Why 90% of Podcasts Stall — And the Uncomfortable Fix No One Wants to Do

Podcasting’s “friendly uncle” Tom Webster explains why growth isn’t about louder promotion — it’s about ruthless clarity, editing, and actually respecting your audience.

Author

Bella Shafer
January 09, 2026

What’s up, everyone!

At some point, almost every podcaster has the same quiet panic: Why isn’t this growing? You’re publishing. You’re promoting. You’re doing everything you’re “supposed” to do — and the numbers just sit there, unmoved.

That was us when we first started. The mistake wasn’t effort. It was ego. We were obsessed with downloads instead of listeners, promotion instead of precision, and vibes instead of structure.

This conversation with Tom Webster snapped that illusion in half. Growth wasn’t missing because we weren’t loud enough — it was missing because we weren’t disciplined enough about who the show was for, how it flowed, and whether every minute earned its place. That’s the moment everything clicked.

🔥 Here’s What We Hit

You Don’t Have an Audience — You Earn One

What it means: Making the show you want is valid. Expecting people to listen just because you made it… isn’t. Audiences aren’t stupid, and they don’t need to be educated into liking your content.

Your Move: Write a one‑sentence description of your exact listener. If you can’t picture a single human, you’re talking to nobody.

Editing Is the Most Underrated Growth Lever

What it means: “Authentic” doesn’t mean sloppy. The biggest leap in quality happens when you stop editing for cleanliness and start editing for flow — arranging moments to answer the listener’s next question.

Your Move: Print a transcript of your last episode. Grab a red pen. Rearrange one section purely for clarity and momentum.

Roles Make Shows Memorable

What it means: When hosts sound interchangeable, audiences tune out. Great shows have contrast — different perspectives, functions, and points of tension.

Your Move: Define the role of every voice on your show in one word (translator, skeptic, storyteller, provocateur).

Stop Chasing Scale Before Precision

What it means: Trying to reach everyone usually means resonating with no one. Almost every breakout show started local, specific, and personal.

Your Move: Identify one tight community your show already serves well — and double down there before expanding.Key Takeaway Header

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Your Move: [actionable next steps here]

🤝 Connect with Tom Webster

Tom Webster
Author of The Audience Is Listening and co‑founder of Sounds Profitable. Tom has spent decades helping creators, brands, and networks understand what audiences actually want — and how to build audio that respects them.

So, What’s Next?

If your podcast feels stuck, the answer probably isn’t another clip, another platform, or another promo spend. It’s focus. It’s editing. It’s humility.

The good news? Those are things you can fix today.

For more episodes that challenge the status quo and get you thinking, follow Right About Now on Instagram and YouTube.

Stay sharp, stay hungry, and let's reach that next level.

Cheers,
Ryan Alford
Host | Right About Now
CEO | The Radcast Network