There’s no doubt that we’re living in a world of micro-content overload. With the rise of short-form platforms like TikTok and Instagram, creators and brands are in a continuous fight for a piece of our attention spans (which are now shorter than a goldfish’s, apparently, thanks to smartphones). 

You don’t need to look far to see marketers proclaiming the death of long-form content. I’m paraphrasing here, but it’s certainly the sentiment we’re being fed: Our lives are way too busy, there’s too much to consume, and no one has the time or patience to go deep into the detail anymore.

But is this really the case? And is the rise of short-form content really a threat to podcasting?

Safe to say, I think anyone who loves podcasts would disagree. Here’s why long-form content isn’t dead – and how podcasting is a medium that doesn’t just keep it alive, but helps it to thrive, too.

First, though, let’s make sure we’re on the same page here: What exactly constitutes a ‘long-form podcast’?

Short-Form VS. Long-Form Podcasts

The average podcast length hovers around the 40-minute mark, so what would be considered ‘long-form’ is the norm in podcasting.

Short-form podcasts (also known as mini-podcasts, pocket podcasts, micro podcasts) are generally understood to be shows that are under 20 minutes long. This is a format that tends to involve shorter but more frequent episodes, like daily briefings.

Long-form podcasts, by default, would be anything over that. But when we talk about long-form in the podcast world, this can mean anything up to about 4 or 5 hours – which is unthinkable for pretty much any other medium.

Take video, for example—even short-form audio podcasts would be considered long-form videos by most. Completion rates on a 5-minute video could easily be low, whereas they would be very high with audio. A big part of this is that video content (like written content, too) demands 100% attention, whereas audio can accompany you while you get on with other physical tasks, like cleaning, commuting, or going for a run.

To clarify before we move on: There is no ‘better’ form, but there might be an option that’s better suited to your topic, your audience and your skills as a podcaster.

For now, let’s focus on debunking this myth that short-form alone is the future of content. Here’s why long-form podcasts are here to stay.

Podcast Listeners Love Long-Form Content

Sure, micro-content is super popular nowadays. And it’s not that this trend doesn’t translate to podcasting. We only have to look at the popularity of shows like The Daily and TEDxShorts to see that short-form podcasts can do incredibly well – and they’re on the rise in podcasting, too. 

But there’s no denying that podcast listeners are fans of the long-form format.

A study by Sirus last year found that podcast listeners ‘prefer’ longer content: 76% vs 34% who prefer short-form. The same study also found that long-form attracts the most loyal listeners. A massive 69% of long-form listeners have been listening to podcasts for 6+ years.

And as one podcaster rightly pointed out, you only have to look at the podcast charts to see how much long-form is driving the medium:

“Joe Rogan [love him or hate him] does ultra-long form, and he still hasn’t been ousted from the top of the Podcast charts.”

– Clayton M. Coke, The Cashflow Podcast

Quite the opposite, in fact. Rogan has continuously dominated the Spotify charts for over a decade. With his latest podcast deal estimated at over $200 million, he’s also the highest-earning podcaster in the world. All this for a podcaster whose episodes take an average of 2.5 hours to consume and who runs a publishing schedule of 3 episodes per week. 

Dan Carlin’s Hardcore History podcast is also one of the most downloaded podcasts in the world, and episodes last 3-6 hours!

Clearly, the theory that no one has time for long-form content just doesn’t stand in podcasting.

And why do listeners love long-form so much? Well, the same reason advertisers love it: because it’s a format that nurtures deeper connections than any other medium.

A podcaster I recently spoke to really hit the nail on the head regarding why long-form is more important than ever:

“Maybe from a business perspective, it feels like there’s no future for long-form content. But I think many people know from being addicted to the Doom Scroll on social media, that we eventually feel burnt out. One of the hallmarks of short-form content is that it’s triggering and without context.

In many ways, the antidote to that burnout is being present for a long-form discussion. Not only to learn and develop our brains, but also for us to connect – we need to be listening to fully-formed ideas and rigorous debate.

I believe the more short-form content we consume, the deeper the hunger grows for long-form content because that’s the content that solves real problems. Short-form content does not; it separates, it divides, it triggers, it burns out your dopamine pathways in your brain.

Long-form content is what’s needed to keep us all connected and sane together.”

– Matty Lansdowne, How to Not Get Sick and Die podcast

Advertisers Love Long-Form Content

The main thing that makes podcasts such an attractive medium to brands and advertisers is their highly engaged listenership. This comes primarily from the authentic connections listeners build with hosts, which lead to better trust, engagement, and ad impact than any other medium. 

Just like with friendships, the long conversations dig deep and open up various cans of worms that nurture these strong listener-host connections.

Short-form podcasts, on the other hand, tend to focus on delivering high-value information quickly. This format builds a different kind of relationship with listeners.

Another reason advertisers (and creators! and listeners!) love long form is because there’s more breathing space for ads. By this, I don’t mean having more opportunity to stuff as many ads in there as possible. It’s more that longer episodes can provide a better consumer experience as listeners don’t get constantly hit with ads (compared to much shorter episodes, where ads might interrupt the content too frequently).

The proof is in the pudding: some ‘super-long’ podcasts have reportedly pulled in sponsorship deals for as much as $750,000.

And last but not least…

Podcasters Love Making Long-Form Content

Here’s a controversial thought: Making a podcast is not just about what listeners and advertisers want. 

For many creators, podcasting is a creative outlet, not (just) a business, so it’s also about what they want to create. This integrity to ourselves is part of what makes podcasting such an authentic medium.

We all know what happens when artists in the music world pay too much attention to what’s popular instead of staying true to their art, and the same goes for podcasting. If you’re creating a show solely to make money, your audience will likely pick up on this, which will get in the way of your success.

And altering your path to keep up with fads is short-sighted. As our friend D from Travel n Sh!t Podcast said, “If bell bottoms can come and go out of style, the fads in content length will ebb and flow as well.“

Long-form also allows creators to flex their deep expertise – and nurture a good reputation for it. Many creators get into podcasting in the first place because they have a real passion for a particular subject. Podcasting gives them a rare low-barrier platform to explore that freely and deeply.

As another podcaster points out, it’s one of the main draws of the medium:

“I think part of podcasting‘s success emanates from longform. The chance for creators and listeners to deep dive into a favourite subject is a compelling motivation. Give me long form once a month anytime in preference to a frantic, dizzying daily deluge of dross.”

– Paul Cheall, Fighting Through Podcast

Contra to what the marketing world keeps telling us about long-form not being lucrative, the production companies tell a different story.

I spoke to a podcast producer who said long-form, not short-form, is what’s keeping them busy and bringing the most success.

“As a busy podcast production company, we’ve seen a massive increase in the last 12 months alone in demand for editing long format podcasts (some go up to as much as 3h!). Short form content is designed for entertainment (“let’s catch attention and perhaps bring somebody into our world” kind of thing), whereas long form content is for diving deeper.

We have done a lot of experiments with shorts on YouTube and as creators, decided not to develop this type of content long term. It works, I guess, for some creators. But for us, there was not much business sense. Having spoken to other creators, we re-confirmed our findings of low long term value. So instead, we’re focusing on longer format content.“

– Izabela Russell at Music Radio Creative

Long Live Long Form

Long-form is at the core of podcasting, so if it was really dying, podcasting would be dying along with it. And any study you look at shows steady growth in podcast listenership.

The long and short of it (sorry) is that short- and long-form content are very different experiences that cater to different needs. There’s no reason why they can’t coexist. You can even create short-form content from your long-form material, if you feel the need.

As long as humans continue to crave answers, deeper knowledge, and even connection through the content we consume, there will be a need for long-form in the long term.

In any type of content medium, staying on-topic and getting to the point quickly is good practice. But that doesn’t mean that, as a podcaster, you need to be in and out the door in a couple of minutes like some hurried TikTokker. Many topics are complicated and incredibly nuanced, and it can take years to really dig into them.

What’s more, podcasting is on demand, and listeners don’t need to start and finish your episodes in one sitting. Did you know that Stephen King’s The Stand on Audible runs for almost 48 hours? That would be one hell of a commute.

So if you want to go deep on a subject, audio is the perfect medium. Be that much-needed refuge of context and calm; your audience will appreciate the breathing space.