When I wrote and produced fundraising content at the North Texas NPR affiliate, one key messaging point was that listener support helped the station produce radio with less advertising - leaving more time for interviews and shows each hour. The more content/fewer commercials component of podcasts have a similar appeal, and you don't have to follow an hourly clock.
So, what should you do with all of that time flexibility?
There is no "perfect" length for a podcast episode, but, some guidelines can help determine what's best for your show.
In the book Content Chemistry, Andy Crestodina points out that:
1. The Top 10 business podcasts average 42 minutes.
2. Stitcher research says the typical listener stays connected for 22 minutes.
3. Ted talks are 18 minutes for a reason - Attention rates drop after 20 minutes.
Consider what successful podcasts are doing
One of the most shocking things I heard someone say about their podcast episode length was that you can't go in-depth on a topic in under 30 minutes.
Really? What if your listener thinks you've said enough about something after 18 minutes, and they feel like you dragged it out for another 22?
When I launched Comic Book Noob a few years ago, people said they wanted a simple comic book show that shared simple insights and recommendations. One person told me they would listen to other shows discuss comics, but they would get so into the weeds the content felt overwhelming or confusing.
Our episodes are under 30 minutes - some are under 20 minutes.
Insider tip: People are okay with that length.
Here are some other examples of short podcasts to check out.
Consider your audience
When determining your show length, think about optimizing your audience's time by developing a format that you can consistently follow. Examples:
Put yourself in your listener's shoes and ask:
If it helps, ask your friends or people you know who listen to podcasts about their content preferences. What keeps them engaged? When do they tune out?
More importantly - What makes them subscribe, unsubscribe or stop listening?
With Apple crossing over 2 million podcasts recently and popularity continuing to grow, many content decisions can be driven by the opinions of people who listen to them.
Talking about conceptual creativity, engaging content and pop culture.