Open the playing field.
Change the podcast landscape with more access to entry & growth.
Podcasting has become a dynamic platform for championing diversity and inclusion, providing a voice to myriad perspectives and experiences. Yet, the journey toward a truly inclusive podcasting sphere continues to be a work in progress.
The podcast industry is booming, with global podcast listeners expected to reach 504.9 million in 2024, and the podcast advertising industry projected to generate $4 billion in revenue by the same year. Notably, the number of women listening to podcasts is on the rise, with 35% of U.S. women over the age of 18 tuning in the last month, a 67% increase over the last five years. This reflects the closing gender gap in podcast audiences, with 48% of U.S. monthly podcast listeners now being women.
Despite the progress, challenges remain. Women, particularly those from diverse backgrounds, can face barriers to entry in podcasting. These can include limited access to technology, funding, and professional networks. Moreover, growth can be hampered by the competitive market dominated by established names and the need for consistent content that can be demanding without adequate resources or support.
However, the landscape is changing. If increasing numbers of listeners are women then the demand for female perspectives is going to push more women to the mic. The pandemic made remote recording acceptable and opened up the playfield at entry level. The success of platforms like Spotify, home to over 3.2 million podcasts, demonstrates the opportunities available for new creators. We have the opportunity, do we want to take it?
To change the landscape and make podcasting more accessible to diverse women, here are 10 actionable steps:
Encourage Representation: Support podcasts hosted by diverse women, and promote their stories to foster representation.
Provide Technical Resources: Offer workshops or access to recording equipment to lower the technical barriers for entry.
Financial Support: Create grants or sponsorships specifically for diverse female podcasters to help them start and grow their podcasts.
Networking Opportunities: Host networking events or create online communities where women can connect with experienced industry professionals.
Training and Development: Organize training programs focused on podcasting skills, from content creation to marketing and monetization strategies.
Amplify Voices: Utilize social media and other platforms to amplify the podcasts of diverse women to broader audiences.
Mentorship Programs: Establish mentorship programs pairing new podcasters with experienced ones to provide guidance and support.
Highlight Success Stories: Share success stories of diverse women in podcasting to inspire and guide new creators.
Accessible Content: Encourage the use of transcription services and inclusive content practices to make podcasts accessible to all listeners.
Research and Feedback: Conduct research to understand the unique challenges faced by diverse women in podcasting and implement feedback to improve inclusivity.
By focusing on these steps, the podcasting community can work towards a more inclusive and equitable future where the voices of diverse women are heard and celebrated, paving the way for new creators to make their mark and for audiences to benefit from a rich tapestry of perspectives.
Cited sources:
https://wiredclip.com/podcast-statistics/
https://www.yaguara.co/podcast-statistics/
https://www.adweek.com/media/the-gender-gap-in-podcasts-is-closing-but-more-representation-is-needed/
https://wiredclip.com/podcast-statistics/
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PPS. Watch the masterclass - it’s a free intro to podcast guesting that will get you started on your brand storytelling journey. Dare to share, and your people will find you.
PPPS. Read my book Dare to Share- a step-by-step guide to podcast guesting
