The State of Podcasting Today and Where It’s Headed
Episode 310 | Insider Secrets to a Top 100 Podcast | Courtney Elmer
Why Most Podcasters Quit (and How to Make Sure You’re Not One of Them)
Four Experts Share What’s Ahead for Podcast Growth
You’re refreshing your podcast analytics dashboard for the third time today, hoping those download numbers finally crack triple digits. But instead, all you feel is the soul-crushing reality of… no change. You wonder, is this podcasting thing even worth it? Should I quit before I waste more time talking to no one?
You’re not alone. Turns out, most podcasters feel this way at some point on their podcast growth journey. In fact, many throw in the towel before they hit their 20th episode. Not because their content isn’t good or because they’re not cut out for this, but because they’ve been following advice that (unfortunately) doesn’t work anymore.
So, I’m inviting you to pull up a seat at the table for a raw, honest conversation with some of the sharpest minds in podcasting: Alex Sanfilippo (PodMatch), Vinnie Potestivo | I Have a Podcast (Emmy-winning media genius), and Joe Casabona (podcast automations wizard). Together, we dive into the future of podcast growth—and what it means for you. From why so many podcasters fail to the real secrets behind podcast marketing and discoverability, we’re unpacking what works (and what doesn’t) in today’s podcasting landscape.
Commitment Creates Opportunity
Like Alex Sanfilippo, founder of PodMatch, says, “The churn rate in podcasting is incredibly high,” Alex shared. “But that just means there’s more opportunity for the ones who are willing to commit and do things the right way.”
For Alex, it’s not about blindly churning out episodes hoping for podcast growth. It’s about showing up with intentionality, sticking with your podcast long enough to see your efforts pay off, and understanding that success in podcasting is often a matter of staying the course. Alex highlights an important truth about podcasting today: despite the growing competition, there are still fewer than 400,000 active shows.
“When you think about how many people are coming in to listen to podcasts every day, the gap between demand and supply is huge,” he explained. “If you’re serious about podcasting, there’s never been a better time to stand out.”
So, don’t let fear of competition stop you. By committing to your craft and delivering consistent, high-value content, you can carve out your space in a growing industry. As Alex pointed out, “Success leaves clues.” Here are some of them:
Great Content Alone Won’t Grow a Podcast
Right now, there are listeners out there actively searching for a podcast like yours. They’re opening their podcast app, typing in the search bar, and scrolling through the top results. But here’s the catch—if your show isn’t showing up, those listeners will never find you.
Consistently publishing great content does not equal podcast growth, and it’s time we stop pretending it does.
Consistently publishing great content does not equal podcast growth, and it’s time we stop pretending it does.
The truth? Podcast growth isn’t about producing more content. It’s about helping people find your content. And that’s where podcast SEO comes into play (you heard it here first, and I promise you, you’re going to start hearing more people talking about this as they try to find new ways to reach listeners organically).
Search accounts for over 50% of how people discover podcasts, and podcast apps are getting better at serving listeners the exact type of content they’re looking for. So, if you’re not optimizing your show to appear in those search results, you’re missing out on a massive opportunity to get in front of cold audiences who don’t even know you exist yet.
Imagine what it would do for your podcast if your show popped up when your ideal listener searched for their next favorite podcast. The good news? Podcast SEO is a highly leveraged strategy that takes less time than you think but delivers outsized results (and it doesn’t require a degree in tech to see results).
So, stop focusing solely on consistency. Start focusing on getting found. The right listeners are out there—they just need to be able to find you.
Growth Isn’t About a Bigger Audience—It’s About Community
Too many podcasters fixate on growing their audience, chasing download numbers and bigger stats. But here’s the truth: audiences might tune in once or twice, but communities stick around. Communities share your episodes, champion your show, and help you create the momentum you need to rise above the noise. As Emmy-award winning media advisor Vinnie Potestivo | I Have a Podcast put it, “I focus on my community at all times.”
The important thing to understand though, is that building a community doesn’t mean reaching more people. It means connecting more deeply with the people already here.
When you focus on nurturing your existing listeners, they’ll become your biggest promoters and they’ll naturally help you grow. Answer their questions. Celebrate their wins. Make them feel like they’re part of something bigger than themselves.
And in the meantime, Vinnie recommends adding your podcast to IMDb so you can be present where others aren’t. “IMDb is a high-authority data point that Google trusts,” he explained. Not only does it boost your SEO, but it positions your show as a legitimate piece of intellectual property. When Google prioritizes trusted sources like IMDb, your podcast becomes easier to find—not just today, but for years to come.
Systems Help You Grow Faster (and Save Your Sanity)
If you’ve ever scrambled to hit “publish” on an episode hours before your deadline, Joe Casabona has a message for you: Stop. Doing. Everything. Yourself.
“The quickest way to free up your time is by implementing systems and automations,” Joe said. “It’s how I manage three podcasts, a business, three kids, and still make it to PTA meetings.”
To do this, follow the PER framework—Perform, Evaluate, Remove. Here’s how it works:
- Perform: List every task involved in creating your podcast.
- Evaluate: Decide which tasks actually need your personal touch. (Hint: Most don’t.)
- Remove: Automate or delegate everything else.
“Take one thing off your plate this week,” Joe challenged. Whether it’s automating your guest outreach or outsourcing your editing, start by automating one thing and build from there.
When you’re trying to grow quickly, it may seem counterproductive to slow down and build systems. But eventually, without systems you will become the bottleneck to your own podcast growth. Systems don’t just save time, they make room for the creative work that actually matters, like crafting episodes your listeners can’t stop raving about.
Your Next Steps for Stronger Podcast Growth
Remember, podcasting is a journey, not a sprint. Whether you’re just starting out or have been at it for years, the strategies shared by Alex, Vinnie, Joe, and me are designed to help you grow not just smarter, but more strategically. Pick one thing to implement this week and watch how it transforms your podcast.
Here’s where to start:
- Commit to the long game. Stay consistent, not just with publishing episodes but with delivering value and showing up for your audience.
- Make it easier for listeners to find you. Start thinking about podcast SEO and optimize your show to reach cold audiences who are already searching for your content.
- Focus on building deeper connections. Nurture the community you already have, and trust that they’ll help you grow organically.
- Take one thing off your plate. Whether it’s automating your workflow or delegating tasks, make room for the work that matters most.
And for more insights into how to build a podcast that attracts the right listeners and keeps them coming back, hit “Follow” for Insider Secrets to a Top 100 Podcast on your favorite podcast app so you never miss a new episode.
And if you’re a coach, consultant, or creator ready to build a bingeworthy top podcast that grows your audience and your business, book a free strategy call with our team to find out if you’re a fit for PodLaunch® — we’d love to help you.
Up Next:
As the saying goes in podcasting: "If you build it, nothing will happen." Brutal? Maybe. True? Absolutely. In the next episode, I’m sitting down with Kevin Chemidlin, founder of Grow the Show, and together we’re diving into the two silent killers of podcast growth—and trust me, these aren’t your usual suspects. So if you're ready to learn how to hook your audience, keep them coming back, and transform your show into one your listeners can’t help but tell everyone about, don’t miss the next episode!
