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Podcasting is currently experiencing both the best and worst of times. The industry, which had previously seen extravagant spending and large deals, has now entered a period of austerity. Major players like Spotify, Vox Media, and NPR have announced mass layoffs, while others such as SiriusXM and Amazon have significantly cut their podcast budgets. However, despite these challenges, the podcasting audience continues to grow with no signs of slowing down. Edison Research estimates that there are now 90 million podcast listeners each week, reaching the highest numbers ever. Additionally, a study by iHeart Media suggests that podcasting has taken away time spent on streaming and social media. With over 3 million podcasts available, more people than ever are listening to and watching podcast content.
In this paradoxical moment, certain power players in the podcasting industry are poised to take advantage. One such player is John Allen, also known as MrBallen. Allen, a Navy SEAL turned content guru, has recently signed an exclusive three-year content deal with Amazon Music for his podcast “MrBallen Podcast: Strange, Dark and Mysterious Stories”. He has also expanded into new ventures, including launching “MrBallen’s Medical Mysteries” and exploring opportunities in TV, film, books, and games.
The podcast “SmartLess” has also seen tremendous success. Hosted by Jason Bateman, Will Arnett, and Sean Hayes, “SmartLess” was created during the pandemic and has since spawned a nationwide live tour, a docuseries on Max, and a media company. The media company has already lined up several original podcasts, including “Bad Dates” hosted by Jameela Jamil and “Owned” with Rex Chapman.
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“The Daily”, a podcast by The New York Times, has consistently topped the podcast charts. The podcast features 20-minute interviews with Times journalists and dives into the biggest stories of the day. Its co-hosts, Michael Barbaro and Sabrina Tavernise, have gained a devoted following with their even-keeled approach to interviewing.
Chuck Bryant and Josh Clark, hosts of “Stuff You Should Know”, have one of the longest-running podcasts in the genre. Each episode delves deep into a different subject, covering topics such as champagne, the Stonewall Uprising, and chaos theory. However, it is the hosts themselves that have retained a loyal audience of millions.
In terms of individual podcast hosts, Emma Chamberlain stands out. Chamberlain first gained fame on YouTube and has since launched her podcast “Anything Goes”, where she discusses topics such as relationships, mental health, and fashion. In November of 2022, Chamberlain signed an exclusive multiyear deal with Spotify, which included an expansion into video content for her podcast.
Another notable host is Alex Cooper of “Call Her Daddy”. Known as the “most listened to podcast by women” on Spotify, “Call Her Daddy” has gained a significant following. Spotify paid $60 million for the streaming rights in 2021. The podcast has become a sex-positive feminist forum and features celebrity guests like Zayn.
Audie Cornish, the host of “The Assignment”, joined CNN from NPR to rejuvenate the news organization’s audio journalism business. The podcast features interviews with people whose lives intersect with the news cycle and won the best interview podcast category at the 2023 Ambies.
Glennon Doyle, Amanda Doyle, and Abby Wambach host “We Can Do Hard Things”, a podcast that attracts millions of listeners each week. The podcast covers topics such as mental health, parenting, and sex. The show’s defining moments this year have come from episodes where Glennon discusses her recent diagnosis of anorexia.
“N.O.R.E.’s Drink Champs” is a podcast hosted by N.O.R.E. and DJ EFN. The show features banter and interviews with hip-hop’s legends and has found stability in a new studio home in Miami’s Wynwood arts district.
Jon Favreau, Jon Lovett, and Tommy Vietor, former senior-level Obama White House staffers, started Crooked Media in 2017. Their podcast “Pod Save America” became a locus for liberal resistance politics and has been supplemented by live events, video programming, and newsletters.
Ashley Flowers, the host of “Crime Junkie” and founder of podcast network audiochuck, has expanded her audio empire in the past year. Major new projects include “The Deck Investigates”, a spinoff of her other crime series “The Deck”.
“Gillie Da King’s Million Dollaz Worth of Game” is a podcast hosted by Philadelphia rapper and actor Gillie Da King and social media influencer Wallo. The show consistently appears at the top of the music podcast charts and features interviews with celebrities such as Michael B. Jordan, Alicia Keys, Kevin Hart, Nick Cannon, and Lil Dicky.
“My Favorite Murder” is a podcast hosted by Karen Kilgariff and Georgia Hardstark. The hosts cover both infamous and lesser-known crimes and have built an audience of over 30 million listeners a month. Amazon paid a reported $100 million for a one-week exclusive window for new episodes.
Finally, “Morbid” is a podcast hosted by Ashleigh Kelley and Alaina Urquhart. The aunt-niece duo approach grisly crimes with lighthearted flair and have expanded their podcast network under the Wondery umbrella.
In conclusion, while the podcasting industry is currently facing challenges, there are still power players who are thriving. These individuals and podcasts have continued to grow their audiences and expand into new ventures, proving that podcasting is here to stay.
