People love podcasts. These online audio programs can be downloaded and listened to on your computer and mobile, making them a popular way to learn new things, hear different perspectives, and build a connection with your favourite creators. Learn more about this thriving form of entertainment and the seven different types.
More than 584.1 million people across the globe listened to podcasts last year.
For marketers (both businesses and individuals), podcasts offer an exciting opportunity to directly connect with customers through sharing your expertise and engaging, dynamic content related to your product or service.
And the time is ripe: 89% of marketers say they need to innovate constantly just to stay competitive, and niche marketing (such as video marketing, augmented reality (AR), virtual reality (VR), and podcasts) is thriving.
In this comprehensive guide, we’ll explain how podcasts work, the different types, and how to find a podcast that aligns with your interests. We’ll also provide some top podcast examples that may just pique your interest.
Podcasts have been around since 2004, but the format has grown rapidly because of how easy they are to create and listen to. People choose podcasts for entertainment and educational reasons, but here are some more reasons why people enjoy listening to podcasts.
Most podcasts come out as a series. This gives people something to follow over time, such as an ongoing relationship between co-hosts, special guest appearances or a story unfolding episode by episode.
These days, there is a podcast for basically everything. (If it doesn’t exist yet, it probably will soon.) Popular genres include news, comedy, true crime, celebrity interviews, niche hobbies, or personal stories. You’ll find that some episodes are tightly scripted, while others feel more like a conversation you’re listening in on.
Podcasts are simple to follow for free and are on major platforms like Spotify or Apple Podcasts . On those apps and more, new episodes automatically appear, and you can set up alerts to be notified. It’s this combination of free, high-quality content that is on the apps you already have that helps podcasts get in front of new listeners.
You can listen to podcasts anywhere, at any time. Podcasts fit easily into daily routines; people listen to them while cleaning, driving to work, exercising, cooking, or winding down for bed (rather like a reading book). The “hands-free, eyes-free” format is a significant part of their appeal.
Anyone can make a podcast and upload it. Episodes can be short or long, released daily or monthly, and take any format the creator chooses. There is also a low barrier to entry; anyone with a modern phone or small microphone can record audio for a podcast.
Compared to other media, podcasts are some of the easiest ways to get your voice out into the world. Once you have an idea, here are the steps required to release your very own podcast.
Your first step is to record an episode. Most podcasters use simple setups: a mic, headphones and recording software (GarageBand, Audacity , etc.). Don’t feel discouraged if your first recording session feels a bit awkward; in time, you’ll get more comfortable with it.
After recording, you can clean up the audio in your software. There are preset options in most software to remove background sounds and noise. You’ll then want to cut out any mistakes, parts that weren’t as interesting, or gaps.
Once you get more comfortable editing your podcasts, you might also want to add intro music, sponsor messages, or transition sounds.
After all of this, you can download your podcast as an MP3.
Now take your MP3 file and upload it to a podcast hosting service (Spotify for Podcasters and Acast Open are both free to use). You’ll need to add some details like the title and description. Keep in mind that when people search for a podcast, most apps pull up options based on words in your description.
The host then stores your audio files and generates the RSS feed that podcast apps read.
You shouldn’t have to do any heavy lifting at this stage. Your hosting platform will push your RSS feed to listening apps. This is how your show appears on Apple Podcasts, Spotify, Google Podcasts, Overcast, and others. You only have to connect the feed once, and new episodes will appear automatically whenever you upload them.
From here, listeners can subscribe in their chosen podcast app. When a new episode drops, it shows up automatically in their feed or subscription list. If you want to reach more people, make sure you are using the right keywords, and make a social media profile to market it.
Podcasts can be about any topic, and there are no limitations to this. That said, most types of content for podcasts fall into one of the seven following categories.
When most people think of a podcast, interviews are one of the first things that spring to mind. These podcasts often feature a consistent host who interviews or chats with a new guest each episode.
For example, Salesforce’s Executive Conversations podcast features interviews with leading CEOs and thought leaders. Each podcast centres on a critical business topic, including real-world examples, unique perspectives, and future trends.
Image source: Salesforce
The result is bite-sized insights and lessons that everyone from seasoned business leaders to budding entrepreneurs can use to grow and thrive in their industry.
Conversational podcasts are usually co-hosted. This podcast format is closer to what you’d expect from a radio show, featuring two or more podcast hosts who commentate on recent events or hold entertaining conversations.
The Hamish & Andy Podcast is one of the most famous examples in Australia that follows this style.
Image source: Hamish & Andy
What started as two mates who enjoyed each other's company has quickly turned into Australia’s best-loved comedy double act. The pair talks about random topics and recent events with a touch of absurdist humour. Listening to the podcast feels like being in on an inside joke.
Also known as monologue podcasts, this category features a single host who speaks for the entire episode. This style is particularly suited to educational and narrative podcasts, where the podcaster is an expert in their field who can talk in-depth about a specific topic.
For example, embodiment coach and mentor Beatrice Kamau hosts The Self Love Fix , a weekly podcast series helping women of colour achieve self-confidence, happiness, and wellbeing.
Beatrice chooses a podcast topic each week, from addressing hopelessness in dating to finding your purpose.
Image source: Spotify
As an expert in her niche, Beatrice has amassed a global following throughout Australia, Malaysia, the US, and the UK.
Educational podcasts focus on teaching a specific topic, like history, geography, or entrepreneurship. These podcasts can be either solo, conversational, or interviews. The podcaster will often include show notes to help consolidate the lesson.
Science Vs is an educational podcast that battles against myths and misconceptions with evidence-backed science. Each episode tackles a unique and varied topic, from fibre and the climate crisis to microplastics and menopause.
Image source: Apple Podcasts
Thanks to its no-nonsense style and easy-to-understand content, Science Vs has risen to the top charts in multiple countries.
Narrative (often scripted) podcasts are all about telling stories, either in one episode or an entire season. These stories can be non-fiction, as is familiar with true crime and documentary podcasts, or fiction podcasts, such as creating fantasy stories with voice actors.
For instance, The Stories of Mahabharata by Sudipta Bhawmik is a serialised retelling of The Mahabharata, an epic from ancient India.
Image source: Spotify
Bhawmik posts new episodes, and listeners can tune in to hear the next part of one of India’s greatest tales. This is an excellent example of how a podcast can be both entertaining and educational.
Roundtable podcasts bring a panel of people together to discuss a topic from multiple angles. Instead of a single host leading the conversation, you get a mix of perspectives and insights from different people.
This format works particularly well for business, leadership and industry analysis, where a variety of voices can add depth that a solo show can’t.
CEO Roundtable by SBJ Podcasts is a good example of this format. Each month, business leaders sit down to discuss the trends shaping their industries and the challenges leaders are navigating right now.
Source: Spotify
The format feels collaborative and gives listeners a mix of perspectives they can use in their own work. It’s the kind of podcast people often play in the background while they’re working, because the insights are easy to absorb and directly relevant to day-to-day decision making.
Hybrid podcasts mix two or more formats, often blending interviews, group discussions and solo monologues into one cohesive show. Not sticking to one ‘type’ of podcast gives creators more freedom to explore complex ideas and bring in extra voices.
The Philosopher’s Zone is a strong example of this style. Each episode centres on a philosophical question, but the format is different depending on the topic.
Source: ABC
Some episodes feature in-depth interviews with academics, while others weave narration with expert commentary or bring in multiple voices for a more conversational feel. The mix keeps the show engaging and allows listeners to approach big ideas from different angles.
Hear how global leaders are navigating growth, innovation, and customer trust in the age of AI.
Podcasts are known for being audio-exclusive, and many of them are. Nowadays, however, it’s also common for podcasts to include video clips (sometimes called Vodcasts). This could be footage of an interview taking place or graphics to support the host’s monologue.
Video is especially popular for interview and conversational podcasts, where audiences often want to see and experience the interactions between hosts and guests. For instance, we upload our Executive Conversations podcast as a video, both on our website and on YouTube.
Image source: YouTube
The good news is that podcasters don’t necessarily have to pick one type of podcast to create. Video and audio can both be recorded simultaneously, allowing the podcast creator to edit the same raw material for different platforms.
Take Steven Bartlett’s Diary Of A CEO , for instance, which features a new, engaging guest each week to speak with the host about a niche topic. The podcast is available audio-only on Spotify and Apple Podcasts, as well as alongside a video on YouTube.
Image source: Diary Of A CEO
Audio and video podcasts both have their perks. Audio is easier to listen to on the go and allows the subscriber to multitask while they do so. Videos require more attention, but they can help podcasters reach a wider audience. Video is also a welcome accompaniment for users who struggle to process audio without visual cues.
There are dozens of different places to listen to podcasts, both on your computer and mobile phone. Here are some of the most common podcast listening apps and platforms to get you started.
The easiest way to search for podcasts is to use one of the above-mentioned podcasting apps, browsing by category or top charts. You can also try typing in a topic you’re curious about to bring up shows that match your interests.
Podcast listening is enjoyed by millions of people around the world every day, but why? What’s the point of it all? Here are some reasons listening to a podcast can be beneficial:
Let’s run through some of the top podcasts that Australians have downloaded and enjoyed.
Image source: Hamish & Andy
The Hamish & Andy Show is the upper crust of Australian podcasts. With more than 800,000 monthly listeners, the duo have won the country’s hearts with their hilarious conversations, absurd anecdotes, and good-natured banter.
Image source: Casefile
True crime podcast Casefile has quickly become one of Australia’s finest. Each podcast episode presents an interesting and unforgettable case file, complete with gripping narration via an anonymous podcast producer known as ‘The Host.’
Image source: Conversations
Conversations with Richard Fidler and Sarah Kanowski is an interview-style podcast that introduces new guests each week. Unlike other interview podcasts, Conversations doesn’t rely on celebrity appearances. Instead, they invite interesting, often ordinary people who’ve experienced or done remarkable things.
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Podcasts are a popular form of media, and it's clear the format isn’t going anywhere anytime soon.
The best part about podcasts is that there’s always a perfect fit for your tastes. Interested in rugby? There’s a podcast for that. Want to find out more about the political situation in your country? No problem. Fascinated by pens and want to learn about all things stationery? There’s a niche podcast for that, too.
And when you do find the perfect podcast, you’ll have the chance to learn new things, broaden your mind, or simply relax a bit more on your morning commute.
Are you intrigued by the world of business, artificial intelligence, sales and marketing, but don’t know where to start? The Salesforce Executive Conversations podcast features diverse perspectives and valuable insights from some of the world’s most prominent executives and thought leaders. Subscribe now to stay up to date with all the latest episodes.
A podcast is a series of audio episodes that you can listen to online. They come in a variety of formats, such as interviews, stories, news, or educational documentaries.
The word podcast came from combining the terms “iPod” and “broadcast.” Early podcasts were downloaded onto iPods the same way radio broadcasts were. The name stuck, even though podcasts are now available on most devices.
Podcaster hosts record podcast audio files using podcasting equipment and audio recording software like Adobe Audition. They then use editing software to refine the content before uploading these episodes to their favourite podcast apps and platforms, like Spotify. Their audience can then stream the episode directly or download it for later.
There are dozens of different platforms that host podcasts, including Spotify, Apple Podcasts, Pandora, Amazon Music, Audible, and YouTube.
That depends. Most podcasts are free, but some may ask that you pay a premium fee in exchange for extra audio content or an ad-free experience.
