6 Strategies to Grow Your Podcast Subscriber Base and Revenue

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One of the first rules of departure and growing a business is to avoid overly saturated niches. For example, as of the beginning of 2024, there were 3.2 million active podcastsso it may seem logical to run away from this media as soon as possible.

Thankfully, I've never done anything the conventional way – I've been more of a “throw spaghetti at the wall and see what sticks” kind of person. This is, in part, why I, along with Gillian Pensavalle, started the podcast Obsessed with true crime. Against the odds, we've managed to grow her paid subscriber base from 500 to 45,000.

For me, this is proof enough that there is room for new creators. Furthermore, and despite what some may consider market saturation, there is only one you who can share that unique voice with an audience. I've found that there are opportunities to create and satisfy authentic and engaged communities, generating professional credibility and potentially significant income along the way. It will take hard work, but following my six-step process will increase yours subscriber base and keeping listeners coming back for more will be a step up.

1. You do you, and only you

There may be a few million podcasters out there, but none of them use your brain – that's why it's so important to be authentic. No matter what kind of material the show covers, it's vital to bring your own background and experience to the mic.

I knew early on that the true crime podcasting space was insanely saturated (on Podchaser, there are no less than 23,000 of them), but I jumped anyway because mine deviated from the traditional one. Instead of rehearsing or scripting things like many hosts do, “TCO” is just me and Gillian having a spontaneous discussion about a case after we've researched it.

The lesson here is that it is essential to spend time reflecting on your talents, background and experience and apply them to produce something unique. Simply put, in a herd of horses, be a unicorn and don't worry about your “voice” too early. This will come naturally.

2. Who are your people?

No podcast can appeal to everyone, so don't try. Instead, focus on those who are likely to gravitate towards your content.

It will likely be challenging to understand those demographics at first. When I started TCO, our subscriber base (I prefer to call them “our fam” because they are such an amazing community) grew naturally. Later on, we started following trends (for example our appeal to the LGBTQIA+ community) and then we leaned into those areas.

At first, you may not know the age, income, and gender breakdowns, and that's okay. Instead, consider who these people really are and what they care about. What are their social causes? What keeps them up at night? What don't you like?

3. Find a co-host and team that extends the value

It's always nice to have people around who compliment you, but even more important are those who complete you. The right co-host will enjoy things with a different perspective, and as the show grows, you'll likely want to add even more team members.

The key ingredients here are contrasting skill sets. Gillian and I are able to work harmoniously because she is brilliantly articulate, while I am a “reactor”. While our skill sets overlap, our conversational styles contrast nicely.

Once you've found a potential co-host, do a few unaired episodes together to see how things go. You will instinctively know if there is chemistry.

4. Provide exclusive and compelling content

The most important ingredient to building a subscriber base (and thus revenue) is, not surprisingly, content. It has to be simply irresistible – that's non-negotiable. And on top of this stellar content, you should offer additional material that is exclusive to subscribers. I've found this to be the most effective way to turn casual listeners into superfans.

Most true crime shows offer an exclusive episode to paid subscribers per month. However, I chose to do an additional full bonus episode each week, which helped us become a routine part of subscribers' lives. Another option is to offer additional bonus content to subscribers at different membership levels.

5. Commit to your community

Inherent in human nature is the need to belong and to be surrounded by like-minded people. To really take a podcast to the next level, it's vital to build an audience and CONNECT with them as well as provide a forum for them to connect with each other. Listeners want more than a one-hour episode; many want to interact with other listeners and chat, so we created a Facebook group that allows that.

6. Prove that you are human

Digital communities are great, but you'll also want to secure your brain—poke your head into the real world every now and then. For example, we noticed TCO fans forming regional meetings and so I started visiting them. Consider doing this and/or hosting live shows and meet-and-greets.

While you're busy building a reputation, remember to continue to embrace authenticity. Stay active on your social media accounts and don't just post about podcast related stuff. I like to show my personal side on Instagram, for example – whether it's photos of me out and about or a video of me showing how I once helped Taylor Swift off the stage during a Saturday Night Live broadcast. (Yes, that happened!)

These steps can help you succeed in podcasting, but keep in mind that being uncomfortable from time to time is an additional and necessary part of the journey. I believe failure is something to be cherished. If you failed, it means you tried – you took a chance and stood up for yourself.

So don't be afraid to throw spaghetti at the wall and see what sticks.

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