It used to be that podcast downloads were the main data point podcasters would use to track their growth. The thinking was, get X amount of downloads per month and sponsors will jump at you with wallets full of cash. While that may have been the way back in the day, today's success metrics looks a lot different when it comes to podcast success.

In this special live recording of In & Around Podcasting from PodSummit YYC 2024 in Calgary, Alberta, Canada, Danny is joined by Kattie Laur and Tim Truax to talk about how you can take advantage of them, and reframe your thinking and discussion around monetization and sponsorship.

Takeaways:

• The podcasting industry is evolving, and metrics should extend beyond just downloads.
• Engaged listeners are more valuable than sheer download numbers when seeking sponsorships.
• Indie podcasters should focus on local sponsorships to create meaningful monetization opportunities.
• Understanding your audience's engagement can help shape your content and sponsorship strategies.
• Value for value models allow listeners to support creators without traditional sponsorships.
• Experimenting with different ad formats can improve listener retention and engagement rates.

Companies mentioned in this episode:

• Bumper
• Captivate
• Apple
• Spotify
• Acast
• Douglas
• AG1
• Buy Me a Coffee
• North Bay Echo
• Canadaland

Our guest co-hosts this week:

Tim Truax

CEO of PodSummit, Canada's podcasting event. Creating unparalleled podcast-first events that bring together the Canadian podcast community to celebrate the art of storytelling and to create a collaborative focal point to exchange ideas, interact, and learn from one another.

Tim's Website

Tim's Facebook page

@podsummit on Instagram

@podsummit on Twitter

Kattie Laur

Kattie Laur is an award-winning, freelance podcast producer and writer based in Brantford, Ontario. She has a life-long love of public radio, and has been clinging to the podcasting space since 2013. As both a professional and independent podcast creator, Kattie’s insights have her keenly focused on making the Canadian podcasting ecosystem sustainable, equitable and world-renowned. Kattie writes the biweekly newsletter for the Canadian podcasting ecosystem, Pod the North. Pod the North’s regular readers include many media excutives from the likes of CBC Podcasts, Spotify and Apple Podcasts. She is currently also working on her debut podcast, Canardian, in association with her newsletter coming Spring 2024.

Kattie's Website

@podthenorth on Instagram

@PodKatt on Twitter

Kattie on YouTube

Links to interesting things from this episode

• PodSummit: Canada's Podcast Event
• Funding Opportunities - ISO-BEA
• SCOOP: A look at the Canadian podcast sponsorship economy.
• Are hyperlocal podcast networks replacing local media?

In & Around Podcasting is a podcast industry podcast...

In a recent article on Hollywood Reporter, top podcasters like Rachel Maddow, Bill Simmons, Josh Lindgren and more shared their take on the biggest issues facing podcasting. These included visibility, podcast apps, lower advertising, and more.

Join Danny and guest co-host Dan LeFebvre as they dissect the article and review each viewpoint.

Our guest co-host this week: Dan LeFebvre

Host of Based on a True Story, the podcast that compares Hollywood with history.

Dan's Website

@danlefeb on Twitter

Dan on YouTube

Dan's Facebook page

Dan's Facebook group

@basedonatruestorypodcast on Instagram

Links to interesting things from this episode

• Start Your Podcast Today - Worry Free - School of Podcasting - Learn "How To Podcast" with Podcast Coach Dave Jackson
• Goodpods 🎧 | Discover, Play & Share Your Favorite Podcasts
• Apollo Pods | Best Podcast App for Fiction Lovers
• Wondery acquires New Heights with Jason and Travis Kelce
• What The Hollywood Reporter Got Right & Wrong In Its Latest Podcast Story
• Podcasting's Biggest Challenges? Maddow, Simmons, Charlamagne Weigh In

In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.

Mentioned in this episode:

Introducing: Life's 2nd Act

Life's 2nd Act: a podcast journey into finding direction and purpose. This is the podcast that delves into the transformative phase of mid/later life, exploring its challenges, new directions and uncertainties that come with it. We do that through talking to people who have a story to tell and insight to share, or a snippet of something special. Sharing stories, exploring dilemmas and seeking solutions...

Apple Podcasts is now available on the web, opening up the Android market and allowing users to listen on Windows. This is a significant milestone for podcasting as it provides more options for listeners and creators. The web player supports syncing across devices and allows for purchasing subscriptions to creators. However, there are potential risks with unethical marketing techniques and spoofing of download referrals. Overall, this move by Apple is a positive step forward for the industry.

Takeaways

• Apple Podcasts is now accessible on the web, expanding its reach to Android and Windows users.
• The web player supports syncing across devices and allows for purchasing subscriptions to creators.
• This move by Apple is a positive step forward for the podcasting industry, providing more options for listeners and creators.

In & Around Podcasting is a podcast industry podcast brought to you by Mark Asquith and Danny Brown.

If you enjoy the show, we'd love for you to leave us a rating or review on your favourite podcast app! You can also drop us a tip at https://www.inandaroundpodcasting.com/support, too!

If you're an independent creator who would like to co-host with us, please let us know via Twitter and we'll get you booked!

Please tell your friends that the show is available on Spotify, Apple Podcasts, and YouTube, plus wherever else they may listen to their podcasts.

If you'd like your podcast trailer featuring in our "Wave File" segment, submit it via this quick contact form, please.

The podcast is also available at In & Around Podcasting.