Podcasting Market Insights – January 2022

“You just need one person to listen, get your message, and pass it on to someone else.

And you’ve doubled your audience.” — Robert Gerrish

 

As podcasters (who want to scale and monetize their shows and businesses), it’s essential we know ALL the freshest info on what’s happening in the podcast world.

Every other week, we’ll keep you up to date with the latest stats, news, and opportunities in the market!

Dive in and stay informed so you can make the best decisions possible for your content

How Popular are Podcasts?

Podcasts had a bit of a rough start at their inception. In the early 2000s, only about 22% of the adults in the US were even aware of podcasting. 

– Oh, how times have changed – 

Currently, as of the end of 2021, surveys say around 78% (~250 million) of Americans now recognize it as a form of media, up 3% from 2020, and about 150 million say they listen to podcasts regularly. 

According to Podcast Insights, research shows that 50% of all homes are actual “fans” of podcasts. To put it into perspective, that’s over 60 million homes!

 

(Image from Podcast Insights)


 

Podcasts are Growing Exponentially in Popularity, but Why?

 

It’s all about the “C-Factor” – Convenience! With 88% of Americans owning smartphones, it’s easier than ever to consume premium content in the comfort of their car or on a jog around the block.

And, let’s not forget the “P-Factor” – the Pandemic. From the start of the Pandemic, over 22% more people started working from home. Since then, podcasts have experienced impressive growth with an increasingly diverse audience.

 

If You’re Not Running Ads, You’re Missing Out – Here are the Trends:

With more people tuning in to podcasts on the daily, NOW is the time to start monetizing your content by running ads. 

Think about it. You have the unique ability to target a VERY specific niche. On top of that, podcasting is such an intimate medium (you’re literally talking into someone’s ear). 

Advertisers know this and are looking for people just like you to promote their products or services to an active, engaged audience.

 

According to an article by Midroll, What is staggering to note is that even with audiences growing increasingly numb to ads, 60% of podcast listeners have purchased something as a result of a podcast ad. (Holy Smokes!)

 

The article goes on to say it all comes down to the loyalty people have towards their favorite podcasts. In fact, the longer someone listens to a podcast, the more likely they are to purchase something advertised in the show. 

IMPORTANT TO NOTE

Did you know that the average “Net Promoter Score (NPS) across all Midroll podcasts is 70? By comparison, the average NPS for the media industry is 45. Netflix’s score is 68.”

 

What does that mean for you?

 

That means your podcast has more potential to reach and influence listeners than FREAKING NETFLIX!

 

If you want the latest tools, tips, and tricks to optimize your ads and get ahead of the crowd, stay tuned and subscribe to get your Bi-Weekly Insights.

Who’s Listening to Your Podcast? 

30 to 40-year-old Whites made up the bulk of podcaster listenership in the past. Now, we’re seeing a massive shift, not only in race but in age and gender.

Here’s the latest breakdown provided by Buzzsprout:

  • White: 57%,

  • African American: 13%,

  • Latino: 16%,

  • Asian: 4%, and

  • 10% identify as other (Martian perhaps? Looking at you Elon Musk!)

(Information updated from the end of December 2021)

 

People ages 12-34 make up 66% of podcast lovers in America, with listenership seeming to decline as age increases.

Not to worry, though. This gap is starting to close with around 50% of people between 35-44 and one-fifth of listeners over the age of 65.

The gender gap is also closing, with 43% of men and 39% of women making up total listening.

 

To round it all off, Buzzsprout’s 2021 year-end survey says, “Over 66% have a college degree (bachelor’s or higher) and an average annual household income of $75,000 or more.”

How Are Things Looking Overseas?

By now, you’ve noticed that we’ve only been referencing the US so far. That’s because America makes up most of the world’s total listeners. 

But let’s widen the scope.

According to a 2021 survey from The Infinite Dial, 25% of adults in the U.K. listen to podcasts weekly. That’s 7% up from the end of 2020.

The same survey found 36% of Canadians over 18 years old listen to podcasts monthly.

In Australia, podcast listenership surged by 25% in 2021, with 37% of “the land down unda” having listened to at least one podcast in the last month.

——————————————–

Let’s look at the latest rundown from our friends at Buzzsprout. According a study from Voxnet, Podcasting is growing fastest in these countries:

  • Chile at a whopping 83.9%

  • Argentina at 55.3%

  • Peru 49.1%

  • Mexico 47.8%

  • Last up, China at 43.6%

Other Stuff Worthy of Your Click.

1 – This article from “Inside Radio” about why PQ Media says podcasts may be the reason why global media usage rose last year! 

2 – Did you know Howard Stern called podcasts boring, uninteresting, and “for idiots?” Want to see someone prove the legend himself dead wrong? You need to read this blog from Travis Chappell (Host of one of the Top 25 podcasts, Build Your Network) on Why Howard Stern was Dead Wrong About Podcasting.

3 – If you want a more in-depth look at why podcasts ads are storming the advertising market along with more stats, Check out the article from Midroll.

 

That’s a Wrap for Now.

Stay tuned for our next release, where we’ll be looking at future growth projections of the podcasting industry all the way to 2024, along with more news.

 

Keep the discussion going. If you have ideas for more insights you’d like to hear about, email your ideas and comments to team@streamlinedpodcasts.com – Subject: Podcast Market Insights




Sources: 

https://www.edisonresearch.com/the-infinite-dial-2021-2/

https://www.podcastinsights.com/podcast-statistics/

https://www.statista.com/topics/3170/podcasting/#dossierKeyfigures

https://www.buzzsprout.com/blog/podcast-statistics 

https://awesome.midroll.com/ 

https://npsbenchmarks.com 

https://www.rajar.co.uk/docs/news/MIDAS_Spring_2020.pdf

6 Ways to Improve Your Podcast’s Audio Quality Right Now!

It’s no secret that audio is the bread and butter for every podcaster. It’s one of those things that when you do it right, not many can tell, but do it wrong? There goes your audience! In fact, studies show that audio quality can even impact your credibility

 

An experiment showed an audience two clips of scientific research (one with good audio, one with poor audio). 

 

They found that the scientists in the poor audio clip lost all credibility. The common thread amongst the participants was that “The talk was worse, the speaker less intelligent, and the research less important.”

 

What does this mean for your Podcast…? 

 

 

To put it bluntly, it doesn’t matter how good your content is; with bad audio quality, your message will, flat out, not be well received. 

 

Let’s fix that!

 

Here are 6 easy ways to improve your audio quality to sound more professional and command attention.

 

 

 

1. Where You Record Matters… Find the Right Space

 

I once heard a podcast where I couldn’t shake the sense that it sounded like someone was talking into a tin can. It got so bad that I reached out to the audio editor to fix it. His response? There was nothing he could do because the podcasters recorded IN THEIR CAR! 

 

Nothing wrong with humble beginnings, but where you record matters. The good thing is, you don’t have to get an expensive, fancy setup to get decent sound quality for your audio. 

 

First off, find a furnished room with decent space, and set up your mic away from walls, windows, and mirrors.

 

It’s best to get yourself into a carpeted room in front of a bookcase and furniture to absorb “room reflections,” it will make your voice sound more stable. (If you shoot video podcasts, this is an excellent excuse to get something nice in your background).

 

2. Mind Your Surroundings

 

Make sure to keep everything quiet! Nothing worse than having your guest overshadowed by the neighbor’s dog who thought NOW would be the best time to end your whole career. 

 

While you’re at it, be mindful of the little things; your computer’s fan, clinking glasses, the air conditioning, your phone notifications, anything that will cause those annoying micro distractions. 

 

If you’re serious about getting into the podcasting game, it may be time to upgrade your area. Even still, it doesn’t have to be fancy. It can be as simple as fitting your room with soundproofing/acoustic foam.

 

 

3. Let’s Talk Mics

 

Since the mic is akin to the podcaster’s sword in battle, it’s no wonder people tend to get stuck in the “analysis paralysis” phase of buying one. 

 

Hopefully, this puts your mind at ease. The best mic for your podcast… is the one you buy!

 

That’s it. It doesn’t take an expensive, award-winning mic to get you the audio you need. Ideally, anywhere around the $200 range or lower will work just fine. 

 

If you’re still stuck on where to get started, take a look at Podboxx. Podboxx offers literally EVERYTHING you need to get your show up and running, from a mic, boom stand, pop filter, and headphones – to an intro and outro, cover art, podcast launch guide, and more for WAY under market pricing. 

 

4. Play Around with Your Mic Placement

 

I say “play” because, honestly, you need to make the process fun so it doesn’t feel so tedious. 

 

That said, everyone has different mics and different rooms. You need to find what works best for you. 

 

Now that you have your mic, here’s a tip to get you started: try an indirect mic placement.

 

That means putting your mic off-center, away from the direct line of your voice. This technique can help take the edge off of any “plosives” (those hard B and P popping sounds from your mouth). 

 

Another thing podcasters need to be mindful of is “finding their sweet spot.” In this case, that’s how far your mouth is from the mic. For podcasts, you’re going to want to get yourself 2 to 3 inches from your mic. 

 

 

5. Use Headphones 

 

If possible, make sure that BOTH you and your guest wear headphones to listen to each other’s audio. 

 

For starters, it will improve your mic technique. Since you’re listening to the audio coming from your mic directly, it will make it much easier to adjust and find that sweet spot I mentioned earlier. 

 

Mics are super sensitive. Getting that automatic feedback will also help you hear and silence room noises the mic might be picking up. 

 

On the more technical side, having both you and the guest use headphones while recording will eliminate unwanted “ducking.” Ducking is when your audio lowers itself or “ducks” under whoever is speaking over you to compensate for the busy audio channel. Later in post-production, this issue will be tough to resolve by editing alone.

 

In essence, using headphones will save you a lot of trouble and make you sound more professional. 

 

Trust me, the last thing you want is to have to ring up your guest asking, “Hey, um, yeah, remember that episode we recorded that you took time off for…? Can we try that over again?” 

 

 

6. Use Split Tracks for You and Your Guest 

 

It can’t be overstated how beneficial using two different tracks is when editing the final audio. 

 

With so many interviews being done remotely, you want the most control possible when recording. 


Using separate tracks, you can easily silence coughs, dog barks, gulping, and even your mother-in-law asking when you’ll be getting a “real job” when you or your guest has a turn on the mic.

(Cutting out unwanted noises from a separate track)

When you use only one, your audio is susceptible to all these sounds, and since there is only one track to edit, it becomes much harder to take those spikes out. In most cases, you’ll be stuck with them since it would mean having to affect the main audio.

(Audio spike on a single track)

If you’re recording on Zoom and wondering how to split tracks, try following this guide on how to separate audio tracks

 

If you happen to be recording in-house, then you’ll have to split stereo channels on whatever platform you’re using to record, which should be a quick google search away.

 

Final Word of Advice

 

Good audio is key to building a following, but the temptation is to think, “it’s ok, the audio editor will fix everything.” 

 

While yes, the audio editor will clean, improve, and mix your recording, at the end of the day, they can’t optimize it. Only you can. 

 

Just like any product, it’s up to you to give the best possible raw materials to get something professional and polished back. The better audio you give to your editor, the better audio you’ll receive as a result. 



Have more questions? 

 

Emails us at team@streamlinedpodcasts.com 






Why Do My Episodes Take So Long to Upload!?

We’ve all been there. You have places to go and things to do, but this episode takes forever to upload! 

 

Let’s look at what’s going on behind the scenes and what you can do to speed up the process a bit.

 

Why Uploading Can Take a Bit of Time

 

First, we’ll take a look at upload vs. download. As you’ve probably noticed before, downloading is way faster than uploading. This is normal! Internet connection speeds are usually designed to provide faster downloads since there’s a higher demand.

 

The good thing is, if you know your current internet speed, you can calculate how long your episode file will take to upload. 

 

As a starting point, the formula is 100-megabyte download = 10-megabyte upload (10/1 ratio). You can realistically expect around 103 download/8 upload.

 

So, how will that look when you upload a file? For example, if your internet speed allows an upload of 1 megabyte per second and you’re uploading a file that is 972 megabytes, you can expect around a 15-minute wait until it’s complete.  

 

How can you tell how fast your internet speed is? Easy! Take this quick speed test and find out.

  • If you’re using WiFi (Which is always slower than a wired connection), you want to aim for about 5mbps upload (megabytes per second). But 10mpbs and higher will be ideal.

 

Things that are Slowing You Down

 

In an ideal world, the formula above would be the only thing we would need to worry about, but there are a couple of things that might be getting in your way. Here are some potential internet/computer speed problems:

 

  • Spyware

  • Uploading multiple files at once 

  • Monthly Data Cap

  • Low Disk Space

  • Malware/virus

  • Haven’t installed the latest update

  • Too many users on your service 

  • Using WiFi instead of a Wired Service

 

The list goes on and on, but one thing you’ll find is that these issues are usually pretty easy to locate and fix when you look into them. 

 

It could be as simple as moving your router away from obstructions or installing the latest update on your computer, but there are ways you can speed up your internet now.

 

If the problem is coming from your internet itself, it may be time to find a new provider who will give you the ideal speed you need as a Podcaster.

Companies that Provide Ideal Internet Speeds for Podcasters

 

At the end of the day, the main enemy to your upload speed usually comes down to your internet plan. While you may be promised a certain speed, you’ll usually end up receiving less than advertised. 

 

Remember, the ratio from download to upload is around 10 to 1. So, if your internet plan only gives you 20mpbs/download, you can expect only 2mpbs/upload or less. 

 

Will it upload? Yes. Will you have to sit there watching the progress bar inch ever so slowly while your hair greys and your children become old enough for college…? 

 

 

 

Also yes. 

The key is to get a high enough Wired Connection down speed which you can get through companies that provide Fiber Internet services. Now you’re looking at plans that will give you around 300mpbs or higher!

 

Podcast-friendly companies that provide this kind of internet service would be AT&T, Google Fiber, or Century Fiber.

If you prefer to go the cable or satellite route, we recommend companies like Cox, Viasat, or Comcast/Xfinity.

 

 


Have more questions? 


Emails us at team@streamlinedpodcasts.com