In 2019, I drew a cartoon poking enjoyable on the explosion of recent podcasts, with one podcaster saying to a different:
“Thanks for being a podcast visitor on my new podcast about podcasting for podcasters beginning podcasts to podcast to different podcasters.”
At that time, Apple claimed 700,000 distinctive podcasts on iTunes. Then got here Covid. In 2020 alone, over one million new podcasts launched. As we speak, Apple claims to have 2.5 million podcasts on its platform. There are at present round 150 million podcast episodes.
Many of those new podcasts got here from entrepreneurs. Some manufacturers advanced from promoting on others’ podcasts to beginning their very own. Companies began their very own podcasts by the rating.
And but half of podcast episodes appeal to solely 32 listeners seven days after publishing them, Buzzsprout studies. Solely 1 / 4 of all podcast episodes have greater than 112 listeners. The highest one p.c attracts 5,097 listeners.
Podcast producer Kate Taylor not too long ago noticed:
“Let’s not neglect the overwhelming majority of podcasts aren’t listened to by very many individuals anyway. It’s all smoke and mirrors in terms of listenership. However dimension isn’t essentially the principle factor.”
We might have reached Peak Podcast. Current analysis from Hear Notes revealed that new podcast launches fell by 80% in 2022. On the similar time, Edison Analysis studies that listener numbers are plateauing after the previous couple of years of development.
With podcasts, like several communication channel, we are able to’t break by way of the muddle by including to it. What number of barely totally different B2B advertising company thought management podcasts (for instance) does the world want?
I believe we all the time need to ask, how are we meaningfully distinctive?
Listed below are just a few associated cartoons I’ve drawn over time:
“If advertising saved a diary, this could be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
