Why do so many podcasts fail?

Let's get real about the millions of podcasts that stop

TL:DR from the cats of Rebel Yell Creative:

Story is everything. Tech is least important. And most people have it wrong.

The stats are always sobering. While there's somewhere around five million podcasts in the world, the vast, vast majority are dead in the water.

According to PodNews, 90% of podcasts don’t make it past three episodes. Put another way, Riverside.fm, says only 8% of podcasts make it past 10 episodes. 

People come up with podcast ideas. They go through the work to create that podcast. But somewhere after launch (and very often, right after), they abandon that podcast.

So why do so many podcasts fail?

Failure vs Retirement

Before we look at podcast failure, though, we need to define what that means. We're quick to dub things failures when there's nuance and phases; here's what we're focusing on:

• Some podcasts are designed to tell a limited story. They'll release 6-8 episodes, and they're done. That's not what we're talking about here; in fact, telling a complete story in any amount of episodes can be considered a great success.

• Some podcasts run for awhile, then declare an end. That's not what we're talking about here either; this is retiring a show that's run its course.

• Instead, we're talking about shows that start and end abruptly. One episode, or a handful, are released, followed by radio silence. The show disappears.

Again: why do so many podcasts fail?

Focusing on tech vs story

I had a coaching call once with the leader of a not-for-profit organization. She was so excited about creating a podcast (a great start!). On our zoom, she proudly showed off her new microphone and headphones. She wanted to know: what do I do from here?

So I started asking questions. I wanted to know what her goals were. Why she wanted to make a podcast. What she was hoping to gain from the pod. What she envisioned it looking and sounding like. What would be in the episodes.

Ultimately, I asked, why and how would this show support her organization and its future?

Each question was met with confusion and blank stares.

More often than not, more often than you might expect, this is what happens. People decide to make a podcast and go immediately to the tech. And they skip the most important part: figuring out WHY.

So then, after they get their tech set up, and maybe even create an episode. or two, these podcasters hit a wall. Because podcasting can be hard. And if they don't have a clear idea of WHY they're making that show, the show will quickly slip down the impossibly long to-do list. Without a clear story and goals, the work needed to keep the show going will not be worth it.

Pretty soon? Another dead podcast.

Underestimating work

Let's say a podcaster has their story figured out. Good goals, clear whys.

But if this podcaster starts the process underestimating the work involved, trouble is ahead. Without a clear picture of the work involved, and how that work fits into a schedule, it can be hard to keep going.

Is starting a podcast hard? It can be. Because after one episode, that podcaster has to create another. And another. And on and on. Each time they start with a blank page and an empty audio file, and have to create something from nothing.

Speed can increase over time. Content can come easier every time. But that requires practice, and doing it over and over.

Podcasters who don't expect that work can quickly become overwhelmed and demoralized.

Pretty soon? Another dead podcast.

Lack of systems

Let's say a podcaster has their story and why settled. They're ready to do the work, and are even overestimating the time needed to give themselves grace.

But if this podcaster doesn't have systems in place to organize the work, plan ahead, and produce and promote the show on a consistent schedule, the work quickly becomes untenable. A disorganized mess that dissuades from the whole process.

What systems will be needed?

• Editorial calendars outline what content will be covered when.

• Production calendars outline each and every technical step that needs to happen to create a finished episode.

• Marketing calendars plot out when and where to promote episodes.

Without these systems? Another dead podcast.

Want to avoid podcast failure?

So: with all this in mind... how can you start a podcast that will stick?

• Figure out your why.

• Overestimate your work

• Create systems

Plus: Get good help!

• Like this DIY Podcast roadmap, "How to Make a Podcast." This guide and workbook helps you figure out your why, learn what work will be involved, and create the systems that will keep you going.

  • DIY Podcast Roadmap

• Or, pick the brain of a podcast creator, producer and showrunner. Float ideas, get gut checks, and think through potential pitfalls before starting.

  • "Pick Your Brain" session

• Or, get some focused and ongoing support!

  • Podcast Coaching bundle

Podcast DIY and coaching from Rebel Yell Creative is all about:

• Neurodivergent-friendly advice and guidance. Most creative and marketing advice is based on neurotypical practices. I know this because I'm autistic, and every article and event telling me I have to spit out an elevator speech to strangers, or cold pitch a literary agent, has me cowering in the corner. I'm skipping all that, and focusing on what works for your communication styles and needs.

• Intersectional understanding, at all times. Most marketing and creative advice comes from cis white men or women. And the advice is absolutely oblivious of the factors that can play into making goals and dreams a reality. They ignore systemic inequalities that will make it harder for many people. I'm talking about that, and thinking about how it plays into all guidance.

• Grounded, small, focused goals. I'm not going to show you how to reach millions of people. I don't know how to do that, and honestly, my messages aren't appealing to that many people. I believe in the power of small. And reaching the people who need to hear you, even if that's just one person.

• Art as resistance. Not sure what I mean? Listen to The Art of Resistance Podcast for examples of writers, musicians, and other artists who use their art as resistance to tyranny, patriarchy, and the status quo.

• No formula. Seems like every marketing or creative seminar is espousing some framework or IP that they swear will work for everyone. Come on. Maybe if 'everyone' is of a certain demographic and income, that might be true. But in reality? Nope. Everyone is different, every creative venture is different, and every bit of advice should be too.

• DIY or personalized? All good. Learning how to do something yourself can be incredible. I taught myself how to podcast, and the satisfaction of seeing that work turn into something I'm proud of? Beyond. So I'm not dissuading anyone from DIY, and in fact offer multiple options to support your DIY journey.

  
  

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