March 27, 2023
Podcast Distribution: Which Platforms Are Worth It - PCI 338
Apple Podcasts 
TuneIn 
Deezer 
Paypal What apps, directories, and services are worth the effort, and which ones may not be an excellent fit for your show.
There are many places where you should syndicate your show. We take you through the extensive list of where you can list your podcast and the pros and cons of each.
We hope you enjoy today’s episode of Podcast Insider; we’ve worked hard to ensure you get the best podcast knowledge. We’ll still periodically have guests, so contact the team if you’re interested in being featured.
Today’s Hosts: Mike Dell and Todd CochraneHere are the most helpful podcast directories and apps you should use for your podcast.
Of course, Apple podcasts and Spotify are the most well-known. Although we suggest you be everywhere you can, sometimes there are reasons not to distribute to one place or another. Here are some things to consider when deciding how much effort you want to put in to get on a podcast app or directory.
Note: Subscribing/Following mainly functions similarly for each app, but it’s broader than when podcasting first started.
Must-Have Apps- Apple Podcasts – This will also get you into many independent apps like Overcast, Pocket Casts, and many others that use Apple for their directory.
- Spotify – They get a lot of press in the podcasting world and are popular with the fastest-growing podcast listener demographic – around the world.
- Podcast Index – Apps that do not use Apple and apps that use both Apple and Podcast Index use Podcast Index as their catalog of shows
- Google Podcasts – As of March 2023
- Blubrry – Even if you’re not hosting with Blubrry
- Stitcher – Once very popular, still used quite a bit on Android devices.
- Amazon Music / Audible Podcasts – Podcasts show up in the Amazon Music and Audible apps
- TuneIn – Popular live radio app
- Podchaser – A directory of podcasts
- YouTube Music (coming soon)
- If YouTube Music Podcasts is the same as YouTube video channels, it might not fit your show well.
- Pandora – Music app that does have a podcast section
- iHeartRadio – Popular Live radio app with a podcast section
- Deezer – EU
- JioSaavn – India
- Gaana – India
- Anghami – Middle East
We have instructions on submitting or getting into almost all of these apps, linked in the show notes.
Again, it doesn’t hurt to be everywhere. We don’t care how you listen as long as you listen. Just know that all these apps/directories have their business model and reason for existing.
Got a subject you would like us to cover on the show, Drop an email to mike@blubrry.com (audio, text, video), and we may use it. You can also post a question on the Blubrry Podcasting Facebook group.
Our ticket system is the best place for support with any Blubrry product or service (https://blubrry.com/support/). Tickets give the whole team access rather than direct emails or calls.
Fill out our listener survey at surveys.blubrry.com/podcastinsider
- Schedule a one-on-one with Todd (hosting customers only). Email todd@blubrry.com
- Schedule a tech checkup with Mike (hosting customers only). Email mike@blubrry.com
- Send us your podcast sticker and a self-addressed stamped envelope (SASE) and we will send you a Blubrry care package.
Our mailing address: Blubrry – MacKenzie 150 E. Campus View Blvd. #180 Columbus, Ohio 43235
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You know,
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the important thing here is there's
a lot of places to have your podcast
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listened to, and, and I've, I'm kind of,
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the mindset is I don't care where
people listen, as long as they listen.
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If they listen on my website, that's
great. If they listen in an app,
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that's fine as well.
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But one thing's for sure is we
definitely continue to support this
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increase in, uh, app functionality.
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You're listening to Podcast Insider,
a weekly podcast, bringing insights,
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advice, and insider tips and
tricks to help you start, grow,
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and thrive through podcasting.
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With the support of your team here
at Blueberry Podcasting, welcome.
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Let's dive in.
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Welcome. This is Mike Dell, VP of
Customer Relations here at Blueberry.
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And this is Todd Cochran, CEO and
co-founder of Blueberry Podcasting.
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And today we're going to talk
about distributing your podcast,
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what apps, what directories
services are worth the effort,
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and which may not be a
great fit for your show.
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Today, we're gonna talk about distribution
of your show and which platforms are,
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are really worth the effort. We
know that there are really many,
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many places to syndicate
your show to, and of course,
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apple Podcasts and Spotify are the
most well known, although, you know,
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I always suggest you have
your show everywhere you can,
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but there are sometimes reasons not
to distribute to one place or another.
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And we have some things to think about
when deciding how much effort you want to
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put in to get on every
podcast app or directory,
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or which ones you want to remove
yourself from or not submit to.
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And of course, subscribing or
following, mainly functions.
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Same for each app that you are listed in,
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but it's broader than that when
podcasting first started. And of course,
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there's a bunch of
must-haves and, you know,
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I think those are pretty easy to know.
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Yeah, of course. Uh, apple Podcasts,
that's kind of the granddaddy of it.
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Back in 2005 when they added
it to iTunes, they, uh,
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became the 800 pound
gorilla. It's, uh,
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and what's different about Apple Podcasts
and specifically is that a lot of
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other third party apps use
their directory to supply the
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shows for their app. So, you
know, once you're in Apple,
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that puts you in a lot of other, you know,
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third party apps like
Overcast PocketCasts,
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there's a bunch of others that
use Apple for their directory.
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And of course there's Spotify. And
boy, I have a lot to say about Spotify,
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but maybe I won't, but, you know,
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they get a lot of press
and podcasting. They, uh,
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are popular with some of
the podcast demographics
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out there. Not, not all
shows work well on Spotify,
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just like not all shows work
well on Apple. You know,
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if you're doing a show about Linux,
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you're probably not gonna have a lot of
people on Apple. If you're doing, uh,
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something that skews to an
older demographic, you may
not do so well on Spotify.
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But, uh,
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it's good to be in both of those
because they are the most popular as
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far as, you know, they get the most
press, uh, in the podcast world.
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I think, as well as Apple
Podcasts and Spotify, you know,
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undoubtedly number one. Number two, you
look at Google Podcasts, it's, you know,
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it's, it's currently, uh, third, you
know, sometimes even in our index,
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Google Podcast Rice is the second,
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because our Spotify base
is not as big as, you know,
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often say that, uh, everyone
is so excited about Spotify.
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Then I look at their numbers globally
and I kind of like, well, you know,
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they're there, they're
doing well, but, uh,
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you should not discount other.
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Platforms. Yeah. Another, another
thing to think about when,
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when you talk about Spotify is if you
go to Spotify and you submit your show
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directly to Spotify,
which is possible now,
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it wasn't back when they first started,
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you're not on what's
known as pass through.
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And what that means is you don't
get your stats for Spotify in
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your podcast hosting or your,
you know, third party stats.
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None of that works because
Spotify takes one download of
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your episode and then it redistributes
it to all their listeners.
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And that kind of prevents, uh,
digital ad insertion to, to work,
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you know,
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so whatever ads were in it when they
pulled the copy is what's gonna be in it
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as long as it's on Spotify.
That doesn't change,
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like if you're doing dynamic
insertion or pre-roll post roll, uh,
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programmatic ads. So that's one down, uh,
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side of submitting it yourself.
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But if you're on a host that does
pass through Blueberry, does that,
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then you do get the stats
and the d a i and the,
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and the programmatic work,
just like any other app.
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So be careful of how you submit
to Spotify and if you've submitted
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directly and you're using Blueberry,
you know, get ahold of us and I can,
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you know, take you off Spotify direct
and put you on pass through and, uh,
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and everything will work as
advertised. So, you know,
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it's just one of the
things to think about.
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They work a little differently than
some of the other apps out there.
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Yeah,
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Spotify currently is the only app if you
do a direct submission that cashes your
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content, everyone else does pass through.
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There is a new platform that's, uh,
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coming online here soon that is
saying they are going to cash.
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We'll talk about them here in a few
minutes, but, you know, Google Podcasts,
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even though they've, uh,
changed some of their strategy,
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they're still a viable option.
Obviously the Podcast Index is as well,
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and apps that do not use Apple and
apps that use both Apple and Podcast
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Index use them as our s In other
words, you're gonna find shows that,
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uh,
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listed on Podcast Index that
you will not find on Apple
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Podcast. And of course, blueberry,
we've got a directory as well. So, uh,
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if you're hosting with us, you're
automatically on there. If you are not,
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you can claim your show or add your
show if we don't already have it
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in, in the directory.
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Yeah, we, we pull from Index and Apple
and, you know, and all that stuff.
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So your show may well be the in there
already, so you can search for it,
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claim it, as Todd was talking about.
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There's other apps of course,
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that you're more than likely
gonna want to be on Stitcher.
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Stitcher used to have a much,
much higher global percentage.
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It as high as as three, three and
a half percent, uh, some years ago,
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but their global coverage now is about 2%.
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So Stitcher is still a, a great place
to be, uh, still used by quite a,
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quite a few Android
devices, Amazon Music, uh,
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which is doubles as a audible podcast.
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So podcasts show up in the Amazon
music and audible apps. Matter of fact,
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when I do an Amazon, when I'm on Amazon,
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I can actually do a search for
my show and it actually find,
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it shows up in the Amazon listing.
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Yeah, the regular catalog.
It's kind interesting.
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One thing interesting about Stitcher, uh,
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going back to that one is
they've changed hands a lot.
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So each time they've changed hands
things, things are, you know,
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different every, I think they're
owned by Sirius XM now, uh,
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along with Pandora and,
you know, I don't know,
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it just sort of lost some popularity.
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I used to listen to it a lot
using Stitcher for like news
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podcasts, you know, something that
updated frequently. I thought that was a,
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a pretty neat thing. So, but it's
a good app to be in. And again,
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Amazon music gives you just, you
know, a little more searchability.
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You know, you're an Amazon store
and you type in a subject you know,
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that you're looking for to
buy something. And Amazon,
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and every once in a while podcast will
pop up. Might be interesting to you,
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.
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And of course there's Tune In,
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that's a popular live radio app that
has a podcasting available and it
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podcasters a directory, a podcast.
It's not necessarily an app.
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No, it's, it's, it's just like
a, a directory, but it, uh,
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also has some ratings and reviews
and, and other things. So you,
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you definitely want to go over
there and claim your show if,
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if it's already there
and, and check it out,
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it might give you some good information.
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The next shiny object really is everyone's
excited about YouTube. You know,
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I've had my show on YouTube
for many years because I do
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a live show,
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but I've never really focused
on building a YouTube channel,
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so I don't get a lot of listens or views
over there and actually views because
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it's actually a video.
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But YouTube music is where
podcasts are going to live
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within the YouTube
ecosphere. And there is, I,
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and I think some folks
are a little bit confused.
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I think they're hoping they would be
part of the regular YouTube ecosystem,
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but being, they're gonna be in
the YouTube music section, I,
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I don't know if it's gonna
get the same amount of lifts.
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So some folks are already talking
about having YouTube me when act
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actually, when this becomes available,
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they'll submit to YouTube music
and have a YouTube video channel.
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And those probably, from my opinion, I,
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I'll probably keep 'em separated. It all
depends on how the implementation is.
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Right? But you do a video component,
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an actual video podcast as well as
an audio podcast where you know,
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you actually have moving video. I don't
think it's all that compelling on the,
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on the video side of YouTube
to have a static image and the
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audio of your podcast. Now,
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it can help you in searchability
only because YouTube is one of the
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main search engines. People
don't think of it that way.
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So personally, I, I've
never used YouTube music.
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I've seen music videos on YouTube,
and I don't know if that's the same,
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but, you know, I've definitely
used YouTube. You know,
I watch YouTube channels,
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but I don't necessarily
listen to music or specific.
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YouTube music is a, is a
separate app, and it's,
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it's very similar to the old
Google Play music Mm. App. So it's,
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it's a separate thing. Now,
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I don't know if they're gonna cross
reference when you search or anything like
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that. There. It may be, there may not be.
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Yeah, there could be some brand
challenges that's going on there.
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If you have a YouTube channel and a
lot of podcasters do where they've been
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submitting their audio
to a YouTube channel,
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whereas now it's gonna be
on YouTube music. Yeah,
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we're gonna have to watch to see how
this pops in, but there's gonna be some,
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some gotchas here. Uh,
they are going to cash,
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so they're gonna cash media the
rumor and there's no yet defined
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terms of service yet. We'll
have to find out later.
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But it's rumored they're gonna want
an ad free version of your show,
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and then they're going to place
advertising around it like they do on
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a YouTube video channel monetization
is being talked about already,
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but if it's like YouTube video, you're
probably gonna need a minimum. Well,
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if you follow the YouTube standards,
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4,000 listen hours in a
given year in order to be
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monetized.
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So we will see where the monetization
piece comes in with YouTube
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music and how that's gonna relate.
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The other thing with that
is if you have to produce an
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ad free version of your show,
that's extra work for you,
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and you know, whether that will be
profitable, and I don't mean just money,
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but, uh, profitable in, you know,
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the amount of time that you have
to spend to do anoth a double post.
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Is that worth it?
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You know, if I think
about how YouTube works,
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for those who don't pay the
premium version of YouTube,
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oftentimes you'll be watching a
YouTube channel and they'll break for a
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commercial, they'll put like two short
ones at the beginning and then maybe,
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depending on long the content
is one or two mid-roll.
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So if they treat spoken
word on YouTube music
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the same, where they break into the
content, you know, the challenge is,
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is if you leave,
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if they allow you to leave the advertising
in there in the middle of your show
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and then they break, they could
have competing advertising going on.
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So it's gonna be interesting.
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Or they could break it right in the
middle of one ad to do another ad.
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. Right. So, we'll, we'll
see what the implementation is.
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A lot more details are coming,
but it's, uh, gonna be very,
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very soon within the next two to
three weeks. We'll find out Yeah,
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more about this. Be.
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Interesting to,
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to check it out and we will definitely
cover it when the rules come out. Yeah.
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And, you know, decide for yourself.
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You'll let you decide for yourself
whether it's worth the hassle or not.
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Pandora still has a,
uh, podcast section, uh,
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they are selective in who they
pick up iHeartRadio as well.
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Usually we tell people that when they're
getting ready, submit to iHeartRadio,
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make sure you have six or seven
episodes already before you submit.
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They're a little more picky on
when they're gonna let shows on.
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Yeah. One thing interesting, uh,
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Pandora and Stitcher are now
owned by the same company,
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so you can do the submission to
both of those at the same time.
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Oh, that's good. But.
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Pandora is more picky than Stitcher.
Stitcher will take anybody.
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Pandora picks and chooses a little
bit, not as much as they used to.
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Uh, but it's always good to have
more than one episode when you,
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when you do go to Pandora or Stitcher or.
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IHeart. And it should be said too,
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if you have any type of music in your
content. Oh, yes. Uh, both Pandora,
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iHeart, and Spotify are really, you know,
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you can very easily be delisted for
having any type of music in your podcast.
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They don't so much worry too
much about like, intros, outros,
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that kind of thing. But if you,
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you've got a long block or you're just
playing a whole song or something,
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or half a song or you know, a whole
bunch, they may, uh, pull you out.
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And Stitcher does it specifically because
they want you to submit to their music
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side if you're gonna be
doing music. You know,
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they don't want to distribute music via
podcasts. As we talked about in the,
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in the r s s episode, we did, you know,
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there are podcasts out there that are
strictly to distribute music and those
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won't fly on on places
like Pandora or iHeart or,
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uh, Spotify.
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So there's a bunch of regional apps
too. And, and just let me be clear,
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I think the regional apps can be
just as important as the major apps
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that we've been talking about.
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And here's the reason why English
speaking podcast consumption
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outside of the United States is
just growing at, at a dramatic rate.
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So the regional apps like geezer,
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which is in the European
Union only is widely listened
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to, and you could get discovery there.
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It's kind of the Spotify of Europe.
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Yeah. Geo Saban and Ghana are, are India,
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um, huge, huge English
consumption, uh, podcast there.
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Anami is the Middle East,
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and Rezo is a Subsid area Bite
dance, the same folks from TikTok.
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So Rezo is in, uh, several countries
in the Middle East as well.
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The one thing about Rezo is you
can't get it here if you're in the
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United States.
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You can't listen to your listing on Rezo
because the app's just not available in
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this region. And it's Rezos a,
um, a music app, got big support,
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but again, Anami is a another big one
as well. That's in the Middle East.
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You, you were out there in, uh,
Saudi Arabia for that event. And, uh,
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I imagine REO is probably a lot
more popular there than, uh,
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than it would be elsewhere. Well.
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REO again has limited country Distribu,
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only two or three countries where
Anamis, uh, more more wide based.
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Okay.
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But you know,
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the important thing here is there's
a lot of places to have your podcast
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listened to and, and I've, I'm kind of,
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the mindset is I don't care why
people listen as long as they listen.
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If they listen on my website, that's
great. If they listen in an app,
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that's fine as well.
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But one thing for sure is we
definitely continue to support this
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increase in, uh, app
functionality with, uh,
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apps or podcast apps.com.
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But the most important thing is if you
want to have instructions on how to
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submit or get into most
all of these apps, uh,
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we have a link in the show notes to
the distribution explanation pages.
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And also, if you're a blueberry
hosting customer, you'll definitely,
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in the blueberry dashboard, there's a,
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there's a distribution section for
those using WordPress Power Press.
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There's also a distribution
section where we have, uh, links.
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Destinations.
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Yeah, destinations, excuse me.
We have destinations for, uh,
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in links to all the information you
need to submit to all these different
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platforms. So I think that's
one of the important things.
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00:17:16,500 --> 00:17:20,240
But yeah, again, we still
suggest that you be everywhere,
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but you know, when you're first
starting out, the, you know,
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those four at the beginning or five,
uh, at the beginning, you know, apple,
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Spotify, Google Podcast Index,
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those are the best ones to get in first,
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cuz that gets to the widest distribution
across as many apps as possible.
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And then work your way
down the list. I, you know,
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you don't have to be everywhere
on launch, but you know,
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if you have time, get on on these other
ones, it doesn't hurt a thing, you know,
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00:17:51,300 --> 00:17:52,400
and it, uh, you know,
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might pick you up a few listeners
and places you never thought that you
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would've. Listeners.
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Also, remember,
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these apps and directories have their
own business models and reasons for
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existing. So while we get ex people are
getting excited about YouTube, you know,
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YouTube has to make money and I'm sure
they're gonna monetize around the content
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and you may not qualify for a
revenue share. And, you know,
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that's the price of, of being on
their app. Same thing with Spotify.
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I've heard ads around my own show. I
don't earn any revenue from Spotify,
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00:18:26,260 --> 00:18:29,360
but again, uh, you know, my
show's listed over there for,
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00:18:29,360 --> 00:18:32,360
for those few that listen to my show, uh,
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00:18:32,360 --> 00:18:36,000
because I don't have the demographic
that's on Spotify. So, you know,
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I have a few listens here and
there, but not that many. Yeah.
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00:18:38,640 --> 00:18:40,640
You've all heard the,
the term, you know, if,
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if you're getting something of
value for free, you're the product.
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But then again, these places ha you know,
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00:18:46,440 --> 00:18:50,240
if they're giving away this
access to their app for free,
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00:18:50,390 --> 00:18:53,880
they gotta make some money. And, and
that's not necessarily a bad thing,
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just depends on how they're doing it.
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00:18:57,000 --> 00:18:58,870
So I think so far, you know,
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00:18:58,870 --> 00:19:03,590
if you're worried about being monetized
around Apple Podcasts is not monetizing
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00:19:03,590 --> 00:19:07,030
around your content.
Neither is Podcast Index,
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00:19:07,530 --> 00:19:11,550
nor is Google Podcasts or, or
even the blueberry directory.
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00:19:11,900 --> 00:19:16,670
I can't say the same because I
don't have enough exposure to
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Amazon and Tune in and, uh,
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00:19:20,560 --> 00:19:25,550
Pandora and iHeart on whether or not
there's any monetization going around your
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00:19:25,550 --> 00:19:29,310
content. Um, you'll have to do that
investigation yourself and again,
328
00:19:29,310 --> 00:19:33,950
make that determination if you wanna
be on those apps and okay to have your
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00:19:34,190 --> 00:19:38,590
audience exposed to many advertising
that may be placed around your content.
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00:19:39,040 --> 00:19:43,670
So, so far as I know no one does
any interruption of content,
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um, that's an important thing,
332
00:19:45,710 --> 00:19:48,590
but time will tell on YouTube
music if that's the case.
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Somewhat unrelated. But for listeners,
334
00:19:52,400 --> 00:19:54,830
if you know you have an
Amazon Prime account,
335
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which a lot of us do cuz of
the free sh shipping and,
336
00:19:58,710 --> 00:20:03,110
and video access and all
that, a bonus plan is, uh,
337
00:20:03,110 --> 00:20:05,230
if you like any of the Wondery podcast,
338
00:20:05,230 --> 00:20:08,710
which is Amazon's podcast
studio or one of them,
339
00:20:09,090 --> 00:20:13,150
you get those ad free, it's just
as a bonus. So yeah, it's just not,
340
00:20:13,150 --> 00:20:15,590
not really related to what we're
talking about here, but, uh,
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00:20:15,640 --> 00:20:18,710
if you do like any of the wonder shows
and don't wanna listen to the ads,
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00:20:18,840 --> 00:20:20,110
if you have a Prime account,
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00:20:20,110 --> 00:20:25,030
you can listen right on Amazon music
basically in their podcast section.
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And here's the best
thing about podcasting.
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00:20:27,370 --> 00:20:30,950
You decide where you want your
show to be listed in which, and,
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00:20:30,950 --> 00:20:33,630
and if you decide at some point
you want your show removed,
347
00:20:33,880 --> 00:20:37,150
it is possible to have a show
removed from a platform as well.
348
00:20:37,220 --> 00:20:39,790
Yeah, most are pretty
easy about that. Yep.
349
00:20:40,170 --> 00:20:41,590
But my, again,
350
00:20:41,590 --> 00:20:44,990
my strategy is I don't care where they
listen as long as they listen and then I
351
00:20:44,990 --> 00:20:48,440
give them the information within the
show where to find me and my website.
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00:20:48,450 --> 00:20:52,320
So I think that's the important
part, is be able to build your brand,
353
00:20:52,580 --> 00:20:53,600
but at the same time,
354
00:20:53,600 --> 00:20:57,280
get this great distribution that
podcasting allows because of open r s s.
355
00:20:57,510 --> 00:20:58,000
Yeah.
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00:20:58,000 --> 00:21:01,840
And we didn't cover every place that w
that's available to distribute podcast,
357
00:21:02,020 --> 00:21:06,360
but you get most of them covered
with what we, what we talked about.
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00:21:06,580 --> 00:21:08,080
But there are, you know, there's,
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00:21:08,080 --> 00:21:12,200
there's a whole directory of these
nichey apps. So if, you know,
360
00:21:12,200 --> 00:21:17,160
if you're into automotive, there's
probably an automotive based app that,
361
00:21:17,160 --> 00:21:22,040
uh, picks up podcasts or aviation
or whatever. So, uh, and,
362
00:21:22,040 --> 00:21:25,720
and those we can't possibly know all
of them. So, uh, you know, look around,
363
00:21:25,720 --> 00:21:29,800
there may be something in your
niche that is just for that
364
00:21:30,320 --> 00:21:32,760
bunch. Now don't join a network for that.
365
00:21:32,760 --> 00:21:35,560
There's a lot of other reasons
to join a network, but, uh,
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00:21:35,810 --> 00:21:38,680
if you can get into those, that's
another thing you can look for.
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So Mike, I think we bought it covered.
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00:21:41,230 --> 00:21:44,520
Yeah, I think we got it covered
for this week. And uh, like I said,
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go out there and be everywhere. Just
don't lose any sleep over it..
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00:21:50,390 --> 00:21:53,840
Thanks for joining us. Let's meet
up next week. And in the meantime,
371
00:21:53,840 --> 00:21:56,840
for more information to
subscribe, share or follow,
372
00:21:56,960 --> 00:22:01,880
check out the show
notes@podcastinsider.com to
check out our latest suite of
373
00:22:01,880 --> 00:22:04,240
services and help Blueberry can
help you leverage your podcast.
374
00:22:04,240 --> 00:22:07,640
Visit blueberry.com. That's
blueberry without the ease.
00:00:00,000 --> 00:00:00,480
You know,
2
00:00:00,480 --> 00:00:04,600
the important thing here is there's
a lot of places to have your podcast
3
00:00:04,600 --> 00:00:06,840
listened to, and, and I've, I'm kind of,
4
00:00:06,840 --> 00:00:10,560
the mindset is I don't care where
people listen, as long as they listen.
5
00:00:11,050 --> 00:00:14,440
If they listen on my website, that's
great. If they listen in an app,
6
00:00:14,870 --> 00:00:16,200
that's fine as well.
7
00:00:16,580 --> 00:00:21,200
But one thing's for sure is we
definitely continue to support this
8
00:00:21,840 --> 00:00:24,480
increase in, uh, app functionality.
9
00:00:26,790 --> 00:00:30,760
You're listening to Podcast Insider,
a weekly podcast, bringing insights,
10
00:00:30,760 --> 00:00:34,200
advice, and insider tips and
tricks to help you start, grow,
11
00:00:34,200 --> 00:00:35,560
and thrive through podcasting.
12
00:00:35,590 --> 00:00:38,800
With the support of your team here
at Blueberry Podcasting, welcome.
13
00:00:38,800 --> 00:00:39,920
Let's dive in.
14
00:00:41,290 --> 00:00:45,680
Welcome. This is Mike Dell, VP of
Customer Relations here at Blueberry.
15
00:00:46,300 --> 00:00:50,000
And this is Todd Cochran, CEO and
co-founder of Blueberry Podcasting.
16
00:00:50,300 --> 00:00:53,640
And today we're going to talk
about distributing your podcast,
17
00:00:54,630 --> 00:00:58,800
what apps, what directories
services are worth the effort,
18
00:00:58,800 --> 00:01:01,760
and which may not be a
great fit for your show.
19
00:01:05,120 --> 00:01:09,480
Today, we're gonna talk about distribution
of your show and which platforms are,
20
00:01:09,480 --> 00:01:12,920
are really worth the effort. We
know that there are really many,
21
00:01:12,920 --> 00:01:15,400
many places to syndicate
your show to, and of course,
22
00:01:15,720 --> 00:01:20,240
apple Podcasts and Spotify are the
most well known, although, you know,
23
00:01:20,240 --> 00:01:23,360
I always suggest you have
your show everywhere you can,
24
00:01:23,860 --> 00:01:27,920
but there are sometimes reasons not
to distribute to one place or another.
25
00:01:28,260 --> 00:01:32,440
And we have some things to think about
when deciding how much effort you want to
26
00:01:32,440 --> 00:01:36,360
put in to get on every
podcast app or directory,
27
00:01:36,360 --> 00:01:40,560
or which ones you want to remove
yourself from or not submit to.
28
00:01:41,280 --> 00:01:45,620
And of course, subscribing or
following, mainly functions.
29
00:01:45,620 --> 00:01:48,180
Same for each app that you are listed in,
30
00:01:48,180 --> 00:01:52,980
but it's broader than that when
podcasting first started. And of course,
31
00:01:53,270 --> 00:01:56,140
there's a bunch of
must-haves and, you know,
32
00:01:56,140 --> 00:01:58,020
I think those are pretty easy to know.
33
00:01:58,450 --> 00:02:03,020
Yeah, of course. Uh, apple Podcasts,
that's kind of the granddaddy of it.
34
00:02:03,020 --> 00:02:07,700
Back in 2005 when they added
it to iTunes, they, uh,
35
00:02:07,700 --> 00:02:11,700
became the 800 pound
gorilla
36
00:02:12,320 --> 00:02:17,220
and what's different about Apple Podcasts
and specifically is that a lot of
37
00:02:17,220 --> 00:02:21,940
other third party apps use
their directory to supply the
38
00:02:22,220 --> 00:02:26,420
shows for their app. So, you
know, once you're in Apple,
39
00:02:26,420 --> 00:02:28,780
that puts you in a lot of other, you know,
40
00:02:28,780 --> 00:02:31,380
third party apps like
Overcast PocketCasts,
41
00:02:31,380 --> 00:02:34,220
there's a bunch of others that
use Apple for their directory.
42
00:02:34,840 --> 00:02:38,620
And of course there's Spotify. And
boy, I have a lot to say about Spotify,
43
00:02:38,720 --> 00:02:42,140
but maybe I won't
44
00:02:42,140 --> 00:02:45,020
they get a lot of press
and podcasting. They, uh,
45
00:02:45,020 --> 00:02:49,820
are popular with some of
the podcast demographics
46
00:02:49,820 --> 00:02:52,820
out there. Not, not all
shows work well on Spotify,
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just like not all shows work
well on Apple. You know,
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if you're doing a show about Linux,
49
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you're probably not gonna have a lot of
people on Apple. If you're doing, uh,
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something that skews to an
older demographic, you may
not do so well on Spotify.
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But, uh,
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it's good to be in both of those
because they are the most popular as
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far as, you know, they get the most
press, uh, in the podcast world.
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I think, as well as Apple
Podcasts and Spotify, you know,
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undoubtedly number one. Number two, you
look at Google Podcasts, it's, you know,
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it's, it's currently, uh, third, you
know, sometimes even in our index,
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Google Podcast Rice is the second,
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because our Spotify base
is not as big as, you know,
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often say that, uh, everyone
is so excited about Spotify.
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Then I look at their numbers globally
and I kind of like, well, you know,
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they're there, they're
doing well, but, uh,
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you should not discount other.
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Platforms. Yeah. Another, another
thing to think about when,
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when you talk about Spotify is if you
go to Spotify and you submit your show
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directly to Spotify,
which is possible now,
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it wasn't back when they first started,
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you're not on what's
known as pass through.
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And what that means is you don't
get your stats for Spotify in
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your podcast hosting or your,
you know, third party stats.
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None of that works because
Spotify takes one download of
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your episode and then it redistributes
it to all their listeners.
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And that kind of prevents, uh,
digital ad insertion to, to work,
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you know,
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so whatever ads were in it when they
pulled the copy is what's gonna be in it
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as long as it's on Spotify.
That doesn't change,
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like if you're doing dynamic
insertion or pre-roll post roll, uh,
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programmatic ads. So that's one down, uh,
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side of submitting it yourself.
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But if you're on a host that does
pass through Blueberry, does that,
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then you do get the stats
and the d a i and the,
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and the programmatic work,
just like any other app.
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So be careful of how you submit
to Spotify and if you've submitted
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directly and you're using Blueberry,
you know, get ahold of us and I can,
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you know, take you off Spotify direct
and put you on pass through and, uh,
85
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and everything will work as
advertised. So, you know,
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it's just one of the
things to think about.
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They work a little differently than
some of the other apps out there.
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Yeah,
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Spotify currently is the only app if you
do a direct submission that cashes your
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content, everyone else does pass through.
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00:05:32,560 --> 00:05:34,960
There is a new platform that's, uh,
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coming online here soon that is
saying they are going to cash.
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We'll talk about them here in a few
minutes, but, you know, Google Podcasts,
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even though they've, uh,
changed some of their strategy,
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they're still a viable option.
Obviously the Podcast Index is as well,
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and apps that do not use Apple and
apps that use both Apple and Podcast
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Index use them as our s In other
words, you're gonna find shows that,
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uh,
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listed on Podcast Index that
you will not find on Apple
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Podcast. And of course, blueberry,
we've got a directory as well. So, uh,
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if you're hosting with us, you're
automatically on there. If you are not,
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you can claim your show or add your
show if we don't already have it
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in, in the directory.
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Yeah, we, we pull from Index and Apple
and, you know, and all that stuff.
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So your show may well be the in there
already, so you can search for it,
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claim it, as Todd was talking about.
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There's other apps of course,
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that you're more than likely
gonna want to be on Stitcher.
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Stitcher used to have a much,
much higher global percentage.
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It as high as as three, three and
a half percent, uh, some years ago,
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but their global coverage now is about 2%.
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So Stitcher is still a, a great place
to be, uh, still used by quite a,
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quite a few Android
devices, Amazon Music, uh,
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which is doubles as a audible podcast.
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So podcasts show up in the Amazon
music and audible apps. Matter of fact,
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when I do an Amazon, when I'm on Amazon,
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I can actually do a search for
my show and it actually find,
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it shows up in the Amazon listing.
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Yeah, the regular catalog.
It's kind interesting.
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One thing interesting about Stitcher, uh,
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going back to that one is
they've changed hands a lot.
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So each time they've changed hands
things, things are, you know,
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different every, I think they're
owned by Sirius XM now, uh,
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along with Pandora and,
you know, I don't know,
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it just sort of lost some popularity.
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I used to listen to it a lot
using Stitcher for like news
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podcasts, you know, something that
updated frequently. I thought that was a,
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a pretty neat thing. So, but it's
a good app to be in. And again,
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Amazon music gives you just, you
know, a little more searchability.
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You know, you're an Amazon store
and you type in a subject you know,
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that you're looking for to
buy something. And Amazon,
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and every once in a while podcast will
pop up. Might be interesting to you,
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And of course there's Tune In,
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that's a popular live radio app that
has a podcasting available and it
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podcasters a directory, a podcast.
It's not necessarily an app.
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00:08:12,120 --> 00:08:16,150
No, it's, it's, it's just like
a, a directory, but it, uh,
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also has some ratings and reviews
and, and other things. So you,
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00:08:19,790 --> 00:08:22,110
you definitely want to go over
there and claim your show if,
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if it's already there
and, and check it out,
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it might give you some good information.
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The next shiny object really is everyone's
excited about YouTube. You know,
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I've had my show on YouTube
for many years because I do
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a live show,
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00:08:37,570 --> 00:08:41,870
but I've never really focused
on building a YouTube channel,
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so I don't get a lot of listens or views
over there and actually views because
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it's actually a video.
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00:08:48,050 --> 00:08:52,890
But YouTube music is where
podcasts are going to live
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within the YouTube
ecosphere. And there is, I,
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and I think some folks
are a little bit confused.
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I think they're hoping they would be
part of the regular YouTube ecosystem,
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00:09:03,620 --> 00:09:07,600
but being, they're gonna be in
the YouTube music section, I,
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I don't know if it's gonna
get the same amount of lifts.
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So some folks are already talking
about having YouTube me when act
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actually, when this becomes available,
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they'll submit to YouTube music
and have a YouTube video channel.
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And those probably, from my opinion, I,
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I'll probably keep 'em separated. It all
depends on how the implementation is.
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00:09:29,480 --> 00:09:31,760
Right? But you do a video component,
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an actual video podcast as well as
an audio podcast where you know,
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you actually have moving video. I don't
think it's all that compelling on the,
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on the video side of YouTube
to have a static image and the
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audio of your podcast. Now,
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it can help you in searchability
only because YouTube is one of the
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main search engines. People
don't think of it that way.
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So personally, I, I've
never used YouTube music.
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I've seen music videos on YouTube,
and I don't know if that's the same,
168
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but, you know, I've definitely
used YouTube. You know,
I watch YouTube channels,
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but I don't necessarily
listen to music or specific.
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YouTube music is a, is a
separate app, and it's,
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it's very similar to the old
Google Play music Mm. App. So it's,
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it's a separate thing. Now,
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I don't know if they're gonna cross
reference when you search or anything like
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that. There. It may be, there may not be.
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Yeah, there could be some brand
challenges that's going on there.
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If you have a YouTube channel and a
lot of podcasters do where they've been
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submitting their audio
to a YouTube channel,
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whereas now it's gonna be
on YouTube music. Yeah,
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we're gonna have to watch to see how
this pops in, but there's gonna be some,
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some gotchas here. Uh,
they are going to cash,
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so they're gonna cash media the
rumor and there's no yet defined
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terms of service yet. We'll
have to find out later.
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But it's rumored they're gonna want
an ad free version of your show,
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and then they're going to place
advertising around it like they do on
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a YouTube video channel monetization
is being talked about already,
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but if it's like YouTube video, you're
probably gonna need a minimum. Well,
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if you follow the YouTube standards,
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4,000 listen hours in a
given year in order to be
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monetized.
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So we will see where the monetization
piece comes in with YouTube
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music and how that's gonna relate.
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The other thing with that
is if you have to produce an
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ad free version of your show,
that's extra work for you,
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and you know, whether that will be
profitable, and I don't mean just money,
195
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but, uh, profitable in, you know,
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the amount of time that you have
to spend to do anoth a double post.
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Is that worth it?
198
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You know, if I think
about how YouTube works,
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for those who don't pay the
premium version of YouTube,
200
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oftentimes you'll be watching a
YouTube channel and they'll break for a
201
00:12:06,040 --> 00:12:10,320
commercial, they'll put like two short
ones at the beginning and then maybe,
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depending on long the content
is one or two mid-roll.
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So if they treat spoken
word on YouTube music
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the same, where they break into the
content, you know, the challenge is,
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is if you leave,
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if they allow you to leave the advertising
in there in the middle of your show
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and then they break, they could
have competing advertising going on.
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So it's gonna be interesting.
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Or they could break it right in the
middle of one ad to do another ad.
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see what the implementation is.
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A lot more details are coming,
but it's, uh, gonna be very,
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very soon within the next two to
three weeks. We'll find out Yeah,
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more about this. Be.
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Interesting to,
215
00:12:51,380 --> 00:12:55,340
to check it out and we will definitely
cover it when the rules come out. Yeah.
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And, you know, decide for yourself.
217
00:12:57,940 --> 00:13:01,660
You'll let you decide for yourself
whether it's worth the hassle or not.
218
00:13:02,110 --> 00:13:05,980
Pandora still has a,
uh, podcast section, uh,
219
00:13:05,980 --> 00:13:09,860
they are selective in who they
pick up iHeartRadio as well.
220
00:13:09,860 --> 00:13:13,020
Usually we tell people that when they're
getting ready, submit to iHeartRadio,
221
00:13:13,020 --> 00:13:16,220
make sure you have six or seven
episodes already before you submit.
222
00:13:16,470 --> 00:13:19,660
They're a little more picky on
when they're gonna let shows on.
223
00:13:19,660 --> 00:13:21,540
Yeah. One thing interesting, uh,
224
00:13:21,540 --> 00:13:24,940
Pandora and Stitcher are now
owned by the same company,
225
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so you can do the submission to
both of those at the same time.
226
00:13:28,430 --> 00:13:29,540
Oh, that's good. But.
227
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Pandora is more picky than Stitcher.
Stitcher will take anybody.
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Pandora picks and chooses a little
bit, not as much as they used to.
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Uh, but it's always good to have
more than one episode when you,
230
00:13:41,940 --> 00:13:44,620
when you do go to Pandora or Stitcher or.
231
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IHeart. And it should be said too,
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if you have any type of music in your
content. Oh, yes. Uh, both Pandora,
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00:13:51,460 --> 00:13:54,980
iHeart, and Spotify are really, you know,
234
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you can very easily be delisted for
having any type of music in your podcast.
235
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They don't so much worry too
much about like, intros, outros,
236
00:14:04,780 --> 00:14:05,940
that kind of thing. But if you,
237
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you've got a long block or you're just
playing a whole song or something,
238
00:14:09,100 --> 00:14:13,500
or half a song or you know, a whole
bunch, they may, uh, pull you out.
239
00:14:13,500 --> 00:14:17,340
And Stitcher does it specifically because
they want you to submit to their music
240
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side if you're gonna be
doing music. You know,
241
00:14:20,140 --> 00:14:24,460
they don't want to distribute music via
podcasts. As we talked about in the,
242
00:14:24,670 --> 00:14:27,740
in the r s s episode, we did, you know,
243
00:14:27,740 --> 00:14:31,300
there are podcasts out there that are
strictly to distribute music and those
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00:14:31,300 --> 00:14:35,500
won't fly on on places
like Pandora or iHeart or,
245
00:14:36,190 --> 00:14:37,023
uh, Spotify.
246
00:14:37,710 --> 00:14:41,260
So there's a bunch of regional apps
too. And, and just let me be clear,
247
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I think the regional apps can be
just as important as the major apps
248
00:14:45,900 --> 00:14:47,100
that we've been talking about.
249
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And here's the reason why English
speaking podcast consumption
250
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outside of the United States is
just growing at, at a dramatic rate.
251
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So the regional apps like geezer,
252
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which is in the European
Union only is widely listened
253
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to, and you could get discovery there.
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It's kind of the Spotify of Europe.
255
00:15:09,070 --> 00:15:13,440
Yeah. Geo Saban and Ghana are, are India,
256
00:15:14,170 --> 00:15:18,800
um, huge, huge English
consumption, uh, podcast there.
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Anami is the Middle East,
258
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and Rezo is a Subsid area Bite
dance, the same folks from TikTok.
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00:15:27,810 --> 00:15:32,520
So Rezo is in, uh, several countries
in the Middle East as well.
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The one thing about Rezo is you
can't get it here if you're in the
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United States.
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You can't listen to your listing on Rezo
because the app's just not available in
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this region. And it's Rezos a,
um, a music app, got big support,
264
00:15:46,320 --> 00:15:49,880
but again, Anami is a another big one
as well. That's in the Middle East.
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00:15:49,880 --> 00:15:53,720
You, you were out there in, uh,
Saudi Arabia for that event. And, uh,
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I imagine REO is probably a lot
more popular there than, uh,
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than it would be elsewhere. Well.
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REO again has limited country Distribu,
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only two or three countries where
Anamis, uh, more more wide based.
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Okay.
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But you know,
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the important thing here is there's
a lot of places to have your podcast
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listened to and, and I've, I'm kind of,
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the mindset is I don't care why
people listen as long as they listen.
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If they listen on my website, that's
great. If they listen in an app,
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that's fine as well.
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But one thing for sure is we
definitely continue to support this
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increase in, uh, app
functionality with, uh,
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apps or podcast apps.com.
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But the most important thing is if you
want to have instructions on how to
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submit or get into most
all of these apps, uh,
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we have a link in the show notes to
the distribution explanation pages.
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And also, if you're a blueberry
hosting customer, you'll definitely,
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in the blueberry dashboard, there's a,
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there's a distribution section for
those using WordPress Power Press.
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There's also a distribution
section where we have, uh, links.
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Destinations.
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Yeah, destinations, excuse me.
We have destinations for, uh,
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in links to all the information you
need to submit to all these different
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platforms. So I think that's
one of the important things.
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But yeah, again, we still
suggest that you be everywhere,
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but you know, when you're first
starting out, the, you know,
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those four at the beginning or five,
uh, at the beginning, you know, apple,
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Spotify, Google Podcast Index,
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those are the best ones to get in first,
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cuz that gets to the widest distribution
across as many apps as possible.
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And then work your way
down the list. I, you know,
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you don't have to be everywhere
on launch, but you know,
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if you have time, get on on these other
ones, it doesn't hurt a thing, you know,
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and it, uh, you know,
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might pick you up a few listeners
and places you never thought that you
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would've. Listeners.
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Also, remember,
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these apps and directories have their
own business models and reasons for
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existing. So while we get ex people are
getting excited about YouTube, you know,
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YouTube has to make money and I'm sure
they're gonna monetize around the content
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and you may not qualify for a
revenue share. And, you know,
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that's the price of, of being on
their app. Same thing with Spotify.
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I've heard ads around my own show. I
don't earn any revenue from Spotify,
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00:18:26,260 --> 00:18:29,360
but again, uh, you know, my
show's listed over there for,
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00:18:29,360 --> 00:18:32,360
for those few that listen to my show, uh,
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because I don't have the demographic
that's on Spotify. So, you know,
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00:18:36,000 --> 00:18:38,640
I have a few listens here and
there, but not that many. Yeah.
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00:18:38,640 --> 00:18:40,640
You've all heard the,
the term, you know, if,
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00:18:40,640 --> 00:18:43,880
if you're getting something of
value for free, you're the product.
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00:18:43,940 --> 00:18:46,440
But then again, these places ha you know,
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00:18:46,440 --> 00:18:50,240
if they're giving away this
access to their app for free,
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they gotta make some money. And, and
that's not necessarily a bad thing,
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just depends on how they're doing it.
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So I think so far, you know,
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if you're worried about being monetized
around Apple Podcasts is not monetizing
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around your content.
Neither is Podcast Index,
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nor is Google Podcasts or, or
even the blueberry directory.
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I can't say the same because I
don't have enough exposure to
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Amazon and Tune in and, uh,
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00:19:20,560 --> 00:19:25,550
Pandora and iHeart on whether or not
there's any monetization going around your
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00:19:25,550 --> 00:19:29,310
content. Um, you'll have to do that
investigation yourself and again,
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make that determination if you wanna
be on those apps and okay to have your
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audience exposed to many advertising
that may be placed around your content.
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So, so far as I know no one does
any interruption of content,
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um, that's an important thing,
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but time will tell on YouTube
music if that's the case.
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Somewhat unrelated. But for listeners,
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if you know you have an
Amazon Prime account,
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which a lot of us do cuz of
the free sh shipping and,
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and video access and all
that, a bonus plan is, uh,
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00:20:03,110 --> 00:20:05,230
if you like any of the Wondery podcast,
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00:20:05,230 --> 00:20:08,710
which is Amazon's podcast
studio or one of them,
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00:20:09,090 --> 00:20:13,150
you get those ad free, it's just
as a bonus. So yeah, it's just not,
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not really related to what we're
talking about here, but, uh,
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if you do like any of the wonder shows
and don't wanna listen to the ads,
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if you have a Prime account,
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you can listen right on Amazon music
basically in their podcast section.
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And here's the best
thing about podcasting.
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You decide where you want your
show to be listed in which, and,
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00:20:30,950 --> 00:20:33,630
and if you decide at some point
you want your show removed,
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00:20:33,880 --> 00:20:37,150
it is possible to have a show
removed from a platform as well.
348
00:20:37,220 --> 00:20:39,790
Yeah, most are pretty
easy about that. Yep.
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00:20:40,170 --> 00:20:41,590
But my, again,
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00:20:41,590 --> 00:20:44,990
my strategy is I don't care where they
listen as long as they listen and then I
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give them the information within the
show where to find me and my website.
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00:20:48,450 --> 00:20:52,320
So I think that's the important
part, is be able to build your brand,
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but at the same time,
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get this great distribution that
podcasting allows because of open r s s.
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00:20:57,510 --> 00:20:58,000
Yeah.
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00:20:58,000 --> 00:21:01,840
And we didn't cover every place that w
that's available to distribute podcast,
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00:21:02,020 --> 00:21:06,360
but you get most of them covered
with what we, what we talked about.
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00:21:06,580 --> 00:21:08,080
But there are, you know, there's,
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00:21:08,080 --> 00:21:12,200
there's a whole directory of these
nichey apps. So if, you know,
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00:21:12,200 --> 00:21:17,160
if you're into automotive, there's
probably an automotive based app that,
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00:21:17,160 --> 00:21:22,040
uh, picks up podcasts or aviation
or whatever. So, uh, and,
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00:21:22,040 --> 00:21:25,720
and those we can't possibly know all
of them. So, uh, you know, look around,
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00:21:25,720 --> 00:21:29,800
there may be something in your
niche that is just for that
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00:21:30,320 --> 00:21:32,760
bunch. Now don't join a network for that.
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00:21:32,760 --> 00:21:35,560
There's a lot of other reasons
to join a network, but, uh,
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if you can get into those, that's
another thing you can look for.
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So Mike, I think we bought it covered.
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00:21:41,230 --> 00:21:44,520
Yeah, I think we got it covered
for this week. And uh, like I said,
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00:21:44,520 --> 00:21:48,760
go out there and be everywhere. Just
don't lose any sleep over it.
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Thanks for joining us. Let's meet
up next week. And in the meantime,
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00:21:53,840 --> 00:21:56,840
for more information to
subscribe, share or follow,
372
00:21:56,960 --> 00:22:01,880
check out the show
notes@podcastinsider.com to
check out our latest suite of
373
00:22:01,880 --> 00:22:04,240
services and help Blueberry can
help you leverage your podcast.
374
00:22:04,240 --> 00:22:07,640
Visit blueberry.com. That's
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