By Cassy van Eeden

Essentially an audio file that is available for download, podcasts can then be played on a music device or PC. Typically, they form a part of a series or are released as episodes to subscribers.

The 'Renaissance' of podcasts

In a 2013 report by Edison Research, Share of Ear, research indicated that conventional radio was still the most popular form of audio content listened to by podcast listeners. "That is no longer true," says Max Willens, writer for the International Business Times.

He explains that the 2014 report conducted by the same company showed that, "The typical podcast listener listens to podcasts more than any other kind of audio content, including terrestrial radio, satellite radio, streaming audio services like Pandora or Spotify, TV music channels, and music they own."

Mike Elgan, anchor of TWiT's daily Tech News Today podcast, says, "The number of blog posts and online articles proclaiming an explosion in the popularity or quality or financial success of podcasts since the fall of 2014 has been really astonishing."

"There is no sudden rebound in podcasting. For the past 10 years, the number, quality and audiences for podcasts has been steadily growing in a self-reinforcing cycle," Elgan adds.

Whether it is a comeback or not, that does not explain their popularity.

Why do they work?

Perhaps one of the most attractive things about podcasts as a medium is its accessibility and flexibility.

Dirk Tolken, director of sales and consulting at Semantica, agrees, saying that the flexible format of podcasts “makes it convenient for people who are constantly on the move to engage with the content that they are interested in. Depending on the device you use … you can listen to it anywhere, anytime and at your own leisure."

At the same time, podcasts work because they are inexpensive and easy to start. Writing for India.com, Poorvi Adavi explains that, "Producing an average podcast costs far less than producing a TV show or a radio show. To host a podcast show, all you need is a microphone or two, an editing software and a hosting service."

Why you should start a podcast

Elgan notes that the more popular podcasting gets, the more necessary and beneficial it will become for the media to adopt this format of broadcasting.

Alix Spiegel, creator of the popular podcast series Invisibilia, says it is "another way of getting information that’s filled with emotion, and you’re not married to a piece of text".

Also, depending on your location, there are very few regulations and conventions for creating and publishing podcasts. This means you can say and do pretty much whatever you want, whereas traditional platforms are restrictive.

Do you listen to podcasts? Do you think it is a good idea to start one of your own? Let us know in the comments below.