A Brands-Eye View Of The Podcasting Industry

Nearly twenty years in, and many podcasters still have trouble thinking of podcasting as an industry. But our problem does not plague cash-flush brands looking to enter our industry. Who's perspective will win out? 

Image credit: Grand View Research

Do you know the value of the podcasting industry? 

You heard people talk about the $1 billion U.S.-based podcasting is projected to earn from advertising income this year. Make that almost $1.4 billion if you look at the rest of the world too.

But that's just advertising income. What about the money podcasters spend, from buying new mics or other equipment, paying our hosting providers, hiring staff or contracting with freelancers, or paying our way to attend a few podcast conferences.

Who do you consider as the big players in the podcasting industry?

Apple, Spotify, maybe Wondery...the usual suspects. But not TuneIn or Soundcloud, right? You, like me, probably don't consider them influential in the "true" podcasting industry, right?

Our answers to both of those equations are incomplete because we're on the inside looking in.

For big brands and industries on the outside looking to invest heavily in podcasting need a more complete perspective.

When they look at the size of the opportunity in podcasting, they see our industry with an estimated value of $14 billion. Not $1.4.

They absolutely consider many companies we've collectively decided to poo-poo, like TuneIn and Soundcloud, as integral parts of the $14 billion podcasting industry.

So...should we care? Does it matter that fat-cats are basing the value of our industry off a handful of reports thick with cringe-inducing statements written by analytics with little understanding of what it means to be a podcaster?

Hell yes, we should!

We need to know what those outside looking in find so appealing about podcasting. Because as the podcasting industry appears more appealing, we'll see more interest, more money, more content, and yes, even more listeners.

-----

Links

Getting more than 10K downloads per episode? Talk to Gumball.fm! 2021 IAB podcast advertising revenue $1B2021 global podcast advertising revenue $1.37B2021 overall podcast industry marketing size $1.4BOver 100K active podcasters trust Buzzsprout.

-----

Podcast Pontifications is a production of Simpler Media. New episodes are released four times a week, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by

Nearly twenty years in, and many podcasters still have trouble thinking of podcasting as an industry. But our problem does not plague cash-flush brands looking to enter our industry. Who's perspective will win out? 

Image credit: Grand View Research

Do you know the value of the podcasting industry? 

You heard people talk about the $1 billion U.S.-based podcasting is projected to earn from advertising income this year. Make that almost $1.4 billion if you look at the rest of the world too.

But that's just advertising income. What about the money podcasters spend, from buying new mics or other equipment, paying our hosting providers, hiring staff or contracting with freelancers, or paying our way to attend a few podcast conferences.

Who do you consider as the big players in the podcasting industry?

Apple, Spotify, maybe Wondery...the usual suspects. But not TuneIn or Soundcloud, right? You, like me, probably don't consider them influential in the "true" podcasting industry, right?

Our answers to both of those equations are incomplete because we're on the inside looking in.

For big brands and industries on the outside looking to invest heavily in podcasting need a more complete perspective.

When they look at the size of the opportunity in podcasting, they see our industry with an estimated value of $14 billion. Not $1.4.

They absolutely consider many companies we've collectively decided to poo-poo, like TuneIn and Soundcloud, as integral parts of the $14 billion podcasting industry.

So...should we care? Does it matter that fat-cats are basing the value of our industry off a handful of reports thick with cringe-inducing statements written by analytics with little understanding of what it means to be a podcaster?

Hell yes, we should!

We need to know what those outside looking in find so appealing about podcasting. Because as the podcasting industry appears more appealing, we'll see more interest, more money, more content, and yes, even more listeners.

-----

Links

Getting more than 10K downloads per episode? Talk to Gumball.fm! 2021 IAB podcast advertising revenue $1B2021 global podcast advertising revenue $1.37B2021 overall podcast industry marketing size $1.4BOver 100K active podcasters trust Buzzsprout.

-----

Podcast Pontifications is a production of Simpler Media. New episodes are released four times a week, providing ideas and questions every serious podcaster should be thinking about.

It's created and hosted by Evo Terra. Follow him on Twitter for more podcasting insights as they come. Allie Press assists with the production and transcription of the show.

If you received value from today's episode of Podcast Pontifications, return some of that! We call it value-for-value, and there are many ways to show your support.

Mentioned in this episode:

Support For Abortion Rights

While Americans overwhelmingly support the right of an individual to make their own decisions about abortion, unfortunately, that right is no longer protected everywhere in the U.S. The Supreme Court overturned Roe v Wade on June 24th.

Abortion is a basic healthcare need for the millions of people who can become pregnant. Everyone should have the freedom to decide what’s best for themselves and their families, including when it comes to ending a pregnancy. This decision has dire consequences for individual health and safety, and could have harsh repercussions for other landmark decisions.

Restricting access to comprehensive reproductive care, including abortion, threatens the health and independence of all Americans. Even if you live in a state where abortion rights are upheld, access to safe medical procedures shouldn’t be determined by location, and it shouldn't be the privilege of a small few.

You can help by donating to local abortion funds. To find out where to donate for each state, visit donations4abortion.com.

If you or someone you know needs help, or if you want to get more involved, here are 5 resources:

1. ShoutYourAbortion.com is a campaign to normalize abortion.
2. DontBanEquality.com is a campaign for companies to take a stand against abortion restrictions.
3. Abortion.cafe has information about where to find clinics.
4. PlanCPills.org provides early at-home abortion pills that you can keep in your medicine cabinet.
5. Choice.CRD.co has a collection of these resources and more.

We encourage you to speak up! And spread the word.

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy
Chartable - https://chartable.com/privacy
Podsights - https://podsights.com/privacy