Keen On America
Episode 2290: Marshall Poe on why 2024 was a bad year for most podcasters
Jan 1, 2025
Marshall Poe, an American historian and founder of the New Books Network, discusses the tumultuous landscape of podcasting following drastic changes in Apple’s metrics. He highlights the challenges small podcasters face against the dominance of giants like Joe Rogan. They explore potential reforms to democratize the medium, touching on Section 230 and the influence of Substack. Poe emphasizes the struggle between quality content and sensationalism in an era increasingly shaped by AI, while advocating for human authenticity in storytelling.
40:44
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Quick takeaways
- The significant decline in audience numbers for podcasting in 2024 resulted from Apple changing metrics, impacting revenue for many creators.
- The conversation emphasizes the growing divide between successful major podcasts and struggling smaller shows, highlighting the challenges in sustainable monetization.
Deep dives
Challenges of Podcasting in 2024
Podcasting faced significant challenges in 2024 due to changes introduced by Apple in its automatic download system. This shift negatively impacted many podcasters, especially those whose primary audience came from Apple Podcasts, as it led to a substantial decline in downloads and, consequently, revenue. As a result, many podcasters were forced to restructure their businesses or even shut down. The conversation highlights that the podcasting landscape is becoming increasingly competitive, particularly for smaller podcasts struggling to gain advertising revenue in a market dominated by larger shows.
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