Most Top-Ranked Podcasts Bring On Guests

(Pew Research Center illustration; photos via Getty Images)

Podcasts are often based around the perspective of the host or hosts, but many podcasts bring on guests to provide additional viewpoints. A new study of 434 top-ranked podcasts shows just how common this practice is: 76% of top-ranked podcasts brought on at least one guest in 2022. About one-in-five (22%) featured guests regularly, and 5% of the shows had guests in almost every episode (90% or more of the time).

Among the key findings in this report:

  • Thousands of individuals appear on top-ranked podcasts. More than 7,000 people appeared on these podcasts in 2022. Because some individuals went on podcasts more than once, these 7,000 individuals made almost 11,000 guest appearances. All told, a guest appeared in about one-third of the approximately 24,000 episodes these podcasts released in 2022.

  • Podcasts on some topics are more likely to have guests, but true crime is a largely guest-free zone. Sports, entertainment, politics and self-help podcasts are more likely to feature guests than other topics, with at least three-quarters of these podcasts hosting at least one guest in 2022. And over half of entertainment podcasts regularly had guests. By contrast, true crime is the most common genre among top-ranked podcasts. But about four-in-ten top-ranked true crime podcasts had no guests in 2022, and just 4% of true crime podcasts featured guests regularly.

  • Most guests make only one guest appearance and stick to a single show: 78% of all guests on these top-ranked podcasts appeared just one time in 2022. And just 12% of guests appeared on multiple podcasts during the year. Read More

Article originally written by Galen Stocking and Meltem Odabas and published by Pew Research Center.

Community Hot Take

My name is Ross Adams, and I’m the CEO of Acast – the world’s largest independent podcast platform and home to the most valuable podcast marketplace. We help podcast creators earn value for their podcasts through ads, sponsorship and branded content.

This month I want to address something that’s been on the lips of the whole industry for a while now; AI. Yes, that two-letter acronym that can either strike fear or excite you.

Well, I’m here to tell you, for the time being anyway, that AI technology is nothing to be afraid of, and the work being done with AI in podcasting is genuinely groundbreaking. Yes, you might read headlines around ‘podcasts completely written and recorded by AI’, but at Acast, we still believe stories created by humans, for humans, make the creator economy so powerful and podcasts and podcast advertising so effective. Read More

Article originally written by Ross Adams and published on Podbible.

It’s no secret that achieving YouTube growth means producing high quality content that your audience loves. Starting a YouTube channel is only the beginning. If you want to build an audience, you have to take steps to continually create better YouTube content.

We can’t tell you exactly what to create, but we can give you advice tips to help you along the way. Here are some tips to create better YouTube content. Read More

Article originally published on Castos.

The following rates, which are denoted as cost per thousand or CPM, are published monthly by Libsyn’s AdvertiseCast, the industry’s premier podcast advertising marketplace that connects advertisers with podcasters. The Company releases the figures to empower the podcaster and advertiser communities to readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle. The data is derived from actual sales data across AdvertiseCast’s network of thousands of shows.

For February 2024, the average CPM rate was $21.99 for a 60-second ad spot. That figure is up from last month (January 2024 avg. CPM rate: $21.61), and is on par with the same month last year (February 2023 avg. CPM rate: $21.99).

The three highest CPM categories in February based on delivered advertising were:

  • Technology: $27

  • Education: $25

  • Arts: $25

Moreover, three categories where advertisers can effectively tap into highly engaged audiences at more accessible CPM rates include Fiction, Games, and Music, which averaged around the high teens to low 20s in February. Read More

Podcast Career Opportunities

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Brought to you by the Women’s Meditation Network and hosted by Katie Krimitsos.