Is it too soon to be talking about podcast superfans?

• Podcasting faces challenges on its way to becoming a mainstream format on the level of radio, music, and TV
• While the medium excels at creating a sense of community and personal connection, discovery and accessibility hurdles have so far held podcasts back 
• Supported by our forecasts and consumer survey data, MIDiA proposes "glocalised" content as one way for podcasts to move from niche to mainstream

Podcasting faces significant challenges in becoming a truly global, mainstream format. While the number of podcast listeners is growing, podcasting has yet to reach the ubiquity of music streaming. One key difference is scalability. Music streaming succeeded by making vast libraries of content easily accessible to users worldwide, accompanied by personalised recommendations and seamless user experiences. Once it did reach mainstream penetration, industry focus shifted toward depth of engagement through superfandom.

Podcasting, meanwhile, must still overcome some major discoverability and accessibility hurdles (though YouTube’s algorithm has certainly helped to lower these barriers) before it is able to truly reach the mainstream. Yet, perhaps following in the footsteps of music streaming, the podcast industry is already starting to talk about superfans, per a recent article in Variety. While podcasting can surely grow podcast superfans alongside global reach and advertising monetisation potential, it is important not to let a focus on superfans distract from truly bringing podcasting to the mainstream.

There is no doubt one of the key growth drivers of podcasting is the intimate and personal nature of the format, because unlike traditional broadcast media, podcasts feel like a direct conversation between host and listener. This intimacy fosters a sense of community and belonging, making superfans more likely to evangelise their favorite shows and bring new listeners into the fold. 

However, per MIDiA’s 2024-2030 podcast forecasts, advertising will continue to account for the vast majority of podcasting’s global revenue. Superfans will represent a very small segment of the audience driving revenue and growth of the industry worldwide. All of this is not to say that independent podcasters and networks alike should not focus on building strong communities around their content, leveraging social media, live events, and merchandise to deepen fan engagement. It is crucial that podcasters continue to engage their superfans. 

As MIDiA covered in January, scenes are already starting to form around history podcasts like The Rest Is History. Hosts Tom Holland and Dominic Sandbrook have cultivated a loyal following by building strong relationships with their audience, turning listeners into active participants in their growing multimedia empire. As these podcasters cultivate their superfans, there will be increased attention on how the industry can prioritise monetisation of these highly engaged consumers.  

However, at the platform level, the focus on superfans should not distract from the need to improve the recommendation and discovery process for podcasts. Catering to a select segment of highly successful podcasts risks neglecting the upstarts who have all of the potential to become successful podcasters but are not given the opportunities to connect with audiences that may be out there waiting for them.

While this is, of course, not an either / or situation, it is worth remembering that priorities set at the top help dictate how the industry will grow in the future. As it stands, podcasting currently sits somewhere between niche and mainstream. According to MIDiA's Q4 2024 consumer survey, 32% of consumers listen to podcasts every month and only 22% listen every week. Radio sits at 53% monthly and 43% weekly, while music streaming sits at 53% monthly and 47% weekly. Podcasting has the potential to become a mainstream activity on par with radio, music streaming, and even television, but in order to do so, continuing to scale globally will be key.

For podcasting to break fully out of a niche behaviour, it must learn from and compete with other industries. This means making the discovery and consumption of podcasts as effortless as possible. It also requires investing in localised content to attract global audiences and ensuring that podcast apps are user-friendly and optimised to keep listeners wanting more. Platforms like Spotify have started integrating podcast content alongside music, but there is still room for innovation in creating a seamless, engaging podcast experience for listeners everywhere. As we told Campaign, by addressing discoverability challenges, investing in creator tools, and developing diverse content for increasingly “glocalised” audiences, podcasting can continue on its trajectory from a niche format into a dominant force in global entertainment.