At Transistor, we recommend that creators conduct a Listener Survey to gain valuable insights from their listeners. Maintaining the motivation to produce excellent content without any feedback can be hard. Podcasting can be somewhat of a one-way medium, leaving creators disconnected from their audience. Established creators see the associated publicity from winning awards as a method of widening their audience further and receiving a boost in downloads. Some creators want to make their efforts more sustainable by receiving financial and production support from agencies or networks. Hobbyist podcasters simply seek a signal from their audience to encourage them to continue producing their show. PR companies proudly displayed their awards, and nomination flyers for The British Podcast Awards and Independent Podcast Awards were being handed out.Ĭreators are seeking different types of recognition depending on their aims. We have written before about the importance of having a trailer episode, which also applies to video.Ī key theme present at The Podcast Show 2023 was recognition, whether gained through joining a podcast network, being backed by a production company, or receiving a nomination for a podcast award.
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Large groups of podcast creators seemed enthusiastic to test out new video content repurposing tools and clip-generating software from the conference exhibitors to learn how they can speed up their marketing processes. Video trailers are seen as the shareable gateway into podcast listening rather than the core content. Audio podcasts are at the heart of many multi-platform brands, and video is just one of many marketing tools. Several talks focused on video podcasts as an initial discovery mechanism with the long-term aim of converting those podcast watchers into loyal podcast listeners later on.
She has no plans to create a video podcast because the host and guest dynamics completely change when in front of a camera. Holly Tucker MBE, the host of the Conversations of Inspiration podcast, said that her intention to maintain an audio-only podcast had enabled more meaningful conversations. Here are some additional ways we recommend to monetize a podcast in 2023.Īnother way podcasters maintain storytelling in their show is to keep it as an audio-only experience. IAB UK said that podcast ad spend grew by 32% in 2022, which shows that podcast creators are still adopting these monetization methods, despite knowing that it detracts from audience enjoyment. Of the top 5 shows, two are monetized through sponsorships, two offer paid listener subscriptions, and one sells live tour tickets and merchandise. However, according to the first UK podcast rankings from Edison Research, the BBC doesn’t yet have a show in the top 5 UK podcasts.
This type of content is essential to expanding the podcast industry as a whole. Some shows are gateways into podcasting for new listeners they widen the reach for all podcasts in the long term. They are thinking about what formats are entertaining to new audiences without having the pressure of including appropriate adverts. They want to create shows that are the first podcast that someone ever listens to. How it allows them to focus on experimenting with content simply to attract new audiences that wouldn’t otherwise get made if advertising reach was the sole aim. The BBC Sounds podcast commissioning team discussed the ad-free experience of their podcasts in the UK.
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