Good Morning, Podcasters!
Good Morning, Podcasters!

Episode 11 · 6 months ago

Ethnic Representation in Podcasting Gets a Win

ABOUT THIS EPISODE

Sounds Profitable has partnered with Edison Research to build the first reliable report on podcast creators. Who are we? What do we look like? How much money do we make? What color of underwear do we most frequently wear? All that (well, not all that) is covered in this report. This episode will cover six interesting bits from this report.

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Good morning podcasters. Today we're going to be talking about ethnic representation in podcasting, so hold onto your privilege, because that's up next. All right, it's housekeeping time. Let's start with a little bit of a warning for this episode. This isn't, or wasn't intended to be a political episode, but it's kind of hard not to make it that way, both because some of the things will be talking about will be, you know, necessarily political, and because the person who submitted a question a little aggressively today is asking me out right about the row V way thing, and my promise to all of you has been if you ask me something, I'll answer it. So if you are someone who doesn't like to hear politics suddenly mixed into their daily podcast that they listen to not for politics, I get you. I actually hate when podcasts do this and I'm a little upset with myself that I've opened myself up to the ability to need to do this, given some promises I've made...

...to all of you. But this is your warning. There will be political discussion in this podcast, both about ethnic representation in podcasting, because it comes up in this report that we're going to be talking about, and about Row v Wade. So today we're going to be talking about sounds profitable and Edison Researches Report on podcast creators. This is the first credible report that focus is not on podcast listeners but on podcast creators. Some of what we'll talk about will be about ethnic city and representation. So if you don't want to hear that stuff, this is the time to shut the episode off. Okay, I'm not going to be Labor this point. You've been warned. Don't give me a Onestar review after I've warned you. Please allow me the same thing. I would allow you the ability to one walk away if you don't want to hear it, and to the ability to disagree with me without me taking it out on you. We're taking a personally. Please show me that same respect and with that, let's get into it. I actually wasn't able to attend the presentation that sounds profitable and Edison research put on because I had a...

Taco date with a friend, and no offense to Brian Barletto or Tom Webster, but I do not cancel Taco dates for anything but funerals. Tacos, and I mean Real Street Tacos, which we have here in Denver, thankfully, are a high ranking priority of my life. But I did get the chance to go through the deck afterwards and I'm going to present six important findings or findings that I thought were worthy of mention and or important to you today, three at the first half of the episode and three at the back half. With that political question. This is another warning if you haven't left jet that political question jammed in between those two sets ready. Number One, representation of podcast creator ethnicities is now in line with the population of the United States. The only ethnicity underrepresented in this report is, drum roll please, but a little white. People surprised, surprise, who saw that coming? I find that actually deliciously funny. I don't know why I find that funny. It's probably because I'm fucking weird, but it's funny to me. And the...

...underrepresentation is significant. The US population is sixty three percent white, thirteen percent African American, Fourteen Percent Hispanic, or I say Latine because I think Latin X is really difficult to say, so I'm saying Latin so I'm not assigning agenda to it. Five percent Asian and five percent other. That is our macro population. Are Micro population which in this case is podcast creators, is fourteen percent African American. That's plus one percent representation, twenty four percent Hispanic Latin, that's plus ten percent representation, five percent Asian and six percent other. White people make up only fifty one percent of podcast creators according to this report, which is a whopping minus twelve percent representation from the macro population. The Hispanic La teen segments sees the largest increase or the most over representation. Why the decrease of whites and the increase of Hispanic Latin creators? I probably couldn't venture a very smart guess, but here we go. The former,...

...white people, are running out of things to say, and the latter, the Hispanic and the teen community, are really just getting geared up. I think that would explain most of it. Number two, the largest percentage of podcasters have incomes between a hundred thousand and a hundred and fifty thousand dollars. Now this one kind of blew me away. Fifty five percent of podcast creators, according to this report, earn over seventy five thousand dollars, and a jaw dropping seventy five percent of podcasters earn over fifty thousand dollars. So now that we've solved ethnic representation, at least in podcasting, perhaps it's time to solve wealth representation. Seventy five percent of podcast creators earn Fiftyzero a year or more, but when we look at the macro population, sixty six percent of the population earns less than seventy five thousand dollars. Now I think it's probably obvious why this disparity exists, at least from my position. People who don't earn enough money to self actualize, that is to say to focus on things that are about improving themselves instead of worrying about getting the fucking bills paid don't...

...have the fucking time to create a podcast they're barely paying their bills. So while it's obvious that podcasters are no longer starving artists, with the largest percentage of them making more than a hundred thousand dollars a year, it's newly obvious that the medium is starving for artists living below the median US income. How do we fix that? I suppose we work to make the barrier to entry even lower, or we create artist scholarships to help lower income people create by removing financial hurdles in podcast start up costs. I don't know how practical that is, but I'm sure there are plenty of people out there with great ideas. Number three. Fifty seven percent of creators are democrats, while only seventeen percent are Republicans and eighteen percent are independent. We're rounding off about eight percent who identify as other or not applicable. I think I want to say a little bit more on this one. I myself am a registered Democrat that identifies as a moderate. If you ask me what I was politically, I probably wouldn't say Democrat. I would say I'm a moderate liberal or I'm just a...

...moderate. Should we be concerned that there is such an extreme underrepresentation of conservative creators now? I personally think that's a problem, and I think it's a problem because it could lead to a frustration in that population and who knows where that goes. Probably not anywhere good if the past is to be an the indicator, but I won't get into that. Democrats, it seems, own podcasting. I could venture a guess as to why liberals are less private people than conservatives. On the whole, liberals enjoy sharing ideas, they enjoy discovering new things, talking openly about ideas and frankly, and no offense to my fellow liberals, we really can't shut up about our opinions right we would love to shout the things we think from every rooftop if possible. Conservatives, on the other hand, tend to be more private, hold their cards close to their chest, so to speak, and are far more likely to keep their ideas to themselves. PODCASTING is a medium that requires you to be kind of outgoing and require some level of comfort with attention seeking and shining the spotlight on...

...yourself. I'm willing to believe that the basic differences between Liberals and conservatives is more than enough to explain away the underrepresentation of Republicans among the micropopulation of podcast creators. But all you conservatives out there, this is what I call an underserved market. There is an opportunity for growth here, and it's probably significant because, if memory serves the disparity between liberal listeners and conservative listeners is not this great, which means Conservative podcast listeners do not have anywhere near as many options as liberal podcast listeners, and there's opportunity there. Today's question comes from James, who asks again, rather aggressively. Tanner, you haven't said anything about the SCOTE is decision. Is it that you don't care about the decision or that you agree with it? Ouch James, that's tough. The answer, at least a start, is that you've left out a plethora of options for me to choose from. Don't care versus agree is what we call a...

...false dichotomy, because those aren't the only choices. I haven't said anything about it because there's no shortage of places that people can go to be pissed off about things on the Internet. Just turn on your computer and visit any social media platform for ten minutes, or turn on your television and visit any channel talking about politics. You'll be furious in seconds. And my listeners do not come here for political content and I respect that. I respect the reason that you, whoever's hearing this, was listening to this right now. I respect the reason you're here and I think it is disrespectful to trick you into being here and then broadside you with a bunch of content that you really don't want to hear. I promise to give you podcasting content. You believe me when I say that, and so when you show up and suddenly get political content. You're like, Hey, tanner, what the fuck? That's everywhere. Could you shut up for a minute? And I get that because I listen to a lot of PODCASTS and a lot of media, and boy do I ever hate it when somebody feels like they need to sneak politics into the discussion. I'd like to escape from it sometime, and I imagine that most of...

...you would like to as well. More than that, the reason I don't feel it necessary to stake a position publicly on this issue, besides it being the case that I have zero control or impact, as any citizen does. We're rather doesn't over the Supreme Court, is because, first a, it goes against my personal philosophy to Waggle my morality around in front of people like it makes me either worthy of their admiration or hatred. My views are usually private to me until someone asked me and genuinely wants to know, and then be my thoughts on the matter have zero utility other than to soothe or upset you, and I'm not here to do either of those things. I'm here to give you podcast news and insights, so to turn a phrase. I know my role and it's not political pundent, it is podcast pundent. But in that last part of reason a, I said quote, unless someone asks and genuinely wants to know. Well, you've asked, and I'll give you the benefit of the doubt, James, that you genuinely want to know the answer. So here we go. I am personally mortified by the decision.

Not only is it out of step with the majority opinion of the citizens of our representative democracy, it is, in my opinion, an issue of private health that the government has no business regulating. It's not a constitutional issue. The constitution says nothing about birth or abortion and the Supreme Court has no business ruling on anything to do with it. It feels incredibly theocratic, and our founding fathers did not in ten for us to devolve into a fucking theocracy. So, James, I'm mad about it, and you knowing that does nothing for you or the situation. Nothing is different now that you know how I feel personally. Everything is exactly the same, which is perhaps reason see why I don't usually share my private opinions on politics in a public forum. It does nothing but create division among people I might have otherwise been great friends with. But you push me to it, James. Well done. Fact number...

...four, pulled from the Creator report, that I found particularly interesting. Spotify is the platform most often used by creators to listen to podcasts. That means the idea that podcasters care about the open and free nature of podcasting as provided by RSS, is probably not as solid an assumption as we think. It is the second biggest platform used by podcasters to listen to podcasts. Get this, Youtube. I have been talking about it for years. What a podcast is has changed a lot and it's going to change a lot. More young people in this space care about creating or consuming, not about the politics of RSS feeds or open verse closed systems, neither as creators nor as listeners. Fact Number Five. More than four in ten creators have been listening to podcasts for under a year. And if how I ended number four upset you, here's the nail in my coffin. Forty percent of podcast creators have only been listening to podcast for a year or less. This is the new generation of...

...podcast creator that I've talked about in the past, and they're going to bury the rest of us as we age out. This isn't our medium anymore. People like Todd Cochrane, Rob Waltch and EVOTERA. They've long since lost the power to define what this medium is. They just haven't realized it yet. And you know what, that's going to be true of me as well soon enough. Give it another ten years, when I'm as old as those guys and I'll be screaming about what podcasting is supposed to be, and some younger version of me today will be calling me a member of the old guard and a Fuddy duddy. That's just how it goes. The future wave of podcasters will be made up of podcasters who know nothing about old school methods of podcasting or of old podcasting politics or even possibly, of podcasting at all. And that's the facts, Jack, and we'll end with a warm and fuzzy one. Number six creators pass on their love of podcast to their children. Ah, sixty six percent of podcast creators who have kids report that their kids also...

...listen to podcasts. So, you know what, let me amend what I said a moment ago. While the next couple of waves of new podcasters might be newbies who know nothing about nothing, it looks like if podcasting survives another generation or two, the next generation might be podcasting's true golden age. I guess we'll have to wait and see. Today is called action is simple. Click the link of the show notes to view this full report for yourself, form your own opinions about out what the numbers mean and if you come up with something interesting, email me, tanner at Tanner Helpscom and share, and if you do, I'll share it on a future episode, maybe tomorrow's or the next days. Anyway, that is all I've got for you today. Thank you for spending your morning with me. I always appreciate that you're here to listen and engage when appropriate, and I hope you have an excellent day and until next time, take care.

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