You may be thinking: “If I create a great branded podcast, my target audience will naturally find it and tune in.”

But we urge you to not fall into the “if we make it, they will come” mentality. Unfortunately, no one is searching for a podcast they don’t know exists, and with 5 million podcasts and counting, a well-done podcast alone isn’t enough to stand out.

With a sea of content, it can feel impossible to create something original for an audience who has “heard it all.” But not all branded podcasts are 30-minute interviews with business leaders speaking to medium to high-level employees and executives on their way to and from their nine to five. 

While it’s easy to fall into that narrow view, we’re going to prove to you that there are plenty of underserved markets that your brand should be looking into when creating your podcast. Backed by the latest numbers and examples of brands doing it right, let’s dive into some untapped markets and our tips for finding your ideal listeners. 

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Why finding your branded podcast audience matters

As mentioned, on top of creating great content, you’ll need to take an audience-first approach. 

That’s because podcasts are unique in that they can establish a personal connection between the host and the listener, largely due to the intimate nature of the medium. The influence of voice can create an experience where listeners feel like they're in a conversation with a friend, which is why knowing your audience and catering to their specific needs is so crucial. 

With that said, here are a few reasons why defining and catering to your ideal listeners is non-negotiable:

1. Authentic connection

Branded podcasts are built on the foundation of authentic connections. Unlike traditional ads, which can feel distant or forced, podcasts allow you to engage with listeners on a much more personal level. This opportunity for intimate connection requires a deep understanding of who your audience is, what they care about, and how your brand can meet their needs. 
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2. Relevance and trust

When you pinpoint your podcast's ideal audience, you're ensuring that your content is hyper-relevant to their interests, challenges, and desires. Relevance is crucial because it directly impacts how your audience perceives your brand. If listeners feel like your podcast consistently provides value, they are more likely to trust your brand.
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3. Dedicated communities and niches

Branded podcasts often cater to specific niches or areas of interest, which naturally form tight-knit communities around them. Podcast listeners are deeply engaged, and when they feel a sense of belonging to your podcast community, they’re more likely to consume your content, share it with others, and even create conversations around your podcast. 
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Defining your target audience

Now that you understand why defining your target listeners is so important, let’s dive into how to find your podcast’s ideal audience in the first place. This process starts with defining an ideal listener profile, which mirrors the concept of a customer persona but focuses specifically on the people who will listen to your podcast.

Here’s how we go about it:
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1. Conduct podcast market and competitor research

Thorough market research is crucial when it comes to understanding your audience and their needs. Just like identifying your customer persona, you’ll want to ask yourself questions like:

• Is there a demand for your content? 
• Are people searching for your niche? 

You can find this information using SEO tools like SEMRush, scouring search engines, and reading blogs with the latest stats on podcast markets – like this one!

Another key component is competitor research. Start by identifying your competitors and analyzing their podcast audience. Take note of their strengths and weaknesses. Ask yourself:

• What gaps can your branded podcast fill in the market? 
• Is there a unique perspective or angle your podcast can offer? 

Knowing where the competition falls short gives you a golden opportunity to attract listeners by providing something they aren’t getting elsewhere.
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2. Create listener profiles

Now it’s time to dig deep into creating detailed listener profiles. This step is vital because the more granular you get, the more you can tailor your content to their specific needs. 

A simple demographic like “women aged 25-34” won’t be enough. Think about narrowing it down to specifics like “urban women, aged 28-32, who are eco-conscious and interested in sustainable living.”

A well-defined ideal listener profile will include numerous factors, like:

• Age, location, and other audience demographics
• Occupation & industry
• Socioeconomic status
• Education
• Interests & hobbies
• Lifestyle choices
• Social causes they care about
• Pain points
• Fears
• Budget
• Potential audience size (total market)

This profile helps you understand exactly who you’re talking to, what keeps them up at night, and how your brand or podcast can provide real value. 
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3. Leverage existing data

Since your brand already has an existing customer base, you're sitting on a goldmine of data. Look at purchase histories, feedback, website interactions, and social media engagement. This will give you crucial insights into what resonates with your audience. Use this data to refine your podcast’s listener profile and understand how your existing customers engage with content.

On top of this, you can check out the latest podcast data reports from companies like Sounds Poriftalbe, Triton Digital, and Signal Hill Insights. They frequently release new podcast data for specific audience demographics and genres. 
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4. Revisit your audience profile

Finding your ideal audience isn’t a one-time task. As your podcast grows and your content evolves, so will your listeners’ preferences and behaviors. Keep your audience profiles fluid, and regularly revisit them to ensure they align with current trends and shifts in your listener base. 
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Underserved markets in branded podcasting 

Now that you have a better idea of how to define your ideal listeners, let’s dive into some underserved markets in branded podcasts that we suggest you look into to break through the noise. 

Blue collar workers

When you think of who listens to a branded podcast, you’re probably envisioning a corporate worker behind a desk going through the motions of a classic nine-to-five. They’re probably active on LinkedIn and consume industry-centric content on their commute.

But that overlooks a massive, engaged, and underserved audience: blue-collar workers.
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Why podcasts provide value for blue-collar workers

Unlike white-collar professionals who spend much of their workday in meetings and in front of screens, many blue-collar workers — tradespeople like truck drivers, construction workers, mechanics, and electricians — spend long hours working with their hands. Whether they’re on the road between job sites, operating machinery, or performing tasks that don’t require constant screen attention, podcasts fit seamlessly into their routines.

In fact, this audience often has more opportunities to listen to podcasts than the traditional "office worker" demographic. Long commutes, solo work, and the ability to consume audio content while on the job make podcasts an ideal medium for blue-collar workers. And yet, brands targeting these industries are still underutilizing podcasting as a marketing and engagement tool.
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Examples of branded podcasts doing it right

While industries like finance and pharma have embraced branded podcasts, trade-focused brands have been slower to follow. But those who have ventured into this space are seeing significant success. Niche industry podcasts — covering everything from plumbing and HVAC to trucking and landscaping — are excelling, largely because they cater to an audience that values practical, career-enhancing content.

For example, HVAC School is a podcast dedicated to heating, ventilation, and air conditioning professionals. It has racked up 7.5 million downloads and currently earns $400,000 per year in revenue. The reason? It provides real-world insights that listeners can apply directly to their work, all while fitting into their daily routines.
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Kids and parents/caregivers 

Today's parents are navigating a world where screens are everywhere. With the rise of “iPad kids” and the imposition of “screen time” limits, many caregivers are searching for healthier alternatives to keep their children engaged and entertained. 

Enter podcasts: a screen-free, enriching, and immersive medium that kids love (and parents appreciate).

The numbers speak for themselves. Nearly half of children aged 6-12 in the U.S. have listened to a podcast, and one-third tune in regularly. Not to mention, platforms dedicated to children’s content, such as Pinna, Story Pirates, and GoKidGo, are becoming household names.

H4. Why podcasts provide value for kids and parents 

Podcasts offer unique advantages over other forms of media, making them particularly valuable for young listeners:

• Boosts imagination: Unlike videos, podcasts rely solely on audio, encouraging children to visualize stories, characters, and scenarios, enhancing creativity.
• Educational value: Studies show excessive screen time can negatively impact cognitive development. In contrast, 94% of kids who listen to podcasts report learning something new.
• Encourages social interaction: Kids who engage with podcasts are more likely to discuss what they learn with family and friends, fostering better communication skills and stronger relationships.

If you think kids’ podcasts don’t make business sense, consider this: they don’t just reach children; they reach the parents who make purchasing decisions.

• Co-listening creates brand awareness: 82% of kids listen to podcasts with their parents, making it an ideal way for brands to build trust and recognition with caregivers.
• Parents are high-spending consumers: Families tuning into podcasts often fall into higher-income brackets, making them a valuable demographic.
• Trust factor: Parents rate kids’ podcasts as one of the most trusted media sources, often ranking them above parenting blogs, influencers, and even television shows.
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Examples of branded podcasts doing it right

Branded podcasts should offer real value to families while reinforcing your brand’s mission and strengthening relationships with parents in the process. 

For example, Goodnight, World! is a collaboration between Headspace and Sesame Street. This bedtime podcast helps children wind down while subtly reinforcing Headspace’s expertise in mindfulness and relaxation.
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Global markets 

For years, podcasting has been dominated by English-language content, with the U.S. leading in production, listenership, and advertising revenue. 

While this has resulted in a mature and highly competitive English-language podcast market, it has also created a significant opportunity for brands willing to look beyond traditional markets.

The rise of non-English podcasts has demonstrated the growing demand for localized content. For example, the most-viewed podcast episode on YouTube isn’t from an American show but from Fnjan, a Saudi Arabian podcast discussing relationships, with over 125 million views. 

Similarly, in Canada, French-language podcast consumption was historically low compared to English-language listening. However, in recent years, the number of French Canadian podcasts has surged, leading to a 65% increase in monthly listenership among Francophones. 

This shift highlights a key trend: as more high-quality, localized podcasts become available, audiences in those regions engage. Yet, many markets remain underserved. 

Countries with smaller populations, such as Denmark, have limited podcast content in their native languages. While independent podcast creators in these regions may struggle to achieve the scale necessary for monetization, brands can step in to fill these content gaps.
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Why podcasts provide value for global audiences 

Localized podcasts allow brands to build deeper connections with audiences by speaking their language — both literally and culturally. Simply translating an English-language podcast likely won’t be enough; successful localization requires an understanding of regional accents, cultural nuances, and audience preferences. This process, known as trans-creation, ensures content resonates rather than feeling like an afterthought.

Beyond audience connection, the lack of competition in many smaller markets presents a powerful advantage. With fewer local-language podcasts available, companies that invest now can establish themselves as industry leaders before the competition catches up. 

Examples of branded podcasts doing it right

By producing local-language content, brands in smaller markets can achieve significant audience penetration and brand affinity, even if the overall number of downloads is modest. For example, Børssnak, a Danish-language financial podcast produced by Saxo Bank helps the company establish itself as a trusted voice in Denmark’s investment sector. 

Major global brands are also recognizing this opportunity. Morgan Stanley, for instance, launched a Japanese-language version of its Thoughts on the Market podcast to better serve its audience in Japan. Rather than merely translating the English version, they adapted the content to ensure it resonated culturally with Japanese listeners.

The side hustler 

For many years, small business owners have been a key target for brands looking to provide financial services, business tools, and entrepreneurial resources. Traditionally, these businesses were brick-and-mortar stores, professional services, or local trades. 

However, the rise of digital platforms and the gig economy has expanded the definition of small business ownership to include side hustlers – those earning income through platforms like Etsy, Airbnb, Uber, and Amazon.

Many of these entrepreneurs may not yet consider themselves business owners, but their purchasing behaviors and decision-making responsibilities suggest otherwise. Brands that recognize this emerging segment have an opportunity to engage with future business leaders early in their journey via – you guessed it – branded podcasts.

Why podcasts provide value for side hustlers 

Recent research shows that podcasts are an effective way to reach side hustlers, with 40% of weekly podcast listeners in the U.S. reporting that they have a side hustle. The number jumps to 60% among listeners aged 18–34, a demographic that already represents a large portion of the podcast audience.

Beyond demographics, the nature of podcast consumption aligns with the side hustler lifestyle. Many side hustlers work independently, making them more likely to consume podcasts for education, motivation, and business insights while on the job. Given the strong alignment between podcast listening habits and entrepreneurial ambition, brands that invest in this space now are well-positioned to benefit from the long-term growth of this audience. 

Branded podcasts doing it right

For brands, reaching side hustlers today means building mindshare with the business decision-makers of tomorrow. Not every person selling handmade goods online or renting out a property on Airbnb will transition to full-time entrepreneurship. However, many will, and when they do, they will remember the brands that provided value early on.

For example, Shopify Masters is a podcast designed for side hustlers looking to turn their passion projects into profitable online businesses. Through interviews with successful entrepreneurs, it provides practical insights, strategies, and inspiration to help listeners scale their e-commerce ventures using Shopify.

What market are you serving?

Tapping into underserved markets presents a significant opportunity for brands looking to expand their reach and build deeper, more authentic connections. 

By focusing on niche audiences like blue-collar workers, parents and caregivers, global listeners, and side hustlers, brands can meet the unique needs of these groups while positioning themselves as thought leaders within these communities.

As podcasting continues to grow, brands that strategically engage with these underserved markets early on will not only differentiate themselves from the competition but also create loyal, trusting relationships that drive long-term success. 

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