How podcasts really work: Study by ZHdK, ZHAW and the Podcastschmiede
Podcasts are booming—but hardly anyone knows exactly why some formats take off while others get lost in the noise. Now, a joint study by ZHdK, ZHAW, and Podcastschmiede sheds light on the matter. “Designing Podcasts – First Edition 2025” is the first comprehensive research project on the podcast landscape in German-speaking countries and reveals what truly makes for good audio storytelling.
The project, funded by the Digitization Initiative of Zurich Universities (DIZH), combines media psychology with media design - and provides a practical tool for anyone who produces or strategically uses podcasts.
Three basic types, one model
The focus is on the STF model, which divides podcasts into three basic types: "story", "talk" and "factual". According to the study, whether a narrative is captivating, a conversation works or knowledge is retained depends less on technology than on dramaturgy, understanding of roles and format structure.
Five key findings
- Good stories need dramaturgy. Arcs of suspense and clear protagonists keep the audience on the edge of their seats.
- Chemistry is everything. In talk formats, the relationship between the hosts counts more than any post-production.
- Structure creates trust. Factual podcasts win through recognition and clear processes.
- Sound design seems underestimated. It shapes the atmosphere and identity more than many people think.
- Team beats hierarchy. Collaborative working improves content and the listening experience.
With listening analyses of 30 podcasts, 44 interviews and an interdisciplinary research approach, the study "Designing Podcasts" for the first time provides a sound basis for the professional development of podcast culture in Switzerland - and makes it clear that podcasting has long been more than just chatting with a microphone.
The complete manual Designing Podcasts - First Edition 2025 is available here: https://cast.zhdk.ch/projekte/handbuch-design/
