RSS.com surveyed 195 independent podcasters in the second quarter of 2026 and found that audience growth remains the dominant challenge for creators, with 70 percent identifying it as a major obstacle, while video publishing and artificial intelligence adoption are reshaping production workflows across the creator community.
The survey reveals that 62 percent of respondents publish weekly or more frequently, while 46 percent say growing an audience is their primary podcasting goal. Audience growth emerged as the most pressing challenge, selected by 70 percent of respondents, followed by discoverability at 32 percent and monetization at 24 percent. Marketing and promotion ranked fourth at 18 percent. The data underscores a creator landscape focused on expansion even as traditional podcast discovery mechanisms face fragmentation.
Independent podcasters have historically relied on podcast apps and directories as their primary growth channels, but the survey indicates a significant shift in discovery patterns. When asked about their current primary source of new listeners, respondents cited podcast apps at 31 percent, social media at 29 percent, word of mouth at 20 percent, guest collaborations at 8 percent, and YouTube at 6 percent. However, when asked which platform matters most for future growth, social media ranked first at 35 percent, followed by YouTube at 15 percent, Apple Podcasts at 14 percent, websites and search engine optimization at 11 percent, and Spotify at 11 percent.
Video production has become mainstream among survey respondents. Fifty-one percent of creators record video in some form, with 35 percent publishing both audio and video versions and 15 percent recording video but distributing audio only. Among those publishing video, 63 percent reported that video helped grow their audience either somewhat or significantly. YouTube emerged as the most common video distribution platform, followed by social media, Spotify, and creator websites. The shift reflects broader industry trends showing YouTube has surpassed Spotify and Apple Podcasts as the dominant platform for weekly podcast listeners in the United States.
Artificial intelligence adoption is accelerating across podcast workflows. Fifty-six percent of survey respondents said they either use AI tools regularly or are experimenting with them, compared to 28 percent using AI regularly and another 28 percent experimenting. The most common AI applications were transcription at 35 percent, show notes and episode descriptions at 33 percent, research and brainstorming at 32 percent, cover and episode artwork at 24 percent, editing and production at 22 percent, and social clip creation and episode repurposing at 21 percent. Creators indicated they are using AI primarily to reduce friction in administrative and promotional tasks rather than automating creative production.
Monetization remains a secondary priority for most respondents, with only 39 percent currently monetizing their podcasts and 61 percent not earning revenue. Among monetizing creators, programmatic advertising was the primary revenue source at 48 percent, followed by listener support, sponsorships, products and services, affiliate marketing, and memberships. For non-monetizing respondents, audience size was the primary barrier, cited by 48 percent, while 28 percent said they were focused on growth before pursuing revenue. Seventeen percent cited lack of monetization knowledge, and 13 percent were uncertain about available options or content fit.
Tool adoption and spending patterns indicate creators are willing to invest in their shows but seek simplified workflows. Seventy-two percent of respondents pay for podcast-related tools or services, with spending distributed across modest budgets: 32 percent spend one to 25 dollars monthly, 18 percent spend 26 to 50 dollars, and 15 percent spend 51 to 100 dollars. Podcast hosting was the most common paid category at 48 percent, followed by websites and domains at 41 percent, editing and production tools at 31 percent, AI tools at 27 percent, and marketing and promotion services at 19 percent. Open-ended responses consistently emphasized desire for streamlined workflows, better analytics, easier social sharing, simplified video publishing, and reduced production friction.
The survey results reveal an industry at an inflection point, where independent creators are balancing traditional audio podcasting with emerging video and AI-enabled distribution and production methods. Creators face a fragmented discovery landscape requiring multi-channel promotional strategies while maintaining desire for consolidated, simpler tooling. As audience growth remains the primary challenge and monetization barriers persist, the podcast industry faces opportunity to develop integrated solutions addressing the full creator workflow from production through promotion to revenue generation.
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