Podcast culture has reshaped the internet, with its rapid growth in popularity around the past 10 years and transforming the way in which we connect with influencers. In a media landscape still dominated by male voices with a male-centric audience in mind, female podcasters such as Madelaine Argy and Emma Chamberlain have curated a uniquely intimate space, particularly for women.

Their podcasts go beyond surface level entertainment with viral clips reposted on other media platforms such as TikTok and developing a space where listening to a 45-minute podcast episode feels like talking to a friend. However, could this blur the boundaries of the relationship between the listener and influencer, potentially intensifying parasocial relationships?

Over the last decade, podcasts have massively surged in popularity. Following their introduction, the format has greatly attracted many listeners worldwide, marking a change from niche audio formats to one of the most influential mediums online.

However, what caused this massive increase in popularity and why is there such a large appeal? Humans are inherently social animals with a social connection rooted deep within us biologically. We are naturally drawn to voices, stories, and conversation. Therefore, the appeal of podcasts potentially lies in the format itself: listening to around an hour of someone talking creates the sense of intimacy and socialisation that people find comforting.

This can be proven throughout history – from oral storytelling in ancient civilisations to radio broadcasts and now podcasts. Studies of the boom of engagement and production in 2020 illustrate the human need for connection within the time of COVID-19, which was rife with loneliness and isolation. This was particularly prevalent among young people (ages 18-24) with 44% reporting feelings of loneliness  in the period of COVID-19. This is significant given that the majority of podcast listeners also fall within this age group, suggesting a connection between loneliness and podcast consumption.

Broad accessibility is another reason for the success of podcasts. Anyone can record and upload an episode, and listeners can tune in any time such as while travelling, cooking or lying in bed. However, Chitwood argues podcasts were and still are dominated by men, in both audience and production. The past few years, however, have marked ashift. Female podcasters have been introduced to these spaces, bringing voices such as Emma Chamberlain or Madelaine Argy into a medium which has previously sidelined women’s experiences.

In contrast to many traditional podcasts relying on interview formats or debates, Emma Chamberlain and Madelaine Argy adopt a stream-of-consciousness, conversational tone, mimicking the rhythm of talking to a friend. The psychological mechanisms at play mirror real life social interactions: the disclosure of personal stories, humour and parasocial cues like laughter, pauses and self-corrections.

Imagine the common scenario: you’re overwhelmed and unable to sleep, and you want to listen to something calm and low effort. In this scenario, you may turn to listening to Madelaine Argy discussing friendship or Emma Chamberlain giving relationship advice, giving the illusion of companionship without requiring any social energy from you. This is the appeal: these female podcasts create a safe and intimately unique space that feels exclusively for the listener.

Both Chamberlain and Argy are young women navigating the same anxieties, problems, self-doubt and spirals as many of their listeners. Hearing a famous well known female influencer speak so candidly and openly about these relatable experiences adds the sense of security, reassurance and reduces the isolation which incited us to listen to podcasts in the first place.

Within a cultural landscape where women’s issues aren’t so openly discussed and are even minimised, this unfiltered honesty is rare and therefore compelling. Their brands are built upon their authenticity – their real and gritty stories, humour and unfiltered delivery offer a sharp contrast to other heavily curated internet personalities. Their podcasts only exacerbate this, furthering the feeling of safe space for a predominantly female audience.

The continuous rise in popularity of TikTok accelerates their reach. Short, clipped audios from longer episodes go viral. For example, a clip posted by @madz_daily where Madelaine Argy discusses being unable to truly and completely see and know someone, reached over 3 million people, with over 600 thousand likes. This introduces thousands of new listeners overnight, offering a snapshot into vulnerability and relatability which can make the podcaster feel personally relevant.

However, could this potentially verge into unhealthy para-social territory? Para-social relationships have always existed in media. When podcasters address listeners directly, using language such as “you guys” or “we all”, the illusion of reciprocity intensifies. Podcasters may become like someone you spend time with or get to know over time.

The debate, however, is not centred around the existence of para-social relationships, but whether they are inherently harmful. Para-social relationships are, arguably, a normal part of media consumption and can be benign or even healthy, offering companionship and support. Ultimately, the line between healthy and unhealthy attachment is unstable and podcasts can closely walk that line.

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