Podcasting has become extremely popular, with more than 4 million podcasts worldwide and counting. If you’re asking yourself ‘should I start a podcast’, you’re not alone.  Many people reach this point when they have ideas they want to share, a business they want to promote, or a community they would love to build around a topic they are passionate about. 

But before you hit that record button, it’s worth asking whether podcasting is actually right for you. This guide is designed as a sounding board to help you think through what’s really involved, the time, the cost, the commitment and the realistic outcomes so that you can make an informed decision. 

💡 Who is this guide for?

• Beginners who are curious about podcasting but haven’t started yet
• Creators considering adding a podcast to their existing strategy
• Business owners wondering if a podcast could help to grow their brand
• Anyone who has googled ‘how to start a podcast’ and got overwhelmed by all the information

Should I Start A Podcast?

What Does Podcasting Actually Involve?

A podcast is a series of audio episodes released on a regular schedule that listeners subscribe to and consume at their own convenience. However, there’s a lot more going on behind the scenes than talking into a microphone.

The Core Elements of Running a Podcast

• Planning episodes and researching topics
• Recording audio (solo, co-hosted, or with guests)
• Editing the audio to remove mistakes, add music, balance sound levels etc.
• Writing show notes and episode descriptions
• Uploading to a podcast hosting platform
• Distributing to directories like Spotify, Apple Podcasts and YouTube Music
• Promoting each episode across your channels
• Engaging with your audience and building a community

Many new podcasters totally underestimate the post-production side of podcasting.  A 30-minute episode can easily take anywhere between 2 – 3 hours to edit, especially when you’re learning. Unfortunately, just hitting record and seeing what happens doesn’t work with podcasting.

🔎 The Reality Check

Podcasting is a content production operation. You are not just a host, you are a producer, editor, marketer and publisher all rolled into one (at least at the start).

Time Commitment – What to Realistically Expect

Time is one of the most underestimated costs of podcasting. Here’s a realistic breakdown for a typical 30 – 45 minute episode (without help)

If you plan to release weekly, you could be spending anywhere between 20 – 36+ hours per month on your podcast in the early stages. That’s before accounting for any guest coordination, listener engagement, or cross-promotion.

⏰ Ask yourself honestly

Do you have 4 – 8 hours per week to dedicate to a podcast consistently, not just for the first few episodes, but for 12 months or more?

The Cost of Starting and Running a Podcast

The good news, you don’t need to spend thousands to get started. The realistic news, free setups often produce results that sound free. Here’s what to expect across different budgets.

Equipment

• USB microphone (entry level) – approx. $60 – $100
• XLR microphone + audio interface (step up) – approx. $200 – $350
• More Professional (mic + interface only) – approx. $500 – $800+
• Headphones for monitoring – approx. $30 – $150
• Acoustic treatment/pop filter – approx. $20 – $100

*$USD used as an example

Software

• Recording & Editing – Audacity (free), GarageBand (free, Mac), Adobe Audition ($25/month), Descript ($12 – $30/month)
• Remote recording (for guests) – Riverside.fm ($15 – $35/month), Zencastr (free $20/month), SquadCast ($20/month)
• Podcast hosting – Buzzsprout, Captivate, Transistor, Podbean, Libsyn ($12 – $25/month). Some free plans may be availbale with limitations.

*These costs are a guide only

Ongoing Monthly Costs (Typical Mid-Range Setup)

Don’t forget, your time has value too. Even if you’re doing everything yourself, the 20+ hours per month you invest represents a real cost. Remember to factor that in when calculating your podcasting budget.

How Do Podcasts Actually Grow?

Obviously it depends on your niche, topics, guests etc. but podcast growth is typically slow, especially in the beginning. Unlike a viral tweet or a well-optimised blog post, podcasts are generally undiscoverable through search engines.

The Main Growth Channels

• Word of mouth is still the #1 driver of podcast discovery. Listeners tell others.
• Cross-promotion – Guest appearances on other podcasts in your niche drive new listeners.
• Social media – Short audiograms, quote cards and clips can generate interest.
• Your existing audience – If you have a newsletter, blog, or following, this is one of your fastest growth opportunities.
• Podcast directories – Apple and Spotify do surface new shows, but competition is fierce.
• SEO-optimised show notes help with long-term discoverability via Google.
• YouTube versions – Uploading video or audiogram versions can accelerate your reach.

📈 What ‘normal’ growth looks like

The average podcast gets less than 30 downloads per episode. Most new podcasts see their numbers flatline after an initial burst from friends and family. Reaching 1,000 downloads per episode puts you in the top 20% of all podcasts.

This is not to discourage you, it’s because a lot of podcasting advice is written by podcasters in the top 1% and those numbers are not typical.

The Compounding Effect

Podcast audiences tend to be very loyal. Episode completion rates are high and listeners who stick around often become your most engaged community members. Podcast growth is slow but the relationships it builds are strong.

Some successful podcasters say it took 12 – 24 months of consistent publishing before they saw meaningful momentum. Consistency and patience are not optional in podcasting.

Who Is Podcasting Best Suited For?

Podcasting is not for everyone. Here’s an honest look at who seems to thrive and who tends to struggle.

Podcasting Works Well If You…

• Enjoy talking and are comfortable on audio or can develop that skill
• Have a specific niche or clear audience in mind
• Are patient and willing to commit for 12+ months before judging the results
• Already have an audience, platform, or network to promote to
• Want to build authority, trust, or leadership in your field
• Are running a business where a podcast can directly support sales or brand awareness
• Love in-depth conversations and content creation

Podcasting May Not Be Right If You…

• Want fast results or are driven by short-term traffic/revenue metrics
• Dislike audio production or are unwilling to learn basic editing
• Don’t have a defined audience or topic focus
• Are hoping to replicate the success of the podcasts you listen to quickly
• Already struggle to maintain consistency with other commitments
• Are starting purely to make money from advertising (the ad rates for small shows are surprisingly low btw)

🤔 The Honest Question to Ask Yourself

Would I still make this podcast even if only 20 people listened? If the answer is no, it’s worth reconsidering your motivation because for the first 6 – 12 months, 20 listeners may be exactly where you are.

Realistic Expectations – What Podcasting Can and Can’t Do

What Podcasting Can Realistically Do

• Build a loyal, engaged niche audience over time
• Position you as an authority or go-to voice in your field
• Strengthen relationships with guests (great for networking)
• Support a business by nurturing leads and customer relationships
• Generate sponsorship or advertising revenue, eventually (for larger shows)
• Become a content engine that can be repurposed into blog posts, newsletters, social clips

What Podcasting Is Unlikely to Do (Especially Early On)

• Make you famous 
• Drive significant traffic to your website from new audiences
• Generate meaningful income in the first year for most podcasters
• Grow rapidly without a promotional strategy and an existing platform

This isn’t a reason not to podcast. It’s a reason to podcast with the right goals.

The podcasters who succeed long-term tend to treat it as a relationship building and authority tool, not as a traffic channel.

Podcasting Vs Blogging Vs Video Content

If you’re deciding how to invest your content creation time, it’s also worth comparing podcasting to other formats. Each has different strengths, trade-offs and audience dynamics.

Blogging wins on SEO and low barrier to entry. If discoverability and search traffic are your primary goals, a blog post usually outperforms a podcast.

Video wins on reach and algorithm potential, particularly on YouTube. It’s the most demanding to produce but offers the fastest organic growth potential.

Podcasting wins on loyalty. Podcast listeners who stick around also become some of the most engaged audiences.

💬 The Best Strategy for Most People

Start with one format and do it well. Many content creators eventually add a podcast as a second or third channel once they have an existing audience to promote it to. Launching a podcast as your first and only content format is much harder, but it is possible if you’re patient.

Now Ask Yourself Again, Should I Start a Podcast?

Use this quick list as a final gut-check before you commit

• I have a clear topic or niche in mind that I can speak about consistently
• I can commit 4 – 8 hours per week to planning, recording, editing and promoting
• I’m willing to publish consistently for at least 6 – 12 months before evaluating results
• I know that growth will be slow and I’m comfortable with that
• I have (or am willing to invest in) basic audio equipment
• I have a good reason to podcast other than everyone else is doing it
• I have a plan for how I’ll promote the podcast (even a simple one)

If you agreed with most of those points, you should go for it. There is still plenty of room for new voices in every niche.

If you disagreed with most of them, that’s not failure or a reason not to start one, it’s actually valuable information. The best time to start a podcast is when you’re genuinely ready, not when you feel like you should.

Frequently Asked Questions

Do I need professional recording equipment to start?

No. Many successful podcasters start with a $60 – $80 USB microphone and free software like Audacity or GarageBand. What does matter is that your audio is clear and consistent, not that it’s studio quality. 

How often should I release episodes?

Weekly is the gold standard for building momentum, but fortnightly is more sustainable for many podcasters. What matters the most is consistency, a reliable fortnightly show is significantly better than a sporadic weekly one. You shouldn’t commit to a schedule that you can’t maintain.

How long should episodes be?

There’s no universal rule. Episodes should be as long as they need to be to cover the topic well and no longer than that. Many podcasts run 20 – 40 minutes, while others run 90 minutes or more. Think about your audience and when they’re likely to listen. Also, think about the podcasts you listen to, are they too long, too short or just right? 

Can I make money from a podcast?

Yes, but generally not quickly and not from advertising alone with small audience sizes. Typical CPM (cost per thousand listeners) rates range from $15 – $40, which means a show with 1,000 listeners per episode might earn around $15 – $40 per ad spot. More realistic early monetisation routes include selling your own products or services, coaching, or with affiliate marketing.

How do I get my podcast on Spotify and Apple Podcasts?

You need a podcast hosting platform (like Buzzsprout, Transistor) which generates an RSS feed for your show. You then submit that RSS feed to directories like Spotify and Apple Podcasts. The hosting platform basically handles storage and bandwidth for you, the directories handle discovery. Most hosts make this process straightforward.

How many episodes should I record before launching?

A common recommendation is to launch with 3 episodes (Personally, I think 6 is better if you want to create a good buffer and reduce pressure for yourself while you’re still learning the ropes and getting into a routine). This gives new listeners something to binge and shows that you are committed to this rather than a one-hit wonder. 

Do I need a co-host?

No. The most successful podcasts are solo shows. A co-host can add energy, confidence, accountability and some really interesting conversations, but that also brings scheduling complexity and potential conflicts. If the right co-host already exists in your network, great but don’t delay starting just because you don’t have one.

What if nobody is listening after 3 months?

Firstly, check if you have been actively promoting each episode or relying on organic discovery. Promotion is not optional in the early stages.

Then consider if your show title, artwork and description are compelling. Also look at your episode quality and consistency.

Three months is very early, most successful podcasters had tiny numbers at that stage. Keep going, keep improving and focus on one growth strategy at a time and do that well before moving on to the next.  

Should I have a website for my podcast?

A dedicated website or a podcast page on your existing site is recommended. It gives you a home for your show notes, episode archives, a subscription call-to-action and a way to collect email addresses.

🎙️ 

If you decide that starting a podcast is the right next step for you, having a clear launch plan makes the process much easier.

I help creators plan and launch podcasts with a structured process so nothing important gets missed.

You can learn more about my Podcast Launch Support service here →