And this is because, not only is podcasting super fragmented compared to other media, but there’s also a real lack of standardization when it comes to what actually counts as a download.

For some platforms, a ‘listen’ is when someone actively downloads an episode, or streams it for more than 30 seconds; for others, hitting that ‘subscribe’ button results in an auto-download of every new episode regardless of whether you’ve listened to it yet or not.

But despite the undeniable grey areas involved, podcasters, brands, and agencies still need to rely on third-party listener data to help decide which shows are potentially suitable collaborators.

So it’s good to know that there are people out there developing tools to try and make the industry a bit more transparent. These tools can help us better understand the podcasting ecosystem and what listener behaviour looks like across it. And the leading tool in this area right now is undoubtedly Rephonic.

But we wanted to know how close public estimate tools like Rephonic are to the real thing.

And so, with the help of a few podcasting pals, we ran a test to find out!

What is Rephonic?

Rephonic is a podcast analytics platform and research tool that helps podcasters, brands, advertisers, and networks analyse and better understand the podcast ecosystem.

The tool provides insights into podcasts and their audiences, like listener numbers and locations, so users can decide which shows to collaborate with.

Rephonic reports that it logs data for more than 3 million podcasts, and it’s probably the best tool on the market for finding cross-promotion opportunities and keeping track of what your audience also listens to. The 3D audience graph tool is easily the platform’s neatest feature, which uses data pulled from ‘listeners also subscribed to’ to create a visual map of connected shows that you can click to dive into the detail. Here’s what it looks like:

Podcasters might use Rephonic when looking to…

• Choose new podcasts to do guest swaps and cross-promotion. You can use the search function to find shows within your podcast niche, and it will provide listener data and contact details for you to easily reach out to. 
• Understand your own podcast’s position within the ecosystem. Rephonic allows you to view your performance in comparison to other shows in your niche and also see which similar shows your audience are also listening to

We were curious to know just how accurate the listener data Rephonic logs really is, so we ran a test. Here’s what we did, and what we found out.

The Podcast Download Test: What We Did

To run the test, we took a sample of 16 podcasts. The shows varied widely in size and were taken from various podcast categories and genres. We based our Size Tier on Buzzsprout’s platform stats, which are, in turn, based on the number of downloads new episodes get in their first week of release.

In order to include a podcast in the test, we needed to contact the host directly so that we could access their actual download number data and compare it with Rephonic’s.

Of the podcasters we contacted, 16 shows agreed to participate. We excluded two outliers that returned wildly inaccurate results (one had an inaccuracy rate of -1395.3%!), so the sample size became 14 shows in total. 

Sharing real download numbers is still uncomfortable for many creators, and so we agreed that this data would keep them anonymous.

Podcast (Anonymised)	Size Tier	Accuracy	Accuracy Rating
Podcast A	Top 1%	85.6%	High
Podcast B	Top 1%	-945%	Extremely Off
Podcast C	Top 1%	36%	Moderate
Podcast D	Top 5%	82%	High
Podcast E	Top 5%	11.1%	Low
Podcast F	Top 10%	97%	High
Podcast G	Top 10%	22.5%	Low
Podcast H	Top 10%	5.7%	Low
Podcast I	Top 25%	72.5%	High
Podcast J	Top 25%	48.9%	Moderate
Podcast K	Top 25%	98.9%	High
Podcast L	Top 25%	52.8%	Moderate
Podcast M	Top 25%	26.25%	Low
Podcast N	Top 50%	16.1%	Low
Podcast O	Top 50%	-1395.3%	Extremely Off
Podcast P	Top 50%	66.7%	High

The Results: What We Found

Here’s a quick overview of the results we gathered from our test in comparing Rephonic’s download numbers with actual numbers gathered directly from podcasters:

• Average accuracy: 51.6%
• Median accuracy: 50.85%
• Highest accuracy: 98.9%
• Lowest (non-outlier): 5.7%
• Over 70% accuracy: 5 of 14 podcasts (~36%)

So, in a nutshell, we found out that Rephonic’s download estimates provide a very rough approximation.

• We found that the results were directionally useful, in that they give you a rough idea of how many downloads a show gets, especially for podcasts in the 500–2000 range, but you’d still want to ask the hosts directly to confirm their numbers. 
• However, we’d say the results we gathered were not accurate enough for ad pricing, pitch decks, or precise planning. 4 of the 14 podcasts we tested had an accuracy of 70% or more.
• We also found that the results were unreliable for podcasts with very low or very high downloads, where estimates were wildly off. This includes the two outlier shows that we decided to exclude from the final results, as they were too inaccurate. 

Why These Results Make Sense

A ‘very rough approximation’ might sound like Rephonic’s download estimates aren’t so useful, but this is far from the case. And, given the opaque nature of podcast downloads, 50-ish % accuracy isn’t so surprising.

As mentioned earlier in this article, there’s a real lack of public visibility when it comes to download numbers, and also a lack of standardisation across different platforms in terms of what qualifies as a listen. For example, Apple Podcasts only recently updated its approach to automatic downloads—previously, episodes were counted as downloads simply because a user was subscribed, regardless of whether they listened. With recent changes, auto-downloads are now paused for inactive listeners, leading to more accurate download metrics

Rephonic also states that it uses OP3 (the Open Podcast Prefix Project to verify the number of listeners per episode. While OP3 is an excellent open-source data platform, hosts need to proactively choose to participate, so it’s likely only a small fraction of Rephonic’s 3 million shows actually do this. 

I contacted the founder of Rephonic for comment, and what he said reflects much of what we saw in the test:

“Rephonic’s download estimates are primarily designed to help PR professionals, brands, and marketers quickly gauge the approximate size of a podcast’s audience. The main value is giving users a reliable way to prioritise which podcasts they approach for guest appearances, sponsorships, or general research – without needing exact listener figures upfront.

We always encourage users of the platform to reach out to the host directly to get the real numbers.

While we believe the estimates are useful and the best in the industry (and it’s a really hard problem to estimate these figures because podcasting is so fragmented!) they do tend to be worse for (a) non-English language shows and (b) shows where the audience is quite small, say 1000 listeners per episode or less, because there is usually less data that we can collect for those.

We also provide lots of other real metrics (not estimates) like Spotify followers, ratings, reviews and chart rankings. Those help you get a better overall understanding of the size of the podcast’s audience.”

— James Potter, Founder of Rephonic

Rephonic: A Place for Estimates, A Need for Real Data

Despite our test results suggesting that Rephonic’s download estimates are only 52% accurate overall, the tool’s usefulness, particularly at scale, can not be disputed.

Our recommendation would be to treat Rephonic estimates as a starting point but not a final figure, and validate numbers with actual data whenever possible.

Nothing beats real numbers when making key decisions like which shows to collaborate with, but Rephonic provides an excellent kick-off point to help you narrow your searches and focus on the shows most suited to your goals.

Search engines like Google, Bing and Yahoo! were once synonymous with being online: Switch on your computer, open up a browser and type something in that will take you to the website you’re looking for. 

But a few technological developments have changed this behaviour in the recent years. For example, the proliferation of smartphones means we use apps and social media to find answers just as much as we use search engines. And the latest big shift? AI, of course! 

So, what impact is this change having on websites and how podcasters use them to host and promote their shows? And what should you do with your podcast website to ensure it keeps working for you and your show?

Subscribe or follow Podcraft on your listening app of choice!

What’s Threatening Websites Right Now?

In a nutshell, the threat to websites right now could be described as “a decline in organic search traffic.” Even some of the biggest and most successful websites are seeing a big drop in visitors who find their websites via search engines. So if you’ve noticed your traffic numbers slowing recently, you’re not alone. 

This is happening for a few reasons. For one thing, people rely a lot more on social media to look up brands and find answers than they used to. The rise in smartphone use also means we don’t always need a browser to do what we want to do online—we can just open an app instead.

But the biggest change impacting search engine traffic is that people are turning to generative AI tools for quick answers instead of search engines. In fact, this is so common nowadays that you may have noticed search engines like Google have started providing their own AI-generated answers at the top of search pages in full, so you don’t even need to visit the websites listed below to find the answers.

Here’s what Google searches look like nowadays, prioritising AI content even over sponsored ads that make Google money:

But AI isn’t solely responsible for this trend. Google has been answering some search questions for years now, leading to the rise of “zero-click” searches.

So, if fewer people are landing on websites, what does that mean for their future?

Do Podcasters Think Websites Are Still Important? 

In a recent survey, we asked independent podcasters whether they think a dedicated podcast website is still important. Here’s what they said:

Almost 80% in total said they believe podcast websites are still important, with 43% strongly agreeing.

Let’s take a look at why a dedicated podcast website should still be an integral part of your workflow, despite these changes in how people use the internet. 

Why Podcast Websites Still Matter

AI relies on your website to provide accurate data 

Somewhat ironically, you need to keep your website alive so that listeners can use AI to find you instead of your website.

Confused? Well, generative AI tools rely on good websites to actually work.

These tools scour the Internet for the most relevant information, presenting answers in a clear and concise way for searchers. 

So if you don’t have a well-structured website that includes the right niche keywords, it’s possible that you won’t be included in podcast-related search queries. And even if you are included somehow, even without a website, the information the AI provides might be incorrect. So, in this sense, keeping an up-to-date website is even more important than ever.

You have total control over your website

Unlike social media or listening apps, your website is the one platform you have complete control over.

Just imagine that you put all your effort into building your podcast on one single platform, like Spotify or YouTube, only for it to disappear virtually overnight, or for the platform to begin removing your content without your consent.

Having a website for your podcast means you can link out to all the different listening platforms your RSS feed takes your show. That way, people can choose which listening platform they prefer, and it’s not the end of the world if one day one of those options disappears.

And while AI search may be an exciting new way to gain visibility for your podcast, what if tomorrow, ChatGPT began charging podcasters to appear in its recommendations? These big tech companies can do whatever they want; unfortunately, the internet is a pay-to-play world.

Websites create trust and authority

Having a website for your podcast will always do great things for creating a trust network with your listeners. That’s not something that will change.

As one podcaster who took our survey said, a website “legitimizes your show and takes it to a new level.” Another survey respondent spoke about how, as a new podcaster, having a website was essential to kicking things off:

“I haven’t launched yet so I can’t speak to how vital it is after, but it has been so helpful for providing a credible foundation as I reach out to potential guests without any episodes that are live.”

Websites create a home for your podcast brand 

Podcasting can be super fragmented. And while this is part of the beauty of open podcasting, it’s good to have a central home for your conent, too.

One survey respondent highlighted that as choices grow, it’s good to provide a go-to, easily accessible option for listeners:

“The more we advance in-device-dependent technology, there are still individuals needing a landing page and an “easy” spot to go to versus having to perform a search for the podcast you want on other platforms.”

So, in terms of accessibility, having a home for your podcast brand makes it easier for people who are less tech-savvy or are completely new to podcasting to find your show. While it’s not a good idea to host episodes directly on your website, it’s a place where you can link out to all the places you do host your show.

Another anonymous survey respondent said:

“For me, [a website] is akin to having a home address. In the digital age, as much as one can in a digital format, it connotes permanence.”

The website itself can even become an essential part of your brand. Fred Hoffman from the Garden Basics with Farmer Fred podcast told us that his website has become an essential part of how he talks about his show: “You can find it at GardenBasics.net”

Websites convert sales

Many podcasters offer products or services that accompany their free content. And whether you’re selling an ebook or a year of one-on-one mentorship, the best place to send potential clients and customers is a landing page on your website.

Even if you use third-party tools to handle the transaction or deliver the goods, it’s best not to send them there directly when mentioning it in your CTAs. What if you had 100 episodes pointing the listener to a platform that either shuts down, or one you moved away from? Having your own optimised landing page, fully under your control, negates all of that.

Websites allow you to add extra media

As audio lovers, we wouldn’t dream of implying that audio content isn’t enough for listeners. But another nice thing about hosting your audio on your podcast website is that you can add additional media to enhance listeners’ experiences of your show.

This is something that a lot of survey respondents said they’re doing with their websites:

“I like using my website to add additional photos and resources to share with listeners.” – Yvonne at the PTA Podcast.

“Having [a website] with a visual archive is, in my opinion, a handy tool for the users” – Jeff Bloomfield at The Driving Change Podcast.

“A website is a good place to put further information, links, gallery etc. to support and expand on your podcast content ” – Anonymous respondent.

“[Websites are] a great place to hold all podcasts at a central point and have a link to, perhaps, merchandise, etc.” Martin Dickerson from the Peace Unplugged Podcast.

A Website is What You Make It

Of course, it’s not just about having a website but also about what you do with it to ensure it stays useful for your listeners. If you don’t already have one, then our ultimate podcast website guide can help you get set up, no matter your budget or technical knowledge!

And, if you’ve got any thoughts, lessons, or advice on running your own podcast site, be sure to share them with us in the IndiePod Community.

Video is killing podcasts! Video is saving podcasting! If you’re not doing video, what’s the point? It’s a lot.

Regardless of which side of the fence you sit on, there’s one thing I’m sure we can all agree on: Every show is different, and adding video unnecessarily could kill your podcast.

So rather than continuously examining contradictory data or choosing which hill to die on, I spoke to some podcasters about their real-life experiences adding video to their workflow and the results (and challenges) it can bring. 

5 Video Podcaster Case Studies

1. Darren Lake/ DLake

Host of the 1% Better Runner podcast

“Video is three times harder, but worth the effort”

Darren Lake, otherwise known as DLake, never actually set out to be a podcaster. He just wanted to create a platform where he could explore “weird content” about running. 

In the first three years, he produced about 40 audio-only episodes. But despite trying “every trick in the book” to grow his audio podcast, it struggled to gain traction: “I couldn’t crack the [running] niche, for whatever reason. Maybe I was too late.”

Adding a video component became a no-brainer. For one thing, running is a subject that has a lot more impact when visuals are included. His listeners repeatedly told him, “You should be on YouTube,” and “You have the perfect style for YouTube.” It also helped that Darren already had a lot of experience in front of the camera from his days as a music artist. It felt like “a very natural transition” for him.

He began experimenting with video in 2021 but didn’t immediately publish any content. Instead, he accumulated a backlog of 25 videos, which he then released all at once in 2023. The impact of this strategy was fast and transformative. 

The “YouTube algorithm is beautiful.”

Within 18 months of adding video, he gained 3.5 times the audience he had built in 6 years with audio-only content. He told me his content regularly performs 10-100 times better on video platforms than audio-only, with one particular video alone earning him 1,000 YouTube subscribers.

Since posting regular short videos twice weekly, he gains approximately 100 new streams per month on Spotify too. “When people know you have a YouTube, they’ll go to your podcast, they’ll go to Spotify, they’ll go to your Instagram“—but rarely, he says, the other way around.

Lake discovered that YouTube offers tremendous leverage: “I put in a little bit extra work for video, and I get 10, 20X, a hundred [views in return].” 

It’s worth noting that Darren’s video content is quite different from his audio-only; he adapts it heavily for YouTube so he can optimize for visual audiences. So instead of simply filming his long-form podcast sessions, he totally repurposes his content for a YouTube audience. 

Here’s how he does it:

• He shortens episodes to 10-15 minutes
• Adopts an “explainer style” format, talking directly to camera
• Implements scripting to make content more focused
• Optimizes topics based on YouTube search trends – “pillar content that people are searching for”

While he acknowledges that “video is three times harder” than audio, for him, the return on investment justifies the effort.

Lake’s financial investment in YouTube has been relatively modest—approximately $500 in total.

2. John Kundtz

Host of The Disruptor podcast

“To produce a successful video podcast, you need to either outsource post-production or take the time to learn how to edit videos effectively.”

When John Kudtz launched The Disruptor podcast, he recorded both video and audio from day one. “I recorded the shows in video and audio. Then, during post-production, I would publish either the audio-only or video podcast,” he told me. 

He did this because he’d been hearing a lot about the benefits of YouTube for growth and monetization: “I heard that YouTube was an easier platform to monetize and that the reach could potentially be greater because of the search nature and the algorithms of YouTube.”

Video investment challenges

But publishing a video component to his podcast wasn’t as straightforward as he’d hoped. John quickly discovered the hidden complexities of video podcasting, including:

• Time investment: “I examined how much time I was spending on pre-production compared to post-production. [Video editing] led to a significant cost in terms of my time.”
• Technical hurdles: “I’m not a video engineer and found video editing quite time-consuming and not enjoyable.”
• Cost: Eventually, John hired someone to handle the post-production video editing and creating thumbnails, costing him around $300 to $400 per show for a one-hour episode.

After publishing eight video podcasts, John reevaluated his workflow and pulled back to publishing audio-only, re-platforming his show to Buzzsprout. “My video podcasts weren’t gaining much traction,” he says, “so I couldn’t justify continuing the investment of time and money into post-production and editing.”

Since going audio-only, his production output has increased substantially. He’s currently sitting at 33 episodes. 

He says he owes a lot of his audio podcast production to modern tools – especially AI. “With tools like Descript, I can edit an audio podcast extremely quickly, upload it to Buzzsprout, use the AI tools in both the Descript and Buzzsprout to create show notes, and then stage and release the show – usually within a couple of hours after recording.” This sort of workflow simply isn’t possible when video is involved. 

Doing what makes sense for your podcast

John says he’s happy he tested the water with video, but made the pragmatic business decision to pivot back to audio as video just didn’t make sense. It’s also worth noting that, as a business podcast, John’s primary goal isn’t growth: “My strategy isn’t to drive views, downloads, or engagement. It’s a marketing and branding exercise. I primarily use it to promote my business one-on-one.”

John Kudtz’s journey is a masterclass in adaptability. His most significant insight? “The biggest lesson I learned is that to produce a high-quality video podcast, you either need to outsource the post-production work or take the time to learn how to edit videos effectively.”

3. dCarrie 

Host of the Travel n Sh!t podcast

“It’s absolutely been worth it.”

dCarrie is the host of the Travel n Sh!t podcast. Her journey into video podcasting was born from a ‘why not?’ approach.

After 53 episodes of audio-only content, D saw video as a natural extension of her podcasting workflow. “It felt easy to add!” she says, “All I’d have to do was add a camera and upload the footage.“

But she had one major advantage: She already had a free video editor on board. “I generally ‘employ’ an editor [conveniently, her fiancé!], and I don’t do much editing to my audio as is, so there weren’t too many extra steps to getting the extra content,” she says. Therefore, all the common technical barriers podcasters experience shifting to video were minimal.

But adding video wasn’t just about pressing ‘record’ and letting her fiancé do the rest. D invested time and resources into creating a quality recording space. “Setup does take effort,” she admits. “Getting lighting in order, and occasionally updating my recording set are things that I have spent time and money on. I love my recording space though, so it’s absolutely been worth it.“

Unexpected benefits of video

For D, the best part about adding video to her podcast wasn’t seeing growth in her analytics, but something more fundamental: engagement with her listeners. 

“Unfortunately, no“, she laughs when I ask about tracking data, “I don’t really monitor any of that. I will say, though, that my video episodes are the only places where I see any comments.”

“I actually receive likes and comments on the YouTube content, but not the audio.” 

Like many of the podcasters I spoke to, D also finds that bringing video into her interview episodes makes the whole experience more engaging and enjoyable: “I enjoy being able to see the faces of the people I’m talking to. It gives me a sense of how the convo is going and how or when to shift the discussion.”

4. Matty Lansdown 

Host of the How to Not Get Sick and Die podcast

“Audio, I could do any time of the day… whereas with video, I feel like you’ve got to put a lot more thought into it.”

When Matty Lansdown’s podcast hit a download plateau, he knew something had to change. Over the years, he’d established a loyal following, but growth had stagnated. “I hit a ceiling,” he said. “I bounce somewhere between 19,000 and 24,000 every single month with audio only.” 

At episode 230, Matty made the bold decision to introduce a video component to his podcast. The primary driver was the post-pandemic podcast listening dip: “I moved to video in an attempt to reach more people, realizing that COVID stopped a lot of people driving to work, listening to podcasts in cars and on trains as regularly as they were before.“

Two years and 200 video episodes later, Matty admits he’s a bit underwhelmed by the results: “To be honest, from the data, it’s pretty uninspiring.” His YouTube channel has 800 subscribers, with 5,000 to 7,000 YouTube views per month. Decent, but not yet as transformative as he’d hoped.

Biggest learning? Video and audio are very different

Video podcasting proved to be far more resource-intensive than Matty initially anticipated. “The most time and most money that I spend is on video editors,” he explains. Where an audio podcast might take around 4 hours for him to produce, video editing( especially creating shorts) became a much more complex process.

Matty’s biggest learning has been that video and audio are very different, and if you’re doing video you need to spend a lot of time and effort making it engaging. 

“You have to create engaging content just like you do with the audio podcast because otherwise, nobody will watch it,” he says. “Audio, I could do any time of the day… whereas with video, I feel like you’ve got to put a lot more thought into the visual aspect.” From lighting to wardrobe, video just simply demands more.

But despite the underwhelming returns so far, Matty is optimistic about the future of his video content: “My experience in business is that, at some point, there’s an exponential kick with the data, and then it’s like, oh, all of that work paid off.”

5. Joe Casabona 

Host of the Streamlined Solopreneur podcast

“As podcasters, we’re content creators, and creating content is a constant experiment.“

Joe Casabona is a podcast coach who’s been running his own show for over nine years. In the summer of 2024, Joe tried adding a video component to his long-running audio podcast when he noticed a dip in his download numbers: “For the last year or so, my downloads have been down. Anecdotally, it sounds like a lot of podcasters’ downloads have been down.”

As both a podcast coach and longtime content creator, Joe felt responsible to adapt: “The podcast landscape is changing, and as a podcast coach, and a longtime podcaster, I think it’s incumbent upon myself to try different things.”

“Creating content is a constant experiment,” he says, “Just like you need to get your car inspected and you need to change your oil and rotate your tires. You can’t just start a podcast, do it one way, and then never think about it again.”

After producing approximately 430 audio-only episodes, Joe began incorporating video last year. Adding video wasn’t logistically difficult because he was already using tools to record his show that supported video. His editor had also added video editing to their services, so he didn’t have to look for production either.

The “communal impact” of adding video

Six months in, Joe hasn’t seen significant growth in audience numbers yet: “Compared to other platforms, I’m not seeing an appreciable bump.” However, it’s still early days, and traction takes time: “Experiments take time, and you can’t just put out one video, and it fails and be like, ‘well, video doesn’t work.‘”

He also believes the slow traction is mostly down to his established audience habits: “Because I’ve been around so long, most of my listeners are on Apple Podcasts.”

Like other podcasters I spoke to, where Joe has seen change is in audience trust, interaction and feedback. “People see me, and they’re more likely to trust me,” he says, and this translates to increased feedback: “On these video platforms, I see more engagement because it’s easier. I have polls on Spotify, and I get answers to those polls….[it’s] way more than I get with audio… I think there’s a more communal impact to having a video component.“

The cost of adding video

Adding video has been surprisingly manageable for him from a time perspective. Since Joe was already recording with video-capable tools, he reports, “From a time perspective, no extra time.”

The financial aspect does require some investment, though. Adding video editing to his editor’s invoice has cost him an additional 30%, but Joe says, “It’s worth it for this experiment and for having a presence on YouTube and Spotify.”

Another big bonus of adding video is that Joe’s found himself more engaged as an interviewer: “I would say it probably makes me more engaged… because I want to appear as if I’m engaged, and so I’m not checking my email or writing stuff down while my guest is speaking. I’m looking at my guest and into the camera.”

Key Lessons from Video Podcasters

When researching this article, I spoke to a whole bunch of other podcasters who had also experimented with adding a video component to their show.

Here’s just some of the great advice they shared for their fellow creators:

Don’t stop publishing audio 

Remember that although YouTube has a lot of viral potential, as a platform, it can be incredibly fickle. Cal Newport recently referred to YouTube as the “Wild West” on an episode of the Deep Questions podcast: “Change one word, and 10,000 less people will watch it. It’s crazy.”

His producer and co-host, Jesse, also pointed out the dangers of focusing too heavily on one platform: “If you’re just a full-time YouTuber and your channel gets cancelled, what are you gonna do then?”

All of the podcasters I spoke to were keen to keep their audio podcast alive as well as video. Andrea Jones from the The Mindful Marketing Podcast told me that, despite her success with video, if she were to start another podcast tomorrow, she would “start again with audio-only until it built up a listenership that I could expand to other platforms.”

Go with what plays to your strengths

Regardless of hype, it’s important to stick to the format that aligns with your skills, resources and goals. Podcasters have never been big trend-followers, and now’s not the time to change that.

Video can take a lot of extra time, money and effort, so the worst thing you can do is jump into doing it if you don’t want to, or don’t realistically have the resources to make it work. And, of course, the podcasters who have success with video are those who actually enjoy being in front of the camera – it’s not for everyone, and that’s OK! It doesn’t make you a bad podcaster if you don’t want to turn the camera on.

Remember some formats translate better to video than others

Turning a solo show into a video podcast would potentially be harder than an interview format show.

Kathi Kamleitner from the Watch Me See podcast decided to stop doing video after a 12-episode stint because it was a lot of work due to it being a solo show: “I found it challenging to create engaging visual content for my podcast, which is primarily a scripted, narrative, solo show. It took time and money to pay my VA to help with the creation of the videos, but overall the takeup in terms of traffic was really minimal.“

Interview podcasts, on the other hand, translate more easily to video. Many podcasters prefer to use video platforms when interviewing remote guests anyway, meaning it’s just a matter of uploading the video file to a new platform. When you compare this to DLake’s strategy of completely reworking every episode to suit audio or video, it’s clear that the format of your show can make a big difference in terms of how much work needs to go into creating video.

Mielien from the Moving To Oneness podcast started off with video from day one because she had a co-host who lived on another continent: “I had a co-host the first 4 or 5 episodes, who was in the US. I’m in Germany, so we started this way. I learned that it was much easier to use Zoom than any other audio podcast softwares at that time.”

Other hosts I spoke to agreed that remote interview formats translate perfectly to video and even make interviews a better experience for everyone: “I like to have video just so I can see the other person and have more of a natural and organic response to the things that they’re saying,” Andrea Jones told me.

You don’t have to publish full episodes to use video platforms 

A while ago, we ran a survey that showed the vast majority of podcasters were using video platforms like YouTube, TikTok and Instagram without committing to full video episodes of their podcasts. 61% were posting static images or audiograms to get their audio files on YouTube, and 16% were publishing short video clips to promote their shows on social media. 

This is how Andrea Jones was first motivated to make video podcasts. She began just posting audiograms of her show, and heard from new listeners that was where she was being discovered: “when I started putting just the audio streams on YouTube, people said they found it through YouTube, but then they would go listen in their preferred app of choice, so I knew I was onto something.“

Many podcasters I spoke to told me how effective video clips have been for promoting their podcast (whether that was a video or audio-only show). 

Alana from She Well Read said: “Video definitely helped with cross-promotion on social media for sure. We could see a direct correlation of when an episode had a spike in downloads from one of its clips gaining traction.”

Experiment until you find what works

To close, then, here’s some great advice from Dlake:

“Just because people aren’t listening or watching… doesn’t mean it’s bad. It just means you haven’t found either a combination of the right style with the right audience and the right platform. It’s like a puzzle piece… put out a bunch, iterate, iterate, iterate.”

And when you find that spark that resonates with an audience, “pour gasoline on that. Triple down on that.”

If you’re still torn on whether to add a video component to your podcast, Colin and Matthew answer all the big video questions in this quide.

And a huge thanks to all the podcasters I spoke to when researching this article!

Another podcaster, Chizoba Clara Kronborg, has since taken the record. With an interview marathon under her belt that lasted over 55 hours, she still currently holds the title.

But a few weeks ago, I heard from the latest podcaster to attempt a world record. After completing a whopping 140 interviews in just 16 hours with no breaks, host of The Martin Talk Show, Martin Colton, has attempted to break the world record for ‘the most interview guests in one episode’. 

I spoke to Martin about what it was like to podcast for 16 hours solid, and got some insights into the challenges and motivations of organising a podcast interview marathon with 140 guests.

Interview with A Record-Chasing Podcaster

Q: Can you tell us about how your podcast journey began with The Martin Talk Show?

A: It started about 18 months ago during what I’d call a ‘midlife crisis moment’. I was struggling with my theater and acting career, and feeling a bit lost. Initially, the podcast was going to be a way to promote a business, but it quickly transformed into its own thing, and something much bigger.

My podcast is mainly one-on-one interview conversations. But because I’ve got this community theater that I run, it started to turn into a live show. It started to transform into group sessions where I got different elements of the town’s community involved. It started to become this thing that people wanted to get involved with and I discovered I’m not the teacher, but the student. My curiosity became the driving force, and it evolved into this dynamic talk show that explores creativity and community.

Q: What motivated you to attempt breaking the world record for most podcast guests in a single episode?

A: I’ve always been fascinated by world records. As a kid, I constantly looked through the Guinness Book of World Records. But I was never in a place where I could figure something out: What could an actor do as a world record? The longest play? Everything I thought of, I just felt like it was a bit naff, and nothing was connecting. And then a friend of mine, Leo Shepard, said, “Why don’t you attempt a world record with the podcast?”

“In a way, that felt more important than the world record itself—being able to say thank you to the hospice.”

The actual push came when I lost two close friends who were supported by the same hospice. I saw an opportunity to fulfill my childhood dream, but also give something back at the same time by raising some money for Sinclair’s. I was thinking that I might get £100 tops. But in the 16-hour podcast that we did, we raised £900. In a way, that felt more important than the world record itself—being able to say thank you to the hospice.

Q: 140 is a lot of interviews. How did you manage to get so many guests for a single podcast episode?

A: I knew I couldn’t do it on my own, so I asked my friend Leo Shepard to co-host with me. He’s the one who originally sparked the idea of attempting the world record. 

First, I reached out to previous podcast guests. In the 18 months of running the show, I’ve published over 300 episodes and interviewed more than 500 people, so that was a good start. I reached out to all of those people individually, told them what I was doing and the response was really great. People wanted to be involved. 

The first half of the day, just over 100 people turned up in person. Once I got through all of them, I had some phone calls and video calls too.

Then we hit a wall near the end, where we were short about 17 guests, so I started calling everyone I knew. At midnight, I was reaching out to my best friend from primary school, old work colleagues—anyone who might be willing to join. Between me and Leo, we managed to find 20 people in the middle of the night on a Sunday.

We also had people watching the live stream on YouTube and they didn’t want us to fail so they were sending people our way. So we had a few random people on there towards the end.

Q: And logistically, how did you manage to organise it all?

A: To be honest, it was like herding cats! Trying to get guests to come into the community theatre at certain times – that wasn’t easy. 

I had a small team backstage as well, organizing people and keeping them happy while they were waiting. It was quite nice backstage too – some of them knew each other and there was a real community thing going on. At one point, I could hear singing going on and a guitar being played.

People keep saying to me, “You must have felt really tired,” but I wasn’t. There was adrenaline pumping all the time, and it was fun—actually, really enjoyable.

Q: Did you hit any technical obstacles along the way?

A: There were a few technical difficulties afterwards, yeah. I discovered that both Spotify and YouTube no longer allow podcasts longer than 12 hours! I searched everywhere and learned that there’s no podcast platform that will allow a file past 12 hours unless you’ve got hundreds of thousands of subscribers already and you’re signed up to their creator programs.

So, I had to speed up the audio and video by 1.3 times to fit it within platform limitations. I’ve kept the original file for Guinness World Records verification, though.

And if you look back at the video, the lighting was very nice in person, but unfortunately for the recording, the quality isn’t great for the video. It’s quite bleached and overexposed. I’m learning with this podcast as I go along.

Q: Do you have any advice for podcasters looking to do something similar?

A: Start with friends and family, and choose a cause bigger than yourself. If I was just trying to break a record for myself, I don’t think I would have gotten 140 people together. The fundraising and community aspect was really crucial.

Martin’s world record attempt is currently awaiting verification from Guinness World Records – a process that can take up to 20 weeks. You can still donate to Sinclair’s Hospice on Martin’s donations page and watch the full live stream (in 2 parts!) over on YouTube. 

What’s the most guests you’ve ever had on a podcast episode? Be sure to let us know in the IndiePod Community – it’s free!

And this is because;

A. It keeps you accountable and consistent by having a regular routine with how you produce your show, and

B. Listeners like to know when they can expect a new episode to drop.

In the same way that we all like to know that our favourite TV show airs at the same time every week, it’s not unreasonable for listeners to expect you to stick to a new episode schedule.

If you’re thinking, “But what if my podcast is a mini-series?” Of course, there are plenty of exceptions. And yes, being able to listen on demand is part of what makes podcasts so popular.

But when we’re talking about new, fresh content (not serialised podcasts), the desire to hear your favourite show fresh off the press (mic) certainly still exists. 

So here’s the million-dollar question: What’s the best day of the week to release a new episode? 

To find an answer, I did two things: I dug into some of the most popular podcasts in the world right now and got some anecdotal input from seasoned podcasters to see if there was any consensus about what day works best and why. 

Best Day of the Week: According to the Podcast Top 20

A couple of weeks ago, I analysed the top 20 shows in the US charts for an article on the perfect podcast intro formula. While doing this, I took note of a few extra details about these popular podcasts, including each show’s release schedule. I had a feeling this info might come in handy at some point – and here we are.

Here’s what I noticed about the release schedules of the top 20 podcasts:

• Mondays are the most popular release day – 13/20 (65%) of the shows I looked at published on Mondays. Of all the shows that had a regular schedule, there was only one that didn’t release on a Monday.
• Every show that posted twice weekly released episodes on Mondays and Thursdays 
• A fair amount of shows (7/20 or 35%) released episodes almost every day (some only weekdays) even when they didn’t market themselves as dailies
• 6/20 (30%) of the top shows had no detectable schedule at all

As a side note, don’t be intimidated by how content-heavy the release schedules are for the top 20 podcasts. Any show that makes it into the charts will likely generate a decent income from their show, so it’s probably their full-time job, too. These hosts can ‘afford’ (time is money!) to release episodes every day. In most cases, this just won’t be possible for indies.

So if you were to hold a gun to my head and say I had to choose a ‘best day of the week’ for releasing podcast episodes, I guess the charts would suggest a Monday. 

But why are Mondays so popular? Unsurprisingly, it depends on who you ask. I caught up with a few podcasters to find out why some days work better to release new episodes than others.

Best Day of the Week: According to Podcasters

When I started speaking to podcasters and industry folk about which day of the week was best to release new episodes, it all became very nuanced and anecdotal. Which is absolutely fair, and indicative of a lot of what we see in podcasting; that best-of-anything advice often varies depending on your show type and audience.

For example, when I spoke to Rob from Libsyn, Mondays even didn’t enter the conversation:

Rob Walch

VP of Podcaster Relations at Libsyn

Main takeaway: The best day depends on who your audience are

“At Libsyn, we see Tuesday, Wednesday and Thursday the biggest days for downloads.

If you are doing a business podcast – or one whose audience is going to commute to work – then Tuesday or Wednesday early mornings are the best days/times. Reason for that is there are less holidays during the year on those days. Additionally, many people take long weekends with Mondays or Fridays off. 

If your podcast is more focused on 21-35 year olds and/or pop culture spin, then Thursday afternoons are best. Reason for that is, for that group of people, the weekend (going out) starts on Thursday and you can give those people something to talk about with their friends over the weekend. This is why Rosanne Barr releases on Thursdays.  

For all others – just release on the day /time that fits best in your schedule.”

Colin Gray 

Founder of Alitu and host of Podcraft

Main takeaway: Which day doesn’t matter, as long as you pick one and stick with it

“I think it’s really powerful to stick to a schedule. There’s no doubt in my mind that even if listeners don’t know exactly when a show comes out, they do notice if it regularly misses a week or two, and the habit of listening can be broken. But, if you miss a week, it wont kill you. Just get back on the horse and try to hit the next month or two without a break.”

Shannah Game

Host of Everyone’s Talkin’ Money podcast

Main Takeaway: Earlier in the week is better

“I’ve found Monday to be the best day to release a money-focused podcast episode. Early in the week, people are in a “fresh start” mindset, ready to set goals and tackle their finances. It’s when listeners are most motivated to take action, making them more likely to engage with content about building wealth, budgeting, or money tips.

Releasing episodes earlier in the week has consistently led to more downloads and better listener engagement because it aligns with that proactive energy people feel at the start of their week.”

Brian Thompson

Creator and host of Whatever Happened to Pizza At McDonald’s 

Main takeaway: Earlier in the week is better

“I release my show roughly once a week, but the days of the week aren’t consistent. However, I’ve found episodes that come out Monday-Wednesday tend to get more immediate attention. Mainly, when I try to release shows on the weekend, they don’t perform as well since people seem to be more tuned out of social media promotion.”

Matthew McLean 

Host of Podcraft

Main takeaway: Dig into your data to find out what your best day is

“I don’t think the day of the week matters for most podcasters, though there are exceptions – for example, a podcast reporting on the weekend’s sporting events would want to release on a Monday at the latest.

The most important thing is consistency, and as podcasting is on-demand, listeners will get to your new episode when they’re ready.

However, if you’re an “optimise at all costs” person, one tip I’d offer is to check out your show on Rephonic’s 3D audience graph tool. Here, you can find the podcasts your audience also listens to. A bit of additional research might show that most of them release new episodes on a Wednesday, in which case, you could opt to drop new content earlier or later in the week to spread it out. That could make your episode more noticeable, or less likely to be consumed at 3x speed. But don’t get too in the weeds with this stuff at the expense of just getting behind the mic and making really good content.“

So, all things considered, what is the best day of the week to release a new podcast episode? The answer is a resounding… “It depends.”

Remember, releasing a podcast episode isn’t like releasing a YouTube video, where the algorithm will decide its fate based on views in the first few hours. Make consistency your primary goal, and whichever day you regularly release on will be the perfect one for you!

Getting a new podcast in Apple Podcasts (or iTunes, for anyone old enough to remember) has never been the most straightforward of steps for early-stage creators.

But there’s good news. Apple has just flicked the switch on an integration with a number of popular hosting providers (including our own Alitu!), which adds a “Submit to Apple Podcasts” button to their interfaces.

Not only is Apple Podcasts one of the major platforms for podcast consumption, but getting your show listed there automatically makes it available in scores of other apps and directories. So this is almost like having a “submit everywhere and as quickly as possible” button, which is even more exciting!

How it Works

Until now, anyone submitting a show to Apple needed to create or own an Apple ID, and be logged in to Apple Podcasts Connect.

But under this new workflow, selected hosting providers will each have a sort of custodial Apple account, and they’ll submit all of their client shows under that one account.

The temporary drawback is that you won’t have access to analytics inside Apple Podcasts Connect if you submit your show this way. But that’s easily resolved by logging in and claiming your show whenever you feel ready.

To initiate a transfer, you’ll just need to search for your show in Apple Podcasts Connect, let Apple know you want to claim it, and a short verification process will follow.

Claiming your podcast will almost always be possible, though Apple has pointed out, “Shows that have been archived, added to a channel, or have an active subscription are not eligible to be claimed.”

An “active subscription” means you’re selling premium content on Apple Podcasts, which would put your show at a pretty advanced stage. So this isn’t a potential roadblock to worry about if you’re just starting out.

Why Is This Important?

Ten years ago, Apple had a seemingly unassailable lead over any other platform when it came to podcast consumption. Then, Spotify came along.

Whether it was Apple’s dominance or the company’s culture in general, they’ve always moved slowly. In the not-too-distant past, it was common for new show submissions to take 4-5 days to be approved.

They’ve been much quicker at vetting podcasts recently, and I wonder if part of that has to do with the Spotify submission process being almost instantaneous.

These days, you can read articles and reports about podcast consumption where Apple won’t even get a mention (and yet, you’ll probably see non-podcast platforms like TikTok enjoying much coverage, but that’s another story).

The reality is that Apple is pretty much neck and neck with Spotify right now when it comes to folks following podcasts. Okay, that isn’t a big achievement, given how far ahead they once were. But it shows how integral the platform is to the medium as a whole.

Spotify is very good at marketing to podcasters. You can host a show there for free, and they’ll give you no reason to suspect that you need to make it available anywhere else.

With this small change, Apple doesn’t just make it easier to get listed on their platform but on a plethora of others, too. This is welcome at a point where some new creators simply never get around to signing up to Apple Podcasts Connect, and their content unwittingly becomes a Spotify exclusive.

A small win for open podcasting, then? We’ll take it! And if this has just made things more accessible for you as a new creator, then all the better.

Organized by Afripods and APVA, the event commenced on February 12th. Insightful discussions, talks, and masterclasses from various industry experts highlighted the evolving landscape of podcasting in Africa. Here are six key lessons from Africa Podcast Day 2025’s celebration.

1. Observance Days Elevate Creatives’ Visibility in Africa

Observance days like Africa Podcast Day and Africa Voiceover Day are more than symbolic celebrations. They boost visibility, foster community, and offer career growth opportunities.

Speaking on APVA’s A and A special podcast, industry leaders Gathoni Ngumba and Chilu Lemba emphasized that these days provide structured networking, learning resources, and talent discovery platforms.

Gathoni, drawing from her experience as Afripods’ Community Manager, shared how initiatives like Afripod Meets help podcasters connect and gain exposure. Similarly, Chilu highlighted how leveraging hashtags such as #AfricaPodcastDay can significantly enhance discoverability, leading to new collaborations and career opportunities.

Beyond celebration, these observance days strategically empower African creatives by offering education, industry networking, and increased professional visibility.

2. Podcasting Is Shaping African Storytelling

Podcasting has become a vital tool for African storytellers, offering a low-barrier platform to shape narratives without traditional media gatekeepers. Unlike conventional media, podcasts embrace personality-driven content, making stories more relatable and engaging.

In a panel discussion, Impactful Narratives & The Future of African Podcasting, Ghanaian podcasters Joseph Nti of Sincerely Accra and Afi of Stay by Plan noted audiences resonate with podcasts that maintain relatability, indigenous accents, and mannerisms.

Gathoni echoed this on the A and A Podcast, noting that the beauty of podcasting lies in its lack of rigid rules. She emphasized that podcasting allows creators to tell stories in their own voices and on their own terms, without media restrictions.

Moreover, external and internal media shape Africa’s narratives, according to Loubna Mckour’s 2022 report, Conflict Narratives in The News and Digital Spaces. However, podcasters change this by sharing authentic stories that amplify African voices and challenge incomplete or biased portrayals.

Dzifa of Sankasa Podcast emphasized that podcasters should prioritize facts over opinions.

3. TikTok is Emerging as a Podcasting Channel

As African podcasting expands beyond audio-only formats, TikTok is emerging as a key distribution platform. Younger audiences prefer video-based content, and podcasters use TikTok clips to drive traffic to full episodes.

However, Gathoni highlighted a growing trend where African Gen Z podcasters use the platform’s short-form storytelling tools for increased engagement.

Given that TikTok’s algorithm boosts organic discoverability, while app features like monetization programs open doors for new revenue streams and engagement, this is a new opportunity for African Podcasters to explore.

While Spotify remains dominant, TikTok’s rise signals a shift in how African podcasts reach and engage audiences in a rapidly evolving digital landscape.

4. Podcast Intelligence: Africa’s Powerful Tool for Podcasting Influence

Hosted by Afripods, Rodney Omeokachie, host of The Young God podcast, delivered a masterclass on Podcast Intelligence. He coined this concept to describe the intentional and strategic process of crafting an immersive audio experience.

He emphasized that podcasters must go beyond simply recording conversations. Instead, they must think critically about their strengths as content creators, the cultural and social context in which they operate, and the demographics and psychographics of their audience.

Moreover, they must think of the broader industry trends shaping digital storytelling. This structured approach ensures that every episode delivers maximum impact and engages listeners.

Omeokachie also noted that the storyteller is the most powerful person in the world. This is because storytelling shapes history and culture regarding how societies remember and interpret events. It also shapes business and marketing in terms of how brands connect with consumers.

For African podcasters, mastering the art of storytelling is key to growing an audience and monetizing their craft. This means embracing their role as narrators and ensuring that every word spoken carries intent and meaning, Omeokachie noted.

Omeokachie’s masterclass emphasized the importance of authenticity in storytelling. He urged podcasters to master their own stories before attempting to tell others’. Podcasters’ unique perspectives, experiences, and worldviews set their content apart.

5. Institutions Are Enhancing African Podcasting Industry Growth

Gathoni explained that one of the major gaps in African podcasting is access to industry-specific knowledge. To support creatives’ growth, African audio institutions focus on their communities’ needs and use observance days to bridge knowledge gaps.

Organizations like Afripods, Semabox, Baraza Media Lab, and APVA ensure that such days deliver real value to their communities. They have been instrumental in connecting African podcasters with industry leaders, facilitating valuable discussions, and making knowledge more accessible.

Gathoni noted that by providing direct access to industry experts, Afripods creates networking opportunities between podcasters across different African countries. These podcasters can meet, collaborate, and discuss industry trends.

Moreover, engaging in podcasting communities can lead to increased discoverability and new opportunities. Whether through co-hosting episodes, cross-promotions, or industry partnerships, working together is essential for the long-term success of Africa’s podcasting industry.

This year’s Africa Podcast Day showcased these organizations’ dedication to community, collaboration, and knowledge sharing. Podcasters In Africa and the Diaspora were requested to join in the celebration of Africa Podcast Day. Podcasters were requested to share videos about their podcasts and the day’s celebrations with hashtags on Instagram. This boosted visibility and fostered community and networking efforts for the audio industry.

6. The Zimbabwean Podcast Landscape: Challenges and Triumphs

Zimbabwean podcasters, including 2 Broke Twimbos, Black and Forth, and 6 Ft Weights, shared insights on the challenges of growing and monetizing their shows in The Zimbabwean Podcast Landcape panel discussion.

Danny and Phil of 2 Broke Twimbos noted that securing advertisers has been difficult, with most successful advertising sponsorships coming from the diaspora. King Kandoro of Black and Forth Podcast added that while some advertisers engage, many consider podcast ad rates too high. As a result, creators rely on crowdfunding revenue.

Meanwhile, the podcasters from 6 Ft Weights, Thabo and Sana shared their unique struggles. They spoke candidly about the challenges of balancing time and uncensored content. However, they expressed hope that by restructuring their workflow and committing more time and resources, they could transform their podcast into a more lucrative venture.

Despite these challenges, Zimbabwean podcasters remain passionate, leveraging creative solutions to sustain their platforms while pushing for industry growth.

Final Thoughts: The Future

Two elements stand out in the forecast for Africa’s podcast market: participation and technology.

The Podcast Market in Africa

Africa’s podcasting industry is on an upward trajectory, with increasing creator participation, expanding monetization opportunities, and growing global recognition.

Countries like South Africa, Nigeria, and Kenya continue to lead the market. But other nations, including Ghana, Zambia, Egypt, Zimbabwe, and many others, experience steady growth.

Research from Statista shows that the African podcast market is projected to grow by 7.88% annually, reaching $18.78 million by 2027.

This growth is driven by Africa’s young and digitally savvy population, combined with increased access to smartphones and internet accessibility, as well as the reshaped narratives about Africa and Africans.

Technology and Innovation

Technology is playing a crucial role in this expansion. Innovations like Afripods’ Broadcast-to-Podcast (B2P) technology have transformed how content is created, distributed, and monetized.

The technology proved successful, with an 895% increase in streams for participating radio stations and networks in 6 months in 2023. “Afripods B2P currently has over 110 radio stations across eight African countries producing content in more than ten languages with an average monthly increase of 112% streams for stations.”

Also, 2024 discussions by Baraza Media Lab highlighted several key trends in African podcasting.

YouTube has become a major platform for podcast distribution in Africa. However, creators were encouraged to make their content available across multiple platforms, including Spotify and Afripods, to maximize reach.

Additionally, there has been an increase in local podcasts. “More creators produce podcasts in local languages. Contrary to limiting your audience, this approach could attract a strong following from diaspora communities looking to reconnect with life back home,” Baraza Media Lab noted.

Lastly, African podcasters have also embraced Artificial Intelligence (AI). Through advancements in editing, captioning, and even content generation, AI is improving the productivity of creators. However, it also presents challenges, including the potential spread of AI-generated misinformation.

What’s Next for Africa’s Podcast Landscape?

Africa Podcast Day 2025 reinforced the immense potential of the continent’s podcasting and voiceover industries. The key lessons from this event will shape the future of African audio content. As such, aspiring and seasoned podcasters and voice artists alike are encouraged to own their stories, amplify their voices, and seize the opportunities in Africa’s growing podcasting landscape.

Looking ahead, African podcasters must focus on content innovation, strategic monetization, and cross-platform distribution to maximize reach. With continued investment, collaboration, and strategic partnerships, the industry is set to become a powerful force in global media.

Over the last 120+ years, radio has had a huge influence on the world and even played a major role in some of the biggest events in history. 

To celebrate World Radio Day, let’s take a minute to think about the radio moments that had a huge historical and cultural impact on the world – and how these moments have shaped how we use audio media today.

1. War of the Worlds Broadcast 

October 30, 1938

On the day before Halloween in 1938, Orson Welles adapted H.G. Wells’ alien invasion novel, War of the Worlds, for radio. This was before the concept of audio drama/fiction was widely understood by the public. Many at that time would’ve only known radio as a means of communicating real-world events and distributing information. 

The result? Welles created mass hysteria across the US. The show’s realistic “breaking news” format convinced thousands of Americans that aliens were actually invading Earth. 

The broadcast demonstrated radio’s unprecedented power to influence public perception and revealed the massive potential of audio storytelling.

2. Roosevelt’s First Fireside Chat 

March 12, 1933

In the depths of the Great Depression, President Franklin D. Roosevelt broadcast a national transmission where he spoke directly to the American people about the banking crisis. His warm, conversational tone and clear explanations of complex issues transformed how political communication was handled at that time. 

These “fireside chats” established a new relationship between presidents and citizens, making governance more accessible to the average American and setting a precedent for how leaders would communicate in times of crisis (and, of course, use media to manipulate public opinion).

This is a technique leaders still use when dealing with crisis situations to this day. For example, when communicating strategy during the Covid-19 pandemic or when announcing a country is going into a recession.

But the birth of the fireside chat also opened the world up to the intimate power of audio in creating trusted parasocial relationships with listeners and the influence these connections can have.

And while radio pioneered this human connection, there’s no other medium where this is clearer than in podcasting. In a recent study, as many as 31% of podcast listeners said they trust their favourite hosts to deliver news more than they trust official news sources.

The parasocial relationship that hosts build with their audiences in podcasting is powerful, and it originated from these fireside chats, first broadcast almost a century ago. 

3. King Edward VIII’s Abdication Speech 

December 11, 1936

When King Edward VIII chose to abdicate the British throne to marry American divorcée Wallis Simpson, he announced it directly to the British public through a national radio address. 

His speech had a much wider reach than was expected, with an estimated 300 million listeners tuning in worldwide. A monarch explaining his personal choices to his subjects marked a pivotal moment in the modernization of the British monarchy and demonstrated how radio could turn private royal matters into global events.

This event also introduced radio’s strength at humanising people in power – like monarchs and political figures – something that lives on in podcasting.

With Prince Harry and Meghan landing an (albeit shortlived) $20 million podcast deal with Spotify and the Obamas launching their own audio media company, Higher Ground, it’s clear that people in high places know the power of audio in shaping public opinion of them.

This is also why guest podcast appearances have become a considerable part of political campaigns nowadays – with Trump’s second presidency dubbed the result of a “podcast election.”

4. Radio Free Europe’s Coverage of the Fall of the Berlin Wall

November 9, 1989

For decades, Radio Free Europe had broadcast uncensored news behind the Iron Curtain, becoming a vital source of information and counter-propaganda for Eastern Europeans living under communist rule.

When the Berlin Wall began to fall in 1989, RFE’s continuous coverage helped spread the news throughout Eastern Europe, catalyzing similar democratic movements across the Soviet bloc. The broadcast symbolized radio’s role in facilitating democracy and demonstrated how international broadcasting could help topple authoritarian regimes through the free flow of information.

These broadcasts all demonstrate moments when radio transcended its role as a communication tool to become a catalyst for something much bigger. A single audio transmission has the power to ripple through society, altering public opinion, influencing behaviour, and even shaping the course of history. As podcasters, we have an important role to recognise and respect, too.

And who knows – maybe in another hundred years, someone will be writing an article just like this one about how podcasting has shaped the course of history…

Still hungry for more reasons to celebrate audio this World Radio Day? These fascinating facts about sound should do the trick.

Think about it: The first page of a new book, the opening shot of a film, the intro paragraph to… an article about podcast intros (!). These openings all carry a lot of weight in determining whether you’ll keep consuming a piece of content or not. 

Still with me? 

Good. Because first impressions matter in podcasting too. 

In this year’s discovery survey, we learned that 40% of podcast listeners will give a new podcast less than 15 minutes before deciding whether to keep listening or ditch the show for good. 17% said they would give it less than 5 minutes. 

There’s a lot of pressure on those first few minutes to keep regular listeners tuning in and get new listeners hooked. 

But how do you know if you’re approaching your podcast intro right? As an experiment, I spent some time analysing the intros of the top 20 shows in the US Apple Podcast Charts to see what they can tell us about the perfect intro formula.

And what did I learn? Well, that there isn’t a really perfect formula, I’m afraid. But while this probably isn’t the quick answer you were looking for, my research did bring to the fore some interesting observations that could be useful when thinking about your own podcast openings. 

Here are some observations from my analysis and how to work out your perfect podcast formula for your listeners. 

4 Observations on the Top 20 Podcast Intros 

1. Shorter intros are trending 

Only 7 of the 20 top podcasts had intros of more than 30 seconds. When you consider the fact that 30 seconds is considered the ‘sweet spot’ for keeping folks’ attention (in advertising, at least), this isn’t so surprising. 

But what did come as a surprise was that a fair few of the most popular podcasts in the charts right now don’t have intros at all.

6 of the top 20 had nothing but a 3-second jingle and a ‘Welcome to the [podacast name] show’ at most. A distinct jingle was present in every podcast in the chart – even those that had no intro – so this is certainly something that matters, whether you include an intro or not. 

2. Ads in intros are more common than you think

Sticking an advert in your intro will seem risky to most. We all know advertising is necessary, but placing an ad in your show’s opening when you should be working hard to keep them listening would be considered quite bold.

So I was surprised to see a fair amount of promo going on in the intros of the top 20. Those shows that included third-party/sponsorship ads did seem to keep their intros short (15-30 secs), but when a host is promoting their own show/tour/merch these seem to be pretty long.

Podcast calls to action (CTAs) typically work best in the middle or near the end of your content. So, although these shows are clearly doing well, this probably isn’t something you want to mimic.

3. Ultra-long chatty intros have had their heyday 

Remember the days when most of the popular co-hosted shows would open with a friendly chit-chat that bore no relevance to the topic, but we didn’t mind because we loved to be in on the jokes? Well, it seems like those days are gone now. 

Morbid is the only podcast in the top 20 that has a long intro (5-10 mins) of host chat at the start, and people really hate on the intro in the reviews. In our Podcast Discovery survey, we also received a lot of comments from listeners about how these types of intros really put them off. As Lindsay says in the article, “small talk is only fun for the people having it”.

4. There’s no connection between intro and episode length 

One slight pattern I noticed defied logic (in my mind, at least). Namely, the length of a show didn’t impact the length of the intro. The two shortest episodes in the list (10 minutes and 20 minutes) both had intros of 1 minute, which was longer than most of the other podcasts in the charts. There was no rush to skip through the intro to get to the meat, despite having a short window to cover the show topic. 

The longest shows in the charts, on the other hand, (e.g. Joe Rogan Experience and The Shawn Ryan Show, which run at 2-3 hours long) have no intro, jumping straight into the content within a second or two of listeners hitting that play button.  

How To Work Out the Perfect Intro Formula For Your Podcast

So we know there’s no industry-wide ‘perfect podcast intro formula’. But that’s not to say there’s no perfect formula for your show. 

If you’re looking to optimize your intro to give the people what they want, try the following:

• Look at your drop-off data. You can find a good sample size of drop-off data in Apple Podcasts Connect. If you’re losing listeners at the start, have a think about how you can improve your intro.  If you tend to switch things up from one episode to the next, you can use the data to see if drop-offs are higher when your intros are longer, or when you include promotion, for example.
• Think like a listener. If you love your niche enough to make a podcast about it, you are your target audience. Think about what you like in intros (and what you don’t like!) and try to give your listeners what you expect from your favourite shows.
• Ask your listeners what they want. There’s no better way to cater to your audience than to ask them directly what they want to hear. A simple survey embedded in your next email newsletter would do the trick.  

Like podcasts more generally, there’s no perfect formula for getting your intro right.

From cold opens to outsourcing your jingles, there’s a tonne of different intro-related elements you can test out until you find a formula that works for your show. We can help you nail it in our podcast intro guide, which will help you optimise those vital opening few minutes of your next episode and beyond.

In our Podcast Discovery Survey this year, we asked a load of podcast listeners what does and doesn’t help them decide whether to hit the play button on a new show.

We then ran a survey with podcast creators to see what they believe is the most important factor in converting new listeners.

And here’s what was interesting. There was a bit of a perception gap between what creators think listeners want and what listeners actually look for.

Here’s what the survey data tells us, and what you might do to capitalise on these listener insights.

What makes a listener hit play?

We asked survey respondents to rate the following 11 factors between 0-5 (5 being most important, 0 being not at all).

Here’s how the results worked out for podcast listeners:

And here’s how podcast creators rated the factors in terms of what they think is important to listeners:

Disclaimer: You’ll notice there are only 10 points in the podcaster survey but 11 when we asked listeners. This is just because ‘Know what the host looks like’ didn’t make the cut in the creator version. We figured no one would choose this option when thinking about themselves as a host.

For similar reasons, you’ll notice the answers aren’t always identical. For example, ‘Know who the host is’ for listeners was changed to ‘My reputation’ when speaking to creators. We adjusted them slightly because of the different audiences, but you get the jist!

So now onto the juicy bit: What do these results tell us about our podcasts, and what we can do to get more plays?

Podcast descriptions carry the most weight

Like a blurb on the back of a book, podcast descriptions are clearly crucial for pushing new listeners to hit that play button.

Which does make sense. When was the last time you read a book without at least scanning the back of it first? Or watched a movie you know nothing about without seeing the trailer?

Podcast descriptions and episode descriptions aren’t just important tools for making your podcast more discoverable in listening app searches, but pushing listeners over the line, too.

So it’s worth asking yourself: How much time do you actually spend on writing your descriptions? And is there anything you can do to make them that bit more convincing for listeners?

AI tools for podcasters can be a big help with writing episode descriptions, but it’s important not to just let them do all the work. Studies have shown that 1 in 2 readers can detect AI content at a glance, and not all listeners are happy about us using AI.

Lots of great tips in here about how to write podcast descriptions that get listeners tuning in.

Your podcast name isn’t as important as you think

One of the biggest disparities we found in the survey between what creators and listeners think is how important the name of a podcast is. While creators ranked this as the second most important factor in convincing someone to listen to their podcast, listeners rated it pretty low, at just #7.

There were also comments from creators like, “A well-informed, memorable title alone can be a game changer” and “It has to start with name. You don’t even get past first base if that’s wrong.”

But if the survey results are anything to go by, this is not entirely true.

While a good podcast name is definitely important, it’s not the dealbreaker creators think it is. Before the Spotify and Apple Podcast search functions got more sophisticated, podcast names were important for ensuring your show appeared in topic searches. This could be why they’re considered more important to creators than listeners.

Whatever the reasons are for this disparity, the lesson here is not to worry too much if you’ve fallen out of love with your podcast name and are considering a rebrand. This survey data suggests there are more important factors to think about.

And another thing that’s not worth worrying about…

Listeners care less about video than we are told

We know that video platforms like YouTube and Spotify are playing a substantial new role in podcast discovery. Studies have shown that these platforms are becoming an essential part of how people consume audio as well as video content.

This was reflected in the creator survey. Having a video component was listed as the 4th most important factor for attracting new listeners. On the other hand, the listener survey listed this option at the bottom of the list. It was ranked as the least important factor of them all.

As you can see from the graph, a massive 65% of those we surveyed said having a video component didn’t matter at all to them. Less than 1% said it was ‘very important’. Only 6% of listeners rated this option 3 or above, suggesting it mattered to them somewhat.

Of course, that’s not to say that you shouldn’t make a video podcast. It just means that not having a video component won’t impact a listener’s decision to hit play on your show.

There’s a lot of pressure out there that says podcasters need to be doing video to survive in the industry right now. These survey results suggest this simply isn’t true.

As we recently discovered, a lot of podcasters are taking advantage of the benefits of YouTube as a listening platform without creating video.

Good guests can be your secret weapon

Something else interesting arose from the survey. While most listeners said that having heard of the host and knowing what the host looked like didn’t really matter to them, it was a different story for guests.

Knowing who an interview guest was was cited as the 5th most important factor to listeners when considering a new show. Recognising the host only came in 8th.

So what can we take from this? Well, people are open to being introduced to new hosts. They don’t need the presenter of a new show to be a known celebrity or figure to give it a shot.

But do interview guests matter more because people don’t want to spend time with ‘experts’ they can’t trust?

There were also a couple of comments about the vital role interview guests play in podcast discovery that I wanted to highlight:

“I have found several podcasts by searching for some interviewee, liked the show and then subscribed.”

“I tend to find new ones when existing pods have guests I like that then get my interest and I’ll go looking for their pods.”

This isn’t exactly news to the podcasting community, but it’s worth a reminder. Inviting interesting and/or well-respected guests can do wonders for your show. And likewise, guesting on other people’s podcasts can earn you a whole new audience, too.

Your artwork could be letting you down

I’ll admit – of all of the insights we gathered from this segment of the survey, this is the one that surprised me the most.

But first, let’s start with what didn’t surprise me. Creators ranked podcast artwork as one of the least important factors for influencing listeners – it came 9th on the list.

But listeners? They ranked it 5th – above the podcast name, knowing who the host is and whether the show has a video component.

One listener said there were two factors that would convince them to hit play:

“I’ll make a decision to listen based on the description & picture (description more so)“

And there was a comment from a podcaster that supports this too:

“Many listeners comment that they discovered my show (Dupont Investigations) because they liked the artwork. “

— Marc B. Langston @ Nocturnehall Podcasts

So, the good news for indiepodders? You don’t need to be a celebrity or create expensive video content to give listeners what they want.

Focus instead on delivering quality content and publishing descriptions that do your hard work justice. If this survey is anything to go by, these elements are far more likely to convert a potential listener into your next loyal fan.

If you’ve enjoyed dipping into this data, you can read our 2024 Podcast Discovery report in full, right here!