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ROB WALCH ROB@LIBSYN.COM @ My Background YES - That Marketing Advice for your Podcast is BS ROB WALCH [email protected] @ My Background 2004 2006 Apr 2007 Aug 2007 Porters The Feed KC Startup 411 2016 Podcast @podcast411 How Will Your Podcast Benefit Your Listeners? @podcast411 How Will Your Podcast Benefit Your Listeners? @podcast411 Is Apple Podcasts Still #1??? @podcast411 YES!!!!!!! @podcast411 Aggregator Apps - July 2021 % Share Podcast Platform / Destination between 0.20% & 56.6% Apple Podcasts / iTunes 0.02%- in order: 15.02% Spotify PodcastRepublic Gaana 2.61% Google Podcasts TuneIn Radio 2.06% Overcast (iOS) Pandora 1.42% Podcast Addict (Android) Downcast Deezer 1.21% CastBox Acast 1.12% PocketCast AntennaPod 1.15% Stitcher Castro Podimo 0.97% iHeartRadio RSSRadio 0.95% Podbean Podkicker 0.50% PodNods iCatcher 0.30% Amazon Music Luminary Himalaya 0.28% Player.FM Breaker 0.26% The Podcast App SmartSpeakers + Set Top = 0.30% @podcast411 PODCAST DESTINATIONS - JUL 21 Google Social Media Apple Podcasts Podcasts 70% 3% Aggregators Blogs 8% 1% 91% 15% ~2% 1% SPOTIFY Personal Apps Music First Destinations @podcast411 MYTH: The Podcasting Space is too Crowded ~+90k new shows per month??? Podcast Industry Insights courtesy of Daniel J. Lewis https://podcastindustryinsights.com, 7/30/21 @podcast411 MYTH: The Podcasting Space is too Crowded >500,000 - 1 and DONE Podcast Industry Insights courtesy of Daniel J. Lewis https://podcastindustryinsights.com, 7/30/21 @podcast411 MYTH: The Podcasting Space is too Crowded Active Podcasts = A show with a new episode released in the Millions last 90 days AND 10 or more episodes released. 322k = Active Blogs Podcasts ~2,350 : 1 Ratio 322k from 472 mil Tumblr blogs - Jan19 - Statista. Wordpress = 60 mil. Livejournal = podcastindustryinsights.com, 63 mil, weebly = 12 mil. Blogger & others = 150 Mil Total = 757 mil 7/30/21 https://growthbadger.com/blog-stats/ @podcast411 MYTH: The Podcasting Space is too Crowded 2,400,000 Total Podcasts 1,850,000 Total Active w/ Date Podcasts 10+ eps 2/24/20 895,231 243,033 1,300,000 5/21/20 1,093,030 290,262 10/18/20 1,544,517 344,301 12/31/20 1,748,476 373,087 2/28/21 1,925,813 398,502 750,000 4/14/21 2,071,130 415,634 7/30/21 2,306,702 322,334 Active Podcasts 10+ Eps 200,000 2/24/20 5/21/20 10/18/20 12/31/20 2/28/21 4/14/21 7/30/21 Podcast Industry Insights courtesy of Daniel J. Lewis https://podcastindustryinsights.com, 7/30/21 @podcast411 MYTH: The Podcasting Space is too Crowded All Podcasts - Active vs Not - Last 90 days 800k 600k Podcast Industry Insights courtesy of Daniel J. Lewis https://podcastindustryinsights.com, 7/30/21 @podcast411 MYTH: The Podcasting Space is too Crowded All Podcasts - Active vs Not - Last 90 days 800k Three Key Reasons for Podfading: 1. Too Hard - <10 Eps 600k 2. Realize not going to monetize ~50 Eps 3. Co-Host Issues Podcast Industry Insights courtesy of Daniel J. Lewis https://podcastindustryinsights.com, 7/30/21 @podcast411 We are all going to get a Billion Downloads “People tell me I am really interesting. My Podcast is going to be bigger than Joe Rogan’s.” @podcast411 We are all going to get a Billion Downloads 1st 2nd 3rd 4th @podcast411 How Big was The Joe Rogan Experience? https://www.buzzsprout.com/global_stats?date=2020-10-01 @podcast411 How did Rogan get so Successful? 1.Did not join a network 2.Did not listen to the advice from Radio Professionals that said episodes need to be short around 22 minutes. 3.Did not ask (beg) for ratings and reviews 4.Did not try to monetize it on day one 5.Did not listen to the advice you must release the same number of episodes each week on the same day and at the same time. 6.Did not game his title with Keyword spam. 7.Did not go on forum boards and spam them with listen to my show messages. 8.Did not hire a team of 10 writers. @podcast411 Podcasting Stats - June 2021* Top % Downloads Per Ep 50% >128 20% >1,000 10% >3,000 6.5% >5,000 5% >7,100 2% >18,000 1% >32,000 Adjusted Mean (Average): 1,341 dpe *All episodes released on Libsyn & LibsynPro for June 2021 measured until July 31st. @podcast411 MYTH - THE IDEAL LENGTH OF AN EP IS 22 MINS Apple Podcasts Top 200 Eps 2/26/21 2/22/20 2/26/19 2/4/18 Avg 65 mins 67 mins 67 mins Median 60 min 58 min 55 mins ≤22mins 8.0% 8.5% 6.6% 8.1% ≥40mins 78% 80.5% 75% 69%* ≥120mins 5.5% 11.5% 11.2% 8.1% @podcast411 MYTH - VIDEO PODCASTS ARE THE NEXT BIG THING ONLY 14 of the top 50 Aggregator Apps fully support Video. Number of the Top 200 Episodes in Apple Podcasts that were Video? (7/31/21) 0 ZIP NADDA NONE NO SOUP FOR YOU @podcast411 TOP 10 MUSIC STREAMING SERVICES @podcast411 TOP 10 MUSIC STREAMING SERVICES >1.85 Billion Be Everywhere Monthly Users @podcast411 CURRENT BIG THING Google Social Media Apple Podcasts Podcasts 70% 3% Aggregators Blogs 8% 1% 15% ~2% 1% SPOTIFY Personal Apps Music First Destinations @podcast411 Apple Podcasting News Good Bye - Apple Summary Tag Hello - Description Tag Good Bye - Subscribe Hello - Follow Good Bye - 300 Ep Limit Hello - 2,000 Ep Limit @podcast411 How Apple Podcasts Search Works The Title The Author And then sorted by total number of subscribers ALL time. @podcast411 iOS 11 to 14.4 iOS 14.5 @podcast411 Show Level Meta Data - Libsyn 5 @podcast411 SUBMITTING RSS FEED TO APPLE https://podcastsconnect.apple.com Submit You only 30 DAYS submit prior to RSS feed Podcast one time. Launch @podcast411 MYTH - Ratings & Reviews Matter 35,781 2,987 14,702 4,945 31,878 9,637 5,484 17,846 5,173 9,269 196 0 22 55 1,075 155 398 153 242 20 434 @podcast411 Optimize Episodes for Apple Podcasts Tips Tips @podcast411 MYTH: Guaranteed Audience Growth Great Content > Bad Marketing Bad Content > Great Marketing WOMM @podcast411 Privacy TRUST - TRUST - TRUST - TRUST - TRUST & @podcast411 IP UA DT IP UA DT Ad Tech1 IP IP UA UA DT DT Ad Tech2 Podcast Host @podcast411 Apple - WWDC 2021 - Keynote @podcast411 MYTH - There is a debate if IP is PII WRONG @podcast411 MYTH - There is a debate if IP is PII WRONG WTF https://podsights.com/privacy/#other-information-we-collect @podcast411 REALITY - There is NO debate if IP is PII In the CCPA, personal information is defined as: “information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.” A list of what is defined under the CCPA as personal information includes: • Indirect identifiers such as cookies, beacons, pixel tags, telephone numbers, IP addresses, account names… @podcast411 REALITY - There is NO debate if IP is PII @podcast411 OVERCAST - SHOWS PRIVACY @podcast411 OVERCAST - SHOWS PRIVACY Bad @podcast411 @podcast411 Podcast Privacy - FACTS 1. Listeners have NO way to Opt-in or Opt-out of being tracked. 2. IP (Internet Protocol) Address is PII (Personally Identifiable Information) 3. Any Podcast Attribution / Tracking service is violating Listeners Privacy if it shares IP addresses. 4. iOS 15 starts the blocking of IP Addresses. @podcast411 IP Mauritania DT IP UA DT 4th Party DB IP DT IP UA DT Sold, Gave or Hacked Ad Tech1 IP IP IP UA UA UA DT DT DT Ad Tech2 Podcast Host1 Podcast Host2 @podcast411 IP UA DT 4th Party DB IP DT IP UA DT Ad Tech1 IP IP IP UA UA UA DT DT DT Ad Tech2 Podcast Host1 Podcast Host2 @podcast411 4th Party DB IP DT IP UA DT Ad Tech1 IP IP IP UA UA UA DT DT DT Ad Tech2 Podcast Host1 Podcast Host2 @podcast411 IP UA DT 4th Party DB IP DT IP UA DT Ad Tech1 IP IP IP UA UA UA DT DT DT Ad Tech2 Podcast Host1 Podcast Host2 @podcast411 IP Mauritania DT IP UA DT 4th Party DB IP DT IP UA DT Ad Tech1 IP IP IP UA UA UA DT DT DT Ad Tech2 Podcast Host1 Podcast Host2 @podcast411 “Together, we must send a universal, humanistic response to those who claim a right to users’ private information about what should not and will not be tolerated. -Tim Cook - Jan 21” @podcast411 One Last Thought.. $545Mil > $406Mil @podcast411 [email protected] EMAIL ME IF YOU HAVE ANY QUESTIONS.
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