Hey there, Chris here.
It’s always interesting to me how much the more things change, the more it feels like they stay the same. The podcast industry stats are no different, as you’ll see later in this newsletter. Cycles come and cycles go, and listeners continue to trust the podcast hosts they listen to on a deep, deep level.
We’ve got some exciting things brewing here at HumblePod, and I’m super stoked to share with you what we’re offering in this last quarter of the year. And just think, this is only the first announcement. What could be next?!
This issue: We’ve got a special offer for anyone still on the fence about launching a podcast, what turns a listener into a superfan and the habit that loses them in the first minute, why fans trust podcast hosts more than their own friends, and the newest episode of We Built This Brand.
New Year. New Podcast. Half the Price.
Here’s a number that’s stuck with me since we shared it last issue: Podchaser looked at every podcast that launched in 2025, and three out of four have already stopped publishing. Half of the ones that quit never made it past episode three. I’d argue it’s rarely because the idea was bad. Usually the show launched without a plan, and the momentum ran out before the audience showed up.
If you’ve been talking about starting a podcast, we’ve got a pretty good reason for you to finally make it happen, and to do it with a plan.
For our New Year Launch Special, HumblePod is offering our $10,000 Launch Package for just $5,000 to the first five motivated future podcasters to sign up.
It’s built for brand-new shows. You get the positioning, format, and marketing strategy to launch with a plan, plus professional editing and design on your trailer, intro, and outro so the first thing people hear sounds like you mean it. You handle the recording (filming not included), and you walk away ready to keep the show going well past episode three.
Your best listeners give you about a minute.
Last issue I pulled a few numbers from The Podcast Study 2026 about ads and email. The research team has since published the deck from their Superfans webinar, and I’d argue it’s the more useful half of the study for anyone running a show. They surveyed 1,205 podcast listeners and set a high bar for what counts as a Superfan: you listen to full episodes every day, you spend five-plus hours a week with podcasts, the host is the main reason you’re there, and you’ve acted on it by joining a Patreon, buying merch, going to a live event or getting a show’s emails. Only 17% clear that bar. Another 18% are what the study calls Prime Prospects, people who already love a host but haven’t built the daily habit yet.
Here’s the part that stuck with me. Even among Superfans, 18% will give up on a new podcast inside the first minute. These are podcasting’s most devoted listeners, and they still won’t sit through a slow start. When the study asked why people bail on a new show, the top reason among Prime Prospects was that it started with too much meaningless talk (46%), and 90% of them named at least one execution mistake like that.
“The warm-up is where your best future listeners walk out.”
I’ll be honest, this is the note I give B2B shows more than any other. “Thanks so much for having me.” “Before we dive in, tell us a little about yourself.” Three minutes of pleasantries before anyone says something worth hearing. It feels polite in the room. Through a pair of earbuds, it sounds like being on hold. Open with the best thing your guest is going to say, then back into the intro. Those Prime Prospects are the people you’re trying to turn into customers, and they’re the first ones out the door.
The other number I’d flag for any company with an executive behind the mic: 21% of Superfans say they’d definitely stop listening if the host left, and across the whole survey, 56% would either stop or seriously consider it if the host of their favorite show left for good. That’s the flip side of why branded podcasts work. People come back for a person, so plan now for what happens if that person changes roles. Bring in a co-host or a regular guest host early so your audience learns to trust more than one voice. In our listener lifecycle, this is the climb from Subscriber to True Fan, and it runs straight through the host.
→ Get the free Superfans deck and webinar replays
One piece worth your time.
If the Superfans deck makes the case for investing in your host, Wondery’s new report makes the case for showing up consistently. The Amazon-owned studio commissioned SmithGeiger to survey 3,000 U.S. adults who regularly watch or listen to creator-hosted shows, and 44% said they trust their favorite host more than their own friends (another 37% trust them just as much). For brands, there’s a catch: half of fans assume a creator didn’t really like a product if it’s mentioned once and never again, and that climbs to 59% among Gen Z. Wondery sells creator ad partnerships, so read it with that in mind. The lesson still travels, though. Trust gets built episode after episode, and a branded show is the one place where your company gets to be the consistent presence instead of the one-off mention.
Five launch spots at half price.
Starting a show in 2027? Our $10,000 podcast launch package is $5,000 for the first five future podcasters who lock in a spot. You get the strategy, the polish on your trailer, intro and outro, and a promotion plan for your first six months.
That’s it for this issue. If something here landed for you, hit reply and tell me, I read every one. And if a friend forwarded this, you can subscribe here.
See you in two weeks.