Podcasts have been around for two decades, but plenty of people still come to the word fresh. The short version: a podcast is just on-demand audio, organised as a show with episodes, that you can listen to whenever you want.
The longer version is more interesting. As a podcast production agency, we work on podcasts every day. This guide explains what they actually are, how they reach listeners, and what makes them different from radio or audiobooks.
By the end, you will understand what podcasts are, why people make them, and what is involved if you ever want to start one yourself.
Resonate Recordings has produced more than 50,000 episodes since 2014 for brands ranging from startups to companies like Amazon, Salesforce, and Stanford. The notes below come from running real shows for real clients, not from theory.
A Podcast in Plain Words
Stripping out the jargon, a podcast is a small, specific thing. Naming it clearly helps.
An Audio Show You Can Listen to On Demand
A podcast is a series of audio episodes published over time. Listeners subscribe to the show in an app, and new episodes download automatically. You listen whenever you want, paused and resumed at will.
That on-demand quality is what separates podcasts from traditional radio. A podcast is a recording you can carry in your pocket; radio is a broadcast you have to catch live.
The on-demand quality also explains the medium’s intimacy. Listeners pick when, where, and how to engage. That choice creates a closer relationship between host and audience than most other media manage.
Episodes Can Be Almost Anything
Episodes can be interviews, news briefings, scripted stories, comedy, true crime, or anything else. They range from a few minutes to several hours. There are no strict rules about format.
The variety is part of the point. A listener can follow a daily news show, a weekly comedy, and a monthly documentary series at the same time, all in one app.
Some podcasts run for hundreds of episodes; others end after one season. There is no minimum length or commitment. The model rewards what a show is actually trying to do, not what category it lives in.
Some shows also break the format on purpose. Limited-run documentary series have become a category of their own. The shape of the medium continues to evolve, which is part of why it stays interesting.
How Podcasting Actually Works
The technology is straightforward once you see the pieces. Most listeners never have to think about it.
RSS Feeds Carry the Show
Behind the scenes, every podcast has an RSS feed. The feed is a simple text file that lists the episodes and where to download them. Apps subscribe to the feed and show new episodes when they appear.
That open standard is why podcasts can be listened to on so many different apps. Apple Podcasts, Spotify, Pocket Casts, and dozens of others all read the same feed.
RSS predates podcasting, but podcasting kept the standard alive. The openness is the reason a single show can reach Apple Podcasts, Spotify, YouTube Music, and dozens of smaller apps from one upload.
Hosting Platforms Store the Audio
A podcast hosting platform stores the audio files and serves the RSS feed to every app. Our podcast hosting platform is built for businesses, but plenty of free and paid hosts exist for solo creators too.
The host is part of the publishing chain that most listeners never see. The show title, the cover art, the episode descriptions, and the audio all live there.
Most hosts also handle the analytics, the publishing flow, and the basic monetisation integrations. Choosing the right host saves time on the boring parts of running a show.
Hosts also vary in price and feature depth. Free tiers usually exist for very early experiments. Paid tiers add analytics, monetisation tools, and private feeds for members. Most shows outgrow the free tier within months.
Where People Actually Listen
The listening experience matters more than the technical pipeline. Knowing the apps explains a lot about how the medium feels.
Apps Are Where Discovery Happens
Most podcast listening happens in apps. Apple Podcasts came preinstalled on every iPhone. Spotify added podcasts and now hosts a large share. YouTube Music absorbed Google Podcasts when it shut down in 2024.
For a deeper look at the options, the best podcast apps covers what each app does well and which one fits different kinds of listeners.
For new podcasters, picking the right app to publish to first matters less than publishing to all of them through a host. The major apps subscribe to your feed automatically once it is live.
Listening Is Mobile and Multi-Tasking
Most podcast listening happens on phones during a commute, a workout, a walk, or while doing chores. The medium fits into time that would otherwise be empty.
That fact shapes everything else about podcasting. Episodes are usually designed to be followed without full visual attention, with clear narration and signposted transitions.
The multi-tasking nature also shapes how episodes are written. Visuals and on-screen graphics cannot carry information. The script has to do all the work, which is harder than it sounds.
Why People Make Podcasts
Anyone can publish a podcast, and millions do. Knowing the motivations helps explain the variety.
Independent Creators and Communities
Many podcasts are made by independent creators sharing a niche interest. A weekly comedy with friends, a deep-dive into a hobby, a community show. The barrier to entry is low, and the audience can be small but loyal.
Some of these shows make money through listener support or ads. Many do not. Making the show is the reason; the income is a bonus.
Community shows have a long history in podcasting, going back to the medium’s earliest days. The format rewards consistency and genuine interest, neither of which costs money to deliver.
Businesses and Brands
Many podcasts are made by businesses to reach an audience, build trust, and drive results. Branded shows are now common; the best branded podcasts covers what good looks like in this category.
For an in-depth look at the business case, why your business should invest in a podcast in 2026 walks through it.
The B2B variant of branded podcasting is now particularly mature. Building a B2B podcast content strategy covers the model the strongest examples follow.
What Makes a Good Podcast
Most listeners can name a great podcast quickly. Naming why it is great is the harder part.
Clear Hosts, Real Topics, Tight Editing
Great podcasts share a few things. Hosts who are pleasant to listen to. Topics that actually matter to a clear audience. Tight editing that respects the listener’s time.
Production quality is the floor, not the ceiling. A show can sound amazing and still be unlistenable if the content is empty.
A clear topic also matters. Shows that try to be about everything tend to find no audience. Shows with a specific focus, even a narrow one, usually find listeners who stay for years.
The shows that endure also share a host who can stand to talk every week about the same subject. Burnout closes more shows than poor audience growth does. Picking a topic the host can sustain matters more than picking a topic in the trend.
Format That Fits the Subject
A daily news podcast does one thing. A long-form interview show does another. A serialised narrative documentary does a third. The right format is the one that fits the subject and the host’s strengths.
Most shows that struggle are using a format that does not fit. Choosing format honestly is most of the work.
The format choice also affects production work. A scripted narrative show takes far more time per episode than an interview show. Be honest about which one the team can actually sustain.
How to Start a Podcast Yourself
Starting a podcast is more accessible than many people realise. A few simple decisions and a clean setup get most new shows out the door.
The Minimum Viable Setup
A basic microphone, a quiet room, and free editing software are enough to start. You can sketch a rough first episode with a free online voice recorder before committing to gear.
Cover art, a hosting platform, and a clear topic complete the setup. Everything else can be added later.
A clean show name and a consistent cover also matter from day one. Apps display the title and cover everywhere, and changes are jarring. Pick both with care before publishing the first episode.
Plan Before You Buy the Mics
Before recording anything, decide who the show is for and what each episode is about. A short podcast readiness assessment can flag whether you have the pieces in place to start cleanly.
A planned launch saves months of trial-and-error. Our podcast launch service handles the setup for clients who want to start a show without learning every lesson on air.
Most new shows also benefit from a clear publishing schedule. Listeners who can predict when the next episode arrives are far more likely to stay subscribed than listeners guessing at a sporadic feed.
The first ten episodes also set the show’s tone. Most listeners decide whether to subscribe based on the first one or two they hear. Recording several episodes before launching the feed protects against the early-quality dip.
A Podcast Is the Easiest Medium to Start and the Hardest to Sustain
Podcasts are simple to define. A series of audio episodes you subscribe to and listen on demand. The medium is easy to enter and surprisingly hard to sustain over years. The shows that last share clear hosts, real topics, and a production rhythm the team can hold.
If you are weighing starting a show of your own, book a podcast strategy call with our team.
For more on growing it once it is running, see our guide to marketing your podcast.
How to Start Your Own Podcast
Maybe as we’ve journeyed to this point, your curiosity has shifted from “what is a podcast?” to “should I podcast?” We’re here to encourage you towards that end, because remember? We love podcasts and know that anyone can pick up the skills needed to be an effective podcaster! Whether as a hobby, or for your business, this platform provides a unique opportunity to efficiently and cheaply engage an audience. You can learn more about how to start a podcast here.
Start Listening Today
Next time you find yourself scrolling social media or chatting with your coworkers, you’ll have the information you need to join the conversation about podcasts. We hope you’ll find yourself excited to dive into the countless listening options out there. If you’re still not quite sure where to start, we’ve got you covered. Head on over and explore these recommendations on just about any podcast category you can imagine. Soon enough, you’ll be a podcast pro yourself!
We would love to answer any additional questions you might have. Feel free to schedule a call with our team!
Megan Heibert
Megan is a senior at the University of Louisville, where her passion for people, writing, and digital media have led her to studying Communications. She enjoys finding new coffee or donut shops, traveling, listening to a variety of music, and watching thriller movies.
