Podcasting resource website The Podcast Host has released its IndiePod Manifesto – a document containing 10 pillars for independent podcasting success. 

The IndiePod Manifesto is built upon the results of a census of 1,200 independent podcasters from all over the world, surveyed over a period of three months.

As well as containing actionable guidance for independent podcasters,  the IndiePod Manifesto is packed with fascinating data that provides unique insight into how podcasters are currently working and what their expectations are for the future. 

Amongst these insights is the takeaway that 43% of podcasters agreed that ‘having patience to play the long game’ is the #1 key to podcasting success, followed not-so-closely by good planning (19%) and good equipment (14%). 

And while the industry buzz around video podcasting continues, the census suggests not everyone’s convinced. The majority of independent podcasters in the census said they’re not using video at all in their podcast (51%), and 32% said they have no plans to in future either. 

Click here for full access to the IndiePod Manifesto – all census data, insights & visualisations, plus 10 pillars to podcasting success

Solo shows were revealed to be the most popular podcast format (43%) for independent creators. However, a deep dig into the data revealed that while solo shows are most popular amongst newbies, the trend declines the longer a show has been running. 

The more episodes a podcast has totted up, the more popular co-hosted shows become, suggesting podcasters adapt their format and bring in an extra pair of hands to ensure they’re producing regular content for their listeners. 

It’s no surprise that so many independent creators start out with solo podcasting either. This format allows for a fast iteration cycle in the early days by giving them complete control, fewer logistics and the space to experiment with topics, formats and audience targeting. And once they’ve tested the water alone, they can hone in on what their ideal podcast format looks like.

“It’s easy to fall back on educated guesses and predictions in any industry, but the best way to learn is to ask the creators themselves,” said Colin Gray, founder of The Podcast Host and Alitu, a simple tool for recording, editing and publishing podcasts, which featured on our MediaTech 50 ranking this year.


“We ran this census to hear the experiences and expectations of real independent podcasters – IndiePodders – from as many corners of the industry as possible, so that they could have their say and even play a part in shaping the future of the industry.

“By gathering those insights, we were able to craft this IndiePod Manifesto that provides solid, actionable advice based on the collective lived experiences of other podcasters. 

“And as brands, advertisers, industry experts and technology creators, we can learn a lot from the data, using these insights to better serve the independent podcaster community.

“As a company, we’ve worked to support and empower podcasters around the globe, and IndiePodders in particular have always been a huge part of our mission. The IndiePod Census, and the resulting IndiePod Manifesto, are another piece in that puzzle, hoping to make it even easier for anyone to start and run a long-term successful show.”

Click here for full access to the IndiePod Manifesto – all census data, insights & visualisations, plus 10 pillars to podcasting success