If you're starting a podcast in 2024, you don't need to start a video podcast. Instead, I recommend you start with an audio podcast.

Why? Getting started with audio is simple: a microphone and a phone, tablet, or laptop are all you need. Conversely, video requires a lot of equipment (DSLR camera, lighting, capture card, mixer, microphone, computer). 

Doing all of that setup is a distraction from what you should be focusing on when you're starting a podcast, which is answering the question: "Can I create compelling content that attracts an audience week after week or episode after episode?" 

Transistor makes it easy to start a podcast. Read our guide:
https://transistor.fm/how-to-start-a-podcast/?via=industry-news

Video is having its moment right now, but I think that most new podcasters should start with an audio podcast.

In the beginning, a new podcaster needs to find their voice, practice, and learn what makes an episode compelling. Video adds a whole layer of production complexity that distracts from that aim.

Plus, appearing on video adds a lot of pressure to worry about your appearance. With audio, you can just hit record and focus on your content.

Read the full blog post

In this episode, Justin Jackson (Transistor) and Matt Stauffer (The Laravel Podcast with Taylor Otwell) discuss strategies for podcast growth. Justin shared a variety of marketing tactics to help Matt grow his podcast audience.

I. Setting the Stage: Introducing Matt Stauffer and the Laravel Podcast
In the first part of our conversation, we introduced Matt Stauffer, co-owner of Titan and host of the Laravel Podcast. Matt shared his background and the success of the Laravel Podcast, which has gained a dedicated following over the years. We explored the potential for growth with the Laravel community and the opportunities to leverage their existing social followings.

II. The Power of High-Profile Guests and Engaging Episode Titles
One key takeaway from our discussion was the impact of high-profile guests on podcast growth. Matt and Justin discussed the episode featuring Taylor Otwell, the creator of Laravel, which became their most popular episode. Justin stressed the importance of including the name of influential guests in the episode titles.

III. Optimizing Podcast Packaging and Metadata
Next, we delved into the significance of podcast packaging and metadata in increasing discoverability. Justin explained the benefits of including faces in episode artwork, as faces tend to convert better and improve search engine optimization (SEO). We discussed the concept of "people tags" in podcast RSS feeds, which allow for better organization and searchability of episodes featuring specific individuals.

IV. Leveraging Social Media and Crowdsourcing
To expand your podcast's reach, social media can be a powerful tool. Matt and Justin explored various social media platforms, such as Instagram Reels, TikTok, and YouTube Shorts, and how creating short video snippets and compelling trailers can attract new listeners. They also discussed the value of harnessing your existing community and encouraging them to share your podcast with their network, creating a word-of-mouth effect.

V. Recognizing Your Community and Fostering Relationships
Matt shared his desire to maintain the authenticity of the podcast and avoid turning it into a sales pitch. Justin emphasized the importance of recognizing and appreciating your community, whether through personal shoutouts at the end of episodes or involving listeners in creating video clips and promos. By nurturing these relationships, podcasters can build goodwill and encourage further engagement.

I'm curious what you think!

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Links and sources:

• The Laravel Podcast
• Matt Stauffer (Twitter)
• Taylor Otwell (Twitter)

Transistor Podcast Hosting sponsored this episode. They're the best place to host multiple podcasts all in one place. Get 14 days free.

In 2020, when podcasting was at its peak boom, Spotify signed a three-year exclusivity deal with Joe Rogan, thought to be worth $200 million.

That deal expires sometime near the end of 2023, and Spotify's CEO, Daniel Ek, is under pressure.

In her piece for the Verge, Ariel Shapiro says: 

But on the other hand, Daniel Ek is under a lot of pressure to pull back Spotify's investment in podcasting. During Spotify's April earnings call, the CEO admitted he'd overpaid and over-spent on podcasts. At that time, they also reported a net loss of $248 million and admitted the podcasting business wasn't yet profitable.

That said, it's very likely that Spotify wants to renew its deal with Joe Rogan.

In her article, Ariel Shapiro comments:

Another interesting question is whether or not there's another platform with the desire and financial capacity to license the Joe Rogan Experience.

For example, I believe it's unlikely that Apple Podcasts would make a deal; I don't think they have the temperament to work with Rogan. Plus, they've invested little in producing or licensing podcast content in-house: Bloomberg reports they've only spent about $10 million.

I believe there are only three contenders that might be interested: SiriusXM, Amazon, and YouTube.

First up, SiriusXM. They've made huge investments in personalities before—look at Howard Stern's massive deal. But would they stretch their budget even further for Rogan? It's possible but seems unlikely.

Then we have Amazon. With deep pockets and a growing interest in podcasting demonstrated by their acquisition of Wondery, they could be serious contenders if they double down on their audio investments.

And lastly, YouTube. Rogan's clips thrive on the platform, and while they haven't paid for exclusivity in the past, the potential ad revenue for both parties could be too tempting to ignore.

I'm skeptical that any of these platforms are as eager to spend hundreds of millions of dollars securing Joe Rogan. These big players jumped into podcasting because it was the hot new thing; and after Spotify's splashy $1 billion dollar investment, there was a lot of pressure to follow suit.

But now Spotify seems to be hitting the brakes, and now we're seeing other companies pull back their investment as well.

In her article, Shapiro also mentions that Rogan could return to being independent. I know other analysts who disagree with me, but I think that would mean far less money than he's getting from Spotify.

My bet: Joe Rogan wants to stay with Spotify, and CEO Daniel Ek wants to keep him.

I'm curious what you think!

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Links and sources:

• The Verge: Joe Rogan's Big Decision
• New York Magazine: Why did Spotify pay so much for Joe Rogan's podcast?
• The Verge: Spotify promises not to 'overpay' for podcasts
• WSJ: YouTube tees up big talent
• Andrew Wilkinson: Joe Rogan got ripped off
• The Verge: Amazon buys Wondery
• 9to5Mac: Apple's investments in podcast production
• AP: SiriusXM, Howard Stern sign five-year contract extension

Transistor Podcast Hosting sponsored this episode. They're the best place to host multiple podcasts all in one place. Get 14 days free.

There's no shortage of podcast-listening apps for Android and iOS users. But have you ever wondered which app listeners use most? Let's dive into the data and find out.

Podcast hosting companies have the unique advantage of tracking listener data. Every time a podcast episode is downloaded, it's tagged to a specific application, giving us insights into user preferences.

The Data from Transistor:

At Transistor, the data reveals some interesting trends:

• Apple Podcasts dominates the scene with a whopping 51.7% market share.
• Spotify follows closely in second place, holding 27.8% of the market.
• Google Podcasts, despite its impending shutdown by Google, still manages to secure 2.1% of all downloads.
• Overcast, an iOS-exclusive app developed by a single individual, impressively captures 1.6%.
• Castbox and Pocket Casts come in at 1.4% and 1% respectively, with Podcast Addict trailing slightly at 0.8%.

Buzzsprout's Insights:

Over at Buzzsprout, the trends are somewhat similar, albeit with slightly different percentages:

• Apple Podcasts remains the leader with 44.4%.
• Spotify holds 28.6%.
• Google Podcasts has a slightly higher share here at 3.5%.
• Castbox and the older Apple iTunes player both have 2%.
• Amazon Music and Overcast hover just below 1% at 1.6% and 0.9% respectively.

Why Does This Matter?

The battle for podcast market share is intense. Platforms like Apple Podcasts, Spotify, and Google are all vying for the top spot. Apple, with its 2 billion active devices, has a significant advantage. Meanwhile, Spotify, a major competitor in the music industry, is heavily investing in podcasts to boost its user base.

However, the real game-changer might be Google's pivoting from Google Podcasts to YouTube Music. While Google Podcasts only holds a 2-3% market share, YouTube boasts a staggering 2.7 billion active users. Many podcasters are already uploading video content to YouTube, and studies suggest that it might be the top platform for podcast consumption. In fact, research from The Morning Consult and Cumulus Media indicates a strong preference for YouTube over other platforms.

As Google transitions from Google Podcasts to YouTube Music, it will be intriguing to see if they can capture a larger share of the podcast market. YouTube's plans to integrate traditional podcast RSS feeds into YouTube Music could further shake up the rankings.

In Conclusion:

The podcasting world is ever-evolving, and it's fascinating to see how different platforms stack up against each other. Whether you're a fan of Apple, Spotify, or even the underrated Pocket Casts, there's no denying the impact of these platforms on the podcasting landscape.

I'm curious what you think!

• Leave me a video or audio message here
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• Connect with me on:
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Links and sources:

• Transistor's list of popular podcasting apps
• Buzzsprout stats on popular podcast apps
• Apple Podcast Subscriptions
• Apple surpasses 2 billion active devices
• Morning Consult Study
• Cumulus Media and Signal Hill Study
• Coleman Insights Study
• YouTube's podcasting popularity surpasses Spotify and Apple
• YouTube Active Users
• YouTube Music Users

Transistor Podcast Hosting sponsored this episode. They're the best place to host multiple podcasts all in one place. Get 14 days free.

With all of the excitement around artificial intelligence, many podcasters are asking:

"Can you use an AI voice generator to create a podcast episode?"

I wanted to put that question to the test, so I generated audio with a few popular AI voice tools.

The first experiment I ran was a bot that a local college kid put together. I prompted it to "create a podcast episode for a podcast about extreme rollerblading. Talk about the rollerblading scene in Stony Plain, Alberta," (which is my hometown). 

• (00:55) - listen to my synthetic AI voice output

Using only a 30-second clip of my voice he found on YouTube, he was able to generate AI audio content that sounds very much like me. What's most surprising to me is how the AI synthesized not only my voice but also my cadence, my pauses, and my tone.

However, I'm still unsure that a longer episode using this AI voice would be entertaining. That's really the question podcasters (and aspiring AI entrepreneurs) are asking: can you generate compelling long-form AI audio content?

The first AI podcast experiment I saw was from the folks at podcast.ai. Using AI voices, they generated an interview between Joe Rogan and Steve Jobs. 

• (02:34) – listen to the output, and decide whether you think this would be compelling enough for you as a listener.

To my ear, it sounds stilted; while it's a good demo of how far this AI voice generation has come, it's still not at the place where it makes for compelling entertainment.

Another interesting experiment was from the Mind Meets Machine podcast. In this case, there's a human co-host (Rob) and an AI co-host (Ruby). 

• (04:10) – Listen to Rob and Ruby play a game.

What these AI podcast experiments are missing is, ironically, human connection. There's something about hearing somebody in your earphones revealing deeply human moments that's hard to replicate with AI.

Another popular clip was an AI version of Bill Gates and Socrates.

• (06:12) – Bill Gates explains to Socrates the modern marvels of technology.

Again, most of these AI clips don't sound natural; they're not quite there yet when it comes to producing something that I think could be entertaining, especially in a way that would have a podcast listener coming back episode after episode.

As a part of this experiment, I also tried some of the popular AI voice generators on the market: Genny and Play.ht. Here's a sample of each:

• (07:39) – The Genny AI voice generator explains, "What is a podcast?"
• (08:33) – The Play.ht AI voice generator answers the same question.

Can you use an AI voice generator to generate a compelling podcast?

Currently, the verdict is clear: AI voice generation isn't going to displace human hosts. Why? Because when we tune into podcasts, we seek more than just content. We're not looking for mundane, run-of-the-mill audio. We want authentic, gripping stories that resonate with our emotions, offering human connection, drama, and depth.

While AI voice generators have made strides, they still lack that genuine human touch. The nuances, the warmth, the imperfections – they're all absent.

I'm curious what you think!

• Leave me a video or audio message here
• Leave a comment on YouTube
• Connect with me on:
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Transistor Podcast Hosting sponsored this episode. They're the best place to host multiple podcasts all in one place. Get 14 days free.

In today's news, Google Podcasts is shutting down. Google Podcasts users received an email today indicating that the listening app, which was just launched five years ago, will be shutting down in 2024. Google plans to migrate all of these users to YouTube Music.

This aligns with Google's recent push to integrate podcasts into the platform, which began supporting podcasts earlier this year. Many Android users were surprised by the announcement. Google Podcasts has been around since 2018 and was pre-installed on Android devices, but for some reason, it was inside Google's search app.

So despite Google Podcasts accumulating over 500 million downloads since its launch, it never captured a significant share of the podcast listening market. From Transistor's podcast hosting data, We can see that just over 2 percent of all downloads occurred on Google Podcasts, and data from Edison reveals that 23 percent of weekly podcast users in the US prefer YouTube as their go-to service compared to just 4 percent of Google Podcasts users.

Still, Google's podcast strategy feels all over the place. Back in May of 2020, Google announced that Google Podcasts would be replacing Google Play Music. Do you remember when you could listen to podcasts in Google Play Music? In the announcement, they said:

Fast forward just three years, and Google is, once again, asking millions of its users to switch their podcasts from Google Podcasts to YouTube Music.

With the tech giant placing its podcast bets on YouTube Music, we'll see if this pans out better than their other podcast bets.

Here's a list of good alternatives to Google Podcasts.

YouTube Music will change as they add new features for podcasters.

At Podcast Movement, Steve McLendon said that YouTube Music will soon allow users to add RSS feeds, including private feeds.

Sources:

• PC Magazine
• The Verge
• TechCrunch
• YouTube Blog
• Cumulus Media

Transistor Podcast Hosting sponsored this episode. They're the best place to host multiple podcasts all in one place. Get 14 days free.