Use Podcast Directories To Get You Connected With Listeners

Use Podcast Directories To Get You Connected With Listeners

Podcast shows continue to dominate the airwaves and grab the attention of dedicated listeners all over the world as we’re transitioning out of the pandemic. People are getting back into establishing new routines, hybrid work environments, and becoming mobile as the world opens back up. Whether you’re a digital marketer looking to find the best show to run ads on or a coveted listener trying to research which platform to stream a show on, there is a ton of content everywhere. The availability of so many podcast shows makes it easier than ever for digital marketers to maximize their reach to current and new audiences by running ads. However, when you are first entering the podcast space it can be challenging to find the right platform, show, and audience that fits with your unique industry and brand. Cue…podcast directories. These are excellent resources to help get you connected with listeners and can break down all the intricate podcast details. Today we’re going to be breaking down all the essential information of podcast directories and how to select the right one for your business.


What Is A Podcast Directory?


What Is A Podcast Directory?


A podcast directory is a way for listeners to discover and research various podcast shows. Directories are often categorized by genre or alphabetically to help connect people with new shows. For a podcaster a directory is where you list your show in order to be heard, if you’re a marketer it’s where you can browse to discover who you can establish brand partnerships with or run ads. Directories can live online or mobile apps and can be interchangeably used to promote a podcast to more people. 


We’ve pulled together a comprehensive list of podcast directories to get you started and help you begin your marketing strategy.


iTunes/Apple Podcasts


It’s no surprise that iTunes continues to be the leader amongst all aggregators as the biggest podcast directory in the world. Everybody’s familiar with iTunes, as it makes up 75% of the global digital music market. While some people attribute the start of podcasting to Apple (though the medium does owe its name to Apple’s iPod device), this form of communication actually got its start in the form of audio blogging as far back as the 1980s.


To get listed, you’ll need to go through an approval process, which often takes a couple of weeks. In order to increase your chances of getting your podcast approved, follow the tips outlined on their podcast specs page, including the following main requirements:  


  • Viewers must be able to access the content without entering a password.
  • It must meet the RSS 2.0 specification.
  • You should include the recommended iTunes RSS tags.
  • You must set the <explicit> tag to “yes” if you plan on using any profane language in your podcast. Keep in mind that you can’t use explicit language in your title, description, or cover art, even if you use this tag.
  • You can’t use any images that glorify sex, drugs, violence, or other content that may be interpreted as obscene.
  • You are prohibited from using trademarked words or images without prior authorization from the trademark holders.


As long as your brand isn’t highly controversial, you shouldn’t have any trouble getting your podcast published in the iTunes listing. Be sure to use appropriate tags in the titles and description because the iTunes search engine uses these tags to help users find relevant podcasts, so it will increase your chances of being found.




Spotify comes in right behind Apple podcasts as the number 2 destination for podcast listening. While Spotify is primarily associated with music, it has quickly become one of the premier destinations to consume podcast content and has over 217 million active users each month. One of the latest attributes of the platform changed the way ad placement occurs within the shows and now uses smart technology to connect listeners with curated ads tailored to their interests. Similar to iTunes, Spotify has its own process for submitting a podcast but meets the standard requirements such as signing up for an account, submitting your RSS feed to the service, and providing key details about your podcast title, topic, and subject matter.




If you’re an android user then you may be familiar with Stitcher as it was the default alternative to Apple podcasts until Google started paving their own lane. Currently, Stitcher has over 8 million active users and over 65,000 podcast options. Stitcher is a great place to list your podcast because they offer analytical tools that can help you measure how your podcast is performing. It is also integrated into over 50 car models which makes it a vital podcast for listeners who love to consume their content in the car. This is a great option to consider if you’re primarily aiming to target Android users or looking to segment your audience away from the competition of Apple. 




Podnova is another popular service for creating, hosting, and listing podcasts. Members of the service can access a number of great podcasting tools such as VLC Media Player and Podcast Studio. Since so many podcast developers use the platform to meet their technical needs, it’s also a great forum for people to find other podcasts to follow. There are tens of thousands of podcasts listed on Podnova, so you need to be smart to ensure that your submission stands out. Here are some things to consider:


Choose your category wisely. Podnova has 15 different categories that you can choose from. Some of these categories have many more submissions than others, so being listed in a community with fewer other podcasts will increase the likelihood of potential fans discovering yours. For example, there are about 10,000 podcasts listed in the “Network” category, while only about 4,000 are listed under “Security.” If you’re running a podcast on network security issues, then your best bet may be to submit to the security section so that you won’t be competing with as many other podcast hosts for attention. Odds are, you won’t get as many followers from Podnova as iTunes, but it’s still a good place to get some extra visits and exposure.




PodBean is another great platform for both hosting and promoting your podcasts. You can set up your podcasts for free on the service, though you can also pay extra for hosting, custom images, and other features. According to Quantcast, this site receives about half a million unique visitors a month, making it a great place to generate an audience. Whether you’re a newcomer or a seasoned professional, PodBean makes it simple and accessible to get your podcast online.




Midroll is an example of an ad agency that focuses on podcast advertising. Midroll gives advertisers access to hundreds of shows that target the type of audience that they’re looking for. They target hosts who integrate ads effectively into their own show so that the ad sounds like it’s natively placed. As a leading producer of podcast research and insights, Midroll loves to match advertisers with shows that truly resonate with their brand and content.


Use Podcast Directories To Get You Connected With Listeners


There are many options out there for podcast directories, and choosing the right one can depend entirely on your specific goals & KPIs. But rest assured that there’s one out there that’ll get the job done for your brand. And in an exponentially-growing content space, you’re sure to have many more options to come in the future.

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