podcast industry

Podcast industry insights: Interview with Bryan Barletta 

The podcast industry – a place where audio storytelling meets digital innovation. An ever-expanding universe of content and creativity. So, in the first episode of Voice123’s brand new AV123 podcast, we meet with Bryan Barletta, co-founder of Sounds Profitable. With over 16 years of experience in the advertising and technology space, he’s a passionate advocate for digital audio. 

At Voice123, where you’ll find expert podcast voice actors, we understand the value of professional voices in the audio landscape. So, together with Bryan Barletta, we explore the podcast industry, podcast monetization strategies, and the role of voice overs in podcasting. 

Tune into the world of podcasting, where every voice tells a story!

What is the podcast industry?

podcast industry

The podcast industry is a digital content sector that involves creating and distributing audio programs that are released episodically and that listeners can stream or download. The podcast industry includes independent creators and major media companies that produce audio content covering various topics like news, true crime, interviews, education, health, and entertainment. Listeners can stream, download, or subscribe to their preferred shows on podcast platforms like Spotify, Apple Podcasts, YouTube, or Google Podcasts. Bryan Barletta states, “Podcasting is a killer channel with a fantastic audience for meeting people in the digital era.” 

Podcast industry insights from Bryan Barletta

Bryan Barletta’s goal is to educate and empower the podcasting industry by highlighting its unique strengths and potential for growth. During his AV123 interview, Brian emphasized the importance of research and data in understanding podcast audiences and maximizing monetization opportunities. He suggested that while podcasting offers distinct advantages over traditional media like radio and TV, there’s still a place for both mediums in the evolving digital landscape. Interestingly, Brian predicts a rise in niche content and innovative tools from platforms like Spotify to enhance listener engagement and audio quality, driving the industry forward.

The podcast industry in 2024

  • Hobby vs. professional podcasting: Barletta categorizes podcasting into hobbyist and professional. Hobbyist podcasts are about personal fulfillment and creativity. “If it makes you happy just to have created something, that’s a success,” he says. In contrast, professional podcasting involves working with companies that use podcasting as a brand strategy.
  • Defining success in podcasting: Barletta notes, “Success can be identifying that podcasting can be a path for you to work professionally.” It could mean building a niche audience, enhancing credibility, and reaching listeners. “To have 100 or 200 people is absolutely a home run.”
  • Comparing podcasting to other media: Barletta compares podcasting’s growth to the evolution of broadcast and connected television because scheduled releases maintain their appeal. For example, when the Fallout TV show was released on Amazon Prime, “they still held it to a certain time.” Podcasts can engage audiences in a similar, committed manner.
  • Is radio still relevant? Despite advancements in digital audio, traditional radio retains value, particularly for news and commutes. Barletta mentions the ongoing interest in radio advertising and highlights its continued effectiveness. “It still works pretty okay,” he remarks. 

Listen to Bryan Barletta’s full interview with AV123 for more podcast industry insights.

Podcasting strategies for listener engagement

podcast industry
  1. A consistent release schedule helps retain listeners, whether it’s for weekly, bi-weekly, or monthly episodes; sticking to a routine offers listeners stability, trust, and expectation. 
  2. Utilize engagement techniques like cross-promotion and personalized interactions with your audience on social media through email newsletters, comments, or questions.
  3. Goals and engagement define success, not sheer download numbers. Recognize that even a small but dedicated listener base can signify success.
  4. Technological advancements in podcast platforms like Spotify offer features for listener engagement, such as polls, companion banners, and targeted advertising. 
  5. Comply with listener data regulations. Transparency and responsible data handling are essential for maintaining trust with your audience, so stay informed about data privacy.
  6. Embrace content diversity by exploring innovative ways to engage niche audiences. So, keep an eye on audio advancements, including spatial audio tech.

Podcast monetization strategies

1. Offer influencer packages 

“There are people who identify as podcasters because it is something that you can explain easier and is more appealing to talk about,” Barletta notes. This identity allows podcasters to monetize their podcast by offering brands comprehensive packages that include podcasts, newsletters, YouTube, and social media.

2. Prioritize growth over monetization 

Although traditional ad models, such as cost-per-thousand (CPM) and host-read ads, are popular podcast monetization strategies, creative thinking is still crucial. “A hundred downloads is not going to make you very much money, even if you stuffed it with ads,” Barletta cautions. 

3. Explore non-standard monetization models 

“There’s also a strategic approach to podcast monetization,” Barletta concludes. Podcasters can attract more lucrative opportunities and sustain long-term growth by taking a business-savvy approach and exploring non-standard models. Understanding the business side of podcasting can open doors to innovative revenue streams.

The role of voice overs in the podcast industry

podcast industry

Voice overs play a crucial role in the podcast industry, as a podcast’s success often hinges on the host’s voice. Listeners form deep connections with their hosts, to the point where it’s like interacting with an old friend. “These people are in my head, and I’ve invited them in there so much that it resonates with me in the same way; it captures my attention,” Bryan Barletta explains. This highlights the importance of selecting the right voice to engage and retain listeners. So attributes like tone, cadence, and storytelling ability are essential when choosing a voice to represent your brand. If you need a voice actor for AV projects like podcasting or video production, check out Voice123 and get all your AV and voice over needs sorted.

Final Thoughts

Podcasting is a dynamic world. And Bryan Barletta’s insights illuminate pathways to success, from understanding audience preferences to innovative monetization strategies. Understanding audience preferences and strategic monetization gives you the keys to elevate your podcast game. 

Need a vocal pro for your podcasts? Find an expert voice at Voice123 or hire our Managed Services team to oversee your podcast from start to finish. And don’t forget to subscribe to AV123 on your favorite podcasting platform for the latest AV insights!

Start your audio adventure today!

FAQs

Is podcasting a growing industry?

Yes, it is; it also has an increasing listenership, expanding content diversity, and growing ad revenue each year.

How do I get into the podcast industry?

Identify your niche or area of expertise, invest in quality recording equipment, create compelling content, distribute your podcast through hosting platforms like Libsyn or Anchor, and promote it on social media. 

What is the value of the podcast industry?

It’s multifaceted, including revenue from advertising, sponsorships, subscription models, and merchandise sales. There are valuable opportunities for brand building, audience engagement, and thought leadership positioning.

Who is the biggest podcast company?

Spotify is one of the biggest, but Apple Podcasts is also a major player in the podcast industry. 

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