Entertainment for Your Ears, While Your Eyes are Busy: Spoken Word Audio with James Cridland

Matt Levine chats with James Cridland, a radio veteran and the mind behind Podnews, a daily podcast and newsletter covering the podcasting industry. With over 1,930 podcast episodes and newsletters, James shares his insights on why audio is still king, even as podcasts with video gain traction.

They discuss the real advantage of audio, how podcasting thrives as the ultimate multitasking medium, and why time spent listening matters more than audience size.

• James starts by explaining how radio and podcasting are fundamentally different. 
• James shares how he managed to sustain a daily podcast and newsletter for over 1930 episodes. He reveals the systems and tricks he’s developed to automate the boring stuff so he can focus on what truly matters.
• The one thing that will make podcasting sustainable for you. It’s not about working harder—it’s about removing friction and maximizing creative energy.
• James on the shortcuts that make podcasting easier over time. When you’ve done something long enough, you naturally find the fastest, most effective way to get the job done.
• Why James started podcasting and writing a daily newsletter. He shares what drew him to both and why they’ve remained central to his work.
• Podcast growth vs. newsletter growth—how do they compare? James breaks down the trajectory of both and some surprising stats about their long-term trends.
• James on why slow, steady podcast growth is actually a good thing. Rapid growth can kill a medium, but a strong foundation makes all the difference.
• Matt and James discuss the state of podcasting today. They cover how the industry has evolved and where it’s headed next.
• James reveals why focusing on time spent listening matters more than audience size. The goal of every podcast should be getting people to spend as much time listening to podcasts rather than focusing on increasing the size of the audience. 
• What is the best way to grow the podcasting industry? According to James, it’s not just about getting more listeners—it’s about getting current listeners to engage more deeply.
• Matt shares his thoughts on what podcasters are really competing for. It’s not downloads, subscribers, or ad dollars—it’s attention.
• James on the one advantage podcasting has over every other medium--podcasting is the original multitasking medium. Unlike YouTube, Netflix, or TikTok, podcasts let you consume content while doing other things.
• How to actually build an audience that sticks with you. James believes mass-market podcasts struggle—niche audiences are where you win. 
• James and Matt cover the key to keeping listeners coming back. Consistency in release time and frequency builds habits, and breaking that habit makes it easy to lose an audience.
• Is YouTube really the best platform for podcasts? James explains why it’s overhyped—and what the numbers really say.
• How James decides which podcasting stories and news to highlight. His process for sifting through the noise and finding what truly matters.
• Podcast consumption—how does the US compare globally? James shares surprising insights on where podcasting is growing fastest and where monetization is harder.
• Matt and James discuss why US content isn’t dominating globally. In the UK, for example, only two US shows make the top 25 podcasts.
• AI and podcasting—should creators be worried? James sees AI as a tool that can create both terrible and amazing content—it’s all about how you use it.
• James’ best advice for new podcasters: Pick a niche, stay consistent, and don’t expect overnight success.
• He adds, “It's much easier to focus on a niche than it is to launch another Joe Rogan experience, which is why there isn't another Joe Rogan out there.”
• Why you should start your podcast today, even if you feel unprepared. No one listens to your first episode unless you want them to—so just get started.

Mentioned in This Episode:

James Cridland on LinkedIn

Podnews.net

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