Today’s post breaks down the numbers of how many podcasts you’re actually up against.

It seems everyone has a podcast. Or do they?

Recently Apple Podcasts rolled over the two million podcast title mark. Extraordinary, right? Daunting, even. But the “box office” number is deceiving.

1/4th of all podcasts are out of business, or more likely, were never really in it.

Analyzing data from Apple Podcasts reveals how that statistic is misleading. Out of the two million titles reflected in Apple Podcasts (and similar results from Podcast Index), a remarkable 26% have produced just a single episode. One and done. That suggests many people fired up their creative juices, especially during the pandemic, and stopped after creating one episode. Roughly 1/4th of all podcasts are out of business, or more likely, were never really in it.

Everyday my inbox is loaded with numbers. Some are ephemeral, others seismic, but with so many numbers coming at us, it can be numbing. Here are a few that caught my eye and make a difference. 26% The number of podcasts in Apple Podcasts that have produced only one ...

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The most read post in the five years that this blog has been published is this one: Why Can’t Music Be Played In Podcasts? In fact, it comes up so often it is a “Google Zero” post, meaning it is the first item that pops up with that query. Every month hundreds of ...

Back in the early days of podcast advertising, which means two hours ago, things were pretty simple. The host read an ad, someone clicked to a website, they activated a coupon code, and a mattress arrived at their home. Now as more brands are engaging with podcasts, we ...