In & Around Podcasting

2024 saw Spotify make a big push for video on their platform, while it also seemed anywhere you turned online was someone telling podcasters they need to do video to stay relevant.

So, is 2025 the year we all need to get on board with video podcasting, or does audio-first podcasting still have merits? Join your regular hosts Mark Asquith and Danny Brown, as well as guest co-host John McDermott, as they look to answer the question on everyone's lips: what does the push for video mean for podcasting and podcasters?

Our guest co-host this week: John McDermott

Co-Founder of Caloroga Shark Media, a podcast company focused on short-form pods. Previously EVP programming for Cadence 13. Before that 10 years at SiriusXM (VP Comedy & Entertainment). Before THAT a decade at WOR New York doing talk radio I am the host of the podcasts 5 Good News Stories and Daily Comedy News. Substack where I pontificate is John McDermott's Media Thoughts (mcdpod.substack.com) and people are encouraged to be my LinkedIn friend.

John's Website

@mcdradio on X

Links to interesting things from this episode

• Dave & Dave Unchained Van Halen podcast Podcast – Apple Podcasts
• Podcast Predictions, Trends & Tips for 2025
• Will Video Kill the Audio Star in 2025?
• Podcasting's unique selling proposition is not video | James Cridland - radio futurologist

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

Join Mark and Danny in this bonus episode, as they reflect on the past year of In & Around Podcasting, share some important advice about frequency of publishing, and what's coming up in 2025.

Are you an indie podcaster looking to guest on the show next year? Sign up here!

Links to interesting things from this episode

• Pod Chat, with Danny Brown
• The Podcast Accelerator by Mark Asquith
• Taking a break for a month? : r/podcasting
• Podcast Discovery Stats: How Folks Find Pods, & Why They Listen

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

There are many valuations of the podcast industry, depending on what report you read.

• Polaris valued the global worth at $13.7B in 2021, expected to grow an average of 31.5% CAGR (compound annual growth rate) through to 2030 (seems supremely high)
• Fortune Business Insights show is as $2.2B in 2022, projected to grow to $17.59B in 2030, a CAGR of 29.8%

Meanwhile, the IAB shares US ad revenue as $1.8B in 2022, rising to $1.9 in 2023 (which seems closer to Fortune Business Insights and their global ranking). So you can see why there's confusion.

Join Mark and Danny, and this week's guest co-host Rob Greenlee, as they break this all down in the usual In & Around Podcasting way.

Our guest co-host this week: Rob Greenlee

Rob Greenlee, a 2017 Podcast Hall of Fame inductee and podcasting pioneer, has spent over 24 years shaping the online media industry. As founder of Spoken Life Media - Adore Podcast Network and Creator Community, and Multi-Camera Video Production.

Rob's Website

Rob on YouTube

Rob's Facebook page

@robwgreenlee on Instagram

@robgreenlee on X

Links to interesting things from this episode

• Arielle Nissenblatt
• Podcast Hall of Fame
• PODFEST EXPO | Where Your Voice Matters
• Podcast Industry Statistics 2024 – Global Market Size and Growth | Comprehensive podcast industry statistics for 2024. Collaborative wiki covers global market size, growth trends, platform market share, and advertising revenue estimates.
• Podcasting Market Size, Share, Revenue | Fortune Business Insights
• Polaris Podcasting Market Size Global Report, 2022 - 2030
• IAB US Podcast Advertising Revenue Study FY2023 May 2024.pdf
• Justin Jackson on X: "I keep seeing two numbers for the podcast industry: "Podcasting is a $2 billion a year industry." "The podcast industry is worth $20 billion." Can anyone tell me where these numbers come from and how they're calculated? (They're often quoted but never cited)" / X

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

As Artificial Intelligence continues to be ever more present in podcasting, discussions and conversations have appeared online at an equal rate on whether this is a good or bad thing for the podcasting industry.

Does it make life easier when it comes to creating content, or does it run the risk of making podcasting redundant through an increased lack of originality?

Join Mark, Danny, and guest co-host Liam Heffernan as they dissect the article and review each viewpoint.

Our guest co-host this week: Liam Heffernan

@thisistheheff on X

Links to interesting things from this episode

• Independent Podcast Awards
• Em @Verbal Diorama: A Film History Podcast (@VerbalDiorama) / X
• Verbal Diorama
• Scarlett Johansson’s OpenAI clash is just the start of legal wrangles over artificial intelligence | Artificial intelligence (AI) | The Guardian
• Apollo Pods | Best Podcast App for Fiction Lovers
• How Can Podcast Discoverability Be Improved: The Ultimate Podcast Puzzle - Ear Worthy
• Does AI Need Regulation in Podcasting? - In & Around Podcasting

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

It used to be that podcast downloads were the main data point podcasters would use to track their growth. The thinking was, get X amount of downloads per month and sponsors will jump at you with wallets full of cash. While that may have been the way back in the day, today's success metrics looks a lot different when it comes to podcast success.

In this special live recording of In & Around Podcasting from PodSummit YYC 2024 in Calgary, Alberta, Canada, Danny is joined by Kattie Laur and Tim Truax to talk about how you can take advantage of them, and reframe your thinking and discussion around monetization and sponsorship.

Takeaways:

• The podcasting industry is evolving, and metrics should extend beyond just downloads.
• Engaged listeners are more valuable than sheer download numbers when seeking sponsorships.
• Indie podcasters should focus on local sponsorships to create meaningful monetization opportunities.
• Understanding your audience's engagement can help shape your content and sponsorship strategies.
• Value for value models allow listeners to support creators without traditional sponsorships.
• Experimenting with different ad formats can improve listener retention and engagement rates.

Companies mentioned in this episode:

• Bumper
• Captivate
• Apple
• Spotify
• Acast
• Douglas
• AG1
• Buy Me a Coffee
• North Bay Echo
• Canadaland

Our guest co-hosts this week:

Kattie Laur

Kattie Laur is an award-winning, freelance podcast producer and writer based in Brantford, Ontario.

Kattie's Website

@podthenorth on Instagram

@PodKatt on X

Kattie on YouTube

Links to interesting things from this episode

• PodSummit: Canada's Podcast Event
• Funding Opportunities - ISO-BEA
• SCOOP: A look at the Canadian podcast sponsorship economy.
• Are hyperlocal podcast networks replacing local media?

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

In a recent article on Hollywood Reporter, top podcasters like Rachel Maddow, Bill Simmons, Josh Lindgren and more shared their take on the biggest issues facing podcasting. These included visibility, podcast apps, lower advertising, and more.

Join Danny and guest co-host Dan LeFebvre as they dissect the article and review each viewpoint.

Our guest co-host this week: Dan LeFebvre

Host of Based on a True Story, the podcast that compares Hollywood with history.

Dan's Website

@danlefeb on X

Dan on YouTube

Dan's Facebook page

Dan's Facebook group

@basedonatruestorypodcast on Instagram

Links to interesting things from this episode

• Start Your Podcast Today - Worry Free - School of Podcasting - Learn "How To Podcast" with Podcast Coach Dave Jackson
• Goodpods 🎧 | Discover, Play & Share Your Favorite Podcasts
• Apollo Pods | Best Podcast App for Fiction Lovers
• Wondery acquires New Heights with Jason and Travis Kelce
• What The Hollywood Reporter Got Right & Wrong In Its Latest Podcast Story
• Podcasting's Biggest Challenges? Maddow, Simmons, Charlamagne Weigh In

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

Apple Podcasts is now available on the web, opening up the Android market and allowing users to listen on Windows. This is a significant milestone for podcasting as it provides more options for listeners and creators. The web player supports syncing across devices and allows for purchasing subscriptions to creators. However, there are potential risks with unethical marketing techniques and spoofing of download referrals. Overall, this move by Apple is a positive step forward for the industry.

Takeaways

• Apple Podcasts is now accessible on the web, expanding its reach to Android and Windows users.
• The web player supports syncing across devices and allows for purchasing subscriptions to creators.
• This move by Apple is a positive step forward for the podcasting industry, providing more options for listeners and creators.

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

Currently, if a podcaster wants to get the full picture of their show's growth, they need to look at multiple analytics reports: their hosting company, Apple Podcasts, Spotify, and now YouTube. Then they need to correlate how all this data is presented, since it can be very different, depending on IAB Certification, downloads, listens, and more. And that's just the podcaster - then you have media and ad buyer data, too.

So how do we bring all this convoluted data together, and where do podcast analytics need to improve to give that fuller picture? Join your host Danny Brown and guest co-host Dan Misener as they dive in to podcasting's analytics problem.

Our guest co-host this week:

Dan Misener

Dan Misener is co-founder of Bumper, a podcast growth agency.

Dan's Website

Links to interesting things from this episode

• TrueFans | Podcasting That Pays
• OP3: The Open Podcast Prefix Project
• Mobile Game Ads Are Boosting Podcast Follower Counts - Bloomberg
• Podcast Standards Project | Advocating for open podcasting
• The State of Podcast Agencies 2024
• Does Podcasting Still Need the IAB? - In & Around Podcasting
• Is the CPM Model in Podcasting Really Unsustainable? - In & Around Podcasting

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

Welcome to this bonus episode of In & Around Podcasting. This week, Mark and Danny take a look at this year's Podcast Movement, taking place in Washington, D.C. between August 19 and 22.

They share tips for first time attendees, how to plan your schedule effectively, some things you shouldn't forget, and loads more useful tips.

Links to interesting things from this episode

• Podcast Movement 2024 | Podcast Conference | August in Washington, D.C.

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

According to the most recent stats by the Podcast Index, there are 315,000 active podcasts (based on publishing at least one episode in the last 30 days), with 446,000 in the last 90 days.

Given there are 4.2 million podcasts listed in the index, are the seemingly low numbers (around 10% of all podcasts actively publishing) a cause for concern, or an opportunity for podcasters in the long term?

Join your host Danny Brown, and guest co-hosts Bryan Entzminger and Al Grego, as they dive into the data and offer their take.

Our guest co-hosts this week:

Al Grego

Producer & Host of 'Yes, We Are Open', 'Just Good Business', and 'The Produce Stand podcasts.

Al's Website

Al's Facebook group

Al's Facebook page

@pftw on Instagram

@pftw on X

Al on YouTube

Bryan Entzminger

Bryan Entzminger is a podcaster and editor. He loves helping other podcasters and editors through the unofficial Hindenburg users group on Facebook and cohosts the Podcast Editors Mastermind and the Podcast Gauntlet. You can find him at TopTierAudio.com

Bryan's Website

Bryan's Facebook group

Bryan's Facebook page

@toptieraudio on Instagram

@toptieraudio on X

Links to interesting things from this episode

• Podcast Editor Academy
• Steve Stewart
• Sorry About The Murder
• Pod the North | Kattie Laur
• Toronto Mike
• Podcastindex.org Podcast Stats
• How many active podcasts are there?

In & Around Podcasting is a podcast industry podcast started by Mark Asquith and Danny Brown and now hosted by Elsie Escobar and Rob Walch, continuing its mission as an industry show that belongs to the whole community.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know by emailing the show! [email protected].

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.