A couple of weeks ago, our founders attended Podcast Movement 2024 in Washington, DC—billed as "Podcasting's Most Important Annual Event." The trip was a ton of fun, but it also gave our team a chance to dive deep into the state of podcasting today. They took note of some surprising trends and had many insightful conversations that left us with plenty to think about. Here’s what they had to say:
Those who have been in the industry a long time seem pessimistic about the viability of independent podcasts. Networks and media conglomerates are much less speculative with their money, and they’re less willing to bet on limited series shows without a clear monetization pathway. It’s not that there isn’t a pathway forward; it’s just not as clear and easy as it used to be.
Alternate view: Independent, niche podcasts that blow up are still being created all the time. All hope is not lost.
Ad load is up—way up. In some cases, the number of ads in a podcast is reaching radio levels, and that’s not great. While more ads mean more money for everyone (a good thing), the higher volume, especially of programmatic ads, leads to reduced performance and increased listener fatigue. We saw how ad overload hurt radio—let’s hope we’ve learned that lesson.
There are kids' podcasts out there, but not as many as you’d think—and even fewer really good ones. There's a serious gap when it comes to podcasts for "tweens." Most kids' content targets children under 10, and fewer than 25% of non-adult podcasts appeal to kids pre-high school. So, if you have a great podcast idea for tweens, go for it (and let us produce it!).
AI is big in the podcast world, just like everywhere else, and everyone wants a piece of the (AI)pple Pie. Most of the larger service-based companies are developing some form of AI assistant. It’s a smart move for future-proofing, but everyone was pushing AI, and it left me feeling a little sad. Maybe we can leave creativity to humans and find better uses for AI?
I’ve never heard someone talk about their craft with as much obsession as Steven Bartlett. The amount of time he and his team spend thinking about, researching, testing, tweaking, and refining their podcast left me feeling both impressed and challenged.
Who thinks about CO2 levels in their studio?? He’s clearly brilliant, and his podcast Diary of a CEO is worth a listen.
Ira Glass, the host of This American Life, was surprisingly one of the most normal and honest people at the conference. He admitted that the praise and encouragement from fans don’t always penetrate the anxiety and self-doubt he uses to fuel his career—and he really likes to cuss. It was refreshing to hear that even those at the top still have trouble sleeping at night.
One of us is a big NASA fan and we've always wanted to work on their podcasts. We had the chance to speak with some of their podcast crew at Podcast Movement. And.....NASA has a strict rule: no one outside the organization can edit their podcasts (it's mostly a government rule). While this ensures the content remains accurate, trustworthy, and secure, it also means they can't be the best-sounding space podcasts out there....and our dreams are a bit dashed.
Successful podcasters avoid discussing exact numbers. Ad rates, sponsorship deals, listener metrics—it’s all a mystery. It seems no one wants to reveal the financial side of their success, preferring to focus on the creative process instead.
AI can churn out a complete podcast—voices, sound effects, the works—but that doesn’t mean people will listen. A perfect podcast without engaging content is like a beautifully wrapped gift no one opens. You still need the human touch to make people care.
Sports and comedy are the biggest podcast categories, but no one talks about them at conferences. Even though they bring in the most money, they’re often overshadowed by niche topics and storytelling. It’s like throwing a party and forgetting to invite the most popular guests.
Our trip to Podcast Movement 2024 was an eye-opening experience. From the rise of AI to the challenges facing independent creators, it’s clear that the podcasting industry is evolving rapidly. While there are plenty of hurdles, there’s also immense opportunity—especially for those willing to adapt and push creative boundaries. As we continue to navigate these changes, we’re more committed than ever to helping podcasters thrive, no matter the obstacles.
Thanks for following along with our reflections, and we’re excited to see where podcasting goes next!
