How to Define Your Podcast Audience & Grow Faster in Toronto
🧑💼 Who Is My Podcast For? 🎧
Before you hit record, you need to know who you’re talking to.
Too many podcasts fail not because of poor audio — but because they don’t speak to a specific audience.
At That Toronto Podcast Studio, one of the first things we ask new clients is:
“Who are you making this for?”
Because when you speak to everyone, you reach no one. But when your podcast speaks directly to a group of people with shared goals, problems, or values? That’s when your content sticks, spreads, and grows.
Here’s how to define your target audience — and why it’s one of the most important steps in creating a successful show.
🔍 Why Defining Your Audience Matters
According to Edison Research, podcast listeners are 4x more likely to take action from branded content than social media users. But that only works when the message fits the listener.
When your audience is clear, you can:
– Choose topics they care about
– Use language and references that resonate
– Bring on guests they trust
– Position your show in a way that feels built for them
– Monetize more effectively with relevant sponsors or products
In a city like Toronto — where podcast listeners are tech-savvy, diverse, and value-rich content — niche targeting is your superpower.
📊 Podcast Listeners in Toronto: What the Data Shows
Let’s start with the facts. Toronto is Canada’s top city for podcast listenership.
📈 Key Stats (Canadian Podcast Listener 2024):
– 39% of Canadian adults listen monthly
– Over 1 in 3 Torontonians listen weekly
– Highest engagement in: 25–44 age group, professionals, commuters
– Top genres: Business, Arts, News, Lifestyle, Wellness, Entrepreneurship
This means if you’re a coach, founder, creative, or communicator, your future audience is already in this city — and they’re looking for content that feels made for them.
💡 Step 1: Picture One Listener — Not a Demographic Range
Instead of thinking about age ranges and job titles, create a listener avatar — one ideal person you’re making this for.
Example:
“Sarah is 34, lives in Toronto’s west end, runs a boutique marketing agency, commutes by TTC, and listens to podcasts daily to learn, be inspired, and stay ahead in her field.”
Now you can build every episode around what Sarah wants.
Ask:
– What frustrates her?
– What inspires her?
– What does she want to learn more about?
– What kind of tone does she prefer — casual? polished? edgy?
– Who would she love to hear interviewed?
This clarity fuels everything: your format, content, cover art, even your title.
🛠 Step 2: Align Your Expertise With Their Needs
Podcasting works best when your content solves problems or satisfies curiosity.
If you’re a founder, coach, or consultant, consider:
– What questions do your clients or customers ask you repeatedly?
– What are the biggest roadblocks in your industry?
– What advice do you repeat in meetings, webinars, or DMs?
That’s podcast gold.
If you’re a creative or storyteller:
– What stories haven’t been told yet in your community or industry?
– What trends are being overlooked by mainstream media?
💡 We help our clients build episode planning grids in-studio to map out topics aligned to listener interests.
🎯 Step 3: Choose a Niche You Can Own
Let’s say you want to start a business podcast. That’s great — but so do thousands of others. So instead of “business,” zoom in:
– Business → Entrepreneurship in Toronto
– Entrepreneurship → Female founders in tech
– Tech → Underrepresented voices in fintech
– Fintech → Weekly interviews with BIPOC tech leaders in Toronto
Now you’ve gone from generic to highly targeted — and that gives people a reason to subscribe.
Remember: The riches are in the niches.
Listeners are more loyal to shows that feel built just for them. You don’t need a million downloads — just the right few thousand.
💬 Step 4: Talk How Your Audience Talks
Language matters. Whether you’re writing episode titles, choosing guests, or writing show notes, you need to match the tone of your audience.
For Toronto listeners:
– Avoid American clichés unless they apply
– Use local references when relevant — neighborhoods, events, slang
– Be inclusive: this is a multilingual, multicultural city
– Keep it real: Toronto audiences value authenticity over polish
At That Toronto Podcast Studio, we help you craft intros, outros, and episode descriptions that speak your audience’s language — without sounding like a sales pitch.
📢 Step 5: Validate With Real People
Don’t guess — ask.
Before you record:
– Survey your email list or social followers
– Host a Q&A or Instagram poll
– Ask in Slack communities or LinkedIn groups
– Offer a free consult in exchange for feedback on your podcast idea
You’ll learn which episode titles get clicks, what topics they’re tired of, and what they wish someone would talk about.
We can even record a pilot episode or trailer at our studio and help you test it with a select group before your official launch.
⚠️ Warning Signs You Haven’t Defined Your Audience
If you’re already recording, here’s how to tell your audience isn’t clear yet:
– You struggle to come up with episode ideas
– You’re not sure what to say in your intro or outro
– You get low engagement on social clips
– Guests don’t seem aligned or add value
– Your downloads aren’t growing past the first few episodes
Clarity here can change everything. One of our clients refined their audience from “small business owners” to “Toronto-based creative freelancers,” and tripled their average downloads in under 60 days.
🎙️ Let’s Build Your Audience-First Podcast in Toronto
At That Toronto Podcast Studio, we go beyond just great sound. We help you:
✅ Define your audience and content pillars
✅ Build a clear format and visual identity
✅ Record and edit with pro-quality gear
✅ Launch and distribute to Spotify, Apple, and YouTube
✅ Grow with the right messaging and episode strategy
You bring the voice — we’ll help shape it for the right ears.
🎧 Ready to launch something that speaks directly to your people? Contact us and we’ll help you find — and reach — your perfect audience.
