Broadcaster and digital audio thinker Matt Deegan looks ahead, and offers some insight into the reality of the podcast scramble....
“The embarrassing secret for many corporate podcasters is how few downloads they receive and the limit to how many times they can say “hey, downloads don’t matter, it’s good for the brand!”. ..... Generating an audience of more than 35k downloads per episode puts you in the top 1% of all podcasts - but the revenue you can generate from that is likely to be under £1,000 (often significantly). So if you’re able to pay participants and an editor, there isn’t a lot left."
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