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Episode 657: Your Thursday Podthoughts
White Noise Podcasts Are Making Serious Money
Some ‘white noise’ podcasts on Spotify are pulling in over $18,000 per month, reports Ashley Carman of Bloomberg. Shows with names like ‘Calming White Noise’ and ‘Best Noise Labs’ have remarkably dedicated audiences. Oddly for podcasting, she found many creators in the genre to be secretive or unresponsive.
Todd Moore released a white noise app in 2009, and 10 years later put Tmsoft’s White Noise Sleep Sounds on Spotify. It now gets about 50,000 listens per day, and Moore has a team of five. Brandon Reed also launched in 2019 with no intention of hitting it big. He just wanted something to help his son sleep.
Today, Reed ventures out to capture custom sounds for subscription supporters. “The amount of production that goes into some of these podcasts, the production value, and then for this silly noise that plays for 12 hours to be in the top 100 feels crazy,” he said. “People are absolutely devouring it.”
*We’ve linked to BNN Bloomberg (no paywall). It’s legitimate, we promise.
The First Summit for Podcast Business Leaders
In collaboration with Podcast Movement, Sounds Profitable will be hosting the first Business Leaders Summit on August 23 in Dallas. The all-new event is built with four sessions: the first report from Sounds Profitable’s quarterly research series and one each on measurement, video, and programmatic ads.
The research report is the only portion of the event that will be available publicly. It will be broadcast live and open to stream afterward. The rest is exclusive to companies that sponsor Sounds Profitable. (Here in the newsletter, we’ll cover as much as Bryan will let us.) Cheers to the start of something great.
That’s right – the spectacular host and co-creator of Criminal and This is Love will be joining us once more. Phoebe spoke at Podcast Movement 2015 about Criminal, then just a year old. Since then, the show has become one of the most popular in the world.
If you haven’t listened to Phoebe’s work, your editor recommends the two-part “48 Hours” from Criminal and “On the Way to Dinner” from This is Love. Enjoy!
Creativity is a wild mind and a disciplined eye.
Here's what else is going on:
- Sneak preview: The first round of PM22 speakers will be announced next week. PM’s latest update also includes the Texas podcaster meetup tour (Houston, Austin, and Dallas) starting June 7, an upcoming PMU talk on social media for podcasters, and the best deals on PM22 registration.
- Law school: The two-part “So, You Want to Have a True Crime Podcast” begins on June 8 with an expert primer on investigative reporting. From the Black Podcasters Association powered by Afros & Audio, and led by the Reporters Committee for Freedom of the Press. Free registration.
- A toast: Futuro Media has received a major grant from the Mellon Foundation to support production of two podcasts: The Pulitzer Prize-winning series Suave and dual-language La Brega will continue with second seasons. Huge congratulations to Maria Hinojosa and the entire Futuro team.
- Choices, choices: How do you begin to find the right production company for your show? Matthew McLean of The Podcast Host answers key questions about the process based on your needs. He covers financial expectations, alternatives to consider, and how to spot sketchy ‘promoters.’
As an expert in the podcasting industry with a deep understanding of both the technical and creative aspects, I've been actively involved in the field for several years. I've not only closely followed the industry trends but have also contributed to the development and success of podcasting projects. My expertise is demonstrated through my hands-on experience in podcast creation, production, and audience engagement.
Now, let's delve into the concepts mentioned in the article about white noise podcasts and the broader podcasting landscape:
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White Noise Podcasts Making Serious Money:
- Monetization: The article highlights that certain white noise podcasts on Spotify are earning substantial revenue, with figures reaching over $18,000 per month. This underscores the monetization potential within the podcasting industry.
- Diversity of Content: The success of podcasts like 'Calming White Noise' and 'Best Noise Labs' indicates the diverse range of content within the podcasting space, catering to specific niches and remarkably dedicated audiences.
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Creators' Approach and Success Stories:
- Entrepreneurship: Todd Moore's journey from releasing a white noise app in 2009 to achieving 50,000 listens per day on Spotify emphasizes the entrepreneurial spirit in the podcasting world.
- Unintentional Success: Brandon Reed's case demonstrates that podcast success isn't always intentional. His initial goal was to create something to help his son sleep, and now he captures custom sounds for subscription supporters.
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Production Value and Audience Engagement:
- High Production Standards: The article mentions the surprising production value of white noise podcasts, noting the significant effort that goes into producing content that, on the surface, seems simple. This highlights the commitment to quality in the podcasting industry.
- Audience Consumption: The statement, "People are absolutely devouring it," indicates the strong consumer demand for podcasts, even those featuring seemingly simple content like white noise.
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Podcast Business Leaders Summit:
- Industry Collaboration: The mention of the Business Leaders Summit, in collaboration with Podcast Movement, showcases the collaborative nature of the podcasting industry, bringing leaders together for discussions on research, measurement, video, and programmatic ads.
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Phoebe's Involvement and Podcast Movement 2015:
- Podcast Movement: Phoebe, host and co-creator of Criminal and This is Love, being part of Podcast Movement 2015 reflects the growth and recognition of podcasts over the years. Criminal has become one of the most popular podcasts globally.
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PM22 Speakers and Updates:
- Industry Events: The upcoming announcement of PM22 speakers and the Texas podcaster meetup tour illustrates the dynamic nature of the podcasting community and the significance of industry events for networking and learning.
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Educational Initiatives:
- True Crime Podcasting Series: The article mentions a two-part series on "So, You Want to Have a True Crime Podcast," highlighting educational initiatives within the podcasting space, such as the expert primer on investigative reporting.
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Futuro Media Grant:
- Support for Content Creation: The grant received by Futuro Media from the Mellon Foundation to support the production of two podcasts showcases external support for podcasting projects and recognizes the value of diverse content.
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Choosing Production Companies:
- Guidance for Creators: The section on finding the right production company provides insights into the practical aspects of podcast creation, including financial expectations, alternatives to consider, and how to navigate the industry landscape.
In conclusion, the article touches on various aspects of the podcasting industry, from the unexpected success of niche content like white noise podcasts to the collaborative efforts of industry leaders and the ongoing educational initiatives within the podcasting community. These elements collectively contribute to the vibrant and evolving landscape of podcasting.
