Scroll through Spotify or Apple Podcasts and it can feel like everyone has a show, from celebrities and comedians to local entrepreneurs and hobbyists. With more than 4 million podcasts registered worldwide, it is natural to wonder if the space is saturated.
The truth is, not quite. While millions of podcasts exist, fewer than 400,000 released a new episode in the last 30 days. That means most of what you see are “zombie shows,” dormant programs that stopped publishing. The active podcast universe is much smaller, leaving plenty of room for those who are consistent and intentional.
Opportunity
This is where the opportunity lies. Podcasts do not have to compete with the likes of Joe Rogan or Mel Robbins. Instead, they thrive by going narrow and serving focused, underserved niches. When you speak directly to a community, you build trust and loyalty. That bond is more valuable than hitting a global chart.
For brands, this strategy is especially powerful. A right sized podcast can position you as the go to expert in your space, open doors to speaking opportunities, and deepen client relationships. It is not about mass appeal, it is about meaningful engagement.
How to Start YOUR Podcast
If you are thinking of starting a podcast, here are a few guiding principles:
• Pick a tightly defined niche. You are competing for engagement, not downloads.
• Prioritize consistency. Weekly or biweekly episodes build listener loyalty.
• Optimize for discovery. Use audio, video, show notes, and clips to reach people across platforms.
• Encourage interaction. Ask questions, invite feedback, and adapt based on listener input.
The numbers show demand is real, the window is open, and those who move now will benefit most.
Read the full article in Success Magazine here