Category Archives: Information

Is the Podcasting Industry Really Worth 7.4 Billion? #629



In this episode titled “Is the Podcasting Industry Really Worth 7.4 Billion?”, hosts Todd Cochrane and Rob Greenlee discuss their experiences with the upcoming Podcast Show 2025 in London, Todd’s travel plans, and his preparations for the event. Todd describes his recent return home and the updates he had to undertake in the studio after being away for over two months. They talk about the high costs of staying in London, with Todd noting that the hotel prices are extraordinary at $400 per night.

The conversation shifts to their concerns about the profile of attendees at the event, expressing worries that it may resemble past events like Podcast Movement, which saw a predominance of industry professionals rather than actual podcasters. Todd mentions that many profiles in the app for the event belong to producers and industry executives rather than content creators, which he finds concerning.

They also discuss the low number of American podcasters attending given recent sentiments around travel and concerns about interactions between nationalities.

As they explore the state of the podcasting industry, Rob shares findings from Hernan Lopez’s company, which estimates the global podcast economy at $7.4 billion, broken down into direct ad revenue, programmatic ad revenue, branded work for hire, and consumer revenue. Todd expresses skepticism about the consumer revenue portion, questioning the accuracy of the number claimed to be contributed by consumers to podcasters annually. They analyze the statistics by calculating the average earnings per podcaster in relation to the number of active shows in the industry and discuss the discrepancies in revenue claims.

The hosts further debate the evolving nature of podcasting, particularly the merging of audio and video formats. They emphasize the importance of understanding the distinction between traditional audio podcasts and video content, arguing over whether the current narrative in the industry is placing too much emphasis on video at the expense of audio.

As they wrap up, both Todd and Rob acknowledge the need for the industry to better serve niche audiences and content creators. They highlight the opportunities for podcasters to band together to create networks around specific topics and stress the value of community engagement to ensure the sustainability of the podcasting medium.

In closing, Todd gives recommendations on content relevant for deeper understanding and encourages listeners to engage with niche podcasts, while also prepping for their upcoming interactions at the Podcast Show 2025. They bid farewell and mention their social media handles for listeners to follow.


Podfest Asia Recap #589



In this episode of the New Media Show, hosts Todd Cochrane and Rob Greenlee delve deep into various facets of the podcasting world. Their discussion started with Todd sharing his travel experiences to and from the Philippines, where he attended Podfest Asia.

Discussing the state of podcasting in Asia, starting with Spotify’s significant influence in the region. Todd highlighted the disparity between Spotify’s support for podcasters in Asia and Apple, noting that Apple has lost considerable market presence due to its limited engagement and support.

The conversation also covered the financial aspects of podcasting, particularly around local sponsorship and global advertising revenues in the Philippines. Todd shared insights from his interactions at Podfest, discussing the scarcity of local sponsors and the reliance on global advertisers who target top-tier shows via well-known hosting providers. This led to a broader discussion of potential growth and development within the Asian podcasting market, including creating content networks and using podcast editing services in the Philippines.

Todd and Rob also discussed the various challenges faced in these markets, such as the dominant preference for Android over Apple, which affords Spotify an edge due to its accessibility on Android devices. They dove into the specifics of mobile data usage in the region, discussing the economic and accessibility factors that favor Spotify over other platforms like Apple, which hasn’t yet offered a native podcasting app on Android.

They discussed the report of 1.9 billion in ad sales and the challenges coming in discovery. See everyone in three weeks as we are both traveling.


Navigating Technology, Monetization, and Industry Trends #566



The “New Media Show” podcast episode features Rob and Todd, covering various topics relevant to the podcasting industry.

With a focus on technology in podcasting, particularly on audio quality in different recording environments. They talk about a new app that allows listeners to skip ads, diving into the technical and ethical implications of this feature, such as its effect on ad revenues and the potential legal issues it could raise for podcasters.

The conversation then shifts to the podcasting industry’s landscape, highlighting the recent decline in new episodes published around Thanksgiving and the ongoing challenges faced by various podcast platforms. They discuss the top podcast hosts and the dominance of big media companies in hosting large shows. This leads to analyzing the top podcast genres, with true crime and culture topping the list.

We also touch on the international podcast market, noting the significant difference in advertising revenue between the US and other countries like the UK, Canada, Australia, and New Zealand. We speculate on the reasons behind this disparity, such as the maturity of the markets and the influence of radio.

The discussion moves to monetizing podcasts, exploring the potential of premium podcasting tools and subscription models. We delve into the challenges and opportunities for podcasters in monetizing their content, including the impact of brand safety and suitability on advertising revenues.

The episode concludes with a broader discussion on the future of podcasting, the importance of podcasters educating their audiences about new industry developments, and the potential for more diversified revenue streams. The hosts emphasize the importance of options for podcasters in monetizing their content, whether through advertising, donations, premium content, or other methods.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Is the 1 Minute Podcast Measurement Standard to Short? #557



In some recent interviews Todd has been on, he has asked if the 1-minute minimum measurement standard used in Podcasting is too short. Should it be longer, or should there be higher qualifying standards on a listen/download? This likely would not be a popular idea, but he wonders if there needs to be a change. A rundown of the podcast follows below.

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Show Summary: Podcast Mirror was recently relaunched to enable podcasters to access podcasting 2.0 features like value-for-value, even if their central hosting platform does not support the new specs. It allows podcasters on “non-compliant” hosts to have a standards-compliant feed with features like live streaming. We discuss how Podcast Mirror can intervene in meals to duplicate and add 2.0 functionality while keeping existing content intact. This also aids transitions between podcast hosts. We discuss future adoption levels. If there’s wider adoption, the relaunch of Podcast Mirror aims to allow more podcasters to access podcasting 2.0 abilities through feed transformation and enhancement.

We reflect on the early challenges of podcasting before hosting platforms like Libsyn emerged. Hosting podcasts used to be very expensive, often costing thousands monthly for servers and bandwidth. This motivated building audience size to cover costs. In the early days, many podcasters were anti-commercialization and reluctant to take on sponsors. This was about an article written by Steve Goldstein on the Three eras of Podcasting.

We discuss developments in AI like DALL-E 3 and how it could help generate podcast art by integrating text and images more seamlessly integration of DALL-E 3 into ChatGPT.

We cover Sony Music pulling back on podcasting spend, attributing it to declining ad revenue. The paradox of podcasting being hot for listeners but declining as a business was discussed

We cover PodcastOne going public recently, opening around $4 but dropping rapidly to about $2. They speculated this reflected unrealistic valuations and would be hard to recover from.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


AI Revolution, Twitter Live Updates & YouTube Music Features: NAB Show 2023 Insights #538



Todd Cochrane and Rob Greenlee dive into the 2023 NAB Show, discussing the latest innovations and trends in the broadcasting industry. We explore the recent changes to Twitter Live, while examining YouTube Music’s new feature that shows your live when you’re live on YouTube. Furthermore, we delve into the potential impact of artificial intelligence on content creation.

Please check out all the new Podcast Apps at PodcastApps.com that support Podcast 2.0 initiatives. You can also boost the show V4V and have your boost read live, the easiest way to support the podcast.

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New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Podcast Listeners need to be Educated on Podcasting 2.0 #523



Todd Cochrane, Founder of Blubrry Podcasting, and Rob Greenlee talk about the podcasting space and how the work being done to enhance podcast listening and engagement is exciting. We have to start having podcasters in the know to educate the listeners. There is multi forked attack needed. Hosts, App Developers, and Podcasters must educate their patrons to understand the value of what is coming. Once they are shown the engagement value, podcasters instantly get it. But we have to start the process now to be able to spread. the excitement of Podcasting 2.0

Please check out the Fountain Podcast App that supports Podcast 2.0 initiatives. You can also boost the show V4V and have your boost read live, the easiest way to support the podcast.

Please take 60 seconds and fill out the listener survey from this link.  Donate to the show and Support this podcast.

Send a Sticker Get a Sticker: Send us your show sticker, and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Podcasting by the Numbers #522



Todd Cochrane, Founder of Blubrry Podcasting, and Rob Greenlee discuss in detail where we are at by the numbers in the episodes published and shows updated in the last 7, 14, 30, 60, 90 days and why companies that have been ignoring Podcasting 2.0 initiatives will become legacy companies and apps.

Please check out the Fountain Podcast App that supports Podcast 2.0 initiatives. You can also boost the show V4V and have your boost read live, the easiest way to support the podcast.

Please take 60 seconds and fill out the listener survey from this link.  Donate to the show and Support this podcast.

Send a Sticker Get a Sticker: Send us your show sticker, and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Guest Dan Franks on Podcast Movement #507



Todd Cochrane, Founder of Blubrry Podcasting, and Rob Greenlee are joined by Dan Franks to discuss the upcoming Podcast Movement. We also discuss in detail the release of the podcast guidance document from the IAB Tech Lab – Platform Privacy Restrictions Communicating Impacts & Strategies. This is an in-depth document all Podcasters should review. We also discuss the Podchaser acquisition.

Please take the 60 seconds and fill out the listener survey from this link.  Donate to the show and Support this podcast.

Send a Sticker Get a Sticker: Send us your show sticker, and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036


Audience Size does Matter #505



Todd Cochrane, Founder of Blubrry Podcasting, and Rob Greenlee talk extensively about visualizing your audience and that audience size does matter when it comes to most advertising deals. Our new video format continues to evolve, but we are open to suggestions on how to make it better.

Please take the 60 seconds and fill out the listener survey from this link.  Donate to the show and Support this podcast.

Send a Sticker Get a Sticker: Send us your show sticker and we will send you a New Media Show Sticker. Get on our sticker board for the show.

New Media Productions
365 N Willowbrook Rd
Suite: C
Coldwater, Mi, 49036