Rise of podcasting: from alternative format to profitable and transformative industry

What started as an alternative format has blossomed into a vibrant and highly profitable industry. Platforms like Spotify, Apple Podcasts, and Google Podcasts have made podcasting more accessible than ever today.

The impact of podcasting is not only felt among listeners, but also among those who work in traditional and digital media. Several journalists have embraced the format as a powerful way to delve into complex topics and tell stories in a more personal and impactful way.

Yery Guiteras, press coordinator of a national television network and professor of the Journalism program at the Franz Tamayo University, Unifranz, comments how the podcast has allowed him to approach his audience in a different way.

“The podcast offers a freedom that you don’t always have in other media. You can take the time to develop a story, without the limitations of time and space that television or print imposes. It is a more intimate conversation with the audience, where you can go deeper and be more reflective,” he says.

The podcast as a revolutionary tool

Every September 30, the date on which World Podcast Day is celebrated, invites us to reflect on how this format has changed the way we consume content and connect with the world. But beyond a celebration, podcasting represents a transformative tool that gives voice to diversity and opens new horizons for creativity and digital journalism.

For his part, Roberto Acosta, sports journalist and CEO of Latelbol, also a teacher at Unifranz, highlights the accessibility of this format.

“The podcast has allowed me to reach people who normally would not have access to certain topics. You can listen whenever you want, from anywhere. It is a tool that has grown a lot, in an era where immediacy sometimes sacrifices the quality of the content.”

Unlike traditional media, podcasts allow creators to connect more directly and personally with their audience. Furthermore, its versatility ensures that diverse voices have a space to be heard, from experts to amateurs.

The success of a podcast depends not only on the quality of the content, but also on how it connects with the audience. Israel Castro and Gastón Asin are content creators and together they created their podcast called “dose for success”, with stories of great entrepreneurs and influential mentors.

“Having good viewers is not a matter of luck, but of perseverance and closeness with the audience. In our experience, the most important thing is to know in depth who listens to you and what interests them. We always try to interact with the audience through social networks , reading their comments and asking for feedback in each episode. That generates a real connection, where the listener feels that they are part of the conversation and are not just consuming content.

Key tips for creating good content

1. Know your audience: Before starting, it is essential to identify your target audience. Who are they? What interests you? Research their tastes and habits to make sure the content you produce appeals to them.

2. Define a clear and specific topic: Select a topic that you are passionate about and that you can delve into authentically. Podcasts with a clear focus tend to engage and retain listeners better,

3. Invest in audio quality: The content is important, but so is the quality of the audio. Listeners are willing to spend a lot of time listening to a podcast.

4. Invite experts or collaborators: Incorporating interviews or collaborations with experts in your area can give greater credibility and freshness to your content.