oranges in a basket

Don’t put it all in one podcast platform

Spotify is making a lot of moves in the podcast industry with the purchase of Gimlet and Anchor and most recently Parcast. With this type of money moves, it’s almost certain there will be a lot of think pieces. And rightfully so, because Spotify (and Pandora) have their eyes set on cutting into and taking over Apple’s market share of Podcast distribution and consumption.

Laptop with Spotify icon and image on the screen.

Everyone is focused on what this means for us podcasters and to be honest, it doesn’t change much. We will benefit from the improvements Spotify will make in their quest to make podcasts more discoverable and consumed more on their platform.

The Spotify activities should not be a sign or lead you to question whether to only promote your show on Spotify. In fact, I caution indie Caribbean American podcasters to not focus on one platform based on the buzz of Spotify. Especially since Spotify isn’t widely available in the Caribbean. Instead look at your data to see where most of the listens are coming from.

As niche indie podcasters, we need to give our audience the option to reach us on as many platforms as possible (unless Spotify or Apple gives you or I an exclusive deal). This means promoting your podcast on the “Big 3”:

  1. Apple (Globally)
  2. Spotify (US and European Audiences only, Android users);
  3. Google Podcast (Globally, Android users)

If you want, you can supplement the list with other podcast apps. However, I’d caution not promoting too many apps because it can get confusing. Which is why from a marketing standpoint I focus on the big three because that’s what my podcast data says most of my listens/downloads come from.

Strawberries in different containers.

In summary, as a niche indie podcast producer distribution and discoverability is key but at the same time we don’t want to confuse our audience. When promoting shows the best to offer options but keep it simple. Three is a good number and deciding which 3 should be based on the data showing where people are listening to your show. From what I can see for now, the acquisitions and movement in the podcast industry will not affect niche indie podcasts as much, so long as we are building a strong community with our audience.

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Kerry-Ann is the founder of Breadfruit Media and Carry On Friends The Caribbean American Podcast.

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