Frequently Asked Questions

We are here to answer the most frequently asked questions, from ‘What is a podcast?’, ‘How do I get it on Spotify?’, down to ‘What is a podcast production company?’ and ‘How to monetise my podcast?’ … anything you still might be unsure on, reach out down below and we’d be happy to help!

Understanding Podcasts

  • A podcast is episodic content, typically in an audio format, produced with the intent to build an audience over time. While traditional definitions focused on audio-only content, the rise of video podcasting has expanded the term to include visual elements as well.

  • The global podcast market is experiencing significant growth. It was estimated to be worth $39.63 billion in 2025 and is projected to reach $131.13 billion by 2030, reflecting an impressive average annual growth rate of 27%. Globally, around 584.1 million people listened to podcasts in 2025, and this number is expected to grow to 651.7 million by 2027.

  • A podcast host is a service that stores your audio files and generates the RSS feed for your show. A podcast directory, such as Apple Podcasts or Spotify, acts as a "shopfront" where listeners can discover and subscribe to shows from various hosts. Message Heard can help you submit your podcast to all the major directories to ensure it is available "wherever you get your podcasts".

  • A full-stack podcast production agency such as Message Heard can do this for you. It involves administering accounts for both platforms, and submitting your podcast’s RSS feed to them.

  • It’s not mandatory, but we recommend it. This doesn’t mean you have to produce a video version – YouTube can automatically import even just audio versions of your show – but YouTube is a major platform for podcast consumption these days, and it can help find you audiences. Be aware, though, that you will need to reconcile these plays manually with the plays you get through most other podcast platforms.

  • YouTube is a significant platform for podcast discovery and is the most popular platform for podcast consumption in the U.S. However, video production for complex narrative formats can be expensive and time-consuming. Message Heard has a custom AI video generation pipeline that can create high-quality, cost-effective video content from your audio podcasts, allowing you to meet the growing appetite for video.

  • The ideal length depends on your audience and format. According to recent data from Buzzsprout, nearly one-third of podcasts have a length between 20 and 40 minutes. The most important thing is to make a show that is engaging and holds your audience's attention. We will work with you to find a format and length that fits your strategic objectives and resonates with your target listeners.

  • This will depend on your mission and your audience, but the main thing is that you try to be consistent. Podcasting is often a long-term habit-forming exercise, and it’s hard to form a habit with something that is sporadic. Many popular podcasts release weekly, and while this is great for building community, it takes a lot of work and resources to maintain. The sweet spot especially for branded podcasts is often every two weeks. This still gives you a good cadence to maintain a relationship with an audience, but doesn’t demand huge investment. Remember too that your release schedule doesn’t have to lock-sync with your recording schedule, so unless your content is super time-sensitive, you could, for example, batch-recording, and/or releasing episodes in seasons, with breaks in between where you can regroup or get at least some of the next season in the can, is entirely reasonable.

Benefits & Strategy

  • A company podcast allows you to tell your story, build a closer relationship with your audience, and attract new customers. It can position your brand as a thought leader in your industry and provide valuable content that people actively want to consume, making it a key component of an integrated marketing strategy.

  • Podcasting excels at building deep, loyal connections with listeners. A study found that 71% of people would consider a product or service after learning about it on a podcast, compared to 57% for websites and online news. Message Heard's case studies have demonstrated significant results, including a 30% uplift in website traffic for one client and an 80% audience retention rate for a series.

  • Directly generating cash from podcasts is definitely possible, especially once you hit a critical mass. Money from dynamically inserted ads, sponsorships and supporters (through platforms such as Patreon) have all made some podcasters very wealthy, but especially when you’re starting out, the emphasis should be in indirect revenue generation: how well does this podcast perform as part of your customer funnel, say, or in establishing you as an authority in your field, which then has ancillary benefits when you’re going to market.

  • While a DIY approach is possible, it can be time-consuming and risks producing a show of poor quality or with weak strategic alignment. By partnering with a podcast production company like Message Heard, you get access to our decades of experience, robust internal processes, and full-stack services, which saves you time and ensures your company podcast is a success. We handle the "heavy lifting, so you don't have to".

Measuring Success & Hosting

  • Success can be measured by downloads, audience retention rates, and the impact on your business objectives. A podcast with 1,129 downloads in the first seven days is in the top 5% of all podcasts worldwide. We provide detailed reports on downloads, geographical spread, and listener growth to help you visualise the impact of your show.

  • It depends on your goals, of course, but for comparison, Buzzsprout, one of the big podcast hosts, reports that the median podcast episode is downloaded 28 times in the first 7 days after it goes live. To be in the top 5% of all podcasts, across all categories, that number rises to over a thousand, and nearly five thousand for the top 1%.

Message Heard’s Services

  • Podcast production services cover the entire lifecycle of creating a podcast. This includes strategic planning, format development, scripting, guest sourcing, recording, editing, sound design, and distribution. A full-service podcast production agency can handle all of these elements, allowing you to focus on your core business.

  • At Message Heard, our process starts with a Discovery session to understand your goals and audience. We then present a detailed proposal with market research, creative concepts, and a defined production schedule. Once agreed, a dedicated team handles all aspects of podcast production, from recording and editing to sound design and distribution.

  • As a full-service podcast production company, we manage the entire guest process for you. This includes identifying and vetting potential guests, handling all outreach, and coordinating their schedules to ensure a smooth and efficient recording process. This frees up your time and guarantees we secure the best possible voices for your show.

  • Our experienced producers and content strategists will work with you to develop a compelling format and content plan for your company podcast. We can handle everything from crafting a detailed episode outline to full scriptwriting and editing, ensuring your message is clear, engaging, and aligns with your brand's voice. We also offer training to help your hosts feel comfortable with the material and the recording process.

  • We ensure technical excellence by providing guidance on all aspects of recording, including hardware recommendations and remote recording best practices. We use virtual studio platforms to capture high-quality audio, even when guests are in different locations. We will also assign a dedicated producer to manage your project and your recordings.

  • We differentiate your company podcast through high-quality editorial and creative storytelling. We don't just produce a show; we craft narratives with purpose that resonate deeply with audiences. Our approach focuses on creating compelling content, immersive soundscapes, and effective marketing strategies to help you build a loyal and engaged audience. Our own flagship show, Conflicted, is entering its 5th season and has over 6.8 million downloads, which showcases our expertise in creating a high-quality product that builds a community.

  • A successful podcast is a strategic asset that aligns with your business goals. It requires a well-defined format, high-quality audio, and a strong content strategy. Our award-winning team focuses on creative storytelling, technical excellence, and ethical practices to ensure every show is produced to the highest standards.ption

  • Our pricing is tailored to each project, as there are many variables in making a podcast. We usually conduct an initial Discovery phase to understand your needs and scope the project. After this, we can provide a proposal with an indicative cost. We then refine this with you to provide a final cost before pre-production begins.