What’s Driving The Podcast Movement?

Jan 12th

In recent years, podcasting has become increasingly popular and rightly so. As millions are taking to the mic to share their stories as a full-time job, hobby or side hustle, we’re about to see a whole lot more of that, according to Acast. In a recent survey by the world’s leading independent podcast company, more than 1 in 10 brits plan to start a podcast this year. 

In the survey of 500 people in the UK, 12.4% said they intend to join the world of podcasting this year, with 42% of those sharing that the decision was a new year’s resolution. The survey also found that 60% of these respondent’s plan to launch their show in Q1, with February being the most popular month. 

If Acast’s findings truly reflect the wider British public, we can expect to see around 8 million new shows launched in 2022. 

According to The Infinite Dial 2021, over 27 million brits have listened to a podcast in the last month. Of the 16.7 million that listen weekly, a third enjoy four or five episodes, with over a third (35%) listening to 6 to 10 episodes a week. In a nutshell, around 70 million podcast episodes are consumed each week in the UK. 

So, what’s driving the podcast movement? 

A shift in the way we consume
With multiple lockdowns and more time on our hands, COVID-19 has contributed to the growth of podcasts, with 44% of Brits consuming more podcasts since the start of the pandemic. With listeners turning to podcasts to learn new things, explore new cultures, join debates, improve their mental health and escape from everyday life, the evergrowing medium has become part of everyday life for many of us. 

As consumers had more time to listen, creators had more time to record. With everyone from celebrities and industry experts to brands and individuals finding their voice, the past two years have seen creators embrace podcasting like never before. 

The power of technology
Thanks to the mass adoption of Zoom, recording a podcast became easier than ever as both the logistics and costs associated with recording were now eliminated. In addition to the world embracing a virtual connection, with user-friendly audio creation and hosting platforms, the power of technology has made podcasting an accessible medium for creators worldwide. 

Demand for authentic voices
Consumers have been turning to new mediums for trusted voices in recent years, with both social media and podcasting becoming a go-to source for the masses. As many creators have found their voice through social media, podcasting has become an extension, allowing them to foster deeper connections with their audience. 

Last year, we delved into Gen Z listening habits finding that 40% of Gen Z listeners trust podcasts over traditional media sources, including newspapers, radio, and national TV news. Further research has found that it’s much the same across the board. As creators take to the mic to share their unfiltered views on every cultural area, from dating and careers to politics and crypto, audiences value the authenticity that traditional media often lacks. 

If you’re keen to launch a podcast this year, the Content is Queen community is on hand to help you tell your story – find out more about our membership here. 

Before you take to the mic, check out these five lessons in podcasting from Steven Bartlett, the voice of the leading podcast, The Diary of a CEO.