How to Plan a Podcast: From Listener to Format

Seven things to decide

Planning a podcast means deciding these seven things, in order:

1. Who is listening (your listener)
2. What they get out of it (your concept)
3. How you deliver it (format)
4. What you call it (show name)
5. Who speaks (host and guests)
6. How each episode is built (structure)
7. Whether it actually works (pilot)

The order matters. Without a listener you can't define the concept, and without a concept you can't choose a format or speakers.

1. Narrow your listener down to one person

The most common planning mistake is wanting everyone to listen. The wider the target, the blander the content becomes.

Try picturing one specific person:

• What kind of work and life do they have?
• When and where do they listen (commuting, between chores, before bed)?
• What are they struggling with, curious about or looking to enjoy right now?
• How do you want them to feel when they finish an episode?

Knowing the listening moment also points you toward the right length and pace. If people listen on their commute, aim for a length they can finish in one trip. Before bed, a calmer tone.

2. Put your concept in one sentence

Try writing your concept as "a show where [who] listens to [what] and becomes [outcome]." For example: "a show where busy junior employees listen to a weekly industry news roundup and can keep up in meetings."

If you can't put it in one sentence, that's a sign it isn't fully worked out yet. Listening to popular shows in the same genre on the rankings and putting into words what angle only your show offers will also sharpen what sets you apart.

3. Choose a format

The main formats and when each fits:

• Solo: you want to share the host's knowledge or views. Light to prepare
• Co-hosted (two or more regulars): you want the banter to carry the show. The relationship becomes the draw
• Guest interview: you want fresh topics and connections every episode. Coordination takes effort
• News and analysis: you want to deliver information briefly and regularly. Easy to release often
• Drama or readings: you want to entertain with a finished work. Scripts and sound take time

Think about length alongside format. In this site's analysis (top 100 shows on the Apple Podcasts Japan chart), the median episode length was 30 minutes. By primary genre, comedy came in at 36 minutes, education at 22 and news at 24. Our guide to length and frequency covers the differences by genre in detail.

4. Name the show

The show name is the entry point when people search in an app or scroll through a list.

• It hints at the content or genre
• It is easy to say and hard to mishear
• Search to check there are no shows with similar names
• If it gets too long, split it into a short name and a descriptive subtitle

Also check whether, seen together with the cover art, it tells people at a glance what kind of show it is.

5. Choose your host and guests

The host is the face of the show. Rather than whether they are a smooth talker, focus on whether they have a reason to talk about the subject and whether they enjoy talking every time.

For co-hosted shows, giving each person a distinct role makes it easier to follow. For example, one is the expert and the other asks questions on the listener's behalf.

If you invite guests, set criteria for choosing them (do they have something your listener wants to hear?) and a process from request to recording in advance. It makes coordination much easier each time.

6. Turn each episode's structure into a template

A fixed structure cuts preparation time and lets listeners settle in. For an episode of around 30 minutes, a template like this works:

1. Opening: a greeting and the episode's theme in one line
2. Warm-up: something recent, or a short story leading into the theme
3. Main segment: break the theme into two or three points
4. Wrap-up: briefly recap the key takeaways
5. Listener mail and announcements: messages from listeners, a preview of next time
6. Closing: sign off with a set phrase

Telling people what the episode is about at the start matters most. If the content isn't clear in the first few minutes, some listeners will stop.

Put the plan on a single sheet

Once all seven are decided, put them on one sheet. Whether you make the show as a team or keep it going on your own, it becomes the reference point you return to when you're unsure.

• Listener: who listens, when and where
• Concept: the one sentence, "a show where [who] listens to [what] and becomes [outcome]"
• Format, length and frequency: solo or co-hosted, how many minutes, which day and time you release
• Show name and subtitle: does it include the words people will search for?
• Speaker roles: who leads and who goes deep
• Episode structure: the template from opening to closing
• Review point: how many episodes you'll release before reviewing

For a company show, add the purpose and the metrics (KPIs) you'll track. We cover the decisions specific to companies in our corporate podcast guide.

7. Test it with a pilot

Once the plan is set, record one or two episodes with no intention of publishing them. Have people close to your intended listener listen, and check:

• Was the content clear from the opening?
• Where did their attention drift?
• Was the length about right?
• Did they want to hear more?

Use what you learn to adjust the structure, length and roles. Skipping the pilot and launching means every change of direction blurs your show's identity. You can see the whole process from planning to distribution in our guide on how to start a podcast.

If you'd rather hand off production

Planning has a huge influence on how good a show turns out. Working only within your own team, it can be hard to notice your own assumptions. If you'd like someone to think through the listener profile and concept with you, get in touch through podcast production inquiries.