Celebrity podcast: Video has not killed the radio star

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  Quantumrun Foresight
• June 16, 2022

Insight summary

The transition of celebrities into the podcast scene comes with a built-in audience, easing the pathway into a medium where others may struggle to establish a listener base. While their entry attracts more sponsorship and broadens the topics covered, it also creates a stiff competition that could overshadow quality content from lesser-known podcasters. This trend not only reshapes the advertising landscape within the podcast market but also stimulates the sales of podcasting equipment, possibly leading to a ripple effect of job creation in the audio industry.

Celebrity podcast context

The initial stages of the COVID-19 pandemic led to hundreds of millions being forced to remain at home. In the search of entertainment during this period, many people began experimenting with podcasts, listening to their favorite subjects produced by well-known commentators, authors, or academics. Actors and celebrities took notice and entered the podcast industry in force. 

While some actors and comedians, such as Joe Rogan, Dax Shepard, and Alec Baldwin, have participated in the audio and podcast industry for years, the world has experienced a surge in podcast growth. According to the podcast production and hosting provider Blubrry, between 10,000 to 20,000 podcast programs were produced each month in the first phase of the pandemic in 2020, with celebrities from the entertainment industry being an essential driver of program growth and listenership. The podcast industry as a whole has grown to be valued at over USD $1 billion by the end of 2021. Podcasts as a media format are highly accessible as listeners can choose from a range of topics, as well as consume the format when and where they want to listen, often while engaging in other activities (like cleaning or driving). 

Podcasts hosted by celebrities from the entertainment world (and even well-known politicians) have focused on the interests of their hosts or leveraging their unique skills. Examples include actors Jamie Lee Curtis and Matthew McConaughey reading children's stories, former US First Lady Michelle Obama discussing personal matters on her podcast, and actors Jason Bateman, Sean Hayes, and Will Arnett interviewing other celebrities.

Disruptive impact

The influx of celebrities into the podcast industry is a trend with a mixed bag of implications. Celebrities, with their vast followings from entertainment, politics, or sports spheres, have a head start. They enter the podcast scene with a ready audience, which is keen on delving into the celebrities' lives, opinions, or merely enjoying a closer interaction. This existing fandom alleviates the initial struggle of building an audience, which is a significant hurdle for many budding podcasters. However, this easy entry for celebrities could set a high barrier for professionals who rely on podcasting for their livelihoods.

As celebrities continue to venture into podcasting, the shift in sponsorship revenue is notable. Sponsors are naturally drawn towards channels with a higher listener base, which is easily provided by celebrity-led podcasts. This redirection of resources leaves lesser-known, yet potentially high-quality content creators, in a financial squeeze. They might find it challenging to sustain their podcasts, let alone grow them. Moreover, with the increasing volume and variety of podcasts, the competition for listeners' attention escalates. 

Conversely, the celebrity trend in podcasting isn't without its merits. Celebrities introducing podcasts to their followers can significantly expand the medium's popularity. This exposure may spark interest among listeners to explore other podcasts or even to start their own, enriching the podcasting ecosystem. Additionally, the diversity brought in by celebrities from various fields could lead to a broader spectrum of topics being covered, catering to a wider range of interests. 

Implications of celebrities entering the podcast industry

Wider implications of celebrity podscasts may include:

• A surge in marketing investments from both established and emerging brands, making the podcast market a lucrative platform for advertising.
• Boosting the sales of audio recording equipment and professional services, as individuals are motivated to start their own podcasts.
• Evolving into a quantity-versus-quality dilemma, where the abundance of podcasts makes it a challenge for quality content to capture listeners' attention.
• Politicians increasingly utilizing podcasts as platforms to convey political messages in a controlled environment, free from the constraints of traditional media's sound bites and challenging journalists.
• A potential shift in traditional radio advertising revenue towards podcasting, as advertisers might find podcasts a more engaging and targeted platform for promotions.
• The rise in educational podcasts could provide accessible learning resources, catering to diverse learning needs and potentially improving literacy rates.
• A potential employment shift within the audio industry, with more opportunities for editing, sound engineering, and other podcast-related services, contributing to job creation and new career paths.
• The ease of entering the podcast market could encourage a wide range of individuals to share unique perspectives, contributing to a more diverse public discourse.
• The emergence of new business models like subscription-based or patronage models for podcasts, providing alternative revenue streams for creators.

Questions to consider

• Do you find podcasts an engaging media format? What types of podcasts do you prefer and when/how do you listen to them?
• Do you believe that celebrities starting their own podcasts is a passing fad, or do you believe it will eventually dominate the podcast industry?