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Monday Mini: What's Up with Podcasting? · Stuff Mom Never Told You

• 0:05
  Speaker 1: Hey, this is Annie and Samantha and welcome to Stuff
• 0:07
  Speaker 1: I Never told you protection Off I Heart Radio, and
• 0:19
  Speaker 1: welcome to another Monday. Many. We wanted to do a
• 0:22
  Speaker 1: quick revisit about an episode with them before, which is
• 0:26
  Speaker 1: what's happening in the podcast world? Who is a part
• 0:28
  Speaker 1: of the podcast world? All of that, because it is everywhere, y'all,
• 0:32
  Speaker 1: Like Any and I are just talking about the show
• 0:35
  Speaker 1: only Murders in the building and the fact that it's
• 0:37
  Speaker 1: based on podcasts and no one told us until I
• 0:41
  Speaker 1: watched it. Maybe I probably could have read. But but
• 0:45
  Speaker 1: you know, that's all I'm saying. But you know, before
• 0:48
  Speaker 1: we start in the episode and talk about some numbers
• 0:50
  Speaker 1: and facts, you know, I have to ask you because
• 0:52
  Speaker 1: Any you've been around this podcast world from almost the beginning,
• 0:58
  Speaker 1: as we know it kind of grew and got bigger
• 1:00
  Speaker 1: and bigger. And how Stuff Works, you know, it was
• 1:03
  Speaker 1: kind of at the beginning of the journey as well,
• 1:05
  Speaker 1: a no NPR really started it off, but How Stuff
• 1:09
  Speaker 1: Works was soon to follow. So with all of that,
• 1:12
  Speaker 1: I need to know from your expert perspective, what are
• 1:16
  Speaker 1: some of the changes that you've seen in podcasting world
• 1:19
  Speaker 1: since you started as an intern to today. Woof a lot.
• 1:23
  Speaker 1: I mean there's a lot I could say, just technologically
• 1:27
  Speaker 1: and awareness base because when I first started, literally no
• 1:30
  Speaker 1: one knew was a podcast was. I didn't know what
• 1:32
  Speaker 1: it was, and our boss was just like, we're gonna
• 1:34
  Speaker 1: try this thing because Apple really wants it, and I
• 1:37
  Speaker 1: was the intern, so I did it um but even
• 1:40
  Speaker 1: I like people to ask me what it was, and
• 1:42
  Speaker 1: I like, it's sort of like the radio, but for
• 1:43
  Speaker 1: the Internet, I didn't really know. And the other day
• 1:46
  Speaker 1: you were there, Samantha. I think maybe you weren't. Maybe
• 1:50
  Speaker 1: everything's funny, but anyway, somebody reminded me the other day
• 1:52
  Speaker 1: of we used to have this program that a friend
• 1:56
  Speaker 1: of ours, a colleague of ours, created and you had
• 1:58
  Speaker 1: to run all of the audio through this program so
• 2:02
  Speaker 1: that would be low enough quality to work on Apple
• 2:07
  Speaker 1: podcast within iTunes. And it was this whole like script
• 2:10
  Speaker 1: you would run and you type in the title, the description,
• 2:13
  Speaker 1: the key words, and find the art and it would
• 2:15
  Speaker 1: just like run it like we had to go through
• 2:18
  Speaker 1: all these things just to get the audio up. So
• 2:22
  Speaker 1: that was definitely like technological. We don't have to do
• 2:25
  Speaker 1: that anymore. Most I find most people are far more
• 2:29
  Speaker 1: aware of podcasts now than they were, including because of
• 2:33
  Speaker 1: things like, yes, we're seeing more representation of podcasters in
• 2:37
  Speaker 1: the media, some great and some not. Start um and
• 2:43
  Speaker 1: I have I know what we're going to talk about
• 2:45
  Speaker 1: today doesn't doesn't paint the best picture in terms of
• 2:49
  Speaker 1: like a lot of diversity. But I will say since
• 2:53
  Speaker 1: I have started, I was the only woman in the
• 2:57
  Speaker 1: like producer, editor block. I wasn't a host at the time,
• 3:01
  Speaker 1: but I was the only woman then, and that has
• 3:03
  Speaker 1: changed and that has gotten better. It's still like we
• 3:07
  Speaker 1: could still do a lot better, but that has definitely
• 3:09
  Speaker 1: improved since I have been there. Uh, and probably just
• 3:14
  Speaker 1: the amount of this could be just a numbers game,
• 3:17
  Speaker 1: but the amount of topics we cover has also changed,
• 3:21
  Speaker 1: and I would say improved. Um yeah, yeah, it's it's
• 3:27
  Speaker 1: gotten bigger. I guess it's essentially what I'm saying, right.
• 3:30
  Speaker 1: It's interesting because it is it's gotten giant, which is
• 3:32
  Speaker 1: probably why the percentage wise hasn't changed as much, not
• 3:36
  Speaker 1: necessarily the full numbers and h R. It looks like
• 3:39
  Speaker 1: the numbers are kind of getting better, but it's still
• 3:42
  Speaker 1: not to the point that I think it should be,
• 3:43
  Speaker 1: especially with how much this industry is growing. That's a
• 3:47
  Speaker 1: whole different conversation, I know, because it is a money
• 3:51
  Speaker 1: making industry for some and we're gonna keep that as
• 3:54
  Speaker 1: it is. But in the past episode we talked about
• 3:57
  Speaker 1: women and marginalized people in the podcasting industry and a
• 4:00
  Speaker 1: recent study was released as in like twenty a month
• 4:03
  Speaker 1: ago by Sounds Profitable with data coming from the Edison
• 4:07
  Speaker 1: Research Center with the Edison Podcast Matrix. So we wanted
• 4:11
  Speaker 1: to do a quick follow up with how things are
• 4:13
  Speaker 1: going um and again, especially for the marginalized creators within
• 4:17
  Speaker 1: this ever growing industry. It is a lot, y'all. So
• 4:22
  Speaker 1: the data was able to write down some specific numbers
• 4:25
  Speaker 1: when it comes to who is creating podcasts and who
• 4:28
  Speaker 1: was profiting. So was it started, Yes, yes, let's talk
• 4:30
  Speaker 1: some numbers. According to the data, the largest age group
• 4:33
  Speaker 1: for podcast creators actually ranges from twenty five to thirty
• 4:36
  Speaker 1: four and that makes up followed by the thirty five
• 4:40
  Speaker 1: to forty five year old range and fifty five plus
• 4:44
  Speaker 1: still sets at two percent of the age group. Um
• 4:48
  Speaker 1: and though we had hoped for a bigger growth, the
• 4:50
  Speaker 1: data for women podcast creators still remains at a low
• 4:53
  Speaker 1: percentage of twenty with men making up at least sixty
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  Speaker 1: nine percent and non binary and other years at two
• 5:01
  Speaker 1: percent um. And as of two, women make up forty
• 5:04
  Speaker 1: six percent of the monthly podcast listenership while men make
• 5:08
  Speaker 1: up fifty three right um. And when it comes to
• 5:11
  Speaker 1: race and ethnicity, it's still very disappointing. White people make
• 5:15
  Speaker 1: up one of the creators, while African American communities make
• 5:18
  Speaker 1: up four percent, Latino and Asians five percent. And then
• 5:23
  Speaker 1: we have the six percent who did not say what
• 5:25
  Speaker 1: ethnicity they were, so very very very massive difference. Mm hmmm.
• 5:31
  Speaker 1: And why are we disappointed these numbers? Well, it seems
• 5:35
  Speaker 1: that yes, podcasting can be fairly profitable. If you get
• 5:38
  Speaker 1: five thousand listens per episode, that can equate to almost
• 5:41
  Speaker 1: five thousand dollars a month UM. Ten thousand can be
• 5:45
  Speaker 1: up to four hundred and fifty a month, And according
• 5:49
  Speaker 1: to the recent creators data, it shows that around fifty
• 5:52
  Speaker 1: of the creators make an income of seventy five thousand
• 5:55
  Speaker 1: or more per year. Of course, this may include those
• 5:58
  Speaker 1: who have a full time job plug podcasting, so not
• 6:01
  Speaker 1: just from podcasting. And if you're interested, the top ten
• 6:18
  Speaker 1: podcast topics are actually number one comedy to music three
• 6:24
  Speaker 1: Technology for entertainment, five sports, six news and info, seven history,
• 6:31
  Speaker 1: eight politics, nine is true crime, and then the number
• 6:35
  Speaker 1: ten is science. But it's actually a little different for women.
• 6:38
  Speaker 1: So let me let you know what those are. Number
• 6:40
  Speaker 1: one is kids and family podcasts. Number two is true crime,
• 6:44
  Speaker 1: which is different. Uh, the next would be arts types
• 6:47
  Speaker 1: of podcasts, and then help and fitness, religion and spirituality,
• 6:51
  Speaker 1: then social and culture, um education, and then fiction podcasts
• 6:56
  Speaker 1: and lastly the TV and a film podcast So little
• 7:00
  Speaker 1: different from that. From the top is it's definitely very
• 7:03
  Speaker 1: and yeah, there's a lot to be said about what's
• 7:05
  Speaker 1: happening with the feature of podcasts. Things are changing vastly,
• 7:08
  Speaker 1: people are unionizing, we are trying to understand what podcasting
• 7:12
  Speaker 1: can lead to. In that same data, they talk about
• 7:15
  Speaker 1: the fact that there's more people who would lean democratically
• 7:18
  Speaker 1: in the US than a Republican who are creating these podcasts.
• 7:22
  Speaker 1: So that's I found that interesting as well. And I'm
• 7:24
  Speaker 1: not really sure why, because we have I've seen a
• 7:27
  Speaker 1: lot of conversations when it comes to conservative podcasts and
• 7:30
  Speaker 1: conservative hosts. Of course, we know that one of the
• 7:34
  Speaker 1: biggest moneymakers is Joe Rogan. I don't know if he
• 7:38
  Speaker 1: has come out and said what political leanings he has,
• 7:41
  Speaker 1: but there's a lot of right leaning audience members for
• 7:47
  Speaker 1: his podcast from what I've seen. Maybe I'm wrong, Someone
• 7:49
  Speaker 1: tell me by evidence of what Twitter is showing me. Yeah,
• 7:54
  Speaker 1: I don't know, but you know, there's a lot of
• 7:57
  Speaker 1: room for change, there's a lot of room for growth.
• 7:59
  Speaker 1: And know, I Heart alone has hundreds of podcasts that
• 8:03
  Speaker 1: you can choose from. We even have but the good
• 8:06
  Speaker 1: news is that they also try to do some things
• 8:08
  Speaker 1: for up and coming podcasts with things like the Next
• 8:11
  Speaker 1: Up Initiative, which just occurred and it's now releasing podcasts
• 8:15
  Speaker 1: for those in the marginalized communities to have a voice
• 8:18
  Speaker 1: in this uh again growing industry. So it's nice to
• 8:22
  Speaker 1: see you and hopefully we can see more and more
• 8:24
  Speaker 1: of that. We love. We love our any podcast We
• 8:27
  Speaker 1: love y'all. Uh And speaking of we wanted to go
• 8:30
  Speaker 1: come back and give a couple of shoutouts to a
• 8:32
  Speaker 1: few podcasts that if you haven't heard of or haven't
• 8:34
  Speaker 1: listened to, you should give them a chance because there's
• 8:36
  Speaker 1: some amazing content out there. And um, We're gonna start
• 8:39
  Speaker 1: with Power Not Pity, which is hosted by bree m.
• 8:43
  Speaker 1: It's a podcast at centers and celebrates the lived experience
• 8:46
  Speaker 1: of disabled people of color. UM. They're on their second
• 8:49
  Speaker 1: season now and quote this time around, the show will
• 8:52
  Speaker 1: spend time exploring the world of people in our community
• 8:55
  Speaker 1: who dare to interrogate the dominant narrative of what survival
• 8:59
  Speaker 1: feels like for a able person of color during these
• 9:01
  Speaker 1: trying times. They all demonstrate what it means to thrive
• 9:04
  Speaker 1: fully and authentically, and that's from their own description, and
• 9:08
  Speaker 1: the episodes are phenomenal and really just inspiring in itself,
• 9:11
  Speaker 1: So take a listen to them as well as UM
• 9:15
  Speaker 1: a podcast called on Wednesday, We Wear Black and they
• 9:18
  Speaker 1: are an award winning podcast, but you know, I think
• 9:21
  Speaker 1: they're still growing with Sophie k and Yes main Summon
• 9:25
  Speaker 1: UM and from their website, it says the only alternative
• 9:28
  Speaker 1: music podcast that's about the lifestyle. They talk about everything
• 9:32
  Speaker 1: from sex, racism and gigs to MySpace emo fashion, which
• 9:36
  Speaker 1: I love. These are the chats alternative women and non
• 9:39
  Speaker 1: binary people have behind closed doors, and they will dish
• 9:42
  Speaker 1: all so, y'all, this is where the hardcore people out there,
• 9:45
  Speaker 1: y'all need to go there. Yes, Uh, then there's also
• 9:48
  Speaker 1: girl Ish Just hosted by Gauge Atkins and Olivia Knowl
• 9:52
  Speaker 1: and from their site trans YouTubers and Iconic Dodo. Gauge
• 9:56
  Speaker 1: Atkins and Olivia No discuss LGBTQ plus topics and store
• 10:00
  Speaker 1: raised from their own experiences as trans women of color
• 10:02
  Speaker 1: in their twenties, the two strive to create a podcast
• 10:05
  Speaker 1: that speaks volumes by discussing issues like transphobia, coming out
• 10:08
  Speaker 1: in college, dysphoria, and what it's like being trans in
• 10:10
  Speaker 1: the twenty one century. And then there is the s
• 10:14
  Speaker 1: JW Comic book Club, which is hosted by Monte Veronica Melissa,
• 10:18
  Speaker 1: And here's the description of that one. The s JW
• 10:21
  Speaker 1: Comic book Club is a weekly book club style podcast
• 10:24
  Speaker 1: where three friends discussed the story, arc and comics from
• 10:26
  Speaker 1: a literate and progressive pov. We try to center the
• 10:29
  Speaker 1: opinions of people of color, women, LGBTQ plus, etcetera, who
• 10:32
  Speaker 1: are sometimes overlooked in nerd culture. All right, again, these
• 10:36
  Speaker 1: are your people, Annie, Yeah, so shout out to them
• 10:40
  Speaker 1: doing some amazing work and so excited to see how
• 10:43
  Speaker 1: they continue to grow and how this industry continues to
• 10:46
  Speaker 1: grow with more diverse voices that we really need and
• 10:49
  Speaker 1: desperately needed here and listen to as well. So cross
• 10:53
  Speaker 1: your fingers that we get more. And if you're someone
• 10:55
  Speaker 1: who was interested in doing this, do it. Take a risk.
• 10:58
  Speaker 1: It might not be profitable for a while, in might
• 11:00
  Speaker 1: never be profitable. But even if you have like five listeners,
• 11:03
  Speaker 1: that's amazing you. Maybe you're touching somebody. And if something
• 11:06
  Speaker 1: that you like or want to do, then do it.
• 11:09
  Speaker 1: M mmm. And by the way, yeah, if you have
• 11:13
  Speaker 1: a podcast you want us to shout out, if you
• 11:15
  Speaker 1: know one we should shout out, if you know when
• 11:17
  Speaker 1: we should collab with all of those things. You can
• 11:20
  Speaker 1: email us at Stuff Media, mom Stuff at iHeart mea
• 11:23
  Speaker 1: dot com. You can find us on Twitter at moms
• 11:24
  Speaker 1: to podcast or Instagram at stuff I Never Told You.
• 11:26
  Speaker 1: Thanks it's always to our super producer, Christina. Yes, thank
• 11:29
  Speaker 1: you for making us sound so good. Yes, thank you Christina,
• 11:33
  Speaker 1: and thanks to you for listening stuff When Never Told
• 11:35
  Speaker 1: The detection of I Heart Radio. For more podcast on
• 11:37
  Speaker 1: my heart radio is the heart Radio app, Apple podcast,
• 11:39
  Speaker 1: or wherever you listen to your favorite shows.