The History of Podcasting, So Far!

From iPods to World Domination

Let me start by saying – this article was written and published in October 2024, so if you’re reading this in the future – things may well have moved on!?

But let us talk about the phenomenon that is podcasting… a medium that has evolved faster than your average TikTok trend. If you’re thinking about starting your own podcast (or just interested in the topic), buckle up. We’re about to take a nostalgic trip through podcasting history, from its humble beginnings to its current, profitable powerhouse status. By the end of this, you’ll either be inspired to grab a microphone or realise it’s time to hire someone else to do it for you.

The Marketing Made Clear Podcast

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

2001: Apple Launches the iPod – AKA the “Pod” in Podcast

It all began in 2001 when Steve Jobs introduced the iPod. This sleek, revolutionary device could store 1,000 songs (if this is all before your time, I can’t tell you how revolutionary that was… my first mp3 player held around 12 songs), and though no one knew it at the time, it was about to become the unsung hero of podcasting. Little did the iPod know it was going to lend its name to a future world-changing medium.

Who knew that listening to a pre-selected collection of ‘80s rock would lead to an entirely new audio empire?

2004: Adam Curry and Dave Winer Birth Podcasting (Not Literally, of Course)

Ah, 2004. Facebook was just a baby, MySpace was still cool, and the term “podcasting” was coined by a former MTV VJ (Adam Curry) and a software developer (Dave Winer). These two legends came together to create a system that allowed people to download radio-like content automatically to their iPods.

It was like some form of digital lovechild. Curry and Winer probably had no idea their tinkering in a garage (or wherever tech wizards invent stuff) would one day lead to millions of people debating true crime theories over breakfast.

2005: Apple Embraces Podcasting, and The New Oxford Dictionary Joins the Party

The podcasting train was gaining steam! In 2005, Apple saw the potential and integrated podcasts directly into iTunes with the release of iTunes 4.9. This meant that the masses could access podcasts without needing a tech degree to figure out how to download them. Thank you, Steve Jobs, for making this possible without us having to call our IT-savvy cousin every time.

Also, the term “podcast” was declared the word of the year by the New Oxford Dictionary. It’s official, podcasting wasn’t just a nerdy hobby anymore, it had gone mainstream.

2006: Steve Jobs Does a Podcast Demo with Garageband, Because Why Not?

In 2006, Steve Jobs decided to step in and show the world just how easy it was to create a podcast using Apple’s Garageband software.

Was anyone surprised? Nope.

Was everyone impressed? Absolutely.

Jobs made it look so effortless, like podcasting was just another Apple thing you could do in your sleep, right between checking your email and calculating how long your battery would last.

2007: Google Snags Feedburner, Podcasters Rejoice

2007 was a big year for podcasters when Google acquired Feedburner, a service that allowed podcasters to create iTunes-friendly RSS feeds. In non-tech speak, it made it easier for podcasters to share their shows with the world without needing to be part-time coding experts.

This was also the beginning of Google poking its massive search-engine nose into podcasting’s business. Spoiler alert: They won’t stop here.

2013: One Billion Podcast Subscriptions, Because People LOVE Talking

By 2013, Apple announced that it had hit one billion podcast subscriptions.

Let that sink in.

A billion people, voluntarily listening to other people talk, without visuals, without TikTok filters, just…talking.

If you weren’t thinking about podcasting before, this should be your wake-up call. That’s a billion people, ready and willing to listen to your thoughts, your brand, and your well-rehearsed ad reads.

2017: Apple Launches Podcast Analytics and Surprise, It’s Profitable!

Podcasters were finally able to track how many people were listening, how long they were tuning in, and most importantly… whether they were actually skipping all those carefully crafted ad spots. Apple’s podcast analytics gave insight into what everyone suspected: podcast listenership was huge and extremely profitable.

Turns out, if you put enough historical comedies, interviews with celebrities, and “entrepreneurial advice” out there, people will listen… lots of them.

2019: Spotify Drops $340 Million and Enters the Game

Spotify was like, “Hold my playlist” and decided to drop $340 million to acquire podcast networks Gimlet Media and Anchor FM. This was the moment Spotify solidified its position in the podcasting world, proving it wasn’t just a music platform anymore.

It was a game-changer, as Spotify quickly became the go-to platform for creators who wanted an easier way to produce and distribute their content. Also, millions of podcasters realised Spotify was a much cooler-sounding word than “iTunes.”

2020: Sirius XM Buys Stitcher for $235 Million, Big Podcast Money Everywhere

In 2020, Sirius XM got in on the action by acquiring Stitcher for $235 million. While most people were looking to “Netflix and Chill”, Sirius XM was busy making strategic moves in podcasting.

They clearly saw the future: podcasting wasn’t a phase; it was a billion-dollar business.

2021: Spotify’s $200 Million Joe Rogan Deal and the Podcast Throne

This was the year Spotify went all-in (again??), throwing $200 million at Joe Rogan for exclusivity rights. Love him or hate him, Rogan’s deal marked a major shift. If you didn’t already know podcasting was a big deal, this should have clued you in.

Oh, and Spotify overtook Apple as the top U.S. podcast platform in 2021. It was a subtle “take that” moment for everyone still hanging on to their Apple Podcast stats.

2022: Social Media Finally Joins the Podcast Party

In 2022, social media platforms realised they’d been missing out on the podcasting wave. Twitter announced they would integrate podcasts into Spaces (so your tweets can now turn into full-on rants), and YouTube launched a podcast destination page.

Suddenly, it wasn’t just about audio. Video podcasts became a thing, and every marketer realised they had to start looking better on camera, or at least invest in some good lighting and filters (I have done none of the above).

2024: Will Green Launches Marketing Made Clear – The Podcast You’ve Been Waiting For

And here we are in 2024, when the marketing MAMBA himself (yours truly), Will Green, takes the plunge and launches the Marketing Made Clear podcast. While we, or I… don’t want to hype it up too much (okay, maybe I do), this show will hopefully be a welcome addition for marketing pros everywhere.

What’s the takeaway?

If you’re a marketer or content creator, podcasting isn’t just a “maybe someday” strategy anymore, it’s happening. Whether you’re looking to boost your brand or just love the sound of your own voice (no judgment), the time to start podcasting was yesterday.