1、The State of Podcasting 2022How podcasters create content,prefer to be pitched and promote their showA STUDY BYWhat are the roles and responsibilities of podcasters?1How do podcasters develop content and book guests?2How do podcasters measure and monetize today?3What does the future of podcasting lo

2、ok like?6How do podcasters publish and promote their show?4How do podcasters prefer to be pitched?5What do podcast demographics look like?7In this report,we seek to answer:A look at whats inside35%more podcasters are offering premium content than last year67%record videos of their podcast53%work on

3、two or more podcasts39%prioritize guests who pay to appear on their show86%receive pitches for people to be on their show16%more podcasters are working for media companies compared to last year64%believe podcasts will be more popular in the next two years55%believe there are too many podcastsAbout t

4、his surveyWE SURVEYED 591 PROFESSIONAL PODCASTERS FROM SEPT.15TH to OCT 5,2022.Location:77%US6%Europe(outside of UK)4%UK3%Asia3%Canada3%Africa2%South America2%AustraliaIndustries covered:22%Energy&environment21%Business/finance20%Education18%Music/entertainment18%Society/culture 17%Government/politi

5、cs 17%Health/wellness/fitness16%Fiction/drama16%Arts15%Comedy14%Sports14%News commentaryExperience37%3-5 years23%1-2 years21%6-10 years11%under 1 year7%10-20 yearsSee extended audience breakdown in the section 7Organization type45%Independent41%Backed by a media company21%Backed by an organization t

6、hat is not a media company3%Other13%History13%Food/dining12%Kids/family12%Technology12%TV/film11%Science10%Leisure(games/hobbies/garden9%Religion&spirituality9%Other7%Travel4%True crimeThe average podcaster covers 3 industriesRoles and responsibilities of podcasters 1The average podcaster covers 3 r

7、oles at oncePromotion/marketing(45%),hosting(43%)and booking guests(39%)are the three most common roles of a podcaster.0%10%20%30%Exec.producer38%Show host43%Writer/editor33%Bookingguests39%Audio engineer/editing37%Voiceovers26%Graphicdesign26%Promos/market.45%Report onsuccess20%Misc.admin.32%What a

8、re your responsibilities for the podcast(s)you work on?(Select all that apply)40%50%60%Other4%53%work on two or more podcastsCompared to last year,fewer podcasters are working on three or more shows:18%this year vs.30%last year.One0%15%30%45%60%47%How many podcasts do you work on currently?35%18%Two

9、Three or more69%work on podcasts part-timeCompared to last year,there are more part-time podcasters(69%this year vs.64%last year)and fewer full-time podcasters(31%vs.37%last year).I work on podcasts full time0%10%20%30%40%31%Which of the following best describes you?21%15%I work on podcasts part tim

10、e,and work full time as a journalistI work on podcasts part time,and work part time as a journalist33%I work on podcasts part time,and Im not a journalistThe number of podcasters hired by a media company has increasedLast year,more podcasters(68%)said they started their own show.This year,there is a

11、 13%increase of those are working on an offshoot of a previous podcast,a 16%increase of those hired by a media company and a 5%increase of those hired by an existing podcast team.Started your own0%10%20%30%40%41%How did you get into podcasting?(Select all that apply)18%Offshoot of a previous podcast

12、28%Hired by a media company to start a podcast25%Joined an existing podcast team6%Other45%have 10K or fewer listenersThe majority of those surveyed said they have 10K or fewer listeners.5K0%5%10%15%5K-10K10K-50K3M-10M50K-100K100K-300K300K-1M1M-3M10M+29%16%19%16%10%5%2%2%2%Approximately how many list

13、eners do you have?20%25%30%Creating content and booking guests2Current events are the leading source of inspiration for podcast contentMost podcasters surveyed(81%)are responsible for sourcing original content.Current events(45%),ongoing areas of research(35%)and audience requests(32%)are the top th

14、ree sources of inspiration for new episode ideas.22%rely on topics introduced via pitches.Current events0%10%20%30%45%35%32%27%26%25%22%21%19%Where do you look for your next episode ideas?(Select all that apply)40%50%7%Part of ongoing researchAudience requestsPast events in newsSomeone on my team id

15、entifies topicsRandom fascinationTopics introduced by pitchesVia personal networkAssigned by editor/publisherOther81%of podcasts feature guests sometimes or oftenCompared to last year,fewer podcasters said they feature guests often(46%this year vs.69%last year)and more said they feature guests somet

16、imes(35%this year vs.16%last year).Often0%10%20%30%40%46%How often does your podcast feature guests?35%15%SometimesRarely5%Never50%More podcasters are relying on their team to book guestsFewer podcasters surveyed said they book their own guests(59%this year vs.80%last year)and more say that someone

17、on their team is tasked with booking guests(48%this year vs.39%last year).I book guests0%15%30%45%60%59%How do you book guests?(Select all that apply)48%9%Someone on my team books guestsAn external agency books guestsMost podcasters prioritize organic guestsOut of the podcasters that feature guests,

18、the majority prioritize organic guests(61%)vs.guests who pay to be on their show(39%).Paid0%15%30%45%60%39%Do you prioritize paid or organic guests?61%OrganicMore than half of podcasters record videos of their show67%record videos of their podcast.Yes0%10%20%30%40%67%Do you record videos of your pod

19、casts?33%No50%60%70%The average podcast episode is between 20-40 minutes longMore than half of podcasters surveyed(61%)say that the average length of an episode is between 20-40 minutes long,with the majority(32%)falling in the 30-40 minute range.Less than 20 minutes0%5%10%15%20-30minutes30-40 minut

20、es40-50 minutes50 minutes-1 hourMore than1 hour8%29%32%17%10%4%What is the average length of an episode of your podcast?20%25%30%More than half publish new episodes once a week or moreThe most common cadence for publishing new episodes is still weekly.This year,podcasters are publishing new episodes

21、 more frequently than last year:31%publish two or more times per week vs.last year when 24%published two or more times per week.Every day0%5%10%15%Twice a weekOnce a weekAd hoc,depending on the topicEvery other weekMonthlyA few times a yearYearly11%20%35%19%7%3%1%4%How often do you publish new episo

22、des?20%25%30%More podcasters are offering premium contentLast year,34%said they do not offer premium content to paid subscribers.This year,69%are offering premium content,with the most popular premium content being exclusive/bonus episodes(38%)followed by early release of new episodes(32%).Under Oth

23、er,some said they offer ad-free episodes and swag to paid subscribers.0%5%10%15%OtherN/A(we dont offer premium content31%Exclusive/bonus episodes38%Behind the scenes content20%Q&As,AMAs of private events23%Early release of new episodes32%3%What types of premium content do you offer paid subscribers?

24、(Select all that apply)20%25%30%35%40%Most podcasters produce content on social mediaSocial media(60%),website(46%)and blog(40%)are the most popular channels that podcasters create content for outside of podcasting.0%10%20%30%60%46%40%34%23%19%18%16%16%Other than podcasting,on what other channelsdo

25、you produce content?(Select all that apply)40%50%5%SocialmediaWebsiteBlogNewsletterOnlinenewsForumsTVPrintRadioOther60%Measurement and monetization213The average podcaster uses 3 success metrics,with downloads as the leading metricThe top three most popular podcast success metrics are downloads(46%)

26、,followed by listens/streams(37%)and consumption rate(34%).Downloads0%10%20%30%40%46%37%34%29%29%29%28%24%24%22%19%5%How do you measure success when it comes to podcasting?(Select all that apply)50%Listeners,streamersConsumption rateTotal subscribersSocial media sharesPodcast rankingsRevenueFavorite

27、sWebsite trafficPaid subscribersPodcast mailing listOtherEnjoyment/passion is the top goal for podcasting Revenue(27%)and awareness/education(24%)were close behind.Under Other,podcasters listed marketing/branding and lead generation.0%5%10%15%RevenueExpand the audience for my contentOtherAwareness/e

28、ducation24%27%Enjoyment/passion29%19%1%What is your top goal for podcasting?20%25%30%Apple remains the leading platform for podcast streams Similar to last year,podcasters see the most streams from Apple.Google Podcasts(17%)and Spotify(11%)were also top platforms.Apple0%10%20%30%Google PodcastsSpoti

29、fyPandoraAudibleCastboxiHeart RadioOtherPatreon46%17%11%5%5%5%5%4%2%Which of the following platforms accounts for most of your streams?40%50%Paid subscriptions,premium content and paid guests becoming popular ways to monetizeMore podcasters are using paid subscriptions(12%increase),premium content(1

30、7%increase)and guests who pay to appear on a show(22%increase)compared to last year.Under Other,some podcasters listed live events,branded content and sponsored episodes.0%10%20%30%Ads34%Premium content29%Paid subscriptions38%Paid guests26%We dont monetize our podcast27%Other8%In what other ways do

31、you monetize your podcast?(Select all that apply)40%50%Publishing,promotion and social channels4Libsyn,SoundCloud and Buzzsprout are among the most popular publishing platformsSimilar to last year,there is a lot of variation among publishing platforms.Under Other,Red Circle and Art19 were also liste

32、d.Buzzsprout0%5%10%15%20%20%20%20%19%17%15%15%14%11%11%10%9%Which podcast publishing platform(s)do you use?(Select all that apply)25%SoundCloudLibsynSimpleCastAnchorBluebrryCaptivateMegaphonePodBeanSpreakerAcastOmny9%Other3%TransistorPodcast hosts reach their followers on TwitterPodcast hosts have t

33、he most followers on Twitter(29%),followed by Facebook(20%),Instagram(16%)and TikTok(14%).0%5%10%15%29%20%16%14%12%3%3%2%1%Which platform(if any)does your host or hosts have the biggest following?20%25%TwitterFacebookInstagramTikTokLinkedInMediumOtherTwitchSubstack30%Most podcasters cross-post episo

34、des or clips across 3 or more channelsThe leading channels for cross-posting episodes are Facebook(51%),Instagram(48%)and blog/website(46%).Facebook0%10%20%30%51%48%46%44%32%32%30%22%16%11%Where do you cross-post your podcast episodes or clips?(Select all that apply)40%50%3%InstagramBlog or websiteT

35、witterEmail newsletterYouTubeLinkedInTikTokSoundCloudTwitchother70%rely on social media to promote their podcastThe most popular channels for podcast promotion are social media(70%),blog/website(54%)and email marketing(34%).Social media0%10%20%30%Blog/websiteEmail marketingPartnershipsPaid adsOther7

36、0%54%34%31%23%3%How do you promote your podcast?40%50%60%70%Pitching preferences586%receive pitches for people to be on their show3%more podcasters said they receive pitches this year vs.last year.Yes0%15%30%45%60%86%Do you receive pitches for people to be on your show(s)?14%No75%90%Lack of personal

37、ization,confusing subject line and bad timing are leading reasons why podcasters will reject a pitchLack of personalization ranked even higher this year(51%this year vs.47%last year).Under Other,several podcasters said lack of relevance and lack of awareness of the shows content/format.Lack of perso

38、nalization0%10%20%30%Confusing subject lineBadtimingLarge attachmentsToolengthyOther51%33%30%25%19%13%Why do you immediately reject otherwise relevant pitches?40%50%60%Phone and mass email are the channels where podcasters do NOT like to be pitched48%dont want to be pitched on social media in genera

39、l,including Twitter and other social channels.0%10%20%30%Mass email/newswireOther social networksOther1:1 email24%45%Phone49%Twitter29%19%4%On which channels do you NOT like to be pitched?(Select all that apply)40%50%More podcasters are open to pitches via TwitterWhile 1:1 email is generally preferr

40、ed,there was an 18%increase over last year for podcasters who want to be pitched via Twitter.Under Other,some said they prefer pitches via a form on their website.1:1 email0%10%20%30%TwitterOther social networksLinkedInPhoneMass email/newswireOther46%40%26%20%18%17%5%How do you prefer to be pitched?

41、(Select all that apply)40%50%55%prefer pitches that are 200 words or lessWhile podcasters generally prefer shorter pitches,43%are open to pitches over 200 words.0%10%20%30%300-1000 words1000+words100-200 words41%201-300 words33%100 words14%10%2%What email length do you prefer when receiving a pitch?

42、40%50%Most had no preference on a day of the week to be pitchedTuesdays were the most preferred for the podcasters that had a preference.Nopreference0%5%10%15%TuesdayMondaySaturdayWednesdaySundayThursdayFriday32%14%12%11%10%8%7%5%On what day of the week to you prefer to receive pitches?20%25%30%Podc

43、asters want PR pros to do their research before pitchingMost podcasters want PR pros to review their website and content,review their social media presence and listen to multiple episodes before pitching.0%10%20%30%I dont expect people to research meOtherListen to one episode27%Listen to multiple ep

44、isodes43%Review social media presence44%Review your website and content45%13%3%What research should someone do before pitching to you?(Select all that apply)40%50%The future of podcasting6More than half agree that podcasts will be even more popular in two years64%believe that podcasts will increase

45、in popularity over the next two years.More0%10%20%30%40%64%Do you think podcasts will be more/less/about the same as popular as they are now in two years?19%17%LessAbout the same50%60%Mobile lifestyle,followed by convenience,are top reasons why podcasts are popularUnder Other,multiple respondents sa

46、id that podcasting is the new radio.Mobilelifestyle0%10%20%30%40%64%Why do you think podcasts are so popular?(Select all that apply)59%46%Convenienceof listeningLow barrier to entry to produce45%Niche topics50%3%Other60%More than half believe that there are too many podcastsOnly 19%believe there are

47、 just enough podcasts.Too many0%10%20%30%40%55%Fill in the blank:There are _ podcasts.26%19%Too fewJust enough50%60%Most believe that the hosts personality,interesting POV and guest quality are key for a successful podcastUnder Other,some listed quality content and quality audio as keys for a succes

48、sful podcast.0%10%20%30%MarketingPartnerships w/podcasting platformsOtherInteresting POV57%Guest quality50%Host personality62%35%16%7%Whats the key to a successful podcast?(Select all that apply)40%50%60%Demographics and salary70%5%NonbinaryOther41%57%3%0%MaleFemaleWhat is your gender?(Optional)10%1

49、5%20%25%30%35%40%45%50%55%0%Black or African American7%7%10%Asian/Pacific IslanderNative American or Alaskan NativeWhich race/ethnicity best describes you?(Optional)10%20%30%40%50%Multiple ethnicity/other4%69%3%White/CaucasianHispanic60%70%0%$30,000-$49,9997%4%18%$15,000-$29,999$15,000How much do you earn per year as a podcaster?(Optional)5%10%15%20%25%$100,000-$150,00023%22%15%$75,000-$99,999$50,000-$74,99911%$150,000 0%3-5 years11%23%37%1-2 yearsUnder 1 yearHow long have you been podcasting?5%10%15%20%25%20+years21%7%0%10-20 years6-10 years30%35%