By Katie Vaughn | Photo courtesy Therese Merkel
Eleven years ago, Abby Green and Amy Kiefer found themselves going through big life moments — moving to Madison, getting married, having kids — in tandem. The friends grew closer and, upon discovering that they each planned to start their own podcast, they decided to team up instead.
They launched “HERself” in 2020 with the desire to talk openly about motherhood, marriage and life. Since then, “HERself” has released more than 300 episodes, racked up 4 million downloads and garnered over six figures in sponsorships.
Kiefer and Green are a success story, yet just one example of how women are making their voices heard and transforming the podcasting landscape in the process.
The Women’s Audio Report released by Edison Research and SiriusXM Media this spring, found that monthly podcast listenership among U.S. women has tripled over the past decade, from 15% in 2015 to 45% in 2025. That translates to roughly 60 million American women, with 92% stating that all or most of the podcasts they listen to are hosted or produced by a woman.
That side of the mic is growing too. According to the Women’s Media Center, half of the top 10 podcasts today are female-hosted; back in 2017, women hosted or co-hosted only a third of the top 100 podcasts.
And it’s not just big names like Mel Robbins, Alexandra Cooper and true-crime host Ashley Flowers that are striking a chord with audiences. Locally, Green and Kiefer have found connection with their listeners from being real yet positive about their own experiences.
“A lot of it has been the journey of whatever we’re going through,” Kiefer says, adding that their content has evolved along with their lives. “People feel like they really know us.”
They attribute much of their success to having a large audience, which was helped by Kiefer’s sizable social media presence before launching “HERself.” Podcasting is now both of their full-time careers, and their current income streams include podcast sponsors, affiliate links on Instagram and a podcast course.
A big audience is key to making podcasting sponsorships lucrative, as advertisers typically pay $10–$100 per 1,000 downloads an episode. But money is not the only reason to podcast, says Jamie Gale, owner of local podcast network Lit Path Studios. For some hosts, it’s about establishing themselves as experts in their field and forming relationships that could lead to business.
For Therese Merkel and Shelby Olstad, co-hosting their podcast, “Screw It, Let’s Do This,” coexists with their small businesses — Merkel owns Tricky Foods and Olstad helms Miggy’s Bakes. But it’s exactly that type of balancing act that they tackle in their podcast.
“We’re passionate about chasing your dreams with business ownership, and that’s what we want to talk about,” Merkel says of their podcast, which is produced locally by Spoken Frame Media and has released more than 60 episodes since launching in 2023.
While Merkel and Olstad hope to make more money from podcasting — they currently have one sponsor — they appreciate the other benefits it offers.
“It’s bringing attention to our businesses,” says Olstad, adding that they also glean invaluable wisdom from their guests.
Angela Russell uses her podcast, “Black Oxygen” on Madison365, to amplify Black voices in Wisconsin.
“It’s giving space for people to relax their shoulders and take a breath and hear from other Black folks,” she says. “It’s all about helping people feel seen and heard.”
Since launching the podcast in 2020, Russell has released more than 100 episodes, while also working fulltime as a chief diversity officer at an insurance agency and raising two teens as a single mom.
Having a clear and strong purpose is essential, Russell says, because podcasting is much more work than most people realize. Planning content, scheduling guests, recording, editing, producing, posting, advertising and marketing are all important steps, and most of them are behind the scenes. Fortunately, podcasting technology is becoming more accessible and businesses offering editing and producing services are popping up.
Podcasters are creating community locally, Gale says, offering guidance, sharing referrals, and guesting for one another. The collaboration and support are inspiring more women to bring their voices to podcasting, and it’s shaping who and what reaches our earbuds.
“It is women speaking to women,” Gale says, “and I don’t know what’s more powerful than that.”
Hear Here: Queue Up These Podcasts Hosted by Madison Women.
- #ActuallyICan
Inspiration for ambitious women by entrepreneur and certified coach Katy Ripp. - By Firelight
Poet and painter Betsy Delzer converses with artists and storytellers. - The Cabin
The Discover Wisconsin podcast hosted by Andrea Boehlke and Megan Christian. - City Cast Madison
Daily local news and entertainment with host Bianca Martin. - HEATHER EWING: The CRE RUNdown
A deep dive into local commercial real estate by Heather Ewing. - HERself
Abby Green and Amy Kiefer tackle motherhood and marriage. - Hustle her Way
A new podcast hosted by nonprofit leader Tracy Anderson. - In It for Youth
Jamie Gale spotlights people improving the lives of children. - Making Progress
Psychotherapist and Anesis Therapy founder Myra McNair highlights changemakers. - Mama Knows
Influencer Nina Caviggiola covers motherhood, mental health and more. - A Public Affair
WORT’s daily talk show is hosted on Wednesdays by Ali Muldrow. - Screw It, Let’s Do This
Therese Merkel and Shelby Olstad interview fellow entrepreneurs. - Spirit of a Badass
Health and life coach Alecia Jacobson shares stories of resilient women. - Tami Talks: Unscripted Healing
Tami Schiltz leads listeners in healing their inner child. - Where They’re Planted
Occupational therapist and parent coach Jen Bluske shares insights for care providers of unique children.
