Podcasting is a prevalent source of media and entertainment for many people across the country. It began as "audio blogs," rooting back to the 1980s. It first began to reach the mainstream in 2004 and has slowly increased in popularity since then. These are web television series that use social media heavily to improve popularity. You can watch and listen to podcasts on YouTube, Spotify, Apple Music, Audible, Google Podcasts, etc.
Popularity
In terms of who uses podcasts for information, Insider Intelligence predicts by the end of 2022; podcast listeners will account for 20.3% of all internet users. Approximately 424.2 million people listen to podcasts across the world. The average podcast listener spends 7+ hours listening to podcasts per week, and 7% of Americans, roughly 23 million people, use podcasts as their primary source of news. 54% of people get some form of information from podcasts as well. With these numbers, there is still a lot of room for growth. Many individuals prefer hearing two educated individuals ration their arguments around a political issue, giving the listener a more balanced view. This gives them peace of mind knowing they receive less biased information that wouldn't hold weight in an argument.
The most popular podcasts for news:
The Joe Rogan Experience - A daily show with 11 million listeners per episode.
The Daily - 5 days a week with 2.5 million listeners per episode.
Pod Save America - 2 days a week with 1.5 million listeners per episode.
NPR's First Up - A daily show with 1 million listeners per episode.
Ben Shapiro Show - Three days a week with 1 million listeners per episode.
What makes podcasts successful?
Until recent years, the only way to get information was to watch the news, talking heads giving you their perspective. In 2022, only 7% of U.S. adults say they have "a great deal," and 29% have a "fair amount" of trust and confidence in newspapers, television, and radio news reporting. This isn't very comforting. People enjoy long-form content to get informed about a topic and then witness discussion and debate. It is easy, on-the-go entertainment, and a great source of information. It also allows a feeling of connection to the show's host as you slowly build trust and a sense of friendship.
Social Media's Influence:
Podcasts are easier to access than ever before. Previously, you would have to go to someone's website to listen to their podcast. We now have platforms like YouTube, Instagram, Facebook, Twitter, and even your music apps to watch or listen to podcasts. Many hosts post on various media to get the word out about their show, attracting multiple audiences. They post long-form podcasts and short-form clips to draw attention and attract viewership. They use these platforms to engage with their audience, making them feel more connected to the show and host.
The Joe Rogan Experience
The biggest podcast on the planet is "The Joe Rogan Experience," generating 11 million viewers daily. He exists solely on social media, first popular on YouTube and Apple Podcast. He posts 3-hour-long podcasts with guests daily and shorter, 5-15 minute highlight clips for individuals who don't have time for a whole 3-hour show. Last year, he signed a $200 million deal with Spotify, the largest in podcast history. He brings on doctors, scientists, famous individuals, trending people, and any expert in any field. His charisma and curious nature bring such a large audience to his show. He asks questions where he sees fit and allows people to express themselves for 3 hours. It is wise to go on his podcast if you are someone within the political sphere because people view politics through a political lens. When you're on the Joe Rogan Experience, you are humanized and forced to be yourself and defend your beliefs. If you don't do that, Joe will call you out.
Social Media Usage
Steven Crowder posts on Twitter roughly 15 times a day, asking questions, posting polls, future show teasers, and political updates and information. He posts short 3-5 minute clips and long-form content on YouTube, Spotify, louderwithcrowder.com, Twitter, Instagram, IHeartRadio, Amazon Music, Audible, TheBlaze, and Rumble. He is a well-educated conservative voice who has changed the minds of many young, lost souls going through liberal education. Is he the most well-balanced source of information? No, of course not. However, he does defend every stance he has and provides sources on his website for anyone to check out.
Is it the best source of news?
Short answer, no. People are drawn to podcasts they enjoy hearing because it confirms their biases. There are better ways of receiving information for the general public who don't seek to think and critically challenge their principles. You have to seek out quality podcasts actively. The vast majority of them are not very credible. The one I feel holds the most credibility is "Breaking Point." They have two hosts, Krystal, who holds a more liberal world view, and Sager, who holds a more conservative world view. These two counter each other in a very reliable and intelligent way. For a good perspective on a pressing issue, check them out to see what both sides have to say.
I genuinely believe podcasts are the new wave of media and information, and it benefits society to listen to high-quality podcasts. We will continue to see the podcast world grow, and I am excited to see where it takes us.
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