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


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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 47 · 1 year ago

Episode 10 (TWIP) - The Power of Branded Podcasts, How Much Money do Podcasters Make, and More.

It’s Friday, October 11th. 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 Smartest way to Podcast. Let’s get started.

This week we cover, The Power of Branded Podcasts, How Much Money Do Podcasters Make?, Entercom’s podcast acquisition strategy, why Apple removes 260 podcasts a day, and today’s random podcasting thought.

Audio Activated, a new study from BBC Global News, used neuroscience to look into the minds of 2,448 audio listeners to determine just how effective brand mentions are in podcasts. Turns out, pretty effective. Their study shows advertisements boost brand consideration by 54%. Here’s why: 94% of podcasters are engaged with other activities while listening, like cooking dinner, exercising, or driving to work. Researchers found that when listeners are in a state of activity, they take in audio content through ‘low-involvement processing’, which frankly takes less brainpower. So not only is it easy for listeners to engage with the content, it's easy for them to listen for long periods that were formerly seen as ‘unreachable moments’ to advertisers. The study also shows that listeners create subconscious associations with brands based on descriptive words they hear in the podcast. Scientists mentioned the word “innovative” 12 times during the podcast study. Later, listeners were more likely to describe the sponsor as “innovative.” Podcast Trends Report 2019 reports similar podcast branding success. In their third annual survey, they report 55.6% of respondents said they purchased an item after hearing it advertised on a podcast. It makes you wonder, what products have snuck into your subconscious?

Episode 46 · 1 year ago

Episode 9 (TWIP) - NPR Podcast Revenue to Surpass Radio Revenue, How to be Good Podcast Host, and More.

It’s Friday, September 20th. Welcome to This Week In Podcasting where we discuss this week's 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 discuss, NPR Podcast Revenue to Surpass Radio Revenue, How to be a good podcast host, Spotify buys SoundBetter and Podcoin Shuts down.

NPR, one of the largest and most downloaded podcast producers, recently announced that their Podcast sponsorship revenue will surpass revenues from broadcast sponsorships next year for the first time. Chief Financial Officer Deborah Cowan told public radio station leaders that NPR has forecasted about $55 million in corporate sponsorship revenues from podcasts in fiscal year 2020.  That is about $5 million more than they expect to bring in podcast revenue for fiscal year 2019. Cowan says, “Podcasts have been a huge return on investment for us and a major growth engine for our business,”

Bethany Johnson of Skyword wrote a blog post article entitled, “How to be a good podcast host: Tips and tricks from industry Veterans.” In it she says that being a good podcast host means you should be yourself, be real, prepare, allow your guest to be vulnerable and practice, practice, practice. She also recommends that to be a good host you should never edit out every mistake you make, be thinking of what to say next, let guests be vague or ramble on, or sound scripted. 

Spotify announced they have acquired SoundBetter, a music production marketplace for artists, producers, and musicians to connect on specific projects. Financial terms of the deal are not being disclosed.....

Episode 45 · 1 year ago

Episode 8 (TWIP) - Should Podcasters Welcome Spotify, How do Listeners Find new Podcasts, and More.

It’s Friday September 6th. Welcome to This Week In Podcasting where we discuss this week's podcasting news and tips, all in under 10 minutes. This episode is provided by, the Smartest way to Podcast. Let’s get started.

This week we discuss, The New York Times Grows Digital Revenue by 14%, Should Podcasters Welcome Spotify with Open Arms?, and How do Listeners Find Out about new Podcasts?

The New York Times had their Q2 earnings report and their CEO, Mark Thompson, said they grew digital advertising revenue by 14% which includes their podcasting revenue which primarily comes from their hit show, “The Daily”. 

He said, “These gains on the digital side were more than enough to offset familiar secular declines in print, and total advertising revenue grew slightly.”

Meredith Kopit, the Chief Operating Office said, “there is real demand for audio advertising in association with quality unique content that has big audiences. And so we're optimistic that over time, our other podcasts in addition to The Daily will become meaningful ad products.”

Should podcasters welcome Spotify with open arms? Bradley Chambers wrote an article on 9to5mac and he gives his perspective on this question.

Bradley argues that even though Spotify has acquired Gimlet, he still believes they will keep the market open. He states, “ For this industry to grow as we all want it to, we need more people listening to more shows. With Apple, Google, and Spotify all basing 99% of their directory on the open RSS standard, we have preserved the free market.”

Episode 44 · 1 year ago

Episode 7 (TWIP) - Spotify Adds Podcast Playlists, Smart Speaker Podcast Challenges, and More.

t’s Friday August 23rd. Welcome to This Week In Podcasting where we discuss this week's podcasting news and tips, all in under 10 minutes. This episode is provided by, the Smartest way to Podcast. Let’s get started.

This week we discuss, Spotify adds podcast playlists, Smart Speaker Podcast Challenges, and the top random podcasting thought of the week.

Spotify has announced another podcast related feature that allows listeners to add podcasts as a playlist on their iPhone app. Podcast playlists can feature multiple episodes from the same podcast and, perhaps more importantly, episodes from *different* podcasts. These can also be shared with your friends.

According to InsideRadio and Voicebot, there are approximately 66 million Americans that own a smart speaker.  However, as it relates to podcasts, only 40% have tried to listen to a podcast on their smart speaker and only 26% have been successful. Bret Kinsella, CEO of Voicebot, says he believes that’s because most podcast listeners simply need to learn a new habit. “Most podcast listening today is people accustomed to listening on the smartphone,” he said. “They have to become aware of it.” The good news is that when podcast fans do cozy up to smart speakers, they’re likely to listen to more shows. “It’s incremental listening,” he added. “Yes, it’s a small amount, but each of these segments grows every year.” 

This week’s random podcasting thought of the week is about the history of podcasts. How did all this get started?

You can trace the birth of podcasts back to Dave Winer and Adam Curry, the godfathers of the podcasting industry. Dave Winer was then a software developer and an RSS evangelist. Podcasting came to fruition in 2000 as a result of a meeting between Dave and Adam where they were discussing the distribution of automated media.