Podcasters tend to take a monolithic view of podcast
Evo Terra:listening apps, as evident by "wherever you get your podcasts."
Evo Terra:But human behavior is more complicated than that and it's up to us to adapt.
Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:Most podcasters, at least those of us who wish our shows to grow, we want three
Evo Terra:things and we want them in this order.
Evo Terra:First, we want someone to subscribe to our show.
Evo Terra:So that number two, they can download our episodes.
Evo Terra:And then number three, listen to what we have to say.
Evo Terra:We really don't care where that first part happens, the subscribing part
Evo Terra:begins because we know there are myriad apps out there people can and
Evo Terra:do choose to subscribe to podcasts on.
Evo Terra:We don't really care so long as it happens.
Evo Terra:Now, if we look at some fascinating reports, which I will have a link to
Evo Terra:Tom Webster's wonderful breakdown of what it means in the episode details.
Evo Terra:If we take a look, we will see that when we ask the public who listen to podcasts,
Evo Terra:what do you listen to podcasts on?
They give us the following answers:
:Apple Podcasts, Spotify, and YouTube.
They give us the following answers:
:And those numbers are fairly even between those.
They give us the following answers:
:There's little pluses and minuses there, but by and large, those are the three
They give us the following answers:
:apps people who listen to podcasts say they use to listen to podcasts.
They give us the following answers:
:But it's already off the rails for any of you who have ever looked
They give us the following answers:
:in your podcast listening stats.
They give us the following answers:
:Because we know that ain't true.
They give us the following answers:
:Well, maybe it is, maybe it isn't.
They give us the following answers:
:When we look into our stats, we will almost always see Apple
They give us the following answers:
:Podcasts right there on top.
They give us the following answers:
:So that part we agree with.
They give us the following answers:
:But Spotify?
They give us the following answers:
:At like, an equal level?
They give us the following answers:
:That's insane!
They give us the following answers:
:And YouTube?
They give us the following answers:
:Come on!
They give us the following answers:
:These don't work at all.
They give us the following answers:
:Well, I posit to you that perhaps they do.
They give us the following answers:
:First, we have a math problem.
They give us the following answers:
:It's a math problem because the signals we are using to count on the
They give us the following answers:
:backend us podcasters who can see what's actually coming in and hitting
They give us the following answers:
:our stuff, the way that those numbers are counted, are counted differently.
They give us the following answers:
:There's a different process.
They give us the following answers:
:Let me tell you what I mean very briefly.
They give us the following answers:
:Apple Podcasts auto-downloads - by the way, so it does Overcast - your
They give us the following answers:
:episodes of your show, so a download is just simply that, it's a download.
They give us the following answers:
:It's not a listen.
They give us the following answers:
:Spotify, it doesn't download at all, really, it instead streams.
They give us the following answers:
:Okay, fine, pedants, progressively downloads, whatever.
They give us the following answers:
:And they may or may not pass back the data properly to your podcast
They give us the following answers:
:hosting app if it's not been set up properly because they do cache the
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:information and stream from there.
They give us the following answers:
:And YouTube will never show up on your podcast stats because
They give us the following answers:
:it's not hitting an audio file.
They give us the following answers:
:You have to create a video file and upload it, and then you're
They give us the following answers:
:stuck with YouTube's stats.
They give us the following answers:
:So yeah, math is a problem, but I don't think math is the big problem here.
They give us the following answers:
:The big problem here, I see it, is that we are treating all three of those listening
They give us the following answers:
:apps exactly the same instead of modifying the content we push out to those apps
They give us the following answers:
:to make it specific for that platform.
They give us the following answers:
:Let's take YouTube.
They give us the following answers:
:YouTube is a perennial topic.
They give us the following answers:
:It comes up all the time.
They give us the following answers:
:We see it in the numbers and none of us believe it.
They give us the following answers:
:But let's suspend our disbelief for a moment and do a breakdown of YouTube.
They give us the following answers:
:What works on YouTube?
They give us the following answers:
:Well, we know what works on YouTube are the things we see in our
They give us the following answers:
:social media feeds all the time and that is clips and highlights.
They give us the following answers:
:That's what gets shared - clips and highlights.
They give us the following answers:
:Not an entire movie, television show, 45-minute-long rant.
They give us the following answers:
:But most of us podcasters, including myself here, when we use YouTube,
They give us the following answers:
:we just dump out our entire episode.
They give us the following answers:
:Try to make YouTube just one more distribution channel for
They give us the following answers:
:us like we have everywhere else.
They give us the following answers:
:But it's not.
They give us the following answers:
:It's uniquely not and we know it's not.
They give us the following answers:
:It's not a surprise to us it's not.
They give us the following answers:
:It's not.
They give us the following answers:
:Apple Podcasts, I just talked about how it auto-downloads and there's a huge
They give us the following answers:
:disconnect for any of you who have ever looked at Apple Podcast's backend, Apple
They give us the following answers:
:Podcasts Connect, if you can log in.
They give us the following answers:
:If you've ever looked, you've noticed a big disconnect between
They give us the following answers:
:the number of listeners it shows and the number of downloads.
They give us the following answers:
:Now, some have argued, as I have argued, that that may or may not be real.
They give us the following answers:
:It's possible it's a data problem.
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:Or it's also maybe an echo of a once dominant platform now in decline.
They give us the following answers:
:But away from Apple Podcasts, which is the only podcast-specific app that we have,
They give us the following answers:
:and let's think of Spotify for a second.
They give us the following answers:
:Now, Spotify, what is it mostly?
They give us the following answers:
:It's a music-focused app that now has podcasts in it.
They give us the following answers:
:But it's still music heavy.
They give us the following answers:
:The people who will use Spotify are heavy music users.
They give us the following answers:
:So maybe we podcasters should experiment with things that work
They give us the following answers:
:in music like alternate cuts, radio edits, live versions, re-releases,
They give us the following answers:
:remasters - the things that are endemic to the music industry.
They give us the following answers:
:We could do that on that platform.
They give us the following answers:
:Because if these platforms really are where our potential audience are and
They give us the following answers:
:every year they tell us the same thing, people, they tell us that's where they
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:really are, doesn't it make sense that we should try and meet them where they are?
They give us the following answers:
:How would you change your publishing approach if instead of thinking about
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:your audience, your overall audience, you thought of your Apple Podcasts
They give us the following answers:
:audience different from your Spotify audience, which is distinctly different,
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:once again, from your YouTube audience?
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:I'll leave you with that pondering moment and say that this is the
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:last week before I go on break.
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:Season three will be over on Thursday.
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:And then later on this week - by the way, just so you know,
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:season four is coming back.
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:But later on this week is a special newsletter-only announcement will
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:be going out to all PPIYI, that's Podcast Pontifications In Your Inbox,
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:subscribers, which is free to subscribe.
They give us the following answers:
:Go to Podcast Pontifications, hit the big subscribe button, enter your email,
They give us the following answers:
:and you will be on the PPIYI list.
They give us the following answers:
:And you'll find out what's happening with season four, which I've been teasing and
They give us the following answers:
:I'm going to continue to tease because I want you to subscribe to that newsletter.
They give us the following answers:
:Yeah, you should.
They give us the following answers:
:And if you loved this idea, this thought made you wonder how you're
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:going to shift your approach, should you shift your approach?
They give us the following answers:
:Thinking about these individual publishing destinations as just that - different
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:places to publish different content, not just a place to drop the same thing.
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:If that sparks an interest in you, whether you love it or hate it, please consider
They give us the following answers:
:going to buymeacoffee.com/EvoTerra, and doing just that, buying me a coffee.
They give us the following answers:
:That's it.
They give us the following answers:
:I shall be back tomorrow with yet another Podcast Pontifications.