The desire to be one’s own boss is a powerful, enduring thread in the American economic fabric. It’s a sentiment I’ve heard echoed in countless interviews, from seasoned Wall Street veterans burnt out on quarterly earnings calls to recent graduates wary of the corporate ladder. Now, new data puts a precise number to that dream: 62% of U.S. adults would prefer to work for themselves, according to research from business lender OnDeck. This isn’t just a passing fancy; it’s a fundamental shift in how we view work, security, and success. But aspiration is one thing. Execution is another. The critical question isn’t just if people want to start a business, but what business they believe in. OnDeck’s methodology, analyzing search trends for startup advice, offers a fascinating, real-time window into the nation’s entrepreneurial psyche.
Nationwide, the most consistent searches are for evergreen, service-oriented ventures. Cleaning services, real estate, and restaurants top the list. This makes intuitive sense. These are industries with relatively low barriers to entry—at least in perception—and clear demand drivers. We see a post-pandemic emphasis on sanitation, a perpetually heated housing market, and the timeless appeal of food service. These sectors represent the bedrock of the small business economy, the familiar paths trodden by millions before. The searches for them are a hum of steady ambition, the sound of people looking for a proven playbook in a chaotic world.
But the real story, the pulse of what’s next, lies not in what’s most popular, but in what’s gaining velocity. And here, the data reveals a striking trend: the fastest-growing business idea in America is starting a Spotify podcast. This isn’t merely about hosting a hobby. It’s about building a media asset. The income potential, as reported by industry sources like Backstage, validates this as a serious commercial pursuit. A mid-sized podcast can generate thousands per month, while top performers enter the realm of serious revenue. This surge speaks to a deeper economic evolution. The tools for production and global distribution, once locked behind studio gates and broadcast licenses, are now in anyone’s pocket. The barrier is no longer capital; it’s creativity, consistency, and the ability to build an audience. It’s the ultimate democratization of media entrepreneurship.
This trend reflects a broader move toward digital, affinity-based businesses. Looking at OnDeck’s full list of top-ten trending ideas, a pattern emerges alongside podcasting. There’s a clear tilt toward ventures that leverage personal brand, niche expertise, and online platforms. Think of it as the professionalization of passion. People are searching for ways to monetize not just a service, but a perspective. This aligns with what economists at the Federal Reserve have noted: the rise of the “gig economy” is maturing into something more structured—the “creator economy.” It’s a shift from task-based freelance work to building sustainable, audience-supported enterprises.
Of course, search trends are a measure of interest, not a guarantee of success. The chasm between searching for “how to start a restaurant” and actually surviving the brutal economics of the food service industry is vast. The same goes for podcasting. For every show cracking the top 1%, thousands fade into obscurity. The data is a compass pointing to desire, but the terrain remains rugged. It highlights where ambition is flowing, but it doesn’t account for the market saturation, the operational grind, or the sheer financial risk that every new venture, digital or physical, must confront.
What we’re witnessing is a fascinating duality in the American entrepreneurial spirit. On one hand, there’s a gravitational pull toward the tangible, the local, the service-based business that has defined Main Street for generations. On the other, there’s a rapid ascent toward the intangible, the global, the content-based business defined by the digital age. This isn’t a contradiction. It’s a portfolio of aspirations. Some are looking to build a business that serves their immediate community; others are looking to build an audience that spans the globe. Both are valid paths to being your own boss.
The key takeaway for any would-be founder is to look beyond the trend itself. The value isn’t in blindly chasing the fastest-growing idea. It’s in understanding the why behind its growth. The podcast boom isn’t about audio; it’s about connection and niche authority. The steady demand for cleaning services isn’t about mops and buckets; it’s about delivering time and peace of mind. The successful business of 2023, and beyond, will be built by those who can marry this clear-eyed understanding of market desire with their own unique skills and relentless execution. The data shows us where the doors are. It’s still up to each individual to walk through and build something that lasts.
- Desire to be one’s own boss
- 62% of U.S. adults prefer self-employment
- Growth of the creator economy
- Emergence of digital businesses
- Challenges of market saturation
- Need for creativity and consistency
| Business Idea | Growth Trend | Potential Earnings |
|---|---|---|
| Cleaning Services | Steady | Varies |
| Real Estate | Steady | High |
| Restaurants | Stable | Varies |
| Spotify Podcasts | Fastest-growing | Thousands/month |
| Gig Economy | Structured Growth | Varies |
| Creator Economy | Rapid Growth | Potentially High |
