Is the Podcast Market Saturated?

Podcasts are definitely still a thing in 2022, with Spotify taking the lead as the most popular podcast platform and Apple Podcasts coming in a close second. In 2021, an estimated 121 million people were podcast listeners in the US alone. By 2023, this number will likely surpass 160 million (Statista). 

There are podcasts covering seemingly every topic known to man, and the primary generation that listens to them is Millennials. There’s nothing like playing a podcast while commuting to work, powering through a workout at the gym, or as background noise while cleaning the house. 

But with 1.5 million podcasts and 34 million episodes, the short answer to the titular question is yes – the market is undeniably saturated. In other words, the demand for podcasts is (beyond) satisfied. But the real question is, is there still room for you? And is it worth competing with the millions of other voices already vying for your listeners’ attention? 

Let’s discuss!

Here are few questions to ask yourself before starting a podcast in 2022:

1. What is your target audience?

When it comes to marketing, we always stress the importance of going where your audience is. Knowing that Millennials are the primary audience for podcasts, you probably shouldn’t expect to capitalize on this platform if you’re targeting Gen-Zers. Make sure you’re investing your time in a platform that’s worth your while and will generate the results you’re looking for as it pertains to your audience.

2. What will you talk about?

Even though there’s room at the podcast table, there are some topics that are oversaturated, like:

• True Crime
• Movie Reviews
• Parenting
• News
• Comedy

As you’re deciding on the topic(s) you want to discuss, it’s important to niche down so that your target audience can easily identify you and connect with what you’re talking about. Make sure that you are clear on your topic and messaging so that you can properly market your podcast and generate interest.

3. What’s your goal or end game?

Are you doing this to share your message? Build your audience? Generate more leads for your business? Having your ultimate goal in mind will prevent disappointment in the long run.

The average podcast listener only subscribes to about six podcasts, which means you’re likely to have a small audience, especially when you’re just starting out. That doesn’t have to deter you, but if you’re serious about podcasting, don’t be swayed by if you only have a few listeners in the beginning, or none at all. Every listen counts. And what matters most is that you’re putting your message out there into the world. 

4. What makes you unique?

To stand out in the sea of podcasters, you want to make sure you have an “it factor” that sets you apart from the competition. As we always stress over here at Brand-It, focus on being your authentic self and releasing quality content, and you will go far. Don’t get into podcasting trying to be like anyone else, or your voice will slip through the cracks.

With podcasts, you have the opportunity to make sure not only that your voice is heard, but that you highlight others’ voices as well. The conversations that you have can change someone’s life for the better or even simply be an outlet for you to release wisdom to the world. 

Is the podcast market saturated? Yes. Does that mean that you shouldn’t start one? No!

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