Think of your podcast like a consumer good. You may have the best quality, most affordable item that your competition can’t beat, but if it’s only available at one remote location then what’s the use? You want to make your product as easy as possible for customers to buy so you need to think of your distribution. The same is true for podcasts. Keep in mind that these are the three most utilized platforms that you absolutely must be on. There are a multitude of smaller apps that you should also look at, but these three are like the Loblaws of the podcasting world. Monopolize!
Apple is a podcasting giant. iPhones holds about 30% of the market share in North America and OS X holds about 10%. This means that you have to get your podcast out there on Apple’s platform or you’re missing out on 40% of the market! It’s important to consider who your target market is and if they own Apple products, but in this case you should distribute it regardless. Submitting to iTunes is free and only helps to build up your exposure. In addition, the New & Noteworthy section is also one of the best ways to get your new podcast out to the world. Definitely an important tool to utilize and get the hang of.
2) Google Play
The other half of the market belongs to Windows and Google. Windows holds about 37% of the market share in North America and Android holds about 22%. Google Play is the standard app store on all android devices and is available on Windows as well. Therefore, you’re able to leverage one service and potentially reach about 60% of the market! I know this is a stretch for Windows, but 71% of podcast listeners in 2016 listen from their smartphones so you have to cover as many of those platforms as possible. By using iTunes and Google Play it’s safe to say that you’ve covered mobile.
Now that you’ve covered your mobile platforms, the next logical step is to cover your desktop platforms. SoundCloud is a popular service for audio creators of any kind. It allows anyone to post their content and connect with others, similar to social media. It has 175 million users and is still growing. It’s accessible to all desktop users and has a mobile app as well, allowing you to further your reach across desktop and mobile. The best part about this service is the social aspect which really allows you to engage with your listeners and other creators, an important tactic to any growth strategy.
So you’ve covered the basics, now what? There are tons of different podcast hosting services and distributors that you can look into. Most are free as well so it’s always a good idea to get your content out to as many people as possible (just make sure it’s brand appropriate). As always, thank you for reading and hope to see you next week!