A podcast is an audio content format consisting of episodes that people can listen to, download, and stream over the internet. It is accessible anytime and anywhere, and can be produced by anyone who wishes to do so. Over the past 20 years, podcasts have experienced tremendous growth and popularity, becoming one of the most influential platforms for reaching and engaging audiences. As of 2023, there are over 4 million official podcasts with more than 105 million episodes, attracting approximately 464.7 million podcast listeners. Podcasts can reach a large audience without relying on mass media. Storytelling is a skill that encourages various narrative applications, from oral storytelling to digital storytelling. Narrative storytelling is a key skill that enables podcast hosts to capture attention and engage their listeners. Good storytelling enables podcast hosts to convey ordinary messages or stories in an interesting and engaging manner. By sharing stories on various topics, podcast hosts educate their audience on complex issues in relatable and understandable manner. Multi-channel marketing refers to practice of companies interacting with customers through multiple channels, both direct and indirect, to sell their products and services. Podcasts can be integrated into a multi-channel marketing strategy, serving as a valuable component alongside other marketing channels. While podcasts may not be the primary focus for some organizations, they can enhance and support overall marketing efforts. Alternatively, for those whose primary focus is podcasting, additional marketing channels can reinforce the podcast's reach and impact. A podcast funnel is a marketing concept to attract and nurture new listeners to become regular subscribers or listeners. This involves employing strategies such as advertising, social media promotion, complementary blog content, subscription invitations, and more. The ultimate goal of the podcast funnel is to not only attract new listeners but also provide compelling content that fosters engagement and builds a loyal audience base. The research consists of two parts. The first part includes an analysis of secondary sources that provide insight into the evolution of podcasts in terms of the development of this communication channel and its listeners, while the second part is a keyword research used as a presumption for determining how users inform themselves about podcasts in Croatia.