How Podcasting Works

Podcasting was developed in 2004 by former MTV video jockey Adam Curry and software developer Dave Winer. Curry wrote a program called iPodder that enabled him to automatically download internet radio broadcasts to his iPod. Several developers improved upon his idea, and podcasting was officially born. Curry himself has gone on to host several popular podcasts, the most recent of which is a show called No Agenda.

Right now in the U.S., podcasting is free from government regulation. Podcasters don't need to buy a license to broadcast their programming as radio stations do, and they don't need to conform to the Federal Communication Commission's (FCC) broadcast decency regulations. That means anything goes — from four-letter words to sexually explicit content. Copyright law does apply to podcasting, though. Podcasters can copyright or license their work — Creative Commons is just one online resource for copyrights and licenses.

Although several corporations and big broadcast companies have ventured into the medium, many podcasters are amateurs broadcasting from home studios. Because podcasters don't rely on ratings as radio broadcasters do, the subject matter of podcasts can range from the refined to the silly to the excruciatingly mundane. Podcasters often cater to a niche group of listeners. By podcasting consistently on one subject, podcasters not only assert their expertise on the subject matter but also draw a loyal and devoted group of listeners.

Consider a few popular podcasts: Welcome to Night Vale is a show that updates you on the completely fictional yet rather eerie town of Night Vale. Or listen to the Mortified Podcast, in which adults read directly (and often awkwardly) from the pages of their teenage diaries.

Podcasts can be used for all sorts of purposes, like self-guided walking tours, talk shows, financial planning, sermons, fitness training, true crime features and so on.

Currently, the three most popular podcasts are "The Joe Rogan Experience" (long-form conversations hosted by comedian and UFC commentator Joe Rogan); "The Daily" (a daily news podcast from The New York Times); and "This American Life" (a weekly public radio show and podcast with a mix of documentaries, personal stories, and fiction pieces around a particular theme).

Podcasting has become a profitable business. In its 2021 State of the News Media Report the Pew Research Center found that about 41 percent of Americans over the age of 12 had listened to podcasts in the past month, up from 37 percent in 2020.

Many podcasts are supported by advertising, or by patrons who gain access to an ad-free podcast fee in return for a donation. Although large, traditional media companies leverage their brand and reputation for publicity, independent podcasts also achieve success using the same model. Advertising networks make it easier for advertisers to find shows that reach their target markets. Forbes reported that podcast ad dollars in the U.S. was projected to increase from $1.4 billion in 2021 to $4 billion by 2024.

Some independent podcasts have been working together to form their own media collectives, including Pushkin Industries and Radiotopia from PRX. In the 2020s, however, larger media and tech companies have begun purchasing successful individual podcasts or collectives with the intent of making them exclusive properties. IHeartRadio purchased Stuff Media, the HowStuffWorks podcasting business, in 2018. Spotify acquired Gimlet in 2019. Amazon purchased Wondery in 2020. In 2021 Apple Podcasts announced an update to its podcasting app that provides access to its own premium podcast subscriptions.

Listening to podcasts is easy. In fact, if you have a smartphone, you probably already have a podcasting app included with your operating system. You can also download an app to listen to podcasts from the "Store" section of your phone. Some of the most common platforms for listening are Spotify, Apple Podcasts, Google Podcasts and Stitcher. Some third-party apps include podcast directories of popular shows.

If you don't have a smartphone, you can visit online podcasting directories like Spotify, or if you already know the name of the podcast, you can visit its website directly. Although the top of the podcast charts is a good place to start, don't be afraid to download podcasts that are less familiar.

Many podcast websites and apps let you listen to one episode at a time, but smartphone and computer apps allow you to subscribe to your favorites. Each relies on RSS feeds. Choosing one in your podcast app handles adding the web address for you, but if you've found a show that isn't already listed, you can probably get the address for its RSS feed on the show's website. Copy and paste it into your podcast app or an RSS reader to receive new-episode alerts, and to have it downloaded to your device.

If you subscribe to podcasts, remember that each episode is an audio file that takes up storage space. Although these files are not terribly large in terms of 21st-century smartphone storage, it's probably a good idea to go through and remove old episodes or shows you've decided not to listen to every once in a while. Podcast apps usually allow you to choose how many shows to save, and whether or not you'd like to delete them automatically when you're done.

Got an idea for your own podcast? Recording a podcast is probably easier than you think. You don't need fancy equipment to get started. In fact, you can probably just use your smartphone or computer. If you don't use an app designed to create podcasts, here's roughly how the process works:

The podcast hosting services may also help with analytics, promotion and monetization.

Decide how many podcast episodes you want to produce and how often. Do you want a weekly, daily or monthly schedule? Keeping a regular schedule will help your listeners stay engaged with your podcast.

One way to do this is to record several episodes ahead and keep them "in the can," ready for your release day. You can plot your ideas out in advance, too, to keep yourself on schedule.

You may benefit from writing a script to use before the recording session, but many podcast hosts banter between themselves in a friendly unscripted conversation on one or many topics. One nice thing about modern recording and editing software, it's not too difficult to edit recordings to remove a flubbed line. Just relax and have fun!

Some of the best publicity comes from your own listeners. Once you begin attracting an audience, word-of-mouth will help you keep going. You could also try to get a podcast episode played on a more popular podcast with a similar audience, as a way to generate more listeners.

Some podcasters also do video podcasts, in addition to audio podcasts, to increase their overall listening audience. These may just be video versions of their audio podcasts but some people incorporate special elements, like animation or film footage to round out their video podcasts. These are uploaded to a service like YouTube.

As you rise through the ranks, you may wish to upgrade your recording setup with higher-quality equipment and perhaps even a dedicated recording studio space. You may want to pick all this gear up beforehand, but it's expensive and you may want to try your hand at podcasting before you spend that kind of money.