Recently, I was listening to an episode of the Culture Study podcast titled “Is the Golden Age of Podcasts Over?” In this episode, the host and guest spoke poignantly and rightly about the idea that podcasting as we know it—driven by advertising dollars and monetization models—might be past its peak. A million podcasts started airing in 2020, but by 2023, that number had dropped to less than a quarter of its height and continues to decline today. With the podcast bubble supposedly bursting, industry experts like these are increasingly arguing that the space is becoming oversaturated and, for many, unsustainable as a long-term business model.

This got me thinking: While the commercial podcast model may be running out of steam, the situation is vastly different for academics, scientists and researchers. These groups are playing a different game, and their communication strategies don’t revolve entirely around monetization or even audience growth—their primary goal is to share rigorous findings, often in a way that can effect change. And to this circle of people, podcasts are a widely underutilized, yet quite powerful, tool to amplify important voices and create impact.

The Rise of Long-Form Audio Content

Despite debates about the sustainability of commercial podcast production and distribution, the demand for long-form audio content continues to thrive. According to Edison Research, nearly 100 million Americans listen to podcasts weekly and this trend is growing globally, with listenership expected to reach over 500 million by the end of 2024.

One reason behind this growth is the immersive experience podcasts offer, meeting listeners’ needs for both learning and entertainment while also allowing them to engage with the content while multitasking. Podcasts also allow for sustained engagement; the average listening session is around 40 minutes, which means they hold attention longer than many digital alternatives.

A shift in focus from profit to purpose mirrors the opportunities available to scholars and researchers. For academics, podcasts offer a unique medium to extend the reach of their insights, engaging with the public and inviting dialogue beyond traditional academic circles. This format allows scholars not only to disseminate research findings more broadly but also to bridge the research-practice divide by presenting complex information in ways that encourage uptake and real-world applications. By sharing research through compelling audio storytelling, academics can foster public understanding, stimulate community engagement and ultimately contribute to societal impact.

Emily Hanford’s Sold a Story podcast exemplifies how long-form, research-based audio content can spark widespread impact. As highlighted by Education Next, Hanford used the six-part series to delve into how unscientific reading methods gained traction in American schools and impacted millions of children’s ability to read. Unlike commercial podcasting, Sold a Story was driven by a commitment to inform and mobilize educators, parents and policymakers toward evidence-based literacy practices. The series ignited a national conversation around literacy education, prompting many schools to reconsider their curricula and even influencing states to update their literacy standards.

Similarly, the Academic Minute podcast, produced by WAMC Northeast Public Radio and presented by Inside Higher Ed, features daily, two- to three-minute segments in which professors from various universities share their latest research findings. Anthropod, produced by the Society for Cultural Anthropology, helps bridge the gap between academic anthropology and public discourse by bringing listeners into the world of anthropological research and showing its relevance to contemporary social issues. While all three of these podcasts—Sold a Story, the Academic Minute and Anthropod—utilize different podcasting formats, they each demonstrate how audio storytelling can amplify scholarly work and make complex topics accessible and relevant to broader audiences.

Beyond Clicks

Unlike commercial media initiatives, the work of scholars is often measured by the advancement of insights and sometimes even real-world outcomes—whether it’s the adoption of a new initiative, the revision of common practices or the spread of research insights across stakeholder communities. Also, the gradual pace of research and scientific discovery allows these organizations to approach communications with patience and depth, focusing on lasting impact rather than immediate results. Thus, tools like podcasts and audio storytelling can help scholars deepen engagement, seed ideas and inspire action in the long term without the pressure of constant content production or short-term capital.

Which leads to my next point: The funding structures for the work of scholars are often tied to research grants, internal university funding, endowments and other partnerships. These public, private and nonprofit funding sources are deeply invested in the success of the initiatives they support, making each successful outcome a shared achievement. Thus, when a podcast or audio series effectively disseminates important information or sparks meaningful change, it not only highlights the value of the project but also elevates the visibility of everyone involved. This mutually beneficial relationship positions audio storytelling as a powerful tool for amplifying a collective mission.

In this way, audio storytelling aligns with the mission-driven nature of scholarly work—fostering connection, insight and influence beyond immediate metrics. By amplifying voices and research that might otherwise remain within academic circles, podcasts can initiate meaningful conversations, bridge gaps between research and practice, and extend the impact of scholarly work to a broader community.

Competing in an Attention Economy

Although scholars are playing a different game, they’re still competing within the larger digital marketplace. Thus, it’s crucial to ensure that audio content is of high quality and strategically planned. While the goal may not be monetization or profit, researchers and scientists are still tasked with creating audio that resonates deeply with and effectively persuades listeners.

Simply put: The content must be compelling enough to cut through the noise in an attention economy. The demand for meaningful, well-produced audio has never been greater, especially as audiences look for substance over mere entertainment. And this shift toward spoken-word content reflects a growing appetite for information-rich, thoughtful storytelling, particularly in podcasts and long-form audio formats​.

As the golden age of commercial podcasts wanes, scholars have a unique chance to harness the cresting demand for audio to drive meaningful change. In this context, changemakers and thought leaders can leverage not just podcasts but audio more broadly in ways that commercial outlets cannot—at least not sustainably.