Certified Yappers: Why Everyone Should Not be a Podcaster

These days, podcasting has become the medium of choice for anyone looking to gain a loyal following. Seemingly overnight, popular podcasts turned some hosts into celebrities, and scores of established celebrities started podcasts of their own to harness the power of the creator economy. This year, the Golden Globes even gave an inaugural "Best Podcast" award to actress and comedian Amy Poehler for her podcast "Good Hang with Amy Poehler."

For this reason, it's not surprising that professionals are turning to podcasting as a tool for business growth—according to Riverside, an average of 27,000 new podcasts launch daily. However, success may be harder to achieve than many would think, as an Amplifi Media study found 92 percent of podcasts do not make it past 10 episodes.

The Importance of Podcast Identify

In a competitive market, success can depend on having a unique identity and attractive niche. Alex Cooper, host of “Call Her Daddy,” is the “founding mother” of this principle. Launched in 2018, Cooper’s marketed her podcast to a predominantly young female audience, providing an outlet for taboo and controversial conversations around sex and relationships. Cooper’s authenticity became her brand and gave her runway to scale the podcast, branching into mental health, politics and even celebrity culture. She even hosted an exclusive interview with presidential candidate and former Vice President Kamala Harris in 2024—a benchmark for election media.

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