Podcast audiences are now more diverse than the wider US population, according to data from Nielsen. Good news, but what does the demographic shift mean for creators? In Podcast Pontifications, podcast philosopher and strategist Evo Terra offers implications, cautions, and opportunities for the industry.
Among the findings: “Hispanic, Black, Asian American and ‘other’ listeners collectively account for two in five (41%) of podcast listeners. Among all US adults, this figure is 34%.” Podcasting’s audience is no longer disproportionately white, though the same can’t yet be said for its pool of creators.
“When working podcasters take off our headphones and put in our earbuds, we’re likely going to be exposed to more diverse content, as we encounter podcasts and episodes tailored for niches other than our own,” Terra says. This is a chance to sidestep the ‘trust gap,’ or bias perceptions, engrained in other media.
Over 25 years, the style of This American Life has deeply influenced what we expect of longform audio stories. “Stepping away from the style, we have the story,” writes documentary podcaster Wil Treasure (Factor Two). “What is it that makes them so powerful? And why do they pick the stories they do?”
Treasure identifies seven classic narrative categories, like ‘A Day in Your Shoes.’ “These stories immerse you in a topic by literally hanging out with the protagonists and seeing what makes them tick,” Treasure explains. “129 Cars” is a perfect example of a mundane concept that leaves audiences hanging on every word.
Episodes like this are rarely compelling on the surface, Treasure says. “There’s no big wow moment to any individual event, but collected together they often form something with a little hint of magic.” Before you know it, you’re desperately rooting for the sales team at a Jeep dealership on Long Island.
The March 28-Day Challenge, sponsored by Buzzsprout, begins on Thursday. There's still time, new podcasters! Register to join dozens of other participants in our online community. Together, you'll build skills and launch with confidence.
Podcasting is an infinite game—we play in order to keep playing.
It’s better to be good and liked than to be the best and have nowhere…
We’ve had a busy few weeks since Evolutions wrapped up! This week, we're sharing the…
Experience + continued training = a great end product.
Where you keep and organize your golden nuggets is almost as important as the ideas…