Exploring the true potential of an overlooked niche.
Updated May, 2022
Did you know there are only eleven branded podcasts on the Technology Top 200 List?
Sure, this does include shows from some heavy hitters — including brands like Google and Real Python — but what we’re ultimately looking at here is an opportunity missed.
We’re constantly inundated with branded content and messaging these days, from social media, to bus stop ads, to blog posts.
Nevertheless, one thing is clear…
When it comes to content marketing, the tech podcast is a seriously undersaturated niche.
Think about this. We’re talking about a 5.2 trillion dollar industry — but the only household name charting with a tech podcast is Google? How can that be?
Well, the short answer is that a lot of brands are slow on the draw.
While American Express, Traction on Demand, and RBC absolutely kill it with branded podcasts, very few tech brands are thriving in the audio space.
Clearly, herein lies your opportunity.
Tech is more competitive than ever, and great content, loyal audiences, and a stellar brand story can help you guarantee your long-term success.
Fortunately, all of these things can be achieved and conveyed with the help of a branded audio show.
To get a better grasp of what your team could do with your own branded podcast, let’s check out what tech’s early adopters are doing in this space.
Tech’s most popular branded podcasts
You might be wondering at this point whether a branded series can really compete with a podcast created as a standalone product.
Looking at the charts, it’s clear the answer is yes. Some major brands have hit the charts in tech, with a few high-performing shows even ranking above 50th place.
If you’re ready to see what these brands (and their forward-thinking marketing teams) are up to, you’ll want to explore this list — and maybe even find some time to tune in.
#12: Malicious Life by Cybereason
Guided by cyber security expert Ran Levi, fans of this hit show are taken on a fascinating journey through historical tech events — all with a healthy dose of intrigue.
The show’s founding brand, Cybereason is a cybersecurity tech company with offices in several countries, and an estimated value of at least 3 billion.
As we write, Malicious Life features 164 episodes and a killer 5-star rating on Apple Podcasts.
#31: Command Line Heroes by Red Hat
This show, available in English and Spanish, shares “true tales of how developers, programmers, hackers, geeks, and open source rebels are revolutionizing the technology landscape.”
It is backed by Red Hat, an open source software company that creates products for enterprises — and that was purchased by IBM in 2019 for 38 billion dollars.
As we write, Command Line Heroes features 75 episodes and a listener rating of 4.2 stars on Apple Podcasts.
#42: The AI Podcast by NVIDIA
This series takes a deep dive into the niche of AI, exploring “how it works, how it’s evolving, and how it intersects with every facet of human endeavor.”
It was created by NVIDIA, a US-based and multinational tech brand that offers a wide array of products, ranging from data centers to gaming laptops.
As we write, The AI Podcast features 167 episodes and boasts a listener rating of 4.7 stars on Apple Podcasts.
#48: Into the Metaverse by Bloomberg Intelligence
This show explores the potential future of the metaverse, or what it calls “the next big technology platform.”
It was debuted in 2021 by Bloomberg Intelligence, an independent organization providing “interactive data and research” across several industries and global markets.
As we write, Into the Metaverse features only 13 episodes — but has earned a spot on the charts and a 5-star listener rating on Apple Podcasts.
#52: NN/g UX Podcast by the Nielsen Norman Group
This is a series that covers just about everything in the space of UX, including “research, design, strategy, and professions.”
It was released in 2020 by Silicon Valley’s Nielsen Norman Group — leaders in user experience training, consultancy and research.
On average, this brand debuts new content less than once a month, proving that even intermittent episodes can attract serious attention if they’re packed with quality content.
As we write, NN/g UX Podcast features 20 episodes and a listener rating of 4.6 stars on Apple Podcasts.
#63: The Real Python Podcast
This show debuts weekly episodes that explore the space of coding and programming, offering in-depth interviews and career advice for pros in this field.
It was created by Real Python, a brand that provides a wide array of materials and courses for anyone who wants to learn to code.
As we write, The Real Python Podcast features 108 episodes and boasts a listener rating of 4.6 stars on Apple Podcasts.
#74: DataFramed by DataCamp
This is a show created for leaders in data and analytics that are also looking to grow. It aims to empower listeners to “drive value from data science and create a data-driven culture.”
Its founding brand, DataCamp, offers resources for individuals and businesses looking to learn programming languages like Python, and software like Tableau.
As we write, DataFramed features 84 episodes and an excellent listener rating of 4.8 stars on Apple Podcasts.
#78: Me, Myself, and AI from MIT Sloan Management Review and BCG
This show takes a peak behind the curtain of all things AI, and explores why only a small percentage of brands are truly successful with it.
It was created by the MIT Sloan Management Review in partnership with the Boston Consulting Group, a global firm established in 1963 and based in the US.
As we write, Me, Myself, and AI features 30 episodes and has earned a listener rating of 4.8 stars on Apple Podcasts.
#102: Reversing Climate Change by Nori
This hit podcast was created by “carbon removal marketplace” Nori, a brand that amassed 7 million dollars in venture capital early this year.
It covers the people, tech, and organizations that are working to reduce emissions and reverse climate change.
Most episodes are between 45 minutes and an hour in length — proving that a quality branded show can indeed grab and hold the attention of its listeners.
As we write, Reversing Climate Change features a whopping 238 episodes and a 5-star listener rating on Apple Podcasts.
#188: Thoughtworks Technology Podcast
Led by a panel of senior technologists, this show was developed to offer listeners “frontline” insights into all things tech.
Its founding brand, Thoughtworks, is a global tech consultancy with 48 offices across 17 countries, and its headquarters in the US.
As we write, the Thoughtworks Technology Podcast features 100 episodes and a listener rating of 4.5 stars on Apple Podcasts.
#152: Search Off the Record by Google
Led by Google’s search relations team, Search Off the Record gives you an inside look into the efforts behind Google Search.
It walks listeners through everything from behind-the-scenes decision making, to new product launches, and projects that are still in the works.
As we write, Search Off the Record features 72 episodes and a listener rating of 4.2 stars on Apple Podcasts.
Tech’s most popular shows overall
If tech is a ring you want to throw your hat into, you should certainly be aware of what performs best in this space, even among standalone or unbranded podcasts.
This is data that tells us what a show needs to succeed and what listeners really want to hear. Suffice it to say, it’s invaluable for anyone looking to rock the tech space.
So without further ado, let’s check out the top performers overall as per Apple Podcasts.
#1: All-In with Chamath, Jason, Sacks & Friedberg
In this series, Chamath Palihapitiya, Jason Calacanis, David Sacks, and David Friedberg cover a number of topics, including tech, society, economy, politics, and (as we can tell from the title) poker.
The four hosts, who call themselves “besties,” are established investors, board members and entrepreneurs.
Together, they bring casual vibes, uncensored commentary, a touch of humor, and years of collective expertise to this show.
As we write, All-In features 79 episodes and a listener rating of 4.6 stars on Apple Podcasts.
#2: Lex Fridman Podcast with host Lex Fridman
Lex Fridman is an AI expert who has worked as a research scientist at MIT for upwards of seven years.
While his show does land itself definitely within the tech space, it also aims to spark “conversations about the nature of intelligence, consciousness, love, and power.”
The guests on his show aren’t just well-known in the tech space; they’re household names. Featured on this high-ranking series are folks like Elon Musk, Mark Zuckerberg, and one of the world’s leading podcasters — Joe Rogan himself.
As we write, the Lex Fridman Podcast features 286 episodes and a listener rating of 4.8 stars on Apple Podcasts.
#3: Darknet Diaries with host Jack Rhysider
In spot number three is Darknet Diaries, a series with an unmistakable visual identity, and more than enough intrigue for any single series.
It covers topics including hackers, breaches, hacktivism, cybercrime, and even what it calls “shadow government activity.”
This stand-out podcast boasts killer reviews from publications like The New York Times, which celebrates the series and its host for an end result that is “never less than gripping.”
As we write, the Darknet Diaries features 126 episodes and a listener rating of 4.9 stars on Apple Podcasts.
#4: TED Radio Hour with NPR
Next up is the very familiar TED brand with a show co-produced with the also well known NPR.
Simply called the TED Radio Hour, this popular series “investigates the biggest questions of our time with the help of the world’s greatest thinkers.”
It has featured guests with a wide array of backgrounds, including law, science, agriculture,computer science, and environmental journalism.
As we write, the TED Radio Hour features 152 episodes and a listener rating of 4.4 stars on Apple Podcasts.
#5: Crypto Island with host PJ Vogt
Brand new as of March of this year, Crypto Island is already a top-ranking show in the US — perhaps because it is led by the former host of the show in sixth place, Reply All.
Exploring “the frontiers of a strange new world,” this show was designed to take a deep dive into one of today’s hottest topics, the cryptocurrency market.
As we write, Crypto Island features only 4 episodes but has secured a fifth-place ranking and a 5-star rating on Apple Podcasts.
#6: Reply All by Gimlet
Reply All is an internet-focused podcast that, according to The Guardian, is “actually an unfailingly original exploration of modern life and how to survive it.”
It explores current events, trends, and cultural phenomena related to the world wide web in an experience guided by hosts Alex Goldman and Emmanuel Dzotsi.
As we write, Reply All features 206 episodes and a listener rating of 4.7 stars on Apple Podcasts.
#7: Acquired with Ben Gilbert and David Rosenthal
A show made for founders, operators and investors alike, Acquired offers listeners a look into the “playbooks that built the world’s greatest companies.”
To date, it has featured brands including Peloton, Sony, and even NVIDIA — one of the early branded podcast adopters featured in this post.
As we write, Acquired features 157 episodes and a listener rating of 4.9 stars on Apple Podcasts.
#8: Rabbit Hole by the New York Times
This series from media giant the New York Times explores what our lives look like in a digital age — and as more of our reality takes place online.
Listeners are guided through this process by host, author, and NYT columnist, Kevin Roose.
The sixth episode of Rabbit Hole features an extended interview with Swedish YouTube sensation PewDiePie, who has personally amassed over 100 million subscribers.
As we write, Rabbit Hole features only 8 episodes but has secured an eighth-place ranking and a listener rating of 4.6 stars on Apple Podcasts.
#9: a16z Podcast from Andreessen Horowitz
This series features tech industry experts and leaders in its deep-dive exploration of a tech-consumed world.
It is produced by Andreessen Horowitz, a Silicon Valley venture capital firm founded by Marc Andreessen and Ben Horowitz.
As we write, the a16z Podcast features 250 episodes and a listener rating of 4.6 stars on Apple Podcasts.
#10: CyberWire Daily
With a new episode every single day, CyberWire Daily covers the latest news in cybersecurity news, alongside exclusive expert interviews.
Episodes usually run between 20 and 30 minutes in length, and this long-standing show has been airing since 2016.
As we write, CyberWire Daily features nearly 2000 episodes and a listener rating of 4.7 stars on Apple Podcasts.
Getting started
Looking at this roundup, you’re probably feeling more than a little inspired to find your own place in this ready-and-waiting niche…
If so, JAR can help you dive deeper, and take a closer look at your brand’s potential and positioning, with the help of a custom competitive analysis from our team.
If you’re ready to get out and ahead of your closest competitors, don’t be afraid to reach out. We’d be more than happy to help you get the ball rolling.
And in the meantime, you may want to explore these free resources…
