PodMov Daily: Wednesday, June 17

Episode 228: Your Midweek Update

America’s First-Time Paid Podcast Listeners on the Rise

How many Americans are willing to pay for podcasts? The international research data and analytics group YouGov details a study conducted for Variety. Graeme Bruce reports that one in five “who have never paid or donated money to access a podcast say they’re somewhat or very likely to do so in the next 12 months.”

Podnews points out that, using Edison Research’s Infinite Dial numbers, 19% of podcast listeners is equivalent to at least 19.7 million people. Compared to the 17% who have already paid to listen, it appears that the paywall is becoming more of an accepted reality, especially among young people between the ages of 18 and 34.

However, “It appears paid podcast listeners favor giving their money directly to the podcaster,” Bruce confirms. “YouGov asked these paid listeners who they paid to access shows and a majority (59%) said they paid directly to the show through such services as Patr[e]on or through the podcaster’s website.”

PM’s Weekly Community Recap: Your Podcast on IMDb

This week’s community update helps podcasters upload their shows onto IMDb. The online database known for providing information for films, TV shows, and other media recently opened submissions for audio-only podcasts. Check out the full step-by-step guide, along with forms, helpful articles, and examples. 

In other news, the second PM virtual meetup will take place next Thursday, June 25. Join the PM team and other community members for general discussion, virtual “rooms,” and small groups for more detailed discussion. RSVP and get more information here. 

Memberful: Smarter Podcast Memberships

For podcasters, a strong community and stronger revenue are the dream. Memberful makes it easier than ever to have both. Used by the web’s biggest creators, Memberful is the convenient, safe, and intuitive way to sell memberships to your audience.

There are no hidden steps with Memberful: Just connect your Stripe account, add your podcast, and your listeners can subscribe immediately. Turn your content into sustainable, recurring revenue. Plus, Memberful integrates seamlessly with your favorite tools and works with your existing podcast hosting, so there’s no need to change your workflow.

Your listeners already love your content. With Memberful’s features, like custom branding, gift subscriptions, Apple Pay, and free trials, you have even more tools to keep them tuned in.

Ready for deeper connections and revenue to match? Get started for free — no credit card required.

Here’s what else is going on:

• Hit recipe: When your content is shareable, “every one of your listeners is a potential marketer for your podcast.” Matthew McLean of The Podcast Host explains how to think about creating episodes others will feel compelled to pass on and recommend.

• Toast proposed: Servant of Pod, Nick Quah’s new weekly podcast from LAist Studios, debuts today. The Hot Pod publisher and editor will explore the culture and business of podcasting with producers, hosts, and executives shaping the ever-changing industry.

• Listening in: The latest Share of Ear report from Edison Research confirms that “While 48.5% of all listening occurred at home before COVID-19 […] 70.0% of all listening was at-home in May. All three other locations — car, work and ‘other’ — dropped.”

• Asking price: Spotify is testing interactive audio ads on smart speakers in the UK, reports Voicebot.AI. The campaign, playing on the platform’s free streaming service via Amazon and Google assistants, aims to collect verbal requests for ‘free’ cosmetic samples.