The podcast industry has come a long way in the past 20 years. Once seen as a disruptive newcomer, podcasts have now solidified their position and gained widespread popularity. According to a recent YouGov survey, 50% of British adults have listened to a podcast in the past year. This growing audience has created a demand for accurate measurement of podcast reach, which has been addressed with the introduction of a quarterly chart listing the Top 25 titles.
Podcasts cover a wide range of topics, from music to true crime, psychology to politics. The Guardian, an early adopter of podcasts, was recognized at the British Podcast Awards for their news and current affairs daily, Today in Focus, as well as the weekly Pop Culture podcast hosted by Chanté Joseph.
One of the defining features of podcasts is their ability to be consumed at any time and in any place. However, the medium has evolved to include live shows, where podcasters take the stage to engage with their audience. The Guardian’s Comfort Eating and Football Weekly podcasts are examples of this live iteration. Comedians James Acaster and Ed Gamble have recently launched a national tour of their podcast Off Menu, which sold out all 15 shows even before the tour began. Political talking heads Alastair Campbell and Rory Stewart are also taking their podcast The Rest is Politics to the live stage with a show at the Royal Albert Hall in December.
The pandemic further boosted the popularity of podcasts, as they provided comfort and entertainment during difficult times. Many podcasts, like Blindboy’s from Ireland, have focused on addressing mental health issues. With the reopening of the world, there has been a shift towards podcasters becoming performers, offering low-cost content for entertainment venues and intimate conversation for audiences.
The trajectory of podcasts is intriguing, as they initially challenged traditional communal discourse but have now found their way back into communal spaces. Only time will tell if they will continue to thrive, especially with potential post-pandemic corrections looming. However, for now, podcasts fulfill a need for affordable togetherness.
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