Editor’s note: The newsletter will be off next week for a quarterly break, returning Monday, April 4 with your daily headlines, insights, and resources. PS: Podcasters are like sea otters — happy to be together. Happy Evolutions!
Though listening behaviors have shifted as Americans return to their routines, podcasting’s reach is wider than ever. The Infinite Dial 2022, presented onstage yesterday by Edison Research SVP Tom Webster and Wondery CEO Jen Sargent, is full of encouraging insights to help creators navigate and grow.
A few quick points: Nearly 80% of Americans over 12 have heard the term “podcasting,” and 62% have ever listened to one. A mind-boggling 36% currently use TikTok, including 61% of people 34 and under. That said, do you have to add a video element to your podcast? Nope. For now, the experts say you’re off the hook.
The first official day of Evolutions has begun bright and early with the Podnews Report Card. Come to hear James Cridland reveal the major platforms’ grades, and stay for Will Ferrell (yes, that Will Ferrell) and iHeartPodcast Network CEO Conal Byrne, taking the stage at 8:45 am PT for a keynote chat.
Follower metrics from Apple Podcasts “feels like an incredibly important piece of the podcast measurement puzzle” to Dan Misener. Pacific Content’s Head of Audience Development explains the new opportunity to answer one of podcasting’s most frequent and “frustratingly difficult” questions.
Now, every major listening app with a follow/subscribe system will be accounted for, Misener says. “With Apple Podcasts in play, it finally feels possible to use these disparate sources of data to cobble together a reasonable estimate of the number of people (or users, or accounts) that have opted in to your show.”
While follower and subscriber metrics can help gauge the number of listeners who have ‘opted in’ to your podcast, they aren’t the same as downloads or listeners. Misener explains the differences between them, how to use follower metrics, and why simply adding them up across platforms won’t cut it.
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