PodMov Daily: Friday, November 22

Episode 93: Week Download Complete

Doubling Up: Why Audience Overlap Matters for Multi-Podcasters

For podcasters and producers that work on more than one show, listener overlap can and should inform growth strategy.

“It’s one thing to create multiple shows, each with its own target audience,” writes Pacific Content’s Dan Misener. “But it’s another thing entirely to actually reach those distinct target audiences.”

To assess the multi-show structure employed by Charles Schwab, Misener worked with Simplecast, Schwab’s podcast platform. The financial firm’s strategy, or ‘audio funnel,’ consists of “several different podcast series, each designed to reach a different audience.”

Misener analyzes common listeners of Choiceology with Katy Milkman, Financial Decoder, and WashingtonWise Investor to develop a Venn diagram of the data. Among the findings: “Shows that cross-promote each other show higher overlap than shows that don’t.”

Spot-ify the Similarities: Netflix's Subtle Podcast Release

In an article for The Motley Fool, Anders Bylund explores how Netflix is “quietly launching podcasts to complement its original video content.”

Announcing and promoting original podcasts has become an unavoidable pattern in streaming. However, Bylund observes, “The company has been oddly quiet about this effort, to the point that it took me eight months to notice.”

Following his analysis of the “strangely underpromoted” podcast slate, Bylund points out: “The new shows next month are tied to some of the highest-quality content that Netflix has to offer, and minor improvements to the messaging […] make me think that higher-ups in the organization are keeping an eye on this project now.”

Acast Open: A New Podcast Hosting Engine with Automated Transcription

Podnews reports that Acast has launched a new podcast host, Acast Open, in English and French. The new product aims to bring “the world’s most sophisticated podcast hosting engine to every podcaster, big and small.”

Its target customer is “anyone looking to create their own podcast for the first time, or who want to take the next step in their podcasting journey. They can choose from Acast Open’s three service tiers, one of which — ‘Starter’ — is free.”

“Podcasters will get access to market-leading metrics and the smoothest hosting experience, while exclusive functionality such as automated episode transcription and the Snipper audiogram tool.”

PM Sessions: The Full Season 4 Trailer Has Arrived

Happy Friday, readers, and here’s to Season 4 of our Sessions podcast. Producer Ted Woods takes us behind the scenes of the Society, Culture, and Advocacy track at PM19 this season, and we couldn’t be more excited to share the conversations.

Move over, 60-second teaser — the full trailer has arrived.

Cheers,

Team PM

Here's what else is going on:

• King me: Billboard reports that “Disgraceland creator and host Jake Brennan has established his own podcasting company.” Double Elvis Productions, a partnership with iHeartMedia, already has four music-focused, iHeart-produced original shows “in the pipeline.”

• Fair warning: Forbes’ Marian Esanu wants marketers to know that “starting a successful business podcast is not a piece of cake.” Esanu’s guide prepares beginners for the complex realities of the task, “especially if [they] plan on doing it without the help of a professional podcaster.”

• Crowd source: “Spotify announced plans for its first ever ‘Spotify Awards,’ which will be held in Mexico City on 5 March 2020,” reports Music Ally. “Turner Latin America is on board as the broadcast partner, and Spotify says that the awards will be based ‘entirely on user-generated data.'”

• Listening party: According to RadioInk, its Forecast 2020 event at the Harvard Club in New York was “a smashing success.” NAB senior advisor John David MC’d Wednesday’s proceedings which gathered leaders in radio, advertising, podcasting and finance to assess the future of audio.