CoHost, a new podcast publishing, analytics and growth platform created by Quill Podcasting, has released the results of a survey of podcasters that indicates the biggest hurdle remains audience growth. Nine in ten (91%) of podcasters surveyed ranked it as their biggest challenge. Eight in ten (82%) podcasters said getting discovered by new listeners is also one of their biggest hurdles. Similarly, 58% said they need to better understand how listeners find their show. In fact, a 55% majority of respondents said they “strongly agree” that growing a show’s viewership is one of the hardest things about it. podcasting.
In this context, when asked which podcasting platform had the features most appreciated by podcasters, 74% indicated “analytics and listener insights” and 41% indicated “campaign tracking to find out which marketing links are actually driving downloads”. About half (49%) of podcasters said they also want a platform that distributes their show to all outlets, and 46% are looking for one that automatically creates transcripts.
The CoHost survey found that three-quarters (76%) of podcasters currently monetize or plan to monetize their podcasts, and nearly half (48%) of them rely on sponsorships to do so. Of those who monetize their show, 37% say they sell advertising while 18% rely on donations and tips. Another 5% said they also offer subscriptions.
The CoHost survey also identified a serious gap: 73% said analytics and listener insights were the features they valued most in a hosting platform, and 82% agreed that understanding performances of their show was confusing and time-consuming.
CoHost and Quill Podcasting invited podcasters to take the survey from April 18 through May 2. Results are based on 155 completed surveys. Based on the survey results, Quill Podcasting sees a growing opportunity for its CoHost publishing and analytics platform.
“Over the past three years, our team has launched and scaled hundreds of professional podcasts, and we’ve realized that many great podcasters simply lack the experience and tools to grow and scale their podcasts. They are tired of wasting time logging into multiple tools and platforms to access siled and confusing data,” said CEO Fatima Zaidi. “That’s why we created CoHost, the place where smart podcasters travel to find reliable analytics and information about their shows and audiences.”
Download the results of CoHost’s 2022 Podcaster Insights survey HERE.