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Podcasts: Catering to the On-the-Go Consumer

Writer's picture: Rob MayRob May

podcasts - marketing - 2 speakers face to face in a podcast studio room talking

Podcasts have emerged as a beacon of convenience and information for the on-the-go consumer.


The soaring popularity of Podcasts underscores the modern individual's perpetual quest for a seamless blend of learning, entertainment, and simplicity.


Podcasts, with their auditory essence, provide a hands-free and eyes-free gateway to a vast realm of topics, making them the quintessential companion for the multitasking commuter, the diligent gym-goer, or the contemplative evening walker.


As urban lifestyles continue to evolve at a breakneck pace, podcasts offer a respite, a moment of engagement amidst the relentless whirl of daily obligations.

podcast mosaic - various show thumbnails

Through the subtle art of storytelling and dialogue, they invite listeners to tune into conversations that matter, all while ensuring their routine remains uninterrupted.


How Big is Podcasting in 2023?


The article from Podium unveils a collection of podcasting trends poised to shape the industry in 2023. How this affects and shapes the revenue growth/projections of the industry over the next few years will surely open eyes!


Key trends include the rise of solo podcasting, the adoption of AI-powered tools to streamline podcast production, and the growing popularity of video podcasting.


Additionally, enhanced show notes are becoming crucial for listener engagement, while outsourcing technical tasks like editing is on the upswing.


The piece also touches on the appeal of short-form podcasts, diversification of revenue streams, multilingual content expansion, and interactive formats that engage listeners in real-time.


Lastly, the influence of social audio platforms like Clubhouse and Twitter Spaces is spotlighted, showcasing their role in driving live podcast recording sessions and listener participation.


These trends collectively illustrate the podcasting landscape's dynamic nature, offering both challenges and opportunities for podcast creators striving to stay ahead in 2023​1​.


Some Podcast Growth Market Statistics for You!


The rise of podcasting continues to chart a promising trajectory in 2023, underpinned by a blend of technological innovation and an insatiable public appetite for this engaging medium.


The global podcasting market has blossomed from $20.14 billion in 2022 to $25.85 billion in 2023, reflecting a robust Compound Annual Growth Rate (CAGR) of 28.4%. Looking ahead, the market is projected to soar to $66.24 billion by 2027, maintaining a CAGR of 26.5%. Marketwire Source

podcasters - man and women talking in a podcast show online

This growth narrative underscores not only the burgeoning popularity of podcasts but also their evolving role as a potent tool for businesses and individuals keen on carving a niche, reaching targeted audiences, and fostering a loyal community of listeners.


As podcasts continue to morph, embracing a spectrum of topics and genres, they offer a fertile ground for marketing narratives, educational discourse, and a myriad of voices echoing across the global digital landscape​1​.


Podcasts Ease of Consumption:


Let's face it, in today’s rapid-paced world, finding the time to sit down with a book or focus on a video can often feel like a luxury many cannot afford.


Here is where podcasts truly shine!

podcast statistics, on user consumption for 2021-2022 year data collected

Podcasts provide a less demanding alternative, allowing individuals to absorb more information or be entertained without the necessity of allocating dedicated time or attention.


Unlike reading or watching videos, podcasts don’t require one to be stationary or visually engaged.


This aspect of podcasts holds particular appeal for those with bustling lives, where time is a precious commodity.


We look at how the hands-free and eyes-free advantage of podcasts - which makes them a perfect companion for multitasking individuals on-the-go!


The hands-free and eyes-free advantage of podcasts is a significant part of their appeal.


They seamlessly integrate into the daily routines of multitasking individuals, whether they are commuting, exercising, or even carrying out household chores.


This level of accessibility enables a unique form of consumption, where one can be folding laundry, preparing a meal, or navigating through traffic, all while delving into topics of interest through a podcast.


The auditory nature of podcasts allows for a level of multitasking that other mediums of information and entertainment can hardly match.


This ease of consumption caters to the modern desire for efficiency and productivity, making podcasts a go-to choice for many.


podcast listening behavior 2021-2022 - data statistics infographic

The convenience of podcasts extends to the simplicity of their use. With a pair of earbuds and a smartphone, listeners can effortlessly step into a world of endless discussions, stories, and knowledge.


The intuitive user interface of various podcast platforms further enhances the ease of access, making it a less daunting task for individuals who might not be tech-savvy.


This unobtrusive nature of podcasts, coupled with the ability to engage in other tasks simultaneously, underlines why they have become the preferred companion for many in navigating through the demands of modern life.


Variety and Personalization:


The podcasting landscape is a colorful array of topics and genres, embodying the essence of the age-old saying, "there's something for everyone."


Here we highlight the diverse range of topics and genres available in the podcasting world!


From the curious minds seeking to unravel the mysteries of the universe in science podcasts, to the ardent foodie exploring culinary arts, as well as the analytical dissections of true crime to the imaginative realms of fiction, Podcast diversity is boundless.


The podcasting realm celebrates a rich kaleidoscope of perspectives, offering a unique auditory refuge to every curious mind, regardless of their interests.


Here are some highlights of the diverse range of topics and genres available in the podcasting realm:

  1. Education and Learning: Podcasts serve as an easily accessible platform for educational content. There are numerous podcasts dedicated to subjects like history, science, psychology, and language learning. These podcasts often break down complex topics into digestible episodes, making learning a more engaging and less intimidating endeavor.

  2. News and Politics: Staying updated on current affairs is now as easy as tuning into a podcast. Numerous reputable news outlets and independent journalists host podcasts that delve into daily news, political analysis, and international relations, offering listeners a variety of perspectives on prevailing issues.

  3. True Crime and Mystery: The true crime genre has seen a boom in the podcasting world, with many shows exploring unsolved mysteries, historical crimes, or ongoing criminal investigations. These podcasts often have a narrative style that hooks listeners from episode to episode.

  4. Health and Wellness: Whether one is looking for fitness advice, mental health discussions, or medical knowledge, there’s a plethora of podcasts catering to health and wellness. These podcasts often feature experts in the field providing valuable insights and tips.

  5. Technology and Gaming: With the tech world constantly evolving, tech-savvy individuals can find a myriad of podcasts covering the latest gadgets, software developments, and gaming news. It’s a great way for enthusiasts to stay updated and connected with the tech community.

  6. Comedy and Entertainment: For those looking to unwind and have a good laugh, comedy podcasts are a popular choice. Similarly, podcasts covering movies, music, and pop culture offer a light-hearted escape and discussions on favorite entertainment topics.

  7. Sports: Sports aficionados have a wide array of podcasts to choose from, discussing everything from game analyses, player interviews, to sports culture.

  8. Business and Finance: Entrepreneurs, professionals, and financial enthusiasts can find a wealth of podcasts covering market trends, investment strategies, and business leadership.

  9. Personal Stories and Interviews: There are podcasts dedicated to sharing personal narratives, interviewing diverse individuals, and exploring human experiences from different walks of life.

  10. Hobbies and Interests: Whether it's gardening, photography, travel, or any other hobby, there's likely a podcast that delves into the intricacies and joys of these pursuits.

There are so many others too!


Whether you are in search of inspiration from motivational talks, keen on keeping abreast with political discourse, or simply seeking solace in storytelling, the podcasting ecosystem accommodates it all.


It's a dynamic domain where every genre flourishes and intermingles with others, creating a fertile ground for knowledge, creativity, and discourse.


The vast array of genres and topics in podcasts not only reflects the myriad interests of audiences worldwide but also fosters a culture of continuous exploration and learning, making podcasting a truly inclusive and expansive medium.


We look at and dive into how listeners can personalize their podcast playlists based on their interests and daily routine.


Educational and Informative:


The beauty of podcasting lies in its ability to offer personalized experiences tailored to each listener's unique interests and daily routine.


We look at how podcasts can be a resource for learning and staying updated with news, trends, and educational topics.


Podcasts emerge as a vibrant thread, weaving an accessible path for curious minds to explore the realms of knowledge, news, and evolving trends.


With a simple tap, a world of discussions, insights, and analyses opens up, ready to guide listeners through a journey of learning or along the current stream of news.


Here's a deeper look into how listeners can customize their podcast playlists:

  1. Curated Playlists: Many podcast platforms have features that allow users to create their own playlists. Listeners can handpick episodes or entire podcast series that resonate with their interests, be it tech innovations, mindfulness, or global politics, and organize them into a curated playlist.

  2. Algorithmic Recommendations: Leveraging sophisticated algorithms, podcast platforms can suggest new episodes or series based on the listener’s previous selections and preferences. This automated curation helps expose listeners to new content that aligns with their tastes, expanding their podcast repertoire seamlessly.

  3. Subscription Models: By subscribing to specific podcasts, listeners ensure a steady stream of content that aligns with their interests. These subscriptions can act as a personalized feed, making it easy to keep up with favorite topics and creators.

  4. Scheduled Listening: Tailoring podcast listening to fit into daily routines is a game-changer. Whether it's tuning into a motivational podcast during the morning commute or a relaxing meditation podcast before bed, scheduling podcasts around daily routines enhances the overall experience.

  5. Download for Offline Listening: For those with a routine that includes periods without internet access, the option to download episodes for offline listening ensures that their podcast playlist remains accessible anytime, anywhere.

  6. Variable Playback Speed: Depending on their schedule, listeners can adjust the playback speed to fit their time constraints, making it a flexible option for consuming content amidst a busy day.

  7. Genre-Specific Platforms: Some platforms cater to specific genres of podcasts, allowing listeners to delve deep into particular areas of interest. Whether it's a platform dedicated to storytelling, education, or business, these specialized platforms facilitate a tailored listening experience.

  8. Community and Social Sharing: Engaging with communities of like-minded listeners and sharing favorite episodes or series on social media can also enhance the personalized podcast experience. It not only cultivates a sense of community but also offers a way to discover new content through recommendations from peers.

  9. Notifications and Updates: Setting up notifications for new episodes from favorite podcasts ensures listeners stay updated with fresh content, aligning with their interests and making the podcast experience more personal and engaging.

Through a blend of curated playlists, algorithm-driven recommendations, and the flexibility inherent in the podcasting medium, listeners can craft a personalized auditory journey that not only enriches their knowledge and entertains but also harmoniously intertwines with their daily rhythm.


We look at how podcasts have impacted various learning industries with positive impact.


Educational podcasts have been recognized for their positive impact on the learning environment.


By offering an accessible and flexible medium for knowledge dissemination, they cater to the evolving learning preferences of modern audiences.


Whether it's the academic realm, professional development, or self-guided learning, podcasts have seamlessly integrated into the learning pathways, providing a rich resource for individuals keen on expanding their knowledge horizons.


The auditory nature of podcasts facilitates learning on-the-go, making education more accessible and engaging.


Through diverse topics and expert insights, podcasts are significantly contributing to the enrichment of learning experiences across different industries.


Here are some statistics and examples illustrating their influence:


Positive Impact on Education:

  • Educational podcasts can enhance various aspects of education when properly implemented, providing a less demanding alternative to traditional learning materials like textbooks. They offer a hands-free and eyes-free advantage, making them a perfect companion for multitasking individuals​.

Benefits in Educational Institutions:

  • Many learning institutions are transitioning from traditional textbooks to technology-enhanced learning, with podcasts being a significant part of this shift. They provide a flexible and engaging learning experience, making education more accessible and enjoyable for students​.

Use by Students and Professors:

  • Students are utilizing podcasts for data collection methods, while professors and universities are creating their own podcast shows for various educational purposes, ranging from interviews to narrative storytelling. Academic societies and universities are also leveraging podcasts as part of their public relations and marketing strategies​.

Student Engagement:

  • Podcasts serve as a powerful teaching tool that can be incorporated into project-based learning to enhance student engagement and enrich the lecture experience. They offer a unique way to bring a fresh perspective and a different learning approach to the traditional classroom setting​.

Increasing Usage for Learning Purposes:

  • As per data from Statista, 39% of podcast listening by students was for learning purposes in 2019, and this percentage has been increasing over time. This indicates a growing recognition of the value podcasts bring to the educational realm, especially in the backdrop of the COVID-19 pandemic where technology has played a crucial role in continuing the education process​.

These points highlight the diverse ways in which podcasts are being integrated into the educational landscape, benefiting not only students but also educators and academic institutions.


Through podcasts, education becomes more interactive, accessible, and in tune with the evolving technological advancements.


Engagement and Community:


Podcasts have blossomed into vibrant hubs where communities converge over shared topics and interests. It won't matter who you are or where you are from.


This medium transcends geographical and social boundaries, uniting individuals with common passions in a virtual gathering of minds.


Through the episodic journey of podcasts, listeners find themselves amidst a collective, engaging in dialogues, debates, and discussions that the host's narrative spurs.



Additionally, the extensions of podcasts into social media platforms and dedicated forums further fuel community interaction and growth.


By providing a platform for nuanced exploration of topics, podcasts foster a sense of belonging among listeners, nurturing a community bound by the zeal for shared interests.



We explore how podcasts create communities around topics and interests.


Here’s how they play a pivotal role in engagement and community-building:

  1. Shared Interests: Podcasts often revolve around specific topics, be it true crime, entrepreneurship, wellness, or countless others. Listeners with similar interests naturally gravitate towards these podcasts, creating a community of individuals who share common passions and perspectives.

  2. Interactive Platforms: Many podcasters encourage listener interaction through social media, email, or even dedicated community platforms. They may host Q&A sessions, live events, or discussion forums, where listeners can engage with one another and with the podcast hosts. This interactive dimension not only fosters a sense of community but also enriches the content of the podcast through diverse viewpoints and discussions.

  3. Narrative and Storytelling: The narrative nature of many podcasts allows for a deeper emotional connection with listeners. Through storytelling, podcasts can create a shared experience that resonates with the audience, forging a stronger bond within the community.

  4. Accessibility and Inclusivity: Podcasts are accessible to anyone with an internet connection, promoting inclusivity by allowing individuals from different walks of life to join in on a shared interest. The variety of topics covered ensures that there is a community for almost everyone, regardless of their interests or background.

  5. Social Media Integration: The integration with social media platforms further enhances the community aspect of podcasts. Listeners can follow, share, and engage with podcast content and other community members on platforms like Twitter, Facebook, or dedicated podcast forums.

  6. Regular Updates and Episodic Structure: The episodic structure of podcasts creates a sense of anticipation and regular engagement among listeners. Regular updates keep the community active and engaged, with ongoing discussions and interactions revolving around the latest episodes.

  7. Collaborations and Guest Appearances: Podcasts often feature guest speakers and collaborations with other podcasts, broadening the scope and bringing different communities together. These collaborations can foster cross-community engagement and expose listeners to new topics and discussions.

  8. Feedback Loops: Many podcasters actively seek feedback from their listener community to improve their content, creating a feedback loop that not only enhances the podcast but also makes the listeners feel valued and part of the podcast’s journey.

Through these various channels, podcasts manage to build vibrant, engaged communities around specific topics and interests.


They offer a space for like-minded individuals to come together, learn, discuss, and build connections, making podcasts much more than just a passive listening experience.


How the conversational nature of podcasts allows for a more intimate connection between the host and the listener.


The conversational nature of podcasts cultivates a distinct intimacy between the host and the listener, creating a unique bond that is hard to replicate in other forms of media.

podcaster with guest - having a discussion across a table about a topic or genre

Podcasts cultivate a unique, intimate connection between the host and the listener, making the medium deeply engaging.

  • The informal and often spontaneous dialogue in podcasts creates a sense of authenticity, allowing listeners to feel as if they are part of a personal conversation.

  • Secondly, the auditory essence of podcasts enables listeners to pick up on the host's tone and nuances, fostering a sense of closeness and understanding.

  • Lastly, the direct engagement opportunities, such as Q&A sessions or listener feedback, further bridge the gap between the host and the audience, enabling a two-way interaction that is both personal and enriching.

Here's more of a deeper dive into how these intimate connections are fostered:

  1. Personal Narration: Podcast hosts often share personal stories, opinions, and experiences in a conversational manner. This open sharing invites listeners into a more private realm, creating a sense of personal connection and familiarity.

  2. Voice and Tone: The auditory essence of podcasts makes the medium inherently intimate. The nuances in the host's voice, their tone, humor, and even the pause between words can convey emotions and create a more personal listening experience. It's akin to having a one-on-one conversation with a friend.

  3. Listener Inclusion: Many podcasts are structured in a way that addresses the listener directly, making them feel like they are part of the conversation. This inclusive approach breaks down the barriers between the host and the listener, fostering a more intimate connection.

  4. Audience Engagement: Hosts often engage with their audience by answering listener questions, addressing feedback, or even sharing listener stories. This engagement blurs the lines between the host and the audience, making listeners feel heard and valued.

  5. Consistent Episodes: Regular episodes create a routine where listeners spend time with the host on a consistent basis. Over time, this consistency builds a rapport and a sense of companionship, much like regular meetups with a close friend.

  6. Vulnerable Discussions: Podcasts often delve into vulnerable or sensitive topics, which requires a level of trust and intimacy. When hosts open up about personal struggles or discuss delicate topics, it resonates with listeners and builds a deeper connection.

  7. Shared Journey: Listeners often follow along on a host's journey, be it personal growth, learning, or exploring new topics. This shared journey creates a bond as listeners and hosts learn and grow together over time.

  8. Authenticity: Podcasts thrive on authenticity. Unlike scripted content, the conversational style of podcasts allows for spontaneous reactions and genuine discussions, which contributes to a more authentic and intimate connection.

  9. Community Building: The communities that form around podcasts further enhance the intimate connection between hosts and listeners. These communities become spaces where listeners and hosts interact, share ideas, and support one another.

Through these elements, the conversational nature of podcasts nurtures a unique intimacy, making each listener feel like they are engaging in a personal dialogue with the host, and are part of a larger, like-minded community.


Accessibility and Technology:


The synergy between smart devices and applications has significantly propelled the ease of podcast consumption on-the-go, marking a notable shift in how modern audiences access auditory content.


Here we talk about how the role of smart devices and applications is facilitating podcast consumption on-the-go.


Here’s how smart devices and podcasts intertwine to facilitate consumption for the on-the-go consumer:

  1. Ease of Access: Smart devices such as smartphones and tablets are the linchpins that make podcast consumption so accessible. With a simple tap, listeners can delve into a myriad of podcast episodes anytime, anywhere. These devices are typically always within arm's reach, making podcast listening a hassle-free experience.

  2. Podcast Applications: A multitude of dedicated podcast applications like Apple Podcasts, Spotify, and Google Podcasts, among others, have emerged. These applications are designed with user-friendly interfaces, ensuring a smooth browsing and listening experience. They also offer features like subscriptions, playlists, and download options for offline listening, further enhancing the accessibility and convenience for the on-the-go consumer.

  3. Streaming and Downloading: The ability to stream episodes instantly or download them for later allows for a flexible listening experience. Whether in a Wi-Fi zone or on the move, listeners can easily access their favorite podcasts, catering to the modern lifestyle's dynamic nature.

  4. Notification Features: Smart devices and applications work together to provide notification features, alerting listeners about new episodes from their subscribed podcasts. This keeps the audience engaged and up-to-date with the latest content, even amidst a busy schedule.

  5. Voice Command Functionality: Integration of voice command functionalities like Siri or Google Assistant enables listeners to access podcasts hands-free, which is particularly useful while driving or when the hands are otherwise occupied.

  6. Personalized Recommendations: Advanced algorithms within podcast applications analyze listening habits to provide personalized recommendations, making the discovery of new podcasts effortless and tailored to individual preferences.

  7. Cross-Device Synchronization: Many podcast applications allow for cross-device synchronization, enabling listeners to switch between devices without losing their place in an episode. This seamless transition caters to the on-the-go lifestyle, ensuring uninterrupted podcast consumption.

  8. Interactive Features: Some podcast apps incorporate interactive features like comments, ratings, and sharing options. This not only enriches the community aspect of podcasts but also allows listeners to engage with content in a more interactive manner, even while on the move.

  9. Bluetooth and Wireless Technology: The advent of Bluetooth and wireless technology has further eased podcast consumption on-the-go, allowing listeners to connect their smart devices to car audio systems, wireless earbuds, or smart home devices, ensuring a seamless listening experience wherever they are.

  10. Offline Mode: The offline mode in podcast apps ensures that listeners have access to their favorite episodes even in areas with no internet connectivity, making podcast consumption truly mobile.

Together, smart devices and applications are the conduits that bring podcasts to the fingertips of on-the-go consumers, embodying the blend of technology and accessibility that modern-day listeners cherish.


Monetization Opportunities:

Discuss the evolution of podcasting platforms and how they cater to mobile consumers.


The journey of podcasting platforms over the years mirrors the technological advancements and changing consumer behaviors.


Here we look at how on-the-go consumption has opened avenues for monetization through ads, sponsorships, and subscription models.


Here’s a look at the evolution of podcasting platforms and how they have tailored their offerings to cater to mobile consumers:

  1. Birth and Early Growth: Podcasting began in the early 2000s, with platforms offering basic functionalities. The early platforms were primarily desktop-based, but as the popularity of podcasts grew, the need for mobile accessibility became apparent.

  2. Mobile Accessibility: With the advent of smartphones, podcasting platforms started developing mobile applications to cater to on-the-go consumers. These mobile apps made it possible for listeners to access podcasts anytime, anywhere, significantly broadening the audience base.

  3. User-Friendly Interfaces: Over time, podcasting platforms evolved to offer more user-friendly interfaces. They aimed to provide a seamless user experience with easy navigation, search functionality, and personalized recommendations, making podcast discovery and consumption an enjoyable process for mobile users.

  4. Subscription and Personalization: Subscription models emerged, allowing users to follow their favorite podcasts and receive updates on new episodes. Personalization features also became a staple, with algorithms suggesting content based on user preferences and listening history.

  5. Offline Listening and Download Features: Recognizing the mobile user's need for uninterrupted access, platforms introduced offline listening and download features. This ensured that consumers could enjoy podcasts even in areas with limited or no internet connectivity.

  6. Integration with Other Apps and Devices: Podcast platf