Survey Finds Independent Podcasters Expanding Beyond Audio.

Independent podcasters are increasingly embracing video, AI tools and multi-platform promotion as they search for audience growth, according to a new survey released by podcast hosting company RSS.com.

The survey of 195 podcasters paints a picture of creators who are publishing consistently and investing in their shows but still struggling with the core challenge of finding new listeners. RSS.com says 62% of respondents publish at least weekly, while 46% identified audience growth as their primary goal. At the same time, seven in ten said growing an audience remains one of their biggest hurdles. It is also key objective since it has ripple effects, with growth of an audience impact everything from monetization and collaboration opportunities to guest bookings and the creator’s personal motivation.

The findings suggest podcast discovery is becoming increasingly fragmented as creators spread their efforts across podcast apps, social media, YouTube and search platforms. While 31% of respondents said podcast apps remain their biggest source of new listeners, 35% ranked social media as the most important platform for future podcast growth. Another 15% pointed to YouTube as their top growth platform.

The report also highlights how video has become part of the workflow for many independent podcasters. RSS.com says half (51%) of respondents now record video in some form. Among creators publishing video versions of their shows, nearly two-thirds (63%) said video has helped grow their audience either somewhat or significantly. YouTube was identified as the dominant video destination, followed by social platforms and Spotify.

The shift mirrors broader industry trends as podcast companies and platforms increasingly position video as a discovery tool rather than a replacement for audio listening. The report notes that creators are using video to expand reach beyond traditional podcast directories.

Artificial intelligence is also becoming more embedded in podcast production workflows. The survey found 56% of respondents are either actively using or experimenting with AI tools. The most common uses include transcripts, show notes, brainstorming, editing and social clip creation. Rather than replacing creative work, RSS.com says podcasters are largely using AI to reduce production friction and speed up repetitive tasks tied to publishing and promotion.

Monetization remains a secondary objective compared to audience growth for many independent creators. Only 39% of respondents said they currently monetize their podcasts, while nearly half of non-monetizing podcasters said their audience is still too small to generate meaningful revenue. Programmatic advertising was identified as the leading revenue source among creators already earning income from their shows.

The survey also found indie podcasters are willing to spend money on tools and services despite modest budgets. More than half spend less than $50 per month, however. Nearly three-quarters of respondents said they pay for podcast-related services. The areas where they are most likely to pay include hosting (48%), website costs (41%), and editing and production tools (31%). But nearly three in ten (27%) already say they are paying for some AI tools, which is more than the 19% that spend money on marketing their show.

RSS.com says the survey’s results should be viewed as directional insights into independent creators using its platform rather than a statistically representative snapshot of the broader podcast industry.