Why Podcasting Isn’t Oversaturated

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• TikTok has launched a range of new AI-powered ad tools for marketers called Smart+.

• The White House has officially joined Reddit in the wake of Hurricane Helene, signalling a new era for the community forum site and a shift in how the US government disseminates information.

• Creator ​Jack Doherty crashed his $300K McLaren supercar during a live stream on Kick and is now banned from the platform. Dumb.

• Google is reportedly hosting an invite-only creator summit at the end of October at the Google HQ in California.

• Amazon-owned streaming platform Twitch has a new dress code for creators, which is to cover up their “genitalia, buttocks, hips, female-presented nipples, and underbust.”

One of the most common things I hear is that “podcasting is oversaturated”.

Everyone is starting a podcast these days! (No, they’re not)

The barrier to entry is low! (Talk to me in a year and tell me how that podcast is doing)

Here’s why the podcast world isn’t oversaturated, as highlighted by the recent PodPoll 2024 findings from Deadset Studios and Insightfully:

1. Growing Audience: Approximately 39% of Australians (around 8.2 million people) engage with podcasts each month, with two million listening daily. This indicates a robust and expanding audience eager for new content.

2. Diverse Listening Preferences: For Aussies, comedy remains the most popular genre, but there’s significant interest in other categories like news, true crime, society and culture, and health. The fact that 44% of listeners sample new shows each month showcases a strong appetite for variety and novelty.

3. Untapped Categories: Despite the increasing number of podcasts, there are still under-serviced genres. According to Kellie Riordan, director at Deadset Studios, there’s a clear demand for more content in beauty, lifestyle, science, and business. This means opportunities exist for creators to fill these gaps.

4. Changing Consumption Habits: Platforms are evolving, with Spotify leading and YouTube becoming a strong contender for podcast consumption. As listeners explore different platforms, it opens doors for creators to experiment with their content and reach wider audiences.

5. High Engagement Levels: The survey reveals that 80% of listeners complete episodes all or most of the time, indicating a high level of engagement. This suggests that once people find content they enjoy, they tend to stick with it, further enhancing the potential for growth in the space.

6. Demographics Favoring Younger Audiences: The majority of listeners are Millennials and Gen Z, with 60% aged between 25 and 34. These younger demographics are not only the largest consumers but also represent future growth potential as they age and their preferences evolve.

7. Demand for Snackable Content: With some listeners citing a lack of time as a barrier, there’s a growing opportunity for short-form or “snackable” podcast content. This trend aligns with modern consumption habits and offers creators a chance to innovate and cater to busy lifestyles.

8. Binge Listening Trends: A notable one in ten listeners binge on over ten episodes a week, demonstrating that dedicated fans are actively seeking more content. This trend suggests that there’s a robust market for creators who can produce compelling series or interconnected episodes.

The podcast space is not overcrowded. Instead, it is a lively and changing area with many opportunities for new voices and fresh content in various genres. Creators have the chance to explore new areas and connect with listeners looking for different experiences, as there is a substantial and engaged audience.

Source: Australia: two million podcast fans listen daily

Facebook 

• announced a new Local tab, pulling the best of local content into one area.

• now lets you post Notes to Pages that are available for 24 hours.

Instagram

• is rolling out a new WhatsApp sticker for Stories. This could help brands drive DM connection with users in the messaging app.

• has added the ability to save customer details from DMs.

• has added new volume controls for Instagram Reels: Camera Audio, Voice enhance, and Added song volume.

• now notifies you when your ‘Reel is on fire’, suggesting to boost it.

TikTok

• is expanding access to its updated subscriptions feature to more creators.

• has added an auto-rotate feature for watching landscape videos.

• has added text-style animations, including jiggle, reveal, zoom, flash, etc.

YouTube

• has new Shorts options for creators, like updated templates and expanded song snippets.

• has added a ‘Use template’ feature, similar to the ones available on TikTok and Instagram.

LinkedIn

• now lets you add more details to your “Open To Work” status.

X

• will no longer pay creators based on ads but on engagement.

READ: Deadpan Bobbi Althoff tells Wired how she makes $300K annually and why she’s changing her podcast.

LISTEN: Colin and Samir, the creators for creators, share their insights and opinions on what they think YouTube will look like in the year 2050.

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