I’ll be the first to admit that I don’t personally listen to The Joe Rogan Experience. However, it seems I’m an island in that regard. Despite being exclusive to Spotify, the podcast draws an estimated 11 million listeners per episode. That’s a staggering number, making it clear why Joe Rogan has become the undisputed king of the podcasting world. According to new figures from Rephonic, The Joe Rogan Experience is three times bigger than the number two show on Spotify. It’s hard to wrap your head around numbers like that, especially for those of us in the podcasting space who are trying to grow our own shows.
So what makes Joe Rogan so successful? Is it his celebrity status, the diverse range of topics, or the long-form, unfiltered conversations? It’s likely a combination of all these factors, plus the fact that Rogan has been at it for over a decade, building a loyal following along the way. But here’s the thing—none of us, as podcasters, can match Joe Rogan right now. And that’s okay. It’s not about reaching 11 million listeners per episode for most of us, especially those running smaller, independent branded podcasts.
The truth is, trying to replicate Rogan’s success is a losing game. Instead of chasing the unattainable, we need to focus on what really matters: finding our niche audience, understanding what they want from our podcasts, and figuring out how our content can serve them and our brand.
The Riches are in the Niches
The beauty of podcasting is that it’s not a one-size-fits-all medium. Your audience might not be as massive as Rogan’s, but that doesn’t mean it can’t be engaged and loyal. The key is to identify a specific group of people who resonate with your content. Whether you’re talking about entrepreneurship, safety, or finance, there’s a niche out there that’s looking for exactly what you have to offer.
Once you’ve identified your niche, the next step is understanding what they want from your podcast. Are they looking for in-depth interviews with industry experts? Do they want actionable tips they can apply immediately? Or are they tuning in for entertainment and a break from their daily routine? By understanding their needs and preferences, you can tailor your content to deliver value consistently.
This approach not only helps you grow your audience but also strengthens your brand. A podcast is a powerful branding tool because it allows you to establish your voice and authority in your industry. When done right, it becomes an extension of your brand, helping you build trust and credibility with your audience.
So, while it might be tempting to dream of Joe Rogan-sized numbers, it’s more practical—and rewarding—to focus on building a podcast that speaks directly to your niche. After all, the goal isn’t just to attract listeners; it’s to connect with the right listeners who find genuine value in what you have to say.
Oh, to be Joe Rogan, indeed. But for the rest of us, success lies in carving out our own space in the podcasting world, one listener at a time.