04-27-21- Elsie’s QA- New Apple Podcasts and Spotify subscription announcements!
This is a complete debrief of the new Apple Podcasts and Spotify subscription announcements!
Who it’s for
Who it’s not for
And what you need to know before you commit to anything
I talk fast and I talk long. JAMMED PACKED!!!
[12:20] Any word about Apple podcast connect being back online?
[14:15] Um, so is the first year’s fee to be a subscriber?
[00:17:00] And I’ve got some key things for you to know.
[00:31:00] Andrea- Big picture, who is this good for?
[36:42] Andrea- When somebody subscribes to your premium content, will they get your back catalog of premium content or will they only get from that point moving forward?
[42:00] Stevie- I find that I get very different numbers from Spotify, from other podcasts than I do from my pod platform. Is that just me or is it just a known issue?
[45:00] Terry- If I subscribed to a premium podcast on Spotify, it won’t show up on my Spotify app on my iPhone?
[00:47:00] So is there a best practice to get stats look at stats?
[51:20] Terry- Where do I find the drip off listening consumption?
[52:30] What are the other memberships & subscription options?
Elsie: And moving this a little closer, low everybody. So, um, we are going to begin today by addressing some of the, the key things about the whole Apple podcast, Spotify subscription things. I’m going to touch a little bit on some of the Facebook stuff that has come into the scene that I is podcasting related as well.
Facebook slash Spotify, that kind of stuff that comes with, um, the reach I’m gonna possibly even give a little bit of context, um, behind the scenes as to maybe why some of the companies are doing what they’re doing so that, you know, right. Cause you also have to know whether or not that aligns with whatever it is that you’re trying to offer to your people and what really serves best to those that you have going on with you.
So, yeah, anytime. And so Lee, I’m so happy to see you, Andrea and Laina and Jen and Clara and all of your Shianne Sheehan. Is that how you say it, Cheyenne? I don’t want to, I don’t want to [00:01:00] mispronounce your name, but I guess sometimes Cheyenne, Cheyenne. That’s right. Yay. Awesome. Um, and Karen and Terry, thank you.
So let’s go ahead and get started with this happened in here. Um, let me look road or
all right, so let’s go ahead and just open it up right now with Apple podcasts, the Apple podcasts subscription service. And I’m going to give a, uh, like a high level overview first as to some of the things that they’re offering. And part of what they’re doing is that they, um, they really are implementing almost exactly what the app marketplaces and sort of adding that same infrastructure and opening it up for podcasts.
So it is kind of the same sort of. All the payments and the way that they’re handling payments is mirroring exactly what the app marketplace [00:02:00] is the yet. Um, which means that the payment that you see there, if you do. So you start off with wanting to open up an account with Apple, uh, in order for you to start making money with subscribers.
The first thing is that the first year they take 30%. After that they take 15% of all the sales that come across. Okay. So that is, has been across the board. Something that app. Developers have had to contend with. And in fact, starting, I believe today in the U S into the EU, they are being taken to task by companies like Spotify, as well as tilt.
And I think, um, who else is in the, in the scene that there’s like a gaming. There’s like a, uh, uh, an app that’s like a game. Um, that’s also bringing them to task because of the sort of usurping of so many funds and the [00:03:00] inability for people to monetize. Like there, they are really, really specific about what can actually make money inside of the app store.
And they’re kind of bringing that to the table with Apple podcasts. So, um, it, all of the management of everything that you can do with Apple is going to be managed inside of Apple podcasts connect. At this point in time, there is no integration with anybody else, any podcast host, none of that stuff.
Everything is happening in Apple podcasts. So any setup of your account needs to happen in Apple podcasts connect that specific portal. All of that management is happening in there, and it is connected to an Apple ID. So your podcast host has really zero to do with. Any of the management. And that also includes with any of the [00:04:00] troubleshooting.
So I was able to get a couple of questions into Apple and ask them specifically, in terms of payouts and in terms of troubleshooting, if you’re having a problem and it’s not working, like none of that is going to be solved by your podcast host. It doesn’t matter who it is. It’s all needs to go through Apple.
Apple is the one that’s going to be answering these questions for you. And also there is, um, in the same way, I think I talked about this in, in the Xi podcast. That’s coming up on Friday. If you weren’t there as we, um, uh, did our live recording yesterday, that it is one of those things where you’re going to have to have a limit, meaning you’re going to get to a threshold.
I don’t know what that threshold is of making money. And then they’re going to send you payment. So it’s not like you’re going to be instantly getting money from them. They’re going to process payments when you hit whatever that threshold is. Uh, it’s sort of like if you’re using Amazon, you know, associates and all of that stuff, when you’re doing affiliate Amazon stuff, they send you a card, like a gift card.
When you hit [00:05:00] $25, right. Once you hit that $25 sale, then you get that money that comes into your account. So you’re not going to be able to go, like, I’m going to be counting on X amount of money unless you have consistent subscribers. So there is, there are a couple of questions that I don’t really know about right now when it comes to like taking that 30% in the first year.
Does that mean in the first year of your subscriber or does that mean in the first year of when you are using the Apple podcast service? I don’t know. I don’t know what that is. Um, the other thing that you have to know is that any bonus content that you want to offer through Apple podcast subscription needs to be uploaded specifically into Apple podcast connect again, nothing to do with your Apple, uh, with your host, with your podcast hosts, wherever you’re generating that RSS feed that is not having to do with it.
You have to upload all of the bonus content inside of Apple podcasts connect, and it needs [00:06:00] to be a flak file. F L a C file or a, um, what was the other one? AI? No, not AIFF. What am I saying? I just spaced it. There’s another one that’s uncompressed a wave. I think it’s wave or flack. Those are the two that you have to upload whatever the bonus content needs to be in that why those, because they are, they’re using existing infrastructures for all of this.
So the reason that that is set up that way is because Apple music requires flak files to be uploaded in there. Uh, so it needs to be uncompressed files. They will compress them for you and offer that out to your people. Okay. So that’s another thing. So there’s going to be an extra management, but there are some things that are not going to change.
So if you don’t want anything to do with Apple podcast subscriptions, and you’re just like happy doing your thing. Nothing’s changing for you. There’s nothing wrong with [00:07:00] it. Other than the fact that right now, Apple podcast connect has really had a bad time as of the past, you know, week or so, or whatever else is, is happening in the space.
There’s been serious problems, particularly managing there’s a lot of indexing issues that are still happening. There’s a lot of shows that are disappearing. There’s a lot of heartache for so many different people. I mean, to the point where, um, every single podcast producer that I know has had a client that has suffered big time from trying to even just upgrade.
Cause they there’s like a way that like you sign in and then they upgrade your account and then it like did weird stuff to all the things. So, uh, if, if you haven’t logged in, don’t do don’t touch it just. Let it be, let it be for awhile and it’ll hopefully it’ll fix itself. But the majority of the time, everything now is going to be, um, happening there.
I guess the problems happened because of the amount of indexing that they had to do with like all of the millions [00:08:00] of billions. I think now episodes that are inside of Apple podcasts. And that has been a huge problem when it comes to that stuff. Uh, and obviously that’s going to be opening up in may. Now.
They’re also broken into tears, meaning there’s the free dispense. We all are, right. At this point point, all of us are essentially free. There is a freemium model and then there is a paid model and all of those things you are able to do so you can, um, create, um, uh, uh, an opportunity for you to lock. Your archive.
Right? So any back catalog that you have, maybe you only have the latest 10 episodes for free. And then if somebody wants the rest of them, they can pay. That’s a real, like, easy way to make money without you doing, having, having to make any extra stuff. Um, you can also window things, meaning if you subscribe, um, in this way and have premium offerings, that means that maybe your [00:09:00] people get the podcast on Monday and everybody else gets it on Friday.
Uh, that’s another opportunity to do having preview of seasons receiving things earlier than other people. Those are like the easiest, like sort of ways to get people, to subscribe to your thing in terms of our freemium model. And then there’s obviously the paid model, which is like the entire thing is behind a paywall sort of like what luminary is doing.
There’s a couple of other podcasts, um, Like audible originals, not that they’re on Apple, but, um, and there’s, uh, a couple of other ones that are creating for pay only podcasts. Like they are not available for free anywhere. You must subscribe to get to these things. So that’s also an option. Now it is 100% at this point in time, which could change Apple centric, meaning anybody who does not have an iPhone, anybody who does not [00:10:00] have an a Mac computer or an iPad will not be able to consume your premium content, which means that if you happen to have an audience that is more heavily skewed towards anything, that’s outside of that space, they’re not going to be able to access that.
Uh, and that’s just. That’s just what it is. There is no RSS feed, private RSS feed that you can get and put wherever it is that you want. That doesn’t happen there. Everything is also managed by Apple. So you have zero control over who your people are, how to communicate with them specifically, um, how to know who they are.
None of that stuff. It’s all hashed, meaning it’s private information that is being pulled by Apple. And so you might have, like, I’m assuming they’re going to give you a report or something. Like, let’s say you have 10 subscribers. You’re never going to know who those 10 people are. Uh, I don’t like the way that I know [00:11:00] you guys right now that you’re showing up.
That’s not a thing. I won’t know who you are if you show up for that. So those are like some of the key aspects. When it comes to, um, Apple podcasts, you will get some pretty serious, uh, data. In Apple podcast connect while you’re going to, you’re going to be able to get a level of data that you can’t get anywhere else because they control, they control everything client side.
So they’re able to then show you, Oh my gosh, somebody listened to X amount of my show. They’re going to be able to give you all of that information minus letting you know who the person is. Right. And so you’re going to be able to see when things are better when things are not working so good and all of that interesting information.
But again, you cannot take that anywhere. And it is 100% audio based. Okay. The end. And you can put your, [00:12:00] um, whatever amount of money you want to charge. You can do it. You can choose whatever you feel is worth your time to be able to put your stuff out there and have it go out. Um, let me look, um,
[12:20]any word about Apple podcast connect being back online?
It seems like supposedly they’re back online, but what I have seen still in all of the, especially on the lips inside of stuff is that people are still pending, like the accounts haven’t. Moved to whatever then like they just haven’t updated. And I have a feeling that the entire company is having trouble right now because they released iOS 15.
They released a new, big Sur update. They, um, they did this whole entire thing right now that is being, um, updated at the same time. And the load of everybody doing all of these things, I think has them, uh, in a place of, uh, I have no idea what’s happening, which is why releasing things a little bit at [00:13:00] a time.
Sometimes it’s a little bit easier and that’s why Facebook does stuff like that sometimes because they can address the problems. But at this point in time, supposedly it’s fixed. That’s the communication that we’ve gotten from Apple, but at the same time, there are still problems that I’ve been seeing with even our own support, deeper people over at Lipson that their accounts have not updated.
So it is still a thing and they’re still changing. And I do think that it has to do also with all of the OS updates that are going out. So not only is the account not working, but then I tried to download big sir yesterday and I got stuck at like one gig 20, because I think the load of people trying to do everything at once is just really breaking all this stuff.
So it’s kind of nutty. Okay. Uh, let me see if I have anything specific to just Apple in general. Um, [00:14:00] all right. And Terry, I will address that question after I touch on the Spotify stuff. Um, and then Karen.
Okay. So yes.
[14:15] Um, so is the first year’s fee to be a subscriber?
Yeah, so, so here’s the other. Aspect of the Apple podcast thing too, is that in order to sign up for the thing like you want to use it, it is going to be a flat 1999 a year. So look forward to spending 1999 just for access. So just to start the process of setting this up, it’s going to be 1999.
Uh, that’s going to be a straight across the board every single year. That is non-refundable money. You do not get that money back, even if you pay it and then you decide you’re going to quit. You’re not going to get those $20 back. [00:15:00] So access is going to do that. Um, and it is going to be 30% of the take of that first year, not $30, 30% and 15% from the years moving forward.
And like I mentioned before at this point, I don’t know if it’s, you. Meaning when you sign up, you pay the $20 and you get 30%. Um, they’re going to take 30% for that first year and 15% of the years moving forward. Or if it’s going to be 30% off of the subscribe subscribers that you get for every first year.
So I’m not sure if they’re like, it’s that retention rate. Like you have, you know, five people sign up on April 1st and then you have 20 people sign up on, you know, May 1st, is that going to be 30% off those people for that year, starting on April 1st and then those 20 people are going to get that 30% taken off on May 1st.
I don’t know the answer to that question. Um, and I don’t know. Yeah. I don’t know. I don’t know about that. [00:16:00] I have to, I asked that question and maybe I can get in a little clarified by the time Rob and I, um, if I, if I get, you know, all that stuff messed up there. So those are some of the in terms of payment, that’s, what’s happening with Apple podcasts.
Now, um, Apple, actually, I don’t think Apple is in any kind of fights out there. Apple is essentially the. The King of all the things they have, the scope of all of this stuff, and Spotify is really wanting to take it. So they are making moves and they’re making them happen hard. And as of today, they released that they are also doing a membership program.
This was announced on Friday via the wall street journal, but there was no information about it, but they finally put all the information out today. So there are some, um, blog posts and anchor and blog posts from Spotify and it was covered by the verge. So I’ve been sifting through all of that stuff.
And I’ve got some key [00:17:00] things for you to know.
So one of the biggest things, and this comes back to what we were trying to talk about the beginning, mind you, this is cross-platform. So that means that if you’re going to be signing up for Spotify, this does open it up for Android and iOS. They’re not keeping you. Towards just one O S but notably. And this is where that whole, this is why Spotify is essentially suing Apple is because in the app store, you cannot have any, anything inside of an app that asks you to upgrade, to sign up for something, to be part of a membership that is not inside of Apple.
That is not an infrastructure that they have set up. So there is, that’s one of the biggest reasons why a lot of apps do not have the ability to [00:18:00] buy anything in app that is not going directly to Apple because all of those sales get 30% off. Okay. So there is nothing, there are no apps except for maybe I think that they just did a, um, they finally allowed Amazon for you to be able to buy a movie.
I don’t know if you remember this, but you weren’t able to even buy movies or rent movies you had to like go into, you had to go inside of amazon.com on the website to get the movie. And then you were able to watch it on your device. You weren’t able to do that. So that’s because Apple doesn’t let you do that.
So notably running anything on Spotify, people will not be able to subscribe or pay you to pay you for your podcast or your bonus content on Spotify, on the device, on Spotify, on the Spotify app, because it goes against the tos for [00:19:00] Apple. So you are going to have to sign up via anchor. Because all of the feeds, the special bonus content stuff that you create is all being handled via the anchor infrastructure.
So you have to have an anchor account to do this, and it’s all managed in anchor. Once you do the thing, then in Spotify, you’re going to be able to get access to that content. I’m not sure exactly how that’s going to happen because here’s the other kicker. You’re going to have a special RSS feed for your bonus content that is on anchor and all of your bonus content needs to be updated, upgraded, or uploaded, sorry, into anchor, which then the [00:20:00] person who subscribes to your bonus stuff will get a private RSS feed.
That they can put in the app of choice of their own if they don’t want to listen in Spotify, but in Spotify, Spotify doesn’t support RSS feeds. So that’s a little, it’s like what? So yeah. So Spotify doesn’t support RSS feeds the I’m one of the head of a podcast, a strategy over there. I forgot what his name is.
I’m not sure what his title is. He said that they’re working on something. I’m not sure what that means. And so I’m not sure how they’re going to join your existing podcast in Spotify with the bonus. Um, I don’t know. I don’t know if they’re going to offer both. Like, that’s one part that I was like a little bit confused, but you’re able to then take, but at least, um, you have to create this anchor thing and then [00:21:00] people can subscribe in there.
In their choice. So there’s no platform centric stuff. You can do it the way that you would just create an anchor. It’s like you’re creating a new anchor show. So you have to do it that way. And you do have to do it twice. So you would have to create not twice. You would have to do your bonus content and then take it over there.
And instead of doing like charging, whatever you want, you have to charge three price points, two 99, four 99 or seven 99. That is the three monthly prices that they want you to set. So it’s preset. Those are your three choices and that’s all you get. Okay. So in the reason that that set out in anchor is because that way, Apple, excuse me, Spotify doesn’t have to pay the 30% because they also have to pay 30% to Apple.
So they are circumventing that entire thing by hosting it on their own. Okay. So I want you to keep that in mind, as we start to talk [00:22:00] about. Alternatives to a lot of this stuff that, that is a very big chunk, that 30% at first and 15% afterwards, a little bit more palatable, but 30% is a lot, um, for a lot of people, especially if you’re charging two 99, think about that.
What’s like the you’re gonna, what are you? What are you gonna get? Right. Eventually. So you, yes. And then the other thing about Spotify is that it’s free. So you do not need to pay Spotify anything. It is. The only thing that is going to be coming out of your pocket is the fees that go with the Stripe management.
So Stripe will be managing the payments. So whatever those fees are between striping, you, which some of us who have been on an online business for awhile, we know that this is a thing and we always pay those fees. It’s just something that happens. It’s the provide a service, we pay them. So they’ll be doing that, but you don’t have to pay Spotify anything for the [00:23:00] first two years, for the first two years, nothing in the third year in 2023, you will pay 5%, 5% of your sales are going to anchor in two years.
Okay. So that is it. So that would be 5%. In addition to, so I would say it’ll probably end up being around seven or 8%, depending on what the transactions fees are for Stripe, which is still better than 15%, um, for Apple. And again, it’s free. So that is one of the things that doing, um,
Yeah. So it seems like to unlock the show. Potential subscribers will have to navigate to the program’s dedicated anchor landing page. So it is going to be anchor centric, like I said, and then podcasters can choose to point them to that link wherever they want. So you can [00:24:00] have that link for the private stuff in your show notes and episodes descriptions, or in your bio, in your regular show so that you can send them over there.
Right. And you can put that link obviously anywhere, wherever you want. So those are the things that are happening with Spotify. Um, and that is the D that’s essentially kind of like the difference of what’s happening with those state two things. Oh. And. You also for both of them, right? You do not get podcasters, uh, the names, email addresses, or any other personal information about their subscribers.
So whether you’re using Apple or whether you’re using Spotify and your whatever, weighing your options, you will not get any information about the people that are subscribed to your thing. So you don’t have access to them. You will not have email addresses. You won’t be able to communicate with them, except for Spotify is creating, um, or releasing, I guess, to people who are doing this [00:25:00] bonus content, the ability to have QA inside of anchor inside of that app to possibly bring your subscribers as a bonus into a show, kind of like what we’re doing right now.
And so imagine like, it’s really just Xu. Like right now we’re doing this in zoom, but that would be done. Uh, in anchor. So you would have to do that. I think all in anchor, I don’t know, because I haven’t really used anchor, so I’m not quite sure how it, all of this stuff actually works. Um, Mo yeah. So that’s what they’re doing when it comes to that.
I’m going to look at the, um, any questions that we have same with Kindle Amazon. Yes. That’s it. That’s right. Terry. That is exactly what they did with the Kindle and Amazon, when it came to making those, those, um, that stuff coming in there. Okay. So those are like some of the key things. I think that right now, like I mentioned this also on the Friday episode four, she podcasts that’s coming up as [00:26:00] well.
Is that you have to remember that Apple doesn’t owe us anything. Apple literally doesn’t need to pay anything to anybody because their stuff is absolutely diversified. Meaning they make money primarily via hardware. They S they’re a hardware company. They’re selling iPhones. They’re selling computers, they’re selling.
Apple watches there in all of this, is he a huge investment for people, right? It’s it’s not, I mean, anytime you buy a computer, it, all of these things are margins that are super high. Like it’s just so much more money. And if you think about I’m having right now, the 5 million or 5 million, whatever 2 million podcasts that they have, most of them are dormant.
So it’s a, the only active ones are anywhere from like 500 to 780,000. So it really is, even though people are putting their podcast on there, a lot of them are not active. A lot of them are dead. A lot of them are not particularly doing anything. So that kind of like skews towards that part. But anyway, [00:27:00] just thinking about monetizing, those there’s really only, there’s a very small amount of people that are really making any kind of.
Money that is worth really talking about when it comes to monetizing podcasts, as it stands as with advertising, I just saw a piece of data that came from Magellan that said that 50% of all advertising money is going to the top. What is it to the top 8% of pocket? Like it’s something to the top 10% of podcasts, which is mind blowing or to the 500, I don’t know, 500 top podcasts.
I think that’s what it is. That’s what it is. It’s something like that when I saw it and I was like, Oh my God, that’s crazy. That’s 50% of the funds are going to a very small percentage of podcasts out there that are making money in this fashion. And most of those are based on. Scale on growth. And as [00:28:00] of now, even, um, every, all the conversations out there are about reach and about being able to scale the amount of people that are listening to the show.
It’s like the more listeners you get, the more money you get. And unfortunately for most of us scalability to that degree to make it worth our money, it’s not going to make, it’s not going to be worth it. And even if, uh, for me, for the everyday podcast or signing up for these things, it’s great. It’s sort of like Patrion, but it’s like if you sign up for Patrion, how many, how much money are you actually making versus what you think you’re going to be making?
Especially because most folks are probably not going to be paying you more than two 99 or four 99 a month and take away the fees, take away the percentages. And you’re not going to be ending up with too much money in your pocket. Uh, so. Those are some things to kind of really think about it. Um, and yeah, [00:29:00] and, and, and I don’t discount Lino.
When you said Spotify is also building a clubhouse of their own and, you know, as every single other person out there, I think like the, the, one of the analysts that I was the most was like, Oh, they hit it on their dot. There is that clubhouse is not going to be a destination anymore. It’s like not going to be one of those things where you’re like, well, I have to go into clubhouse, but what’s going to happen is most of existing platforms, I going to add a component like insert social audio.
So Slack is in development for it. Facebook is already doing it. Twitter’s got Twitter spaces. LinkedIn is creating it. Discord is also creating it. So what’s going to happen is the existing platforms are gonna create the ability to have social audio. And that’s just going to be just an extra bonus that the end and still clubhouse is kind of going to.
It’s unfortunate. I mean, I guess I’m not unfortunate. I mean, whatever, [00:30:00] sorry, but it’s, I don’t think it’s going to keep going in the way that it is now, because most folks are going to keep their people where they belong. Like I was mentioning, you know, Facebook is going to start rolling out that and I cannot wait to do it for the sheep podcast group, because why not?
Can you imagine, I mean, just access to our people already to just reach out to them. It would be amazing. Okay. Does anybody have any questions for me when it comes to the Spotify and Apple podcasts, subscription things, and then I’m going to talk, cause I’ve done a ton of research on membership models and sponsorship models, not sponsorship.
Is that what it’s called? No membership or subscription models of third party services that are not Apple podcasts and that are not Spotify that I can give you. High-level view of all of those things and how they, um, They kind of aligned with all of these things,
Andrea, [00:31:00] uh, like big picture, who is this good for?
Like who should be considering using it? So what I would say is for if you have, and again, I’m for large audiences, if you have a large audience, like NPR, like 99% invisible, like dare I say his name, the man who like got lots of money for going to Spotify, specifically those types of, um, and if you have a, again, a large audience, I mean, money downloads per episode per month.
This is a, this is more of a no brainer specifically. If you are really leaning towards a platform. So, if you happen to have, um, a podcast that is 70 to 80% Apple podcast, heavy, [00:32:00] where the majority of your downloads are coming from Apple podcasts and they are in five figures or possibly more, uh, per episode per month, uh, it’s a no brainer to set it up for yourself.
It’s great. It’s awesome. Do it, especially for those people who are doing that stuff up there, you can even do. Um, what would be really great is if you do have, um, let’s say a very iOS focused business, meaning if you primarily offer. Tips and tricks or tutorials that are 100% Mac centric from. Cause there’s a lot of people that do that.
Um, you know, off the top of my head, I know of quieter, a few people who are doing YouTube videos that are incredibly, you know, I phone, [00:33:00] uh, Mac centric, all of that stuff like tech podcasts that cover that space. It’s a fantastic opportunity to create a bonus, like even just paid content that is Apple podcasts centric in that they can, somebody can just subscribe in there because that’s what they’re using anyway.
Like you are speaking to an audience, they don’t, they don’t, they’re not Android users who cares. You’re really offering them that value. Obviously, this is the same that happens with Spotify. Anybody who has a large audience in Spotify, Spotify centric, particularly folks that are outside of the U S all of that stuff is something that you need to pay attention to because they are larger audiences in that respect, anything that is outside of the U S anything that is a large audience may be different languages.
I know I was speaking about a client that I have, who has a massive Spotify audience. His Apple podcast subscriptions are [00:34:00] below are below his. Spotify subscriptions. And that for, for me, something like that would be a no brainer as well, where you can really cultivate that answer. I would say I would venture even to say that a lot of the Spotify audiences are a lot more diverse, a lot younger, a lot less caught up with RSS feeds.
So it really depends on where you want to go and whether or not you want to really put that forth. And again, it needs to scale, like it needs to be a larger offering. This isn’t just a small, this isn’t just like you have your, you know, 50 subscribers or you get like 200 downloads per episode per month or anything in between.
That’s not gonna scale for you. You’re going to be making, I don’t know, maybe 10, $20 a month, which is possibly yay. But I’m not sure if it’s going to worth the time. So at this point in time, when it comes to that, because the only thing you can offer on both platforms is audio. [00:35:00] So all you can offer is audio.
You can’t offer tutorials, you can’t offer PDFs. You can’t offer meetups like we’re having right now, you can’t offer an email to them. You can’t offer a community. All of those things are outside of the scope of what these two offerings have. So if you’re 100%, um, audio centric, awesome. If you also want to start monetizing and really selling something like a book.
Like an audio book or a, um, and use it like literally just as an audio option, you can monetize it that way. Like having a course, an audio course and setting it up fourth was Spotify and setting one up for Apple podcasts. And you really, it’s not necessarily about, um, the scale that you want. Like lots of people buying this thing, but maybe it could because for Apple and I believe maybe, maybe I’m not sure though, Apple definitely you can have a one-time purchase.
An Apple also gives you the option to do a one-time donation. [00:36:00] Uh, so there doesn’t need to be a subscriber. End of it. And if you have a course that you want to offer or a specific journey of audio book, like I said, all of those things, then that’ll just be great because it’s sort of like, you can also add it to audible.
Like you can have that diversification wherever it is that people are going through, that they can actually give you money. So in that respect, I’m cool with it. Why not having an, all the different places? Cause you’re not going to be constantly having to update all the things. You’re just have to be marketing it.
So in that respect, it can be a special thing that you can put behind a paywall and just offer it that way.
[36:42] One quick thing. Can I ask you LLC? Yes. Yes. For sure is when you’re saying that, like when somebody subscribes to your premium content, will they get your back catalog of premium content or will they only get from that point moving forward?
Okay. Whatever you add is whatever they get. So if you have [00:37:00] those files up there, They’ll get the premium content. Um, and so like, even if you uploaded it in may, and then they subscribed in June, they can still see may they can do that. Yep. So they’ll get all of the access. It’s sort of like that paywall is removed and you’re able to see all the stuff in the back.
So that just gives that functionality in there unless you remove it. Cause I have a feeling like inside. So I, we got a walkthrough of, um, of the entire thing, like, uh, Apple, I gave a presentation, it was a prerecorded presentation and I was able to attend and watch the way that everything goes. And it’s sort of like, it’s really slick and very easy to manage.
Like you can move things like you literally can drag and drop episodes and put them behind the thing you can start for free and then remove them. And like, so it’s, it’s really easy to do exactly what you’re talking about. Andrea. Like it can be. Access to [00:38:00] everything. You can actually lock things up. You can only give them for like, you can have a date on it.
Meaning if you sign up now you get access to all. But if you sign up in may, you only have access to the last two and you can change the pricing. And so there’s a lot of really amazing functionality in the backend that they’ve really thought out very, very well. I don’t think that Spotify has that level of, of, of the ability to create all these different things.
Um, so that’s a really good thing, but at the same time, like you’re asking, I mean, like, who is it really good for? How are you going to be promoting this stuff? And I think that that’s where we’re gonna have to as sort of pros in this space, be able to really think about this from the perspective of, is it really, do you really need that tool for you?
And that’s the hard part because not knowing it’s when you see all the fancy toys. Out there. Do you really need that camera? [00:39:00] Do you really need that microphone? Do you really need that audio interface? You have to really think about how it fits, where you are in order for that investment to pay off. And sometimes it takes a long time to be able to pull that plug, but also understanding what these tools are.
And as of now, there are a few amount of people that are really going to do well, um, in these platforms. And again, they have to be very, very centric to the platform. Even though Spotify, you can do it everywhere. In all honesty. Those people who listen to Spotify, Are a very specific type of person that just listens in Spotify.
They don’t care about anything else. They’re really not going to be looking for, like, you know, I’m going to take the RSS feed and I’m going to go stick it in my favorite podcast of choice, because Spotify is where they live and that’s what they engage with. And for Spotify, what they really, really want.
And I know their quarterly earnings and stuff are going to be coming out [00:40:00] really soon. It’s it. We still, at this point, don’t even know if, if Spotify is in the black, like they still have not made a profit. Uh, even though they’re spending all this money, they’re still not making a profit. So, um, in order for investors to keep investing in the company, they have to show growth.
And as you w some of the stuff that they’ve been saying is like, you know, subscribers are down, subscribers are down exponentially from last year. That makes absolute sense because people were just signing up in droves, trying to figure out how in the heck am I going to stay busy at home when I can’t go anywhere.
But now all of those people are. Kind of like, they’re not quite as they can’t keep up the amount that they’re doing. So they’re trying to get more people to listen on Spotify. What’s the best way to do this, to use their podcasts, the podcasters, to market their service. So people sign up for our accounts because you can’t listen to anything on Spotify.
If you don’t have an account with Spotify. And that in itself is telling [00:41:00] the investors that people are signing up for Spotify. So it’s all benefiting these platforms, whether it’s Apple or whether it’s the Spotify folks and anchor it’s, that’s who it’s benefiting. It’s not necessarily at the end, it’s making it, maybe some things great for us.
And it sounds like a, uh, a piece of chocolate that you really want to eat, but really isn’t going to be the best for you. And that’s a matter of you figuring it out, looking at your stats, where people going and how it’s your capacity to really market. This, and is it worth for somebody to sign up for two 99 a month to get, then I’m only saying this disparagingly in this fashion, because you need to understand your value for just getting an extra episode a month review.
Is there a just, is it worth it? So that’s what you really have to think about when you’re doing all this stuff. Um, all right.
[00:42:00] Um, uh, Stevie, you, she says, I find that I get very different numbers from Spotify, from other podcasts than I do from my, uh, pod platform. Is that just me or is it just a known issue?
Um, there are many different things that happen in this specifically in the independent places, meaning Spotify is able to get a vastly more in-depth analysis of your stats because it’s. Client side, they own all the things. They own everything for you. So meaning when somebody is consuming your information in both Spotify and Apple podcasts, and now in Amazon music as well.
And they have those portals, they get an massive, much more information that is delivered that is not delivered to your podcast hosts. So they are able to give you all [00:43:00] of that information, Spotify, and specifically, they have a really weird thing that they like they do. Technically something that no other platform does is that they, I think they store, they cache the trap, like the URL, your MP3 URL, they cash it in the system.
I’m not sure at this point folks, the exact technical term for what they do, but. Something that people didn’t know about and something that is in fact proven is that if you’re doing any kind of dynamic ad insertion in your show, or you happen to have a problem with a file with your MP3, that you publish, and you have to take that down and re upload a new file with a different MP3 URL.
What Spotify does is it re downloads all of those. [00:44:00] In fact, it is re downloaded by anybody that’s subscribed or following your show. So if you change your dynamic ad insertions for, I don’t know, the latest 10 episodes or your entire back catalog, it’s going to actually serve, then you file to your existing followers, which will in some way, skew your stats higher than they actually are, because that’s just the way they handle it.
Yeah. And yeah, so that’s something that podcast hosts. I think companies have known for a long time because a lot of folks like send all this information and there’s really nothing we can do because Spotify decided to change things and do it their way. And that’s how they handle it. And that’s what they do with them as stats.
So there is a difference when it comes to doing some like crazy things when it comes to that. Um, and [00:45:00]
[45:00] Terry, to be clear, though, if I subscribed to a premium podcast on Spotify, it won’t show up on my Spotify app on my iPhone. Actually it will. I think that once you do subscribe to it, it will show up in Spotify.
Yes. So the whole setup and your purchase is going through anchor. That’s where the infrastructure is, but once you’re subscribed, I believe. It is connected because those two companies talk with each other. So I believe you can listen to it in Spotify itself. It’s just that you cannot purchase the bonus from Spotify.
You have to go into anchor, which is a different thing. Um, yeah, yeah, yeah, yeah, yeah, yeah. Uh, yeah, so PI being telling me 500 versus five on Spotify. So someone is telling Porky.
I know, right. It, yeah. And that’s, that’s kind of nutty, um, [00:46:00] when it comes to that kind of stuff. I wonder why there’s such a massive discrepancy. Um, I’m not sure. Yeah. I’m not sure because I’ve never, I’ve never gone inside the Spotify. I’m joking. I have never gone into the Spotify thing. I should probably go in there and then see what’s going on.
Cause. I just kind of stick with my podcast host, but I mean, I should probably do a little bit of research cause I don’t think we’ve ever signed up for any of the Spotify portal to see what those steps are in our stats are pathetic. Like for the feed it’s really bad. It’s really bad. Cause we have really great, really great download numbers.
But like when you look at like our compiled Spotify listens, it’s pathetic, it’s so bad. It’s like possibly like 0.0, zero 1%. It is horrible. Um, tailing, Porky. I love that. Uh,
[00:47:00] So is there a best practice to get stats look at stats?
So I would say, um, for any of the stuff in terms of the practice, the best practices to getting stats and looking at stats is that you do need to, I would say monthly, if you really want to take this seriously, Monthly go into, um, your specific portals in all the different places.
And I, and you need to visualize, get that data, make sure you write it down somewhere, take a screenshot and kind of sit and look at those numbers in, from all of those different places and have it in one place. Make sure that you do that monthly. So you start to see what the trends are for yourself. And I think that listening trends.
Is very important. What of your pot? What podcasts are getting the majority of the downloads? When do people drop off of your show is something that you could possibly look at. Meaning like, Oh wow. They consumed [00:48:00] all the way to, you know, 15 minutes and then everybody goes away. And that just gives you something to think about.
Not necessarily that you need to change your content, but that just gives you something to think about. And also to start to understand whether or not this is something that’s happening, both in all the in or in all your platforms, meaning if the consumption like that, the drop-off consumption is only happening in Apple podcasts, but Spotify listeners are still sticking to it.
Or you have a hundred percent completion in something like Amazon music or an audible. Like you don’t know that. So that would be really nice for you to like look at it. That’s really important. And then also to of course, be able to look at that data coming from your podcast host. Now, always remembering like how, you know, what’s the nuance of where or what kind of data you’re getting.
And of course paying attention whether or not the data is the IAB data, or if it is the unique listener data, because those two are different. And I [00:49:00] can tell you for sure that even just doing that little toggle, when I go into lips and looking at stats, it decreases like from IAB data, if I’m looking at just general download numbers, and then I do a little toggle with the IAB, it’s probably like 10 to 15% less, uh, downloads that I see.
Uh, and the biggest platforms that are missing are, um, browsers like Chrome, um, you know, things like that because there’s a lot of. Good bots that are in those places where sometimes things are pre-loading or they’re being called out. Um, they’re cashed. There’s like a lot of stuff that’s out there that is there.
That’s not really audience. That is more a file being called, um, without, uh, an action being taken on it by an actual human, uh, or being added to feed readers. Like there’s all kinds of stuff that can happen in the backend when it comes to that. And then [00:50:00] looking at those trendlines and then seeing what you’re seeing from your back catalog, from the latest episodes.
Um, and there’s going to be a vast difference when it comes to download numbers and now like being able to work with so many people. I do see that. Um, evergreen type shows, shows that have content that can be listened to regardless of month time. All of that stuff, um, tend to do a lot better download wise than those that are like my shows.
Like I have, like she podcasts on the feed are more, um, sort of like your daily news type of shows. And those are actually, I don’t find them to be as constantly growing because most people tend to do the back catalog for a lot of the evergreen shows. And you also, for the evergreen shows you can do, let’s have two pieces of this and two pieces of that.
Whereas with something like she podcast or the feed, if you listen to an episode that came out two years ago, [00:51:00] You’d be hard pressed to kind of stick to it because we’re talking about stuff that’s not even relevant anymore, unless we’re talking about personal things, but you know, more power to them to stick around for that kind of stuff.
But it really isn’t. I don’t feel that it has as much value. I don’t think the shoe podcast back catalog has that much value, um, versus all the stuff that’s of the moment kind of thing. Okay. And Lee, I’m going to give you a goodbye, cause I know you’re left.
[51:25] Where do I find the drip off listening, consumption, Terry inside.
When you go to Apple podcast, if you like, there’s like a little graph that like, kind of goes like this. Like if you’re looking at your episode data and if you scroll through it, whenever it starts to go, if you’re looking at the episode, so not the entire thing, you have to go into this specific episode, it starts to drop off.
There’s like a whole thing. And then the Mo when that little line drops off, that’s when people stop listening. So you can actually see that maybe they start listening and then about 90%, they really listen. And then they start to see like about [00:52:00] 30% they start to drop off and then you end up seeing how many people actually listened to the whole episode.
It’s like a, a different percentage than folks that started to listen. So it’s a really interesting place. I’m not sure where it goes again. I haven’t gone into Spotify. So, um,
what are the other memberships, uh, subscription options?
Um, yes. So I’m going to give you a really big overview here. These are the biggies that I have found that most people are using right now that I find to be incredibly valuable, depending upon what you want to do with your show.
Okay. So, um, I’m going to start with glow because we started talking about glow glow is the closest, closest thing to the offering that Apple and Spotify are giving because they offer an RSS feed and you can create all of the things like you can create almost anything that those other two platforms created.
Everything except. You have [00:53:00] the power of that, meaning you can create all of the things you don’t have. It’s free to start and open your account. The only transaction fees that you’ll be having is dependent upon at this point in time. I’m not exactly sure of the pricing that’s coming through because sometimes it’s going to be a percentage of view, but it’s not going to go 30% or 15%.
Um, but I’m not sure what that percentage is. And sometimes it’s going to be a percentage of the sales. And then other times it’s going to be a percentage off of per subscriber. So at this point there is no pricing model that has been like set out, but it can do all the things, meaning you do get a private RSS feed and people can it’s agnostic.
So you can subscribe in, in whatever podcast of choice you have. And it is again, strictly audio. So if you want a non Spotify known Apple, Glo answers, all those questions, you can do all of the things that both of those platforms can do, uh, in a way that is not. Leading with their [00:54:00] platform. And you can listen to these private, um, the private podcast in any podcast of show X, uh, of, of choice, except for Spotify.
Because like I mentioned, Spotify does not support RSS feeds. K they don’t. So you cannot add a podcast via private RSS feed to Spotify because they don’t support it. You cannot do it. Okay. Another place that creates RSS feeds is of course, Patrion, Patrion has an RSS feed. Uh, the ability to do that, they offer exactly what we’re talking about here.
They create a private RSS feed and they have the option of doing rich posts. And, uh, and when I say rich posts, it means that it is, um, You know, like you can, you can do like a private video or you can post an entire blog post, or you can add a PDF or you can add special images because they [00:55:00] support that like a blog behind a paid a paid wall.
The other places that is really great. Really great. Is memorable. Memorable is an incredible platform. They also create RSS feeds. They have the ability to integrate. I think the biggest things that you can do for member full, uh, they also have a start free. A model where I believe that when you’re starting free, whenever you use their platform, they also take a percentage of your subscriptions.
And with Patrion, I forgot to mention the payment on there. They also take a percentage of the subscription. So whatever, however you build, you start to pay for that. So member full is fantastic, phenomenal, and the key things that are really incredible in terms of member full is that they have direct integration with WordPress, learn dash discord, discourse, API.
They have MailChimp, they have sub stacks. So a member full is essentially the tool that [00:56:00] manages your payment. They can generate an RSS feed for podcasters if you want. But the key thing about is that they offer all of these integrations with your existing stuff. And that is really differentiator for the majority of these things.
Those three are the only ones that offer RSS feed stuff, meaning audio, private podcast stuff. They add. More things to it, except for glow glow is just strictly audio. Um, but Patrion, you can offer all kinds of other things and the more, the higher you go into their payment, whatever it is that they’re doing, whatever, however it’s outlined in there, you can offer so many more things with Patrion as well.
Member full, same thing. The integration is on believable. That said, though, you have to work for it. It’s not like you turn on you, turn it all on. Um, uh, let me see. Thanks. I’ll tend to just look at lifts and [00:57:00] stats. Yeah. Terry said that. And then have you heard of fireside? Sorry. If you mentioned it earlier, I had to step away.
Bobby. I have heard a fireside fireside is fantastic in terms of like, uh, hosting. It’s a great solid podcast. Hosting platform started by, um, Dan Benjamin, who is a, a really long. Uh, standing, um, Oh, gee podcaster, who knows the theme? He’s the scene. He’s a little bit more on the technical side. He really loves clean you eyes.
He’s got a lot of really wonderful functionality going on with him. So all of that stuff is great. I hope that that’s what you’re talking about in terms of the podcast hosting platform. But of course there is fireside as well. That’s coming out as of late, which is like a, kind of like a clubhouse competitor type thing that is also coming out very soon with Mark Cuban, who has kind of usurped that name coming into podcasting without knowing that there was an existing brand from an old school person who had already taken that name.
And now [00:58:00] that’s going to create even more confusion for all of us. So it is so annoying. Yeah. The beta for Mark Cuban. Yes. And that is coming and yes, that is something else that’s coming up in terms of the membership stuff. But that stuff is more audio. Social audio based. So it’s a different type of offering.
Um, then what we’re talking about here, moving into let’s see. So I gave you the ones in our RSS feeds now, depending upon what you want to offer for subscription and what you want to offer for your membership circle is one of the best ones that you can have out there for a community. So what they support is forums.
Rich posts again, rich posts means that you can write stuff like text, like blog posts, imagine blog posts that supports graphics and YouTube embeds, and you know, all of those things inside there, uh, in groups. So you can like group people into [00:59:00] different places, depending upon what you feel would benefit.
Having a community behind a paywall would look like they have a lot of integrations. They integrate with member stack. They integrate with member space, WordPress and Zapier, and they also have an API. So all of those things are fantastic. Super pass is another really lovely platform that is possibly the highest end for that.
Meaning that, um, even though it is $24 a month, what it does to start off with, but it actually goes very high. Like. Like 399 a month, um, because it’s support, it’s an app. It’s very well, actually it’s both. They create a website for you with all the hosting, with all the stuff, and you can have all kinds of stuff behind a paywall in there, primarily aimed at things like have video course content kind of thing like that.
Um, pod Fest used them for their virtual ticket. So if you bought a virtual ticket, you can you [01:00:00] download a podcast app that is powered by super pass. And then it has all of the stuff in there, like all of the things and it supports forums, um, video, audio, webpages, and rich posts. Um, let me see. Then we have mighty networks.
Mighty networks is a fantastic thing as well. They support a forums groups, rich posts, and they have an insane amount of integration. Most of it powered by zippier. So, and mind you, they just got a crap ton of funding, $50 million. It is a woman led company. Mighty networks is just a phenomenal, um, they used to be come from Ning.
She was like part of the people who started Ning. I don’t know. I used to use Ning way back in the day. So it’s the same founder, not founder, but like of that team that started kneeing who now has her own thing. And mighty networks has grown. They are the ones that are being used by a podcast movement university that they [01:01:00] are using mighty networks.
And just to let you know, circle is being used by the WFC podcasters, Danielle are Danielle Corbett. Um, she. Uh, started to use a circle for her WOC pod-casters group. And that’s what she’s using for that. Uh, it is a paid product and circle starts at $39 a month. Whereas mighty networks, you can start for free, you can test it out.
And of course the function, there’s all kinds of functionality that comes with upgrading to business accounts and things like that, which is really great. I’ve used it in the past. I think it’s a slick, slick, slick app. Those are the ones that I have loves and it’s, I’m already fired dollars, $5 I’m already over.
So yeah. Thank you everybody for showing up today. Um, I hope if you have any further questions, why don’t you just go ahead and email me or you can text me back if you want to do any of that stuff, stuff. Um, it’s been, uh, a huge, it’s been a [01:02:00] huge conversation here. Y’all I mean, come, come. So, um, thank you all I so appreciate you being here today.
And again, follow up with any questions. I’m going to try to answer as much as I can or ask those questions from people that are smarter than me and technically, so I can figure out, um, what you know, what’s working for everybody and what’s not working for everybody. So thank you all for much for showing up.
And I will talk with you in a couple of weeks. I hope that, um, justice here next week for all of you. Okay. Okay. Bye. See ya.