Deep dive into industry reactions to the Rogan Spotify experience, including Apple, Amazon, and YouTube moves.


Psssst. Before we get started, we want to let you in on a little secret about Sounder. We are officially coming out of Beta! To help podcasters and listeners connect, we’re launching our Discovery Suite, packed with a new embedded player, in-audio search and share, a beautiful listener show page, upgraded analytics, and more. Thank you for being part of this journey! We’re building Sounder with you, not just for you.

First up, Joe Rogan really shook up the podcast industry with his recent Spotify licensing deal rumored to be between 100 and 200 million dollars. The Joe Rogan Experience is still available to everyone until September, when it will become a Spotify exclusive, meaning only Free and Premium Spotify users can listen (and watch). Yes, his videos are leaving YouTube too. Spotify randomly tested video podcasts early in May, seemingly to make sure everything runs smoothly for Rogan’s onboarding. YouTube is understandably irked by losing Rogan’s channel with 8.5 million subscribers and is readying a full launch of something called YouTubeMusic.

It looks like a few other audio technology giants are looking to stake their claim in podcast exclusivity. Apple is ramping up its push into original podcasts mainly to support its TV and movie titles, reports Bloomberg. “(QUOTE) In the industry, podcast producers are waiting for Apple to put more of its money into the medium. So far, it’s just dipping its toe into original podcasts -- nothing like the massive bet that Spotify is placing on the category (UNQUOTE),” writes Bloomberg reporters.

Amazon is also said to be adding podcasts to its digital storytelling vertical, Audible. According to Bloomberg, Audible has already purchased shows from documentary producer John Battsek and comedians Kevin Hart and Tiffany Haddish. The acquisitions are part of a new multimillion-dollar “shopping spree” to help establish Audible as a destination for podcast fans (and fend off growing audio-storytelling competition like Spotify).

Leaders in the podcast industry have a lot of opinions. Some say the Rogan-Spotify deal is detrimental to podcasting. Some say it’s positive. Ashley Carmon of The Verge writes, “(QUOTE) There’s never been a single podcasting company that sells ads, makes shows, has an already-popular podcast player, and offers the tools to make new series…. Podcasting was once equal across all platforms, but it now seems like there will be two podcast worlds: Spotify versus everybody else. (UNQUOTE).”

Podcast Consultant Brett Johnson has a positive take. He says, “(QUOTE) It shows the amount of money that is moving into this industry to compensate talent. It also opens opportunities for podcasters. JRE moving from an open-source RSS leaves a void that will be filled with new talent (UNQUOTE).” A lot is changing in the podcast space, but there’s one thing we can agree on: it’s growing....

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Episodes (38)

Episode 51 · 1 year ago

Episode 14 (TWIP) - Why a Side Hustle is so Liberating, a New and Free Way to Monetize, How Big Brands Use Podcasts as Soft-Sell Advertising, and More.

Welcome to This Week In Podcasting, where we discuss this week’s most exciting podcasting news and tips, all in under 10 minutes. This episode is provided by, The Smarter Way to Podcast. Let’s get started.

This week we cover how big brands are using podcasts to build community. A free and simple way to monetize your podcast. Some exciting discoveries in the UK and Australian podcast markets. Which new TV streaming service will include podcasts. And our random podcasting thought of the day: why having a side-hustle is so liberating.

First up, Bank of Ameria is telling stories about inspiration, entrepreneurship, and, of course, money. From their Senior Vice President to their Chief Investment Officer, to journalists and radio personalities, Bank of America is delivering engaging content and creating brand awareness through four different podcasts. In fact, podcasting plays an integral role in their marketing strategy, though they’re careful not to hard-sell the brand. Instead, their goal is to make Bank of America visible across their podcasts for consumers to recall in the future, reports MarTech Advisor. We don’t know about you, but we’d prefer a juicy branded podcast over a traditional ad any day.

Next, we love to see creators paid for their work, so this new customer-supported model really caught our attention. Glow allows audio creators to insert a unique membership page URL into the episode notes on any popular podcast app. This way, dedicated listeners can immediately sign up for exclusive content or simply donate to their favorite creators. Once they sign up for this exclusive content, it’s accessible right in their cue. And Glow is doing one better: making it free for creators to process payments, unlike other listener-supported models, which take a cut of the donations. If you’re looking to connect with your audience and monetize your podcast, Glow may just be the solution for you.

Short Guitar Clip by Audionautix is licensed under a Creative Commons Attribution license (


Episode 50 · 1 year ago

Episode 13 (TWIP) - Movies and TV Shows Becoming Podcasts, Listener Gender Gap Closing, Podcasting as Journalism, and More.

It’s Monday, November 4th. Welcome to This Week In Podcasting, where we discuss this week’s most exciting podcasting news and tips, all in under 10 minutes. This episode is provided by, The Smarter Way to Podcast. Let’s get started.

This week we cover which movies and shows are extending to podcasts, how female listeners are growing, and fast, the podcast industry’s impressive projected 2021 revenue, is podcasting the new journalism? And our random podcasting thought of the day: how to find more time to podcast.

We’ve all been watching (and rewatching) them from the start— shows like The Office and Grey’s Anatomy, and movies from the fan-favorite universe of Marvel. So we did a little dance when we heard that they’re all coming to podcasts near you. Former stars of one of the most-watched shows on any streaming service, The Office, Jenna Fisher (Pam) and Angela Kinsey (Angela), have already dropped the first episode of Office Ladies. During an interview on the Today show, the pair explained that during each episode they’ll rewatch the series while giving behind-the-scenes tidbits, and even host guest appearances from just about every cast member. On a far more dramatic note, Shonda Rhimes, writer of the hit series Scandal, Grey’s Anatomy, and How to Get Away with Murder, is partnering with iHeartMedia. So over the next three years, you can cue up over a dozen riveting Shondaland podcasts full of heart-wrenching relationships and a whole bunch of suspense. And for all the superhero fans out there, get ready for Marvel history and scripted series about characters like Wolverine and Black Widow, thanks to a multi-year podcast deal between Marvel, SiriusXM, and Pandora....

Episode 49 · 1 year ago

Episode 12 (TWIP) - Your Podcast and YouTube, Football Players and Podcasts, and More.

It’s TUESDAY, October 29th. Welcome to This Week In Podcasting where we discuss this week's most exciting podcasting news and tips, all in under 10 minutes. This episode is provided by, the Smarter way to Podcast. Let’s get started.

This week we cover why your podcast should have a youtube page, which podcast genres run the most Black Friday and Cyber Monday deals, how podcasting is going global, what football players and musicians have in common, and our random podcasting thought of the day. Let’s get started.

Have you created a YouTube page for your podcast yet? According to market researchers at Edison Research, it’s a smart move. That’s because the group recently combined its top 10 research findings from 2019 and discovered that 70% of new podcast listeners engage with podcasts in unexpected places, like YouTube, and over half said they listened on social media. Why? Likely because they’re new to audio content and don’t have much experience navigating podcast streaming sites. And because The Joe Rogan Experience, a notoriously popular podcast that’s often an entryway into the world of podcasts, is streamed on YouTube. So an easy way to get your podcast in front of new audio consumers is to be where they are, like on Instagram, Twitter, and YouTube. #podcast life.

Now, which podcasts run the most Black Friday and Cyber Monday deals? We know, we know, it’s a little too early to think about holiday shopping, but advertisers are already wrapping presents. Magellan, a podcast advertising solutions agency, discovered that sports and comedy themed podcasts advertised these post-Thanksgiving shopping deals the most. Almost all ads were read by podcast hosts and offered a discount. Last year, the clothing industry ran the most Black Friday and Cyber Monday ads with bedding and home appliances tied for second and third. So, fair warning. If you’re listening, you may just hear the holidays calling.....

Episode 48 · 1 year ago

Episode 11 (TWIP) - Top Revenue Generating Podcast Genres, Why Downloads Don't tell the Whole Story, and More.

It’s Friday, October 18th. Welcome to This Week In Podcasting where we discuss this week's most exciting podcasting news and tips, all in under 10 minutes. This episode is provided by, the Smarter way to Podcast. Let’s get started.

This week we cover Top Revenue-generating Podcast Genres, how 2020 election candidates are leveling up their campaign game, why downloads don’t tell the whole story of a podcast’s success (and other important metrics to measure), Amazon’s Alexa hits the road, silly terms only podcasters would understand, and today’s random podcasting thought of the day.

Voxnest Audience Network, an international marketplace for in-audio advertising inventory, recently crunched its data of over 138 million downloads and streams to reveal the top five ad revenue-generating podcast genres. Number one? Sports, which should come as no surprise considering the rich history of radio sports shows. Culture takes second place, thanks to the inclusion of everyone’s favorite true-crime storytelling. Then, history, politics, and comedy, respectively. We wouldn’t be surprised if in this next year politics jumped to an even higher spot, given how popular podcasting has been in the 2020 election. Podchaser, a podcast database, reports that democratic candidates have appeared on 1,200 podcasts this summer alone. They’re not like regular candidates, they’re cool candidates.

Next up: contrary to what you may have heard, downloads are not the only measure of a podcast’s success. There are far more meaningful insights to pay attention to when it comes to building an audience, informing new content, and scoring ad placements. Dan Misener, Head of Audience Development at the podcast agency Pacific Content, writes, “Brands care about things like awareness, perception, and favorability — and those are impossible to measure through downloads alone.” To get the whole story, he suggests measuring how long people listen to each episode, distinguishing downloads...