Does Podcasting Have to be A Numbers Game?

Podcasting for Humans

We're all drawn to podcasting for different reasons: creative expression, social connection, the opportunity for personal growth and self discovery. But those reasons often become second-tier when we're faced with the realities of making a podcast. The more invested we become, the more we actually have to invest, meaning questions of sustainability often come to the forefront of our mind. We start thinking more about numbers: download stats, reviews, and sponsorships.

That's a tension that struck a chord with Tommy Pettifer, co-host of Podcast Assemble. Tommy and his friend began recording their movie podcast 125 episodes ago, mainly as a way of recreating their pub conversations during the COVID lockdown and keep themselves sane.

But after investing significant time, effort, and money into professionalizing their scrappy production, they now grapple with growth: seeking new listeners without forsaking what makes their show special—an easy chemistry born of true friendship.

The truth is, podcast goals can change - and not always on purpose. Over five years’ time, a show can start to feel mundane, more like a waning marriage than a honeymoon. Sometimes the goals we start with can become less compelling over time than the secondary goals tied to sustainability.

If you find yourself thinking more about monetization and audience growth and the creative act of podcasting, or the missional purpose of what you're doing, it might be time to focus on rekindling the flame. Spend time really thinking through whether the podcast is "worth it" as is. If not, real-world factors may mean reassessing whether your initial goals should shift.

This is often referred to as "selling out", but I call it "leaning into sustainability." I won't lie - this phase doesn't always end well. Sometimes this particular moment in a podcaster's life results in the death of something pure. And while it may result in watering down your original vision, there's a way to do it that results in something even better, more engaging, and ultimately more impactful.

And let's be honest: sometimes, being rewarded for your effort, and having the bandwidth to pull it off is the best way to rediscover your first love.

On this episode we discuss:

💥Rediscovering your original spark for podcasting when practical concerns override your initial motivations.

💥Balancing audience growth goals with retaining the intimate feel that distinguishes your show.

💥Reassessing whether your funding models still match your evolving vision and audience needs.

💥Sustaining creative fulfillment and joy in making your podcast

Check out Tommy’s podcast, Podcast Assemble.

Podcasting for Humans is an Area Code Audio production.

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This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit podcastingforhumans.substack.com