Podcasting might be taken for granted now, but it was only developed in 2004 when a former MTV video jockey and a software developer got together to work on their vision.
They coded a program that enabled them to download internet radio shows to their iPods, and the rest is history.
This created a whole new world of delivering audio content that big companies like Apple immediately jumped on. When podcasting capacity was added to iTunes, the concept exploded. Even the late CEO of the company, Steve Jobs, provided an example of how to make this new transmission.
Smartphones eventually took over as the main way of listening to the numerous discussions and topics covered by podcasts on the move. That, in some ways, is the very essence of the medium.
Listening to podcasts is the modern equivalent to listening to radio discussions while doing something else. They are also portable, giving the listener a chance to listen deeply wherever they happen to be.
Radio phone-ins were once a form of personal engagement on a particular topic, but podcasts take it one step further. They are easy to access but take you straight to the heart of the host. It’s like hanging out with a favourite friend or community, just as engaging with someone on a multiplayer gaming platform can create a bond. People hone in on shared interests rather than being single users who are spoon-fed information passively.
The podcast catalogue covers all kinds of subjects. Some of the most popular ones have become the staple diet for people who want political, news, sport, and current affairs content that cuts through the spin. Some popular titles include The Rest is Politics and The News Agents. For a more spontaneous blast of culture that isn’t so reliant on fact-checking, The Joe Rogan Experience is another one that cuts to the quick.
Comedy is another big draw in the podcast world. One of the first audio podcasts was The Ricky Gervais Show. The medium is the perfect way for an outlandish, big-personality comic to connect with an audience that wants some laughs.
Comedians are natural storytellers, which makes them a great fit for the medium. They can deliver pitch-perfect lines, and their audio content is just part of a wider community that can see them go on tour and meet fans. In an uncertain world, many people are looking for escapism and laughter without judgment.
Another growing topic for podcasting is gambling, which has grown in popularity as a pastime on the back of advances in technology. With the growth in sports betting and iGaming, the gambling community can discuss poker tactics, online slots and other popular activities. The hosts of these podcasts can provide some insight into the games to their listeners.
These podcasts can help people who find betting jargon complicated. They can demystify the rules and regulations and talk about the games themselves. Gambling and gaming offer a social connection with virtual chat rooms, so it’s good to have a stream that speaks the language out loud.
As the business world increasingly impacts real-life decision-making at the top of the tree, thought leadership and entrepreneurship is also a huge market. Leading figures on podcasts may be more guarded on a TV news panel show, whereas podcasts tend to throw more light and shade on what makes them tick.
They create a deeper view that is more authentic rather than being driven or directed by a moderator who interjects too much in a more traditional media format.
The nature of receiving news on all topics has drifted away from a family sitting around a box with just a few channels. There is now more intentional engagement in the form of podcasts. This is especially true of the younger Millennial and Gen Z demographic that demands immersive content and wants to feel like part of the conversation.
Passive news gathering that questions who is right or wrong in a scenario is almost too neutral and plodding now. Podcast audiences need strong opinions and sources who they can trust and listen to.
Ultimately, podcasts are there to deliver entertainment, to educate, and to inform. The setup of these broadcasts is not designed to lecture or to throw huge chunks of information like an “impartial” channel that has to balance journalistic principles. Information from podcasts can be retained easily because of the accessibility, portability and intimacy created by the hosts.
There’s a balance involved that doesn’t take the audience for granted. Podcasts can engage their listeners in a way that is difficult for traditional media to achieve. That’s why it will continue to grow and appeal to generations who want their content delivered in a way that matches their lifestyle.