According to Podtrac, podcast downloads declined between June 2020 and June 2021. Some took this to mean a decline in listening, and therefore a “slowing market.” As Edison Research SVP Tom Webster explains, that interpretation doesn’t reflect the big picture: Podcast audiences are growing fast.
“To truly measure the success of podcasting, you have to change your yardstick,” Webster says. Download measurement services like Podtrac do what they do well. However, listens and audiences are not what they’re measuring — nor do they count YouTube or Spotify. Downloads matter, but less than they used to.
During his keynote in Nashville, Webster plans to talk about the “two options today's podcaster has to grapple with all of this.” At least one of them embraces the download, which he firmly believes sets podcasting apart in a special way. All we know is this: Listening is changing just as much as it’s growing.
For five years, Julian Shapiro wanted to start a podcast to exchange stories with great storytellers. But, he admits, “every time I recorded a test episode, I sounded lifeless like a stressed-out amateur.” If you’re concerned about your delivery behind the mic, here’s some recommended reading.
Shapiro is a writer, marketer, and developer with a passion for learning from his own failures. During his “treasure hunt” for what makes a compelling story, he did what many podcasters set out to do at the beginning. He studied masters like Neil deGrasse Tyson on YouTube — and continued to record episodes that flopped.
What finally made a difference is the concept of “blowing your own mind.” (Sounds goofy, but it’s not.) Shapiro finds that while strategy and practice are important, the key is to truly relive what we’re telling. Audiences feed off emotion in critical moments, the same ones that make a story worth repeating.
In podcasting, the key to audience growth is engagement. Bullhorn Studio allows creators to connect with listeners and monetize on a new level. Edit content, create polls, add images, promote ads, and set tiers for exclusive interactions — all in one place, and completely free.
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Monetizing with Bullhorn is simple and flexible: Offer exclusive content to monthly contributors, insert sponsored ads, or both. With advanced analytics and feedback, your next step to growth is always clear. Ready to see what’s possible? Get started by claiming or submitting your show.
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