Streaming services like Apple TV are changing how television
Evo Terra:and movie content are created, consumed, and classified as successful or not.
Evo Terra:Changes an agile medium like podcasting can learn from.
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Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:Someone at Apple TV has managed to tap directly into my amygdala
Evo Terra:because the new lineup of shows seem tailor made to my tastes.
Evo Terra:But it was podcasting I was thinking of as I was flipping through my
Evo Terra:options the other day on Apple TV+ because it sure seems like every show
Evo Terra:on Apple TV+ was trying to get me to listen to their companion podcast.
Evo Terra:I'm sure those are great and fine, but my thoughts were less about what Apple's
Evo Terra:doing with podcasting - because come on - and much more about what podcasters
Evo Terra:can learn from Apple TV+ specifically.
Evo Terra:First, a quick reminder, or notice for the brand new people - hi, new
Evo Terra:people - after this episode today, there'll be two more episodes this week.
Evo Terra:Then I take my Long Winter's Nap, which will last for a few weeks.
Evo Terra:So if you don't have new content from me, which you will not, after
Evo Terra:a couple of days, plenty of time to go to back through my back catalog.
Evo Terra:I've got, what, 500+ episodes?
Evo Terra:Anyhow, lots more for you to get inside of there.
Evo Terra:There's that.
Evo Terra:But now let's get into the four lessons with Apple TV+ for podcasters.
Evo Terra:Lesson number one, make a manageable amount of bets.
Evo Terra:A lot of companies think about big bets often, and I understand that,
Evo Terra:but manageable is the key here.
Evo Terra:It's important to have new content, podcaster, yes, but it's not the only,
Evo Terra:nor is it the most, important thing.
Evo Terra:You can make a bet on a new genre, expand on that genre once you've
Evo Terra:learned it really, really well.
Evo Terra:And then go off and try a different genre.
Evo Terra:Learn that genre, expand on that, and do more things there.
Evo Terra:That's what Apple TV+ seems to be doing with a lot of the shows that they own.
Evo Terra:Podcasters could think about doing that as they're building
Evo Terra:out their own network, possibly.
Evo Terra:It's more than just spin-offs, which is what television has
Evo Terra:done for the longest time.
Evo Terra:There's also probably a play in there.
Evo Terra:Some value for podcasters who don't want to build the network, who can
Evo Terra:think about doing things different with their individual episodes.
Evo Terra:But of course, that will need to be played correctly and with some serious
Evo Terra:thought before you go too far afield.
Evo Terra:The second thing I think that podcasters can learn from Apple
Evo Terra:TV+ is to invest for the audience.
Evo Terra:We talk a lot about audience here on this show.
Evo Terra:Now, you might not have ,in fact, I bet you do not have, $200 million
Evo Terra:to drop on a new television series.
Evo Terra:Wow.
Evo Terra:Or, more precisely, you probably don't make north of $20 billion a quarter,
Evo Terra:which allows you the ability to drop $200 million on a brand new television series
Evo Terra:only to have that brand new series only get a 37% rating on Rotten Tomatoes.
Evo Terra:But I think Apple and Apple TV+ has a much bigger play in mind.
Evo Terra:They know that they don't have to appeal to everyone.
Evo Terra:The shows they make do not have to hit 90%+ ratings.
Evo Terra:They'd love that, but it's not important.
Evo Terra:Remember, a show with a 37% rating on Rotten Tomatoes - 37% is a lot of people.
Evo Terra:Like around seven million people might be really digging that show
Evo Terra:and want more content like that.
Evo Terra:Seven million.
Evo Terra:The third lesson that I think Apple TV+ brings to podcasters is
Evo Terra:one of diversification because the tastes of the audience is varied
Evo Terra:and sometimes changes on a whim.
Evo Terra:Who knew we'd all fall in love with a show about soccer?
Evo Terra:Well, a show about soccer that really isn't about soccer, right?
Evo Terra:Or that it would be from the same exact accompany that had the guts
Evo Terra:to adapt one of the most epic science fiction epics of all time?
Evo Terra:See, these shows that they're making don't have to be a hit
Evo Terra:with the entire subscriber base.
Evo Terra:Although, some of them are much more likely to be so than others.
Evo Terra:I just gave you two very vast extremes.
Evo Terra:Nor do all the shows even need to appear to be appealing to everyone.
Evo Terra:They don't need to try and entice everyone in.
Evo Terra:Now, that's going to be harder for you as a podcaster to amplify, especially
Evo Terra:if you don't produce multiple shows, but you might be able to take this
Evo Terra:lesson to your promotional efforts.
Evo Terra:Where else can you create content?
Evo Terra:Not necessarily podcast content, but where else can you create that
Evo Terra:serves a subset of your audience?
Evo Terra:Or maybe even finds you a new audience, which could come into your podcast?
Evo Terra:The fourth thing I think that podcasters can learn from Apple
Evo Terra:TV+ is to play to your strengths.
Evo Terra:We may not agree on the quality of the shows and what we like and dislike on a
Evo Terra:service like Apple TV+, but one thing we can all probably agree is that the shows
Evo Terra:specifically on Apple TV+ look amazing.
Evo Terra:And that's because Apple is really known for the company's
Evo Terra:attention to design and the detail.
Evo Terra:And yes, I understand that a lot of that has been eroded recently, think butterfly
Evo Terra:keyboard, think the entire Apple Podcasts app, bleh, but design and looking great
Evo Terra:is still a big part of Apple's brand.
Evo Terra:So their shows, the shows they produce on Apple TV+, their flagship
Evo Terra:OTT product, they're gorgeous.
Evo Terra:You know they're going to look great.
Evo Terra:They may not necessarily be what you want, but man, they're
Evo Terra:going to please your eyes.
Evo Terra:So for you, podcaster, know what it is you're great at, and then lean
Evo Terra:into that with everything you do.
Evo Terra:You might not be able to get every single aspect of podcasting right, that appeals
Evo Terra:to everyone, but you can consistently hit a note and become known for that.
Evo Terra:And that in itself will help you build your following.
Evo Terra:Now, look, I don't have any special insight into an actual playbook from
Evo Terra:Apple TV, what they're pulling from.
Evo Terra:I imagine the way they judge a show is completely different
Evo Terra:than what I'm telling you about.
Evo Terra:That's fine.
Evo Terra:But, hopefully, some of these ideas resonated with you or at least gave
Evo Terra:you a new perspective on what your future in podcasting might look like.
Evo Terra:Let's do a quick Boostagram.
Evo Terra:Now it's time for the boost-the boost-the boost- Boostagram Corner.
Evo Terra:Boostagram Corner.
Evo Terra:I don't know a thing about crypto.
Evo Terra:ReverendErik used PayPal to say the following:
Evo Terra:"Thank you for Podcast Pontifications.
Evo Terra:It has been helpful and given me plenty to think about."
Evo Terra:Well, ReverendErik, you are quite welcome.
Evo Terra:I appreciate your support.
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Evo Terra:Please consider returning some of that value by going to
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Evo Terra:Two more episodes to go before I go on my long winter's nap.
Evo Terra:So with that, I shall be back tomorrow with yet another Podcast Pontifications.
Evo Terra:Cheers
Evo Terra:Podcast Pontifications is written and narrated by Evo Terra.
Evo Terra:He's on a mission to make podcasting better.
Evo Terra:Links to everything mentioned in today's episode are in the notes
Evo Terra:section of your podcast listening app.
Evo Terra:A written-to-be-read article based on today's episode is available at
Evo Terra:podcastpontifications.com where you'll also find a video version and a corrected
Evo Terra:transcript, both created by Allie Press.
Evo Terra:Podcast Pontifications is a production of Simpler Media.