Apple Podcasts

Apple Podcasts recently hit a milestone – having two million podcasts available to listeners. However, as Amplifi Media explained, all is not quite as it seemed, with many not getting past show number one.

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. Sure, there might be some that only planned a single episode but for our x-ray, let’s drop the number of podcasts down by 26% – which means there are roughly 1.5 million (1.48m) podcasts with two or more episodes. That’s a big difference. Let’s go a bit further. Let’s use three or fewer episodes as a mark. That rockets the number up to an astonishing 44% of all podcasts… If a ‘real podcast’ is a series of at least four episodes, that effectively reduces the total of two million podcasts to 880,000.

Rumors abound that Apple is to launch a Podcasts+ subscription service to compete with Spotify. In his latest Vulture column, Hot Pod’s Hot Pod‘s Nick Quah looked at whether he should and highlighted some difficulties that the company may come across.

You have to start with the reality that nobody’s really figured out a Netflix-esque paid subscription service for podcasting just yet, which is another way of saying that audiences haven’t sufficiently expressed interest in that kind of relationship with podcasts … or that audiences haven’t been sufficiently conditioned to want to pay for a service that would serve them podcast-like experiences. For all intents and purposes, Luminary went nowhere, notable only for its achievements in raising investment money and driving headlines. Meanwhile, other examples that can be evoked — whether it’s Stitcher Premium or Quake Media — seem largely limited in their respective achievements. We simply haven’t seen meaningful efforts at a true podcast equivalent to Netflix or even something more genre-specific like Crunchyroll, Shudder, or the Criterion Channel.