The amount of $$$ being invested into podcasting is puzzling. In the last 2 years, Spotify has spent $1 billion on podcast acquisitions. In 2021, ad revenue for the ENTIRE podcast ecosystem is slated to be $1 billion ($782M in 2020). There's a disconnect here.
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Trust me: “make a podcast so good that people tell their friends about it” is a way better approach than “I hope the platform’s algorithm features my show.”
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Let’s talk about “social audio apps” (like Clubhouse): I’m still not convinced that social audio will replace (or significantly reduce) podcast listening. It’s less “audio entertainment” and more “networking/social event.” I think it competes more with meetups than podcasts.
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Predictions about Clubhouse vs podcasts: 1. Podcast listeners increases by ~20% in 2021. 2. Social audio won’t be widely adopted in 2021. Will be primarily used by early adopters, but not the general population. 3. Once the pandemic ends, social audio app usage will diminish.
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I enjoy conversations on Clubhouse and Twitter Spaces, but I think folks are too bullish on the format.
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I believe we’ll see an increasing amount of “Clubhouse burnout:” - hosting a room takes hours of time (my guess is the average is at least 3 hours) - paradoxically: as more participants join a room the less opportunity for participation there is - “marketers ruin everything”
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Just published all my thoughts here: "Podcasts and capital"https://justinjackson.ca/podcasts-and-capital …
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Listening to
@nickfthilton on@HighFiveRPG’s podcast. He and I seem to have lots of agreement here.
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Analysts at CITI aren't impressed: "To date, we haven't seen a material positive inflection in app downloads or Premium subscriptions."