7 reasons why your podcast listeners may stop tuning in

Is my podcast bad? Do listeners find it too long? Is the competition doing better? With the Calliopé team, we've taken a look at a few studies that attempt to shed light on this problem. Read on to find out why listeners might stop listening to a podcast.

1. The content of your branded podcast

Lack of interest in content

41% ! That's the percentage of listeners who say that the number 1 reason they stop listening to a podcast (Pew Research Center study) is? Lack of interest in the content! In fact, a listener is affected by his or her :

• Personal passions,
• Personal desires,
• Personal needs,
• Personal fears.

If the overall topic of the podcast doesn't meet any of his criteria, he'll move on and return to the search area of Apple Podcast or Spotify Podcast.What's more, if the branded podcast offers no new information, no unique information or a different angle on the news... The listener won't see any point.

Lack of engagement with content

Boring? Redundant? Déjà Vu ?41% of listeners consider that one of the most common reasons for abandoning a podcast was a lack of engagement with the content (Castbox survey).

2. The presenter of your branded podcast

Yet another factor, this time not based on studies, is obvious. After working with over 50 brands on their branded podcast creation, we discovered another factor (not based on studies): the link with the "host" of your branded podcast!

This is crucial because if he or she is unable to :

• Capture the listener's attention,
• Keep the listener's attention,
• Engage the listener with the subject.

Your podcast won't last another season!

3. Your listener's available time

32% of listeners say that lack of time to listen to podcasts is their main reason (NPR and Edison Research study). However, this reason doesn't seem entirely valid to us...Why? Quite simply because that same listener will find the time to go to TikTok or Instagram to consume other content.

Advice from the Calliopé team:

The reason may lie in the length of your podcast. We advise you to read our article on the optimal length of a podcast.

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4. The audio quality of the branded podcast

19% of listeners consider poor audio production quality to be a turn-off (Castbox study).And I'll let you in on a secret ...The more competition there is in the podcast sector, the more audio quality will be a determining criterion.Poor audio quality can refer to a variety of problems such as:

• Low volume,
• Background noise,
• Echo,
• Poor microphone quality.

These audio problems prevent the listener from hearing and understanding what is being said during your podcast. The result? Frustration leads the listener to lose interest in your podcast and stop listening(even if the content is good!).

The inconsistency of your podcast's audio quality

Do you want to sound like an amateur podcast? Losing all credibility? Be inconsistent! Yes, my friends, if the audio quality of your podcast varies throughout the different episodes, the listener will be frustrated and won't be able to concentrate on the content.

The listener's listening environment

In terms of listening environment, not all listeners are in the same boat. Some listen to their podcast in a crowded metro with all the external noise that goes with it(thanks RATP!) Others walk down the street in weather conditions that herald the end of days(you know, with a 100-per-hour wind...) So if your audio quality leaves something to be desired... They're going to resent you(even with noise-reducing headphones).

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5. Frequency of publication of the branded podcast

The rule is simple: the listener can lose interest if the podcast is not broadcast on a regular schedule.

Lack of consistency in podcast distribution

Outings too infrequent

Producing good audio content is obviously the basis of a podcast's success. However, depending on the audience, the frequency of demand for new episodes can vary. So, if your audience needs your content to move forward with their project, the infrequency with which your episodes are published could have an impact on you.

"The listener may lose interest if the podcast is not broadcast on a regular schedule."

If the podcast does not release episodes on a regular schedule, the listener may perceive that the podcast is not :

• Updated,
• The host is no longer available,
• The brand abandoned the project.

Too frequent outings

Like Jul with his albums... If your branded podcast invades streaming platforms with long episodes, published every day...The risk of losing listeners' interest is extremely high.

Irregular release schedule

Keep your podcasting habits! Podcasts are generally broadcast on a regular schedule. Depending on the field, this can vary from daily, weekly or bi-weekly. Be careful: if a listener has become accustomed to a certain broadcast schedule, and you suddenly change it... You risk losing them.

6. Too much advertising in your branded podcast

Everyone hates advertising, yet everyone loves to buy! It's a question of balance... Which some podcasts seem to have forgotten!

Advertising interruption frequency

A podcast that includes too many advertisements, sponsor messages and commercial breaks can quickly turn listeners off. They can quickly get the impression that your audio content is just trying to sell them something.

The relevance of advertising interruption

If your brand podcast talks about the world of luxury and your ads only mention the fast-food industry... There's an alignment problem. A problem so big that it can quickly undermine your listeners' trust in you.

Advertising break duration

Think of the ads during the World Cup, the Super Bowl, the Olympics... It's a long time, isn't it? The length of the ads you integrate into your podcast can quickly become a problem and drive away listeners (despite being fans of your content).

7. Type of branded podcast listener

Hyperactive? ADHD? Multitasking? Capturing and maintaining attention will depend on the type of listener your podcast is aimed at. Pay close attention to the way your podcast is constructed to make sure you limit distractions, multitasking or loss of concentration on the part of your listener.

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Avner UZAN