-step walkthrough of an assisted editing workflow in Alitu
• AI tools to handle audio cleanup & processing

Sign up Here

Fill out the form below to sign up for this live training event:

Or, feel free to:

Bookmark the event here, on YouTube

We’ll see you there!

It makes total sense. That’s the perfect format for many, and one that transfers seamlessly to working audio-only, which is how most folks consume podcasts.

But advances in camera tech are throwing up opportunities for podcasters to do more with video, from creating companion YouTube videos to bonus content.

When I see cameras like the NearStream VM20, I don’t deny that they’ll flatter your face, your shoulders, and that bookshelf you pretend you didn’t spend hours carefully arranging. But they can also help you move beyond the split screen, if you want to experiment.

NearStream VM20: The Lowdown

The NearStream VM20 is a 4K resolution streaming camera built to deliver DSLR-level quality. With its Sony Starvis sensor and a 40x hybrid zoom, it offers a lot of creative potential, even in suboptimal conditions.

A quick heads up to say that NearStream sent us the VM20 for review purposes. Our link is an affiliate, which means we earn a small commission if you buy through it, at no extra cost to you. Affiliate income helps support our free content, but it never affects our honest opinions.

Enter coupon code TPHNEAR5 at checkout to save 5%, and, at the time of writing, NearStream are offering an additional 31% off in their Black Friday sale!

Design and setup

Straight from the box, the VM20 feels solid and well-built without being bulky. Setup is simple. Plug it in via USB and it works like a regular webcam. For advanced users, HDMI and RJ45 network ports are also available. You might use an RJ45 port to plug in an Ethernet cable for a faster and more reliable internet connection than WiFi, especially for video calls, streaming, or uploading large files.

For most podcasters, though, the USB plug-and-play connection is what matters most. It just works.

Image quality

The headline feature is the 4K resolution powered by a Sony Starvis sensor, known for handling low-light conditions beautifully. That means even if you record in a typical home studio room with softer lighting, your footage remains crisp and detailed.

Many podcast recording and streaming platforms still don’t offer 4K recording. Most top out at 1080p, so you might not always see the camera’s full potential. Still, the higher resolution gives you flexibility to crop or reframe shots in post-production without losing clarity.

Zoom and framing

The forty times zoom is far more than you need for simple face-to-camera work. Where it shines is in videos that rely on detail. It can pick out tiny objects or reach across a large room without losing clarity, which makes it a powerful option for anyone who wants to show rather than just tell.

Connectivity and multi-cam support

A big part of NearStream’s ethos is creating kit that links together seamlessly, and one of the VM20’s standout features is multi-camera support. You can connect multiple units to capture different angles, ideal for podcasts with various hosts or guests. The camera mounts easily on tripods, arms, or overhead rigs, making it flexible for any setup.

For live streaming, the VM20 supports RTSP, allowing direct broadcasts to YouTube, Facebook, Twitch, or OBS. For podcasters planning to branch into live video, that is a valuable bonus.

Audio options

The built-in microphone captures 360-degree sound with AI noise cancellation. This is handy for backup audio, but serious podcasters will still prefer to use an external mic. The VM20 also includes a 3.5mm audio input so you can run something like a lavalier mic directly into it.

Pricing

The camera typically costs $255 or £190, putting it in the high-end/premium price range. Whether it’s worth it to you will depend on how much you’ll make use of its 4k and zoom-in capabilities.

Creative Opportunities of the NearStream VM20

I talked about more experimental and less-typical ways to use video, not necessarily in your podcast episodes, but to create content that can support and enhance them.

My two highly niche use cases were podcast equipment showcases and tabletop miniature battle reports.

These gave me the opportunity to play around with the remote control, which is a really handy addition to the camera. I was blown away by the clarity when zooming in from basically across the other side of the room. Once I hit the remote’s auto-focus button, I could see every small detail.

It also revealed every flaw in my miniature painting, which was a humbling experience and, to be honest, an incentive to improve.

NearStream’s All-In-One Podcasting Kits

The VM20 is just one of NearStream’s many offerings. I mentioned earlier that they specialise in modular kits – the idea being that you can bundle up everything you need to podcast, and know that they’ll all work together.

Their PodPro bundles have mics, interfaces, stands, cables, and cameras for solo, two-person, and four-person setups. While I personally feel I can get better deals (and a better overall quality of gear) by buying everything individually, there’s no doubt you can save time and headaches by just getting everything you need in one box.

Some folks have little interest in the nuances of tech and just need their kit delivered quickly and fuss-free, and that’s where bundle deals can really shine!

Is Video Creating 2 Different Types of Podcasting? Our Data Says It Is

Read article called: Is Video Creating 2 Different Types of Podcasting? Our Data Says It Is

Conclusion: NearStream VM20 Review

$250-$300* is a chunky investment, especially if you’re completely new to video, in which case, I’d be tempted to learn the ropes with what you already have.

But for folks who’ve already started to find their feet making video podcasts and are looking to experiment beyond split-screen talking head episodes, this could be a brilliant upgrade to your setup and your content.

I’ve certainly enjoyed using it to explore new creative opportunities. The NearStream VM20 didn’t just help me make Warhammer battle reports; it also revealed how sloppy my miniature painting can be, which has become an unexpected reason to try and sharpen up.

On a final note, if you’re looking to explore video podcasting in more detail, check out our full guide where we answer frequently asked questions, give more gear and software recs, and dispel a few myths along the way!

* Enter coupon code TPHNEAR5 at checkout to save 5%, and, at the time of writing, NearStream are offering an additional 31% off in their Black Friday sale!

But I don’t just mean the obvious difference in that one’s a visual medium and the other one is purely audio. I’m seeing evidence that indicates video and audio nurture very different ways of producing content as well as consuming it.

When I separated out the 500+ responses to this year’s Independent Podcaster Survey into two camps – those podcasters who make video components to their show and those who don’t – there were some real notable differences in workflows and outputs.

Ultimately, the data would suggest there’s a difference in mindset behind the edit, too.

Let’s run through some of the clear differences that emerged from our survey data, and what this means for podcasting.

Differences Between Video and Audio-Only Podcasting Workflows

1. Difference in production time

When we asked respondents to our survey how many hours it takes them to produce a single episode, most said either 1-3 hours or 4-5 hours, whether they’re video creators or not.

But when you look at the comparison graph below, you’ll see there’s a trend where audio-only creators tend to invest longer in the process, from planning through to publishing, overall. On that higher end of the scale, 45% of audio-only creators said they spend more than six hours per episode, while 36% of video podcasters said they’d spend this long.

Video can bring a whole load of extra components for creators to think about – like lighting and adding animations, for example – so, at first glance, the idea that video podcasts can take less time to produce than audio-only shows was quite surprising.

But we also know that many audio creators follow a more traditional editing culture, spending extra time refining sound quality and shaping the story, while many newer video chat-style podcasts favour a quick, minimal-production approach. Not every video show works this way, but plenty do.

2. Difference in production costs

The survey data shows a clear difference in spending patterns between full video and audio-only podcasters, too. Again, you can see the trend quite clearly from this comparison graph:

Video podcasters who took our survey tend to spend more: a combined total of 50% of this group invests more than $50 each month, compared to just 28% of audio-only podcasters.

47% of audio-only podcaster respondents report spending $10–$49, compared to 28% of video podcasters in this mid-range expense bracket.

So at this stage, we might take from the data that adding video might not necessarily add more hours to your workflow, but it’s likely to cost you more. Which, of course, makes sense because podcasting software tends to charge more for packages that include video. It’s a format that requires more bells and whistles, as well as the ability to handle huge file sizes.

3. Difference in show formats

It probably won’t surprise you to hear that, amongst the creators who took our survey, solo shows were more popular amongst audio-only podcasters, while interview format shows were more popular among those who like to get in front of the camera.

36% of audio-only respondents told us they’d describe their podcast as a solo show, compared to only 24% of respondents who publish video.

Sustaining a video podcast as a solo show isn’t entirely uncommon, and lots of podcasters do it really well. But it does require a fair bit of editing for a visual audience, adding in extra clips and animations to prevent that intense staring-into-your-audience’s soul for an hour vibe.

DLake took us through his process and spoke about how his solo video show was 3x harder to create than audio, but was worth the extra effort for the return he gets.

On the other hand, recording guest interviews in video format is low-effort but is still engaging. 40% of video podcaster respondents said they run an interview-style show.

You don’t have to think hard to see how this translates to popular shows in the video podcast world right now. Most of the video podcasts that are dominating the charts right now are largely unedited interview-format shows.

4. Difference in publishing schedules

One commonality was pretty clear from the data: a weekly release schedule is most popular for respondents, regardless of whether they’re creating video or not.

But it’s also evident that those who publish video tend to lean towards higher episode output than audio.

Impressively, only 3% of video podcasters said they have no fixed release schedule, compared to 13% of audio podcasters.

This makes sense because in order to feed the algorithm on video-first platforms like YouTube and TikTok, you need to be constantly producing new content.

Compare this to something like audio drama, and a single episode can take months to put together, meaning a fiction podcaster’s release schedule is often “just whenever it’s ready”.

Is There a Problem With Having 2 Types of Podcasting?

If the Independent Podcaster Survey data is anything to go by, there’s a clear difference in mindset behind audio and video: The fast, raw, unedited, high-volume output strategy of video is a very different way of working compared to audio, which favours slower, meticulous, super-edited, highly-produced content.

But is there a problem with this? It’s not a matter of one type of podcasting being ‘better’ than the other, so surely they can happily co-exist?

Well, it’s complicated.

For example, back in July, Tom Webster wrote on the Sounds Profitable blog about how video is changing the landscape, and potentially creating new barriers for audio podcasters. He said:

“[V]ideo podcasting isn’t just changing distribution – it’s creating economic pressure toward specific [less expensive chat-show] formats, and that’s where the real threat lies… This creates genuine risk for audio’s creative diversity. Narrative podcasts, investigative journalism, fiction, experimental sound design – these formats depend on audio’s lower production barriers. If audiences and advertising dollars migrate toward video chat shows, these production-intensive audio formats could become economically unviable.“

It shouldn’t be an either or, he says, and it doesn’t have to be. He continues:

“The industry is big enough for both chat shows and audio documentaries, for YouTube growth and audio intimacy, for mainstream reach and niche artistry. The goal shouldn’t be choosing sides; it’s ensuring that economic forces don’t inadvertently narrow our creative possibilities.”

– Tom Webster at Sounds Profitable

So while the rise of video has and is doing great things for the industry, the risk lies in what we might lose if all the attention and investment go to one particular type of show.

Podcasting’s future will be strongest when its formats remain diverse. As video gains momentum, we should be intentional about preserving the space where audio-first storytelling excels, so the medium doesn’t lose the richness that made it compelling in the first place.