With the boom in podcasting over the last year, the landscape is ripe for change and that seems to be on the horizon with Apple Podcast Subscription, a new service Apple is launching in May. With Libsyn recently acquiring their own subscription service in Glow, it appears as though the industry might start pushing towards better monetization in this way.
To help talk about the change in business model and much more, John and Jay (Pod Vader) are joined by podcasting legend Evo Terra on this episode of the Q’d Up Podcast on Podcasting. The guys look at the subscription model, how Apple’s announcement will impact the industry, how podcast categories need to evolve, and they do a deep dive on Omny Studios’ recent report on the stats they’re seeing.
Show highlights:
Introduction
How many downloads is “good” (1:55)
Omny Studio released a report that benchmarks the number of downloads a month after launch. John, Jay, and Evo discuss what those stats could mean and the issues with the report itself.
Top-10 categories for programmatic spending (9:16)
According to Omny Studio, sports is the top category for programmatic spending. Jay and Evo take a look at why sports podcasts get the most money compared to other categories.
When are episodes listened to (13:12)
Only a third of people listen to podcasts on the day they were released. While the bulk of listens come within the first three days, a sizable chunk of people listen months later. Jay, John, and Evo discuss the statistics and how podcasters can use the information to promote their own shows better.
What metrics actually matter (18:03)
No one seems to agree on what metric is the best to determine a podcast’s success. Some consider downloads to be the answer while others look at user ratings. Evo shares some other ideas to determine your podcast’s real audience.
Apple Podcasts Subscriptions (20:29)
With Apple recently announcing their own subscription-based service; Evo, John, and Jay all discuss whether Apple will release more data on those using the service and what Apple Podcasts Subscription service means for the podcast industry.
Exclusivity (23:31)
As podcast platforms like Spotify and Apple Podcasts fight for dominance in the market, signing content producers to exclusive deals, what does it mean for the landscape moving forward? As Evo and John note, discovering new podcasts will likely become a lot harder.
Subscription services (26:03)
With the recent announcement that Apple is starting their own subscription service, others like Glow — which was recently acquired by Libsyn — now have to go up against the behemoth. Will any of them survive? Evo believes some will but they better do something unique, though the entire landscape is going to be shaken up.
Podcast categories (32:28)
As Evo notes, categorizing digital content is difficult because of the lack of limitations. He believes people will happily place their podcast in a ton of different categories, making it difficult to discover podcasts.
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