POD MAN OUT
BURSTING THE PODCAST BUBBLE
Hello War & Peaceniks! Let’s talk podcasting!
Context:
“The average podcast in the top 10 is more than 7 years old.”
There are now > 3 million podcasts. 20% get ~80% of the audience. 80% have < 25K listeners. 1 million+ podcasts get 1K downloads or less.
There are myriad reasons for this: Shitty discovery, a glut of shows that sound the same, pods launching with 0 marketing.
Rather parse diagnoses, here are my suggested remedies:
Spotify Should Chill
They’ve been very responsible for an explosion of new listeners (especially younger). They’re also one of the chief reasons that new podcasts outpace new audiences. To paraphrase Aaron Burr: launch less, market more.
