You are a Media Company

Chat #94 – How Podcasts, Video, YouTube or IGTV Can Be Part of Your Marketing Mix

This is Talk Number 19 in a series that will become the You are a media company course. This is the 1st of the final 4 that I will speak about other types of marketing tools out there. In the last chats I spoke about things like social media. This chat, I will focus on the future of podcasts and video.
Definition of a Podcast: First mentioned by Ben Hammersley in a 2004 Guardian newspaper article in which he rattled off possible names for this booming new medium, the “pod” of podcast is borrowed from Apple’s “iPod” digital media player; and the “cast” portion of podcast is taken from Radio’s “broadcast” term. As a matter of clarity, just because it’s named after Apple’s iPod, does not necessarily mean that you have to own or use an iPod — or any portable digital media player for that matter — to enjoy a podcast.
Technomedia defines a podcast is a type of digital media, usually audio, that is available in a series of episodes or and is streamed or downloaded by the end user over the Internet. Podcasts can be made available via a release schedule or uploaded to the Web randomly.
YouTuber is a frequent user of the video-sharing website YouTube, especially someone who produces and appears in videos on the site. YouTube co-founder Jawed Karim created the first YouTube channel “Jawed” on April 23, 2005.
Things we are doing:
  • PodCEO site will be going live soon
  • What’s a Pod CEO
  • Just left and covered DC Podfest on DMV CEO
  • – Web designed sites for podcasters
Statistics – Podcast
  • 56% of podcast listeners are Male
  • 45% of monthly podcast listeners have household income over $75K – vs 35% for the total population
  • Podcast: Fast Company States that there are Over 525,000 active shows and over 18.5 million episodes
  • Podcast Listeners are Loyal, affluent and educated
  • Podcast listeners are more likely to follow companies and brands on social media
  • 49% of podcast listening is done at home, down from 51% in 2017
  • Podcast listeners subscribe to an average of 6 shows
  • Podcast listeners listen to an average of 7 different shows per week, up from 5 in 2017
  • 80% listen to all or most of each episode, down from 86% in 2017
  • Comedy is the most popular podcasting genre, followed by education and news
Statistics – Podcast – Brandwatch
  • By 2025, half of viewers under 32 will not subscribe to a pay-TV service
  • In an average month, 8 out of 10 18-49 year-olds watch YouTube.
  • 6 out of 10 people prefer online video platforms to live TV.
  • YouTube is the world’s second largest search engine and third most visited site after Google and Facebook
  • On average, there are 1,000,000,000 mobile video views per day
Takeaways: What does all this mean?
  • Podcasting is on the rise but it’s niche
  • It’s becoming easier to create podcasts – look at sites like Anchor
  • YouTube is the 2nd biggest search engine but watch out for Facebook and of course Netflix
  • Consider Podcast and/or video as part of your ingredients
  • Video will be integrated in everything we do
This is Gresham signing out, please be sure to sign up for the course when it goes live at
See also  Chat #86 - What is Social Media? 20+ Social Media Platforms & More


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