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What Podcasting Can Learn From Apple TV+
Episode 582nd November 2021 • Podcast Pontifications • Evo Terra
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Evo Terra:

Streaming services like Apple TV are changing how television

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and movie content are created, consumed, and classified as successful or not.

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Changes an agile medium like podcasting can learn from.

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Hello, and welcome to another Podcast Pontifications with me, Evo Terra.

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Someone at Apple TV has managed to tap directly into my amygdala

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because the new lineup of shows seem tailor made to my tastes.

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But it was podcasting I was thinking of as I was flipping through my

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options the other day on Apple TV+ because it sure seems like every show

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on Apple TV+ was trying to get me to listen to their companion podcast.

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I'm sure those are great and fine, but my thoughts were less about what Apple's

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doing with podcasting - because come on - and much more about what podcasters

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can learn from Apple TV+ specifically.

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First, a quick reminder, or notice for the brand new people - hi, new

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people - after this episode today, there'll be two more episodes this week.

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Then I take my Long Winter's Nap, which will last for a few weeks.

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So if you don't have new content from me, which you will not, after

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a couple of days, plenty of time to go to back through my back catalog.

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I've got, what, 500+ episodes?

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Anyhow, lots more for you to get inside of there.

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There's that.

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But now let's get into the four lessons with Apple TV+ for podcasters.

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Lesson number one, make a manageable amount of bets.

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A lot of companies think about big bets often, and I understand that,

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but manageable is the key here.

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It's important to have new content, podcaster, yes, but it's not the only,

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nor is it the most, important thing.

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You can make a bet on a new genre, expand on that genre once you've

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learned it really, really well.

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And then go off and try a different genre.

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Learn that genre, expand on that, and do more things there.

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That's what Apple TV+ seems to be doing with a lot of the shows that they own.

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Podcasters could think about doing that as they're building

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out their own network, possibly.

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It's more than just spin-offs, which is what television has

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done for the longest time.

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There's also probably a play in there.

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Some value for podcasters who don't want to build the network, who can

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think about doing things different with their individual episodes.

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But of course, that will need to be played correctly and with some serious

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thought before you go too far afield.

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The second thing I think that podcasters can learn from Apple

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TV+ is to invest for the audience.

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We talk a lot about audience here on this show.

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Now, you might not have ,in fact, I bet you do not have, $200 million

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to drop on a new television series.

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Wow.

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Or, more precisely, you probably don't make north of $20 billion a quarter,

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which allows you the ability to drop $200 million on a brand new television series

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only to have that brand new series only get a 37% rating on Rotten Tomatoes.

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But I think Apple and Apple TV+ has a much bigger play in mind.

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They know that they don't have to appeal to everyone.

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The shows they make do not have to hit 90%+ ratings.

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They'd love that, but it's not important.

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Remember, a show with a 37% rating on Rotten Tomatoes - 37% is a lot of people.

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Like around seven million people might be really digging that show

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and want more content like that.

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Seven million.

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The third lesson that I think Apple TV+ brings to podcasters is

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one of diversification because the tastes of the audience is varied

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and sometimes changes on a whim.

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Who knew we'd all fall in love with a show about soccer?

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Well, a show about soccer that really isn't about soccer, right?

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Or that it would be from the same exact accompany that had the guts

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to adapt one of the most epic science fiction epics of all time?

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See, these shows that they're making don't have to be a hit

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with the entire subscriber base.

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Although, some of them are much more likely to be so than others.

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I just gave you two very vast extremes.

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Nor do all the shows even need to appear to be appealing to everyone.

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They don't need to try and entice everyone in.

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Now, that's going to be harder for you as a podcaster to amplify, especially

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if you don't produce multiple shows, but you might be able to take this

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lesson to your promotional efforts.

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Where else can you create content?

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Not necessarily podcast content, but where else can you create that

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serves a subset of your audience?

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Or maybe even finds you a new audience, which could come into your podcast?

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The fourth thing I think that podcasters can learn from Apple

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TV+ is to play to your strengths.

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We may not agree on the quality of the shows and what we like and dislike on a

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service like Apple TV+, but one thing we can all probably agree is that the shows

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specifically on Apple TV+ look amazing.

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And that's because Apple is really known for the company's

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attention to design and the detail.

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And yes, I understand that a lot of that has been eroded recently, think butterfly

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keyboard, think the entire Apple Podcasts app, bleh, but design and looking great

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is still a big part of Apple's brand.

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So their shows, the shows they produce on Apple TV+, their flagship

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OTT product, they're gorgeous.

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You know they're going to look great.

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They may not necessarily be what you want, but man, they're

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going to please your eyes.

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So for you, podcaster, know what it is you're great at, and then lean

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into that with everything you do.

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You might not be able to get every single aspect of podcasting right, that appeals

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to everyone, but you can consistently hit a note and become known for that.

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And that in itself will help you build your following.

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Now, look, I don't have any special insight into an actual playbook from

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Apple TV, what they're pulling from.

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I imagine the way they judge a show is completely different

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than what I'm telling you about.

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That's fine.

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But, hopefully, some of these ideas resonated with you or at least gave

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you a new perspective on what your future in podcasting might look like.

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Let's do a quick Boostagram.

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Now it's time for the boost-the boost-the boost- Boostagram Corner.

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Boostagram Corner.

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I don't know a thing about crypto.

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ReverendErik used PayPal to say the following:

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"Thank you for Podcast Pontifications.

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It has been helpful and given me plenty to think about."

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Well, ReverendErik, you are quite welcome.

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I appreciate your support.

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And if you, like Reverend Eric, also get value from the show.

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Please consider returning some of that value by going to

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Podcast Pontifications.com/value for value and lending me your.

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Two more episodes to go before I go on my long winter's nap.

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So with that, I shall be back tomorrow with yet another Podcast Pontifications.

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Cheers

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Podcast Pontifications is written and narrated by Evo Terra.

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He's on a mission to make podcasting better.

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Links to everything mentioned in today's episode are in the notes

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section of your podcast listening app.

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A written-to-be-read article based on today's episode is available at

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podcastpontifications.com where you'll also find a video version and a corrected

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transcript, both created by Allie Press.

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Podcast Pontifications is a production of Simpler Media.