In 2019, I drew a cartoon poking enjoyable on the explosion of latest 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 developed from promoting on others’ podcasts to beginning their very own. Businesses 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 reviews. Solely 1 / 4 of all podcast episodes have greater than 112 listeners. The highest one % attracts 5,097 listeners.
Podcast producer Kate Taylor just lately noticed:
“Let’s not neglect the overwhelming majority of podcasts should not listened to by very many individuals anyway. It’s all smoke and mirrors in the case of listenership. However dimension just isn’t essentially the principle factor.”
We could have reached Peak Podcast. Latest analysis from Pay attention Notes revealed that new podcast launches fell by 80% in 2022. On the identical time, Edison Analysis reviews that listener numbers are plateauing after the previous couple of years of progress.
With podcasts, like every communication channel, we are able to’t break by means of the muddle by including to it. What number of barely completely different B2B advertising and marketing company thought management podcasts (for instance) does the world want?
I feel we all the time need to ask, how are we meaningfully distinctive?
Listed below are a number of associated cartoons I’ve drawn over time:
“If advertising and marketing stored a diary, this might be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
