When Podcasts Fail and How to Avoid the Same Fate for Your Show

The world of podcasting is vast and ever growing. As of 2024, it is estimated that more than five million podcasts exist, ready and available for audiences. With so much content out there, those looking to get into this world as a podcast editor, a podcast host, or any role within podcast production are likely to have concerns. That is not unfair.

Regardless of one’s potential role in any show, worrying about success is always going to be valid especially when we continue to take in the numbers. Within the aforementioned five million podcasts, there is an estimated figure of around seventy-one million episodes. Within the same year of 2024, there is an expectation for the global market size for podcasting to reach $30 billion.

Given the continued growth, new podcasters have every right to be concerned about whether or not their show will succeed or fail. For those that will fall into the latter, there are prime reasons for it. If you want to take a genuine stab at this industry, you not only need to look at what to do, but also what not to do. With that said, here are some ways that failed podcasts ensured their fate and how you can avoid the same:

A Failure in Their Marketing

As daunting as it can be to get off the ground and start creating, the act of promoting and marketing your new podcast can be just as scary. Still, a failure in this department has often led to many otherwise-good podcasts to fall by the wayside. Unless the word of mouth promotion is really exceptional, shows still need to put in considerable effort to let people know they exist.

When it comes to marketing, there are few reasons not to engage. Social media is still a beast and it doesn’t take much effort to create accounts and post regular updates. Doing so can also be a great way to network; to make new connections with prospective fans and those already in the world of podcasting. Even if marketing isn’t one of your strong suits, you are doing yourself a disservice by failing to try in the first place.

A Lack of Dedication and Consistency

The best and most successful podcast editors know that the work is seldom finished. There’s always more to do, more things to work on, and more areas in which to improve upon. The same goes for other behind-the-scenes professionals, like podcast managers or a podcast engineer. To take it easy can often mean complacency.

Too often, people treat their podcasts like a hobby. Then, they turn around in confusion over why their number of listeners are dropping. A schedule is an absolute necessity, regardless of whether you release episodes on a daily, a weekly, or even a monthly manner. Work with passion and you are likely to keep your show afloat, at the very least.

A Failure to Truly Connect With Their Audience

Then, there’s the issue with the audience. The common phrase amongst businesses is that “the customer is always right.” Naturally, that cannot be take at face value, but if there’s one thing that the customer—or in this case, the audience—is always right about, it’s that if they can’t connect with the show, then there is indeed a problem to solve.

Think of those podcasts that release a few episodes to great fanfare. Then, some time after the third or fourth episode, the number of listeners start to dwindle. Could it be a marketing issue? Perhaps. More than likely, however, it is the fact that the show just failed to connect with the audience they once had. Hence, the drop in numbers.

Authenticity is often the key to connecting with audiences. Some podcasters come on strong at first, but may fail to deliver on promises. Or maybe the podcasters committed the sin of simply being unoriginal; taking too much elements from other, more successful shows without making those elements their own.

If this was an insightful and interesting read for you, then it may be in your best interest to book a call with the good folks at Podcast Engineers! Learn from their vast knowledge and expertise using your free discovery call today!