Audience surveys are one of the most effective tools for podcasters looking to shape content, grow their audience, and improve listener engagement.
Whether you’re launching a new show, refining your current format, or exploring monetization opportunities, surveys provide invaluable insights into your audience’s needs and preferences.
Before Launching a Podcast
Surveys can help determine:
-Which topics resonate with potential listeners
-Preferred episode length and format (e.g., interviews vs. solo episodes)
-Listening habits (daily, weekly, while commuting, etc.)
Case Study: The Daily Stoic Podcast
Before launching The Daily Stoic Podcast, author Ryan Holiday leveraged his existing audience through email newsletters and Twitter polls. He asked followers what kind of Stoic content they preferred—short reflections or deep dives.
The results guided him to produce a mix of quick insights (5-10 minutes) and occasional longer interviews. Today, the podcast has millions of downloads.
After Reaching a Milestone
Surveys at key milestones can help podcasters understand:
-What episodes listeners enjoyed most and why
-Suggestions for new topics or guests
-How listeners discover and engage with the podcast
Case Study: The Tim Ferriss Show
Tim Ferriss, host of The Tim Ferriss Show, regularly surveys his audience via email to learn which types of guests and topics they prefer. After discovering that his audience enjoyed deep-dive interviews with high achievers, he prioritized guests who fit this mold, contributing to the show’s massive success.
Before Introducing a Major Change
Before making major changes, podcasters can survey listeners about:
-Rebranding or launching a new season
-Switching from a weekly to biweekly format
-Exploring premium content or paid memberships
Case Study: Smart Passive Income Podcast
Pat Flynn, host of Smart Passive Income, surveyed his audience before launching SPI Pro, a paid community for entrepreneurs. The survey helped him tailor the community’s offerings, leading to a successful launch with hundreds of members.
For Monetization and Sponsorship Opportunities
Surveying listeners provides podcasters with demographic insights that help secure sponsorships.
Case Study: Call Your Girlfriend
The feminist podcast Call Your Girlfriend conducted a listener survey that revealed their audience was highly engaged and included professionals with disposable income. This data helped them attract sponsors aligned with their audience's values.
Best Survey Formats for Podcasters
Multiple Choice Questions – Best for structured data (e.g., “Which podcast length do you prefer: 15, 30, or 60 minutes?”)
Ranking Questions – Helps gauge listener preferences (e.g., “Rank the following podcast segments from most to least favorite.”)
Likert Scale (1-5 or 1-10 Ratings) – Measures opinions on a scale (e.g., “How engaging do you find our interviews?”)
Open-Ended Questions – Allows detailed feedback (e.g., “What topics would you love to hear more about?”)
Platforms to Use
-Google Forms (Free, easy to use, widely accessible)
-SurveyMonkey (Great for in-depth analytics)
-Typeform (Visually engaging for mobile users)
-Instagram Stories Polls & Questions (For quick, real-time feedback)
-Twitter/X Polls (Great for quick engagement from followers)
-Email Surveys (Ideal for podcasters with an established mailing list)
Case Study: Freakonomics Radio
The creators of Freakonomics Radio use email surveys and Twitter polls to refine their content. They’ve found that simple yes/no Twitter polls provide quick insights, while longer surveys offer in-depth analysis.
Gathering and Analyzing Listener Feedback
Asking Targeted vs. Open-Ended Questions
Targeted Questions (For Specific Feedback)
- “How did you first discover this podcast?”
- “Would you be interested in live Q&A sessions?”
- “Which type of guests do you enjoy most: industry experts or relatable everyday people?”
Open-Ended Questions (For Deeper Insights)
- “What’s one thing you wish our podcast did differently?”
- “What episode made the biggest impact on you and why?”
- “What topics do you think we haven’t covered but should?”
Case Study: The Moth Podcast
The storytelling podcast *The Moth* asks open-ended questions about favorite stories and listener experiences. This helps them identify which stories resonate most and inspire future episodes.
How to Collect Feedback Effectively
Mention the Survey in Episodes – Include a short call-to-action like, “We’d love your feedback! Fill out our quick survey in the show notes.”
-Offer Incentives – Provide a chance to win a small prize, such as podcast merch or a shoutout.
-Use Social Media – Share surveys on Instagram, Twitter, and Facebook groups.
-Personalized Email Outreach – Ask for direct feedback through a mailing list.
Case Study: My Favorite Murder
The hit true crime podcast My Favorite Murder incentivized survey participation by offering exclusive content to respondents. This increased survey completion rates and provided valuable feedback.
Once responses are collected, podcasters can:
-Adjust content strategies to align with listener preferences
-Experiment with new formats based on survey feedback
-Strengthen audience relationships by directly addressing listener suggestions in episodes
-Secure sponsors by presenting detailed listener demographics
Case Study: The Joe Rogan Experience
Joe Rogan’s podcast evolved over time by paying attention to listener engagement and survey feedback. Initially focused on comedy, it gradually expanded to include long-form conversations with experts across various fields—helping it become one of the most popular podcasts worldwide.
Using surveys strategically can help podcasters create, enhance, and grow their show while fostering deeper connections with listeners. By gathering feedback regularly and acting on it, podcasters can build a show that continues to evolve based on audience needs.
