Finding Your Podcast Niche: A Framework That Actually Works

“If you’re trying to market to everyone, you’ll end up appealing to no one.”
– Unknown

Most podcasting advice tells you to “find your niche” without explaining how to do it. You’re left wondering: Should I narrow down my topic? How specific is too specific? What if I pick the wrong niche?

Here’s a framework that cuts through the confusion.

Why Your Niche Actually Matters

A well-defined niche does three critical things:

  1. Establishes you as a specialist – You become known for something specific, not just “another podcast host”
  2. Attracts loyal listeners – People who care deeply about your topic will find you and stick around
  3. Helps you serve better – You can create targeted, valuable content instead of generic advice

The problem? Most new podcasters approach niche identification in the wrong way. They start with a topic they like, then try to find their audience. That’s risky.

The Framework: Start With One Question

Before you choose equipment, before you design cover art, before you do anything else, answer this question:

Why do I want to start a podcast?

Not “what topic interests me” or “what should I talk about.” Those come later.

Why do you want to do this? What’s driving you?

Your answer reveals your niche direction. Here are common answers and what they point to:

  • “I want to share what I know” → Expert/educational niche
  • “I want to learn from others” → Interview/discovery niche
  • “I want to build my business” → Authority/thought leadership niche
  • “I want to connect with my community” → Community-building niche

None of these is wrong. But they lead to very different shows.

How Niches Evolve (And Why That’s Normal)

In 2016, I had an idea for a book to help musicians get better-paying gigs. A mentor told me I needed a podcast. I thought it would be fun and help me reach even more musicians.

I started interviewing independent musicians and music industry professionals. Within months, my focus shifted.

I discovered my audience didn’t just want gig advice. They wanted to learn about marketing, business, and creative aspects of being an independent musician. They wanted to learn from other musicians and industry pros, not just from me.

My niche evolved from ‘help musicians get better gigs’ to ‘help independent musicians by curating peer expertise so they can make more music and make money doing it.’ Eight years later, it’s evolving again as I expand beyond musicians to other creative professionals. This is my third niche evolution – which reinforces the point that your niche isn’t permanent.

This evolution happened because I paid attention to what my audience actually needed, not just what I initially assumed they wanted.

Your niche will likely also evolve. That’s growth.

Finding Your Void: The Competitive Analysis That Matters

Once you understand why you’re podcasting, look at what already exists.

Find podcasts doing something similar to what you envision. Then ask:

  • What’s missing from their approach?
  • What void can you fill?
  • What can you do differently or better?

This isn’t about copying competitors. It’s about finding white space.

For The Unstarving Musician, several podcasts were already covering music business topics. Some focused on gigs, others on business. But few approached it primarily through the voices of independent artists themselves, focusing on both the business and creative aspects of making music.

That was my void.

Questions to Guide Your Competitive Analysis:

Offer a fresh perspective: What unique experiences or insights can you bring? What’s your specific angle on this topic?

Address a specific pain point: What are listeners struggling with that existing podcasts don’t adequately solve?

Create community: How can your podcast foster connection and belonging in a way others don’t?

Defining Your Target Audience

After identifying your general niche and competitive position, get specific about who you’re serving.

Consider:

  • Demographics: Age range, location, professional status
  • Values: What matters most to your audience?
  • Benefits: What specific value will they get from listening?
  • Adjacent interests: What products, services, or other content do they engage with?
  • Validation: Do they actually want a podcast like yours, or are you assuming?

This specificity allows you to:

  • Create content with a specific person in mind (not everyone)
  • Tailor your overall strategy to where your audience actually is
  • Make confident decisions about format, length, and style

Your Format Reflects Your Niche

How you structure your podcast should flow from your niche and audience needs:

  • Interview format: Works well when you’re curating expertise (like The Unstarving Musician)
  • Solo commentary: Effective when you’re the primary expert or storyteller
  • Hybrid approach: Combines both for variety and flexibility
  • Episode length: Should match how your audience consumes content – commuters need different lengths than hobbyists

None of these formats is inherently better. The right choice depends on your why, your audience, and your competitive position.

The Action Step Most New Podcasters Skip

Here’s what to do before recording a single episode:

Write a one-paragraph description of your podcast that includes:

  1. Who it’s for (specific audience)
  2. What they’ll learn or gain (specific benefit)
  3. How you’ll deliver it (your unique approach)
  4. What makes it different (your void-filling element)

If you can’t write this paragraph clearly, your niche isn’t defined enough yet.

This paragraph becomes your north star. Every episode idea, every guest choice, every content decision gets evaluated against it.

Moving Forward

Finding your niche isn’t about limiting yourself – it’s about focusing your effort where it will matter most.

Start with why you want to podcast. Understand your competitive landscape. Get specific about who you’re serving. Let your niche evolve as you learn what your audience actually needs.

The podcasters who succeed aren’t the ones trying to appeal to everyone. They’re the ones who know exactly who they’re serving and why.

Want a deeper dive into niche validation and audience research? This framework is covered in detail in Module 1 of Podcast Startup, along with worksheets and validation exercises that help you test your niche before investing time and money into launch.

Next in this series: How to translate your niche into a memorable brand identity that attracts the right listeners.