The anticipation was high but the rankings are not.
Michelle Obama, together with her brother Craig Robinson, launched a podcast titled "IMO," which has not lived up to the expected listener numbers despite its high-profile content, the New York Post reported.
Early in March, former First Lady Michelle Obama and her brother debuted their podcast, "IMO". The launch included two initial episodes filled with rich discussions and notable guests.
The podcast garners a modest position, securing the 34th spot on Spotify and ranking 21st on Apple Podcasts. However, it appears to fare slightly better in niche categories, ranking fourth in the Education section on Spotify.
Among the highlights was the March 19 episode featuring celebrity couple Seth and Lauren Rogen, which was viewed 250,773 times on YouTube. Meanwhile, the initial episodes amassed hundreds of thousands of views, with the first and second episodes attracting 335,200 and 194,258 views respectively, showcasing some variation in audience engagement over time.
The podcast features a variety of influential figures such as Issa Rae, Keke Palmer, psychologist Dr. Laurie Santos, and motivational speaker Jay Shetty. The inclusion of these guests suggests a mix of entertainment, practical advice, and personal stories aimed at capturing a diverse audience. Moreover, the Obama siblings do not shy away from sharing personal anecdotes and insights. Michelle Obama jovially recalls challenges with her husband's sense of time:
These candid revelations help humanize the podcast, making it relatable to listeners beyond just the celebrity status of its hosts and guests.
The Obamas also took their venture to a live audience, hosting a session at the SXSW Conference and Festival in Austin on March 13, 2025. This event was part of their broader effort to connect with fans off the digital platforms and add an extra layer of interaction to their podcasting endeavor. During one of her discussions on the podcast, Michelle Obama reflects humorously yet earnestly on her initial hesitations about her husband’s political ambitions:
These discussions provide listeners with insights into the personal dynamics and decisions behind significant public figures, offering a rare glimpse behind the scenes of political and personal decision-making.
Despite having a comprehensive rollout and a mix of personal, educational, and celebrity-driven content, "IMO" hasn’t achieved the top ranks in the highly competitive podcasting market. Its performance shows the unpredictability of media success, even when helmed by prominent individuals. Its modest positions in podcast rankings and fluctuating viewership figures suggest that while the podcast does have an audience, it has yet to reach the widespread acclaim anticipated by many. This may be seen as a challenge or an opportunity for growth by the hosts.
Conclusively, "IMO" exemplifies the hurdles even high-profile new entrants face in the crowded podcasting space. Its future episodes and adjustments to its outreach and content strategy will determine if it can climb higher in the rankings. Its unique blend of educational content with personal stories has the potential to carve out a distinct niche, provided it continues to evolve and attract listeners.
