The Reign of Chat Podcasts in 2024
A consensus among multiple surveys conducted within the podcast industry in 2024 highlights one clear trend: chat podcasts are dominating the landscape. As video content gains traction—33 percent of podcast listeners in the U.S. favor this format—advertising expenditures are expected to soar past $4 billion globally. At the same time, podcast listenership is on the rise, increasing by 8 percent annually. Amidst this growth, the chat format—which is often engaging, thought-provoking, and sometimes light-hearted—remains a significant draw for audiences.
The podcast ecosystem is rich and often unpredictable, featuring established favorites that have become cultural touchstones such as The Joe Rogan Experience, Armchair Expert, and The Read. In addition, newer shows like I’ve Had It and ShxtsnGigs have garnered substantial followings. Other chat-centric podcasts, like Club Shay Shay, frequently attract controversy with each new episode. Recently, a humorous comment on X from user @nuffsaidny referenced comedian Katt Williams’ earlier appearance, during which he ominously stated: “All lies will be exposed” for 2024.
“The connection that chat-casts can create with listeners is everything,” states Eric Eddings, the vice president of audio at Kevin Hart’s media company, Hartbeat.
In 2014, Eddings, along with Brittany Luse, launched For Colored Nerds, a weekly discussion centered on pop culture, race, and current events (notably, I featured on an episode in 2017). After Nerds, he joined Gimlet Media, co-hosting The Nod (also with Luse) and producing for Undone and Habitat before moving to SiriusXM. Currently, Eddings leads podcast development at Hartbeat. He mentions that the characteristics of the medium he encountered when he first began remain relevant today. I discussed the evolution of the industry with him during a recent video call.
JASON PARHAM: What accounts for the rise in popularity of chat-casts?
ERIC EDDINGS: There are several factors. To be honest, many companies are looking for ways to invest less in programming. Producing narrative podcasts can be costly, requiring significant upfront investment, with companies striving to ensure these projects resonate with audiences. Yet, many organizations face challenges in successfully launching narrative-focused projects due to broader issues within the entertainment sector.
Is it primarily a financial concern?
Chat-focused podcasts tend to be simpler to test, market, and produce weekly. As a result, there’s been a noticeable shift toward this format. While these financial dynamics are impactful, they also limit the broader discussion.
In what way?
Although podcasts have been around for some time, new groups of individuals are exploring them in diverse ways. There’s now greater familiarity with the medium. Comedians and influencers, for example, were quick to embrace podcasting during the early pandemic, spurring many to start their own shows. Nowadays, people are more inclined to generate ideas or collaborate with others, viewing podcasting as a viable platform for exploration. The medium is incredibly flexible, allowing for collaboration that facilitates experimentation, particularly in a chat format where the dialogue is central to the experience.
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