The Power of Podcasts: What Makes it Different From Other Media?

By Shannon Schubert

Published on April 1st, 2024

Podcasting has quickly become one of the most popular forms of content. The consumption of podcasts reached record high numbers during the pandemic in 2020 - according to Wistia, over 100 million Americans listened to podcasts each month for the first time ever in 2020. Unlike many traditional forms of media, podcasting possesses unique qualities that set it apart from other content platforms. 

What distinctive quality makes podcast’s different from other media? The ability to indirectly consume podcast content. You need to keep your eyes glued to your phone screen to actively engage in a youtube video, or even just to scroll through social media - but with a podcast, you can simultaneously listen and also do something else. We are living in such a busy world; a world where our minds are always racing, and our physical being is always on-the-go. The ability to entertain and inform listeners without disrupting their everyday routine is truly revolutionary, and this attribute alone is why many people believe podcasting is the best platform to create and consume content on.

There are several benefits to making and listening to podcasts, but I believe the most important attribute of a podcast is its ability to scale a deep level of intimacy between creators and listeners. Think about it…what other content platform enables you to build real connections this widespread? I use “real” connection lightly considering these “connections'' are one-sided, parasocial relationships in which the podcast creator rarely knows these listeners exist. All in all, it takes a certain level of talent for creators to find that common ground with their listeners. If done right, the act of a vulnerable storyteller creates a feeling of connectedness and relatability with the audience. As a frequent podcast listener, the creators I listen to? I feel like I could sit down and mingle like two friends who haven’t seen each other in awhile. It's easy for listeners to feel this way when podcasters are constantly in their ear (literally and metaphorically).

At first glance (or listen, if we’re being specific) traditional AM radio and podcasting seem like very similar ways of digitally communicating, but these networks are very unalike in their accessibility, interactivity, and delivery methods. 

Let’s start with the most obvious difference: programming vs. on demand listening. Radio is broadcasted only to a live audience via electromagnetic waves. Radio stations tend to air specials based on their vague audience demographic knowledge. On the other hand, a podcast is a pre-recorded segment that can be accessed on demand. Having a podcast at your fingertips from anywhere while doing anything is a level of convenience radio stations could never compete with. Say you're an avid radio listener, but you happen to go into work late one Monday. Your usual early bird commute paired with a daily news segment is no longer attainable. You cannot beat the flexibility and easy access a podcast provides.

Interactivity: audience engagement is an easy attention grabber with radio and podcasts alike. With radio stations, you frequently hear call-ins and contests being held, but podcasts take a more personalized approach to audience engagements. Q&A’s, polls, video recorded podcasts and many other features similar to social media platforms give a deeper, one-on-one relationship feel between the creator and listener. 

In terms of delivery, radio stations tend to focus on broader topics, while podcasts focus on more niche topics. This is in part due to the inability to grasp a firm understanding of radio listener demographics. This is bad for radio advertising because they can’t pinpoint when their target market will be dialed in. Ever notice how generalized radio ads are? With podcasts, brands are able to strategically advertise to podcast channels with similar target listeners. Intertwining niche content creation with advertisements has a better chance of success.