BROADCASTS.com

State of Business Podcasting 2021
WHAT THE TOP 100 SHOWS ARE DOING

RESEARCH CONDUCTED AND REPORT PREPARED

Overall, the top 100 business podcasts were about the same age \u2013 and like last year, I think it\u2019s great how many of them are newer shows, meaning that you\u2019re in no way \u201ctoo late\u201d to create a podcast.

In terms of releases on the other hand \u2013 we\u2019re seeing more. Daily releases among the top 100 have increased from 9% to 17% (including Monday to Friday release), and three weekly releases went from 7% to 10%. Weekly releases took a little dip from 44% to 38% and every other week releases were halved to 3%.

The takeaway here is that unless your goals are strictly about relationship building or content generation (which are 100% legitimate goals!) you should try to release at least weekly.

That doesn\u2019t mean you need to create a whole full-sized episode every week \u2013 it\u2019s completely normal to alternate between show types \u2013 9% of the shows we counted do exactly that this year. You can have solo episodes, mini-episodes, reviews, action tips \u2013 content that is easy to batch that can help you boost your schedule without a huge amount of extra work. Something we saw a lot more this year was sporadic releases, that didn\u2019t seem to follow a set pattern. 8% of shows used this release method, which I think indicates they are either producing in-house, or aren\u2019t doing much post-production work, because the workflows involved in podcasting almost necessitate a consistent schedule of some time.

On a more philosophical side \u2013 As Tom Fox, the Compliance Evangelist says: \u201cYour podcast is a commitment \u2013 you release it when you say you\u2019re going to.\u201d I couldn\u2019t agree more. If you\u2019re worried about being able to stick to a schedule, or maintain an ongoing release schedule, test things out with a season! You can do most of the work in advance of release, and when it\u2019s done you can either take a break, decide you don\u2019t like it, plan another one, or move to ongoing \u2013 all without any worry of not keeping your commitments \u2013 or podfading.

The length of podcast episodes is exactly the same as last year \u2013 the sweet spot seems to be about 44 minutes, although longer and shorter shows are perfectly okay. I think it\u2019s a positive sign that people are still interested in longer-form content \u2013 it\u2019s not all about short TikTok videos! (Although they have their place!)

Finally, today let\u2019s look at which day of the week people are releasing episodes. There was a pretty even spread of releases throughout the working week, with the middle of the week getting more popular. It\u2019s hard to determine a true change because of how many more releases we are looking at, but this year, Monday took the very top spot.

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

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