Tom Webster tells us that "creators" are mainly white men under 45 but where are the women? Bloomberg say Spotify's podcast strategy is failing!? Squadcast launch all new v5 and Voiceworks partners with Crowd Network on the Sports Network.
Podnews Weekly Review07/01/22 • 71 min
Special Guests
- Tom Webster- Sounds Profitable
- Zachariah Moreno & Rock Felder - Squadcast
- Sophie Hind & Jim Salveson - VoiceWorks
Show Notes
- Sounds Profitable released The Creators, a study of the people who create podcasts. Tom Webster revealed that US podcast creators are more diverse than the US population, but are significantly younger and more male. Most own both Android and iOS devices, though more than four in ten podcast creators have been listening to podcasts for under a year.
- You can download the full report here.
- Bloomberg Businessweek posts Spotify’s Billion-Dollar Bet on Podcasting Has Yet to Pay Off. The piece, originally titled “Spotify’s Joe Rogan-Powered Podcast Bet Hasn’t Paid Off”, suggests that the company’s investments haven’t yet yielded a major hit, and contains criticism of Dawn Ostroff’s growth strategy.
- Spotify and Anchor have debuted RADAR Podcasters, a podcast-creator version of the Spotify program designed to spotlight emerging voices worldwide. The companies start by highlighting more than 40 creators around the world.
- The number of open video podcasts are on the rise. In November last year, Podcast Index listed 39,194 video podcasts. As of June this year, Podnews can reveal the number had grown by over a quarter to 50,863. We measured these by looking for enclosure files with the extension mov, mp4 or m4v, the three filetypes Apple Podcasts supports. Apple has recently put video podcasts in the spotlight again; Spotify launched its own proprietary video podcasts tool in April (which we can’t measure).
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07/01/22 • 71 min
3 Listeners
Podnews Weekly Review - Tom Webster tells us that "creators" are mainly white men under 45 but where are the women? Bloomberg say Spotify's podcast strategy is failing!? Squadcast launch all new v5 and Voiceworks partners with Crowd Network on the Sports Network.
Transcript
Hello and welcome to Podland the last word in podcasting news. It's Thursday, the 30th of June, 2022. I'm Sam Sethi, the MD of river radio, the podcast first radio station. And
ArielleI'm Ariel Nessen black community manager at. squad.fm, founder of earbuds podcast, collective and cohost of the sounds profitable podcast, standing in for James this week, who is on a much deserved holiday with his family. And
Tom Webster tells us that "creators" are mainly white men under 45 but where are the women? Bloomberg say Spotify's podcast strategy is failing!? Squadcast launch all new v5 and Voiceworks partners with Crowd Network on the Sports Network. Top Questions Answered
What is the demographic breakdown of podcast creators in the USA?
69% of podcast creators are male, with a focus on white men under 45.
Is the podcast listening audience becoming more diverse?
Yes, the podcast listening audience is becoming more diverse compared to the US population.
What is the education level of podcast creators?
Podcast creators show a higher proportion of advanced degrees compared to the general population.
Why is there a need for encouraging and empowering women in podcasting?
There is a significant gender disparity among podcast creators, and the podcasting industry needs to diversify and include more diverse voices.
Has Spotify's billion-dollar bet on podcasting been successful?
According to Bloomberg, Spotify's podcast strategy has yet to pay off.
What new features does SquadCast v5 offer?
SquadCast v5 offers team collaboration, streamlined workflows, and automated squad shots for easy promotion.
What is Voice Works' role in the podcasting industry?
Voice Works helps podcasters monetize their content and offers curated sports podcasts.
How can podcasters make money regardless of audience size?
Steady, a membership platform, has integrated with Spotify to allow podcasters to sell premium shows on the platform.
Who founded Voice Works and why?
Sophie Hind and Jim Salin founded Voice Works to capitalize on the growing audio and podcasting industry and the popularity of voice assistants and smart speakers.
Why are there fewer women creators in podcasting?
Reasons include the historically male-dominated tech industry, imposter syndrome, and time constraints from caring for children.
What can education do to address barriers for women and underrepresented demographics in podcasting?
Education can provide resources, tools, and opportunities for students to explore podcasting as a means of expression and overcome barriers.
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