Why Podcasts?

What is a Podcast?

A podcast is a digital audio file that can either be streamed or downloaded. Listeners typically subscribe to a podcast series; when new content is released it is added to a listener's "feed," so they don't need to go searching for the next episode.

Although episodes can be streamed or downloaded individually from websites, listeners typically listen to podcasts on a mobile device using a dedicated app such as Apple Podcasts, Google Podcasts, Stitcher, Podcast Addict, or Podbean. Podcasts are also available on music streaming platforms such as Spotify.

Benefits of the Medium

For the listener, podcasts have a lot to offer. Firstly, the medium has all the benefits of radio, primarily the ability to do other things while you listen such as walk, work, or commute. However, unlike traditional radio, the listener is not limited to the timing of a live broadcast, they get to choose when and where they listen. Listeners can pause, rewind, or skip ahead in a way they can't with radio.

Podcast listeners also benefit from a huge variety of choice, they can explore and subscribe to content that exactly matches their interests.

Podcast listeners refer to the intimacy of the medium. As podcasts are often listened to alone using headphones on a mobile device and as subscriptions offer regularly updated content, the listener can develop a sense of relationship with the podcast or podcast creators. David Garcia-Marin (2020) notes that “a process of co-evolution has been generated between the medium and the user in which both parties have affected each other.”

Podcasting also offers benefits to content creators. One of the most obvious ease of access. With a small amount of equipment, using free and simple to use software, and with little or no financial investment, creators can produce their own podcast. While this doesn't guarantee quality or a listening audience, it is very easy to do.

Podcast creators have the ability to narrowcast (as opposed to broadcast), creating content that is very tailored and specific in its scope that will be of interest to a niche audience of like minded listeners.

Variety of Content

A quick glance at listening charts (e.g. Apple, Spotify) or reviews (e.g. the New Yorker, A.V. Club) shows that the podcasts can be on any topic imaginable: politics, true crime, comedy, sports, culture, etc. These podcasts can contain monologues, interviews, music, or field recordings. They can be scripted or unplanned. Some podcasts are broad in scope while others are very narrow in their focus and appeal to niche audiences.

Many podcasts are produced independently without professional assistance or distribution channels. Other podcasts are produced by traditional broadcasters (e.g. CBC, BBC, or NPR) either providing their on-air radio content in a downloadable form or creating podcast-specific content. In addition to established broadcasters, new podcast-only networks are emerging (e.g. Maximum Fun, Acast).

Popularity of Podcasts

As this collection of articles demonstrates, podcasts have continually been announced and re-announced as "the next big thing" for over 15 years, always on the cusp of going mainstream. While some of these may have been false-starts, there is no denying the current popularity of the medium.

Recent reports put the current US listenership at 62 million people per week, up from 19 million in 2013. One podcast network estimates an increase to over 1 billion listeners worldwide in the next 5 years.

Despite this growth, the niche-specific programming and cult followings that many podcasts enjoy still give the impression of a small community. However, some question whether the attraction of star-names and big business to the medium will detract from what initially made it seem unique and special.

Who's Listening?

Interested in finding out about who is listening to podcasts? Humber Students have access to current Media Technology Monitor reports. Log in with your Humber credentials and search for the most recent report on podcast listenership. You'll find out the demographics, habits, and preferences of Canadian podcast listeners.

The Business of Podcasts

As recent acquisitions and moves from major players such as Amazon, and Spotify have demonstrated, podcasting is (or at least has the potential to be) a lucrative field. However, Sullivan (2019) sees this move to platform hosting as a potential barrier to entry and threat to the survival of smaller independent podcast producers.

It is unclear how the COVID-19 pandemic will affect podcasting in the long-term but there is indication that while listening habits have changed the number of podcasts and content creators is still growing.

Podcasts in Education

Podcasting is becoming popular in education as a medium for teaching, a way of fostering a learning community, and as a way for students to create alternative assignments.