Passion over profit? Understanding independent podcasting as aspirational labor

Abstract

Podcasting has evolved from a grassroots practice into a platform-driven industry shaped by commercialization and algorithmic control. Yet independent creators remain central to its diversity and participatory ethos. This study explores what sustains podcasters who operate outside of professional media structures and seek financial reward. Survey data from 445 independent producers reveal that self-expression, enjoyment, and passion are the dominant motivations behind their engagement. A typology of five creator profiles illustrates how autonomy and purpose enable persistence despite limited income and growing platform pressures. Viewed through the lens of aspirational labor, these findings suggest that independent creators invest unpaid effort, driven by the hope of gaining future recognition or expressing their creativity. The findings contribute to communicator research by explaining how hybrid media actors navigate platformized production environments and sustain their work outside established media organizations.