What Makes Podcasts Tick

By ABN Staff September 30, 2025

What Makes Podcasts Tick

From audio to video and now live events, podcasts have grown into one of today’s most dynamic forms of entertainment. They cut across genres, giving creators and listeners a platform for stories, conversations, and ideas that shape culture.

This International Podcast Day is a reminder of how far podcasting has come, how deeply it resonates with audiences, and how it continues to redefine the future of entertainment.

Finding Voice and Freedom

For digital trailblazer Richard “Astar” Njau, podcasting began as an extension of his music career. The former gospel rap artist launched Cleaning the Airwaves (CTA) in 2015 to share conversations with fellow musicians.

When his music paused, his curiosity grew. He pivoted into exploring personalities, business, and leadership.

“After I stopped being a musician, I began struggling with aspects of business leadership, so I pivoted. Julian Kyula was my first guest as I tried to understand business. I wasn’t podcasting for the audience, I was doing it for myself first,” Richard recalls.

For media personality Kalekye Mumo, podcasting meant breaking free from a character that radio had defined for her. At Kiss FM, she was known as “the single woman who hated men,” a role she played so well that many believed it.

But podcasting allowed her to tell her own story, unfiltered, while giving others the same chance.

“God told me to share my story. I wanted people to speak openly about relationships and take accountability for their roles in them. The podcast gave me that freedom,” she says.

What Makes Podcasts Tick

Building Communities, One Episode at a Time

Podcasts are now a booming business. Content creators, celebrities, and influencers are building loyal audiences while brands and sponsors rush to tap into the growing space.

All it takes to begin is a mic, some equipment, and a quiet roombut the potential for impact is limitless.

Ben and Wanjiru, hosts of The Joy Ride Podcast, launched in 2022 and now have eight seasons, two spin-offs (The Den and The Nook), and even a board game.

Their listeners, fondly known as “Joyriders”, form a community bonded by candid conversations on faith, relationships, and life. They have also taken their podcast on the road, with campus tours and live shows.

“Podcasts have opened up a new way to connect. Beyond the mic, events let us put faces to our listeners and strengthen the community,” says Wanjiru.

According to Spotify’s 2024 Wrapped for Creators, more than six million podcasts are live on the platform, with half a billion people making them part of their daily routines.

Like Richard, podcaster Barrack Bukusi turned his personal curiosity into a platform. With Financially Incorrect, he wanted to spark honest conversations about money in East Africa.

His show has attracted over three million YouTube views, proving the demand for candid financial talk.

“To me, a successful podcast is one that is sustainable, it can pay for itself, produce consistently, and justify its existence,” Barrack says.