The growth of podcasting has risen steadily for the past 10 years. General awareness and podcast listenership have increased greatly, particularly in the last five years. At just 17% of the population, however, the number of regular podcast listeners has a huge potential for growth.


Regular podcast listeners will often seek out new podcasts through browse options, top charts, and recommendations from others. This is not the case for the percentage of the population who doesn’t yet listen regularly, even if they’re familiar with podcasting. For many of these people, the draw to podcasting is not strong enough to lure them through the process of discovering quality content.

Platforms like Netflix, Hulu, and even YouTube, years ago, went through this same process, eventually capturing massive market share. Shows like “House of Cards,” “Orange Is The New Black,” and “The Handmaid’s Tale” drew viewers en masse from their cable channels to internet TV.

For your podcast and podcasts in general, creating a show is the best way to compel an audience to listen. So what’s the difference between a podcast and a show?

A podcast is simply a digital audio file with dialogue. A show is an audio file with dialogue built around an idea. A show is a story told from a unique perspective.

If you’re already podcasting or just starting, ask yourself one question: what’s the thing my podcast has that no other podcast can claim? That’s your show.

Is it two people talking about exercise, or is it the inspiration people need to turn their health around? Is it the secrets fitness buffs need to become Crossfit champions? Is it the tools new moms need to regain their strength and energy? The former is a podcast and the latter are shows.

Once you’ve determined your unique idea, build the compelling content, and the quality production to make a great show.

Branding your unique premise then becomes just as important as identifying it. A quality introduction to each episode with custom music goes a long way for new listeners. For those who haven’t listened, you can tell them what makes you unique through social media and email.

Appearing on other people’s podcast and sponsoring other shows can be a great way to introduce yourself to a new audience. It doesn’t have to be expensive either.

If you’d like help creating, producing, or marketing your show, the Premier team can help. Simply fill out the form or email