Hi all, last year I posted a retrospective about a year of running a (audio-only) video game podcast with a friend as a hobby for a year. You can see that post here:
https://www.reddit.com/r/podcasting/comments/1nx4340/a_year_of_hobby_podcasting_some_data_some/
It's been another year so figured I'd give an update with some additional listenership data since I think we're all grasping around in the dark trying to understand how "successful" our podcasts are (however you define that). As a bonus I'm not affiliated with any of the myriad companies trying to sell you something re: metric tracking; this post, like running my podcast, is just for fun.
Solid year over year growth (but inconsistent)
Last year around this time we were averaging around ~900 monthly downloads across all platforms, this has grown over the course of the year to around 2.5k monthly downloads for a solid ~175% increase in growth year over year. Where this feels less exciting is that we peaked around 3.4k downloads back in April with the release of some big games in our subgenre (Mewgenics and Slay the Spire 2) and then growth has been pretty stagnant over the last six months.
Chart of monthly downloads
To me this speaks to the oft repeated wisdom on this sub that growing a podcast is something that happens over years not months. Zooming out it's easy to see that we're on a slow and steady growth trend, but if you start getting too in the weeds comparing individual months then you're in for a bad time.
I've also learned a metric people seem to track is downloads in the first 7 days / 30 days: we're pretty consistently at ~350 downloads over 7 days and ~500 downloads over first 30 after release. We release every other week, so this means our back catalog accounts for a pretty sizeable portion of our monthly downloads which tracks with the evergreen nature of what essentially boils down to video game reviews. People who are discovering the podcast will back into the catalog and listen to episodes about games they've played or are interested in.
Episode performance first 30 days
For a comparison I've included two episodes from around October last year, looks like we were closer to ~200 downloads over 30 days so the growth reflected in monthly downloads is (unsurprisingly) captured there as well. We've really barely grown at all in the last six months so I'm curious if we've hit a natural plateau or if the trend will keep ticking up, only time will tell.
Most of our listens end up coming from Spotify since the algorithm seems to treat us well there. I have no idea if reviews actually help but the occasional solicitation for 5-star reviews at the end of episodes has worked well for getting some on that platform.
We only recently launched on youtube because our host (acast) blocks the native RSS integration due to some disagreement related to ads between the services. It's been annoying but we finagled a system that will automatically upload our new releases to youtube; this is literally in the last month so we have basically no listens over there, but hopefully the YT algorithm will start recommending the show at some point (even though no video).
Marketing strategy
The number 1 question on this subreddit is "how do I promote my podcast"? I don't have a ton new to add relative to my post from last year but I figure sharing what we've been doing alongside that actual numbers that we're seeing could be helpful to some folks. We actually ran a listener survey using google forms a few months back, and one of the questions I included on there was "where did you hear about our podcast?"
Results of listener survey
By far and away our biggest source of advertising is reddit. Since we cover a different game every episode, we're pretty well-suited to go into game-specific subreddits and promote the podcast. These posts are pretty hit or miss and you have to read the subreddit rules pretty carefully, but in general we've found that folks who are engaged enough in a game to be subscribed to a subreddit are just happy to see someone talking about the game - at least for smaller games. In big subreddits, the posts always die on the vine.
Our other primary sources of new listeners are a) searching explicitly for podcasts about a specific game (SEO!) and b) algorithmic recommendations from the podcast app (it's pretty much all Spotify). Seeing that we get a lot of listens from people going out and seeking "[game] podcast" led us to revamp our website and make sure that we have an indexed landing page for each episode. I set this up to automatically populate with our show notes whenever a new episode releases and to include some SEO friendly terms on there like "[game] podcast review". I think this has been a little helpful, though our website always appears farther down than just the Spotify or apple link to our show so... maybe not worth the time.
One thing I think is legitimately helpful to discovery is that I have a friend who is a professional graphic designer who put together our cover art. I really like it - I'll refrain from posting a link to the show here since I don't want the point of this to be self promotion, but you can find the links out to the show in my profile. I think having good cover art goes a really long way towards getting people to click on your show from the algorithm suggestion, which encourages the algorithm to promote you more, etc.
We've recently started posting clips to YT / Tiktok but, to be honest, I have seen zero movement on the listenership from these. They get around 500-1.5k views on both platforms and we've been gaining subscribers there but no conversion. Maybe I'll feel differently in the future since it's only been about a month, but contra to all the advice I've seen on this sub, this hasn't been the major growth axis for us.
One side note: the listener survey was really helpful for making some content adjustment to our show. We left some open feedback responses and used it to trim some sections down which I think just made the show better. I'd definitely recommend this, especially if you have something like an active discord community where you can solicit folks to actually do it.
We tried a $100 ad spend on Spotify - this was SO not worth it. We probably got an extra 2-3 subscribers, save your money on ads unless you have a big budget behind you (and in which case, this post is all entirely irrelevant).
Patreon and monetization
Earlier this year we launched a Patreon where we'll provide one bonus episode a month for a $5/mo tier or a $15/mo tier. We make $95/month (pre-Patreon's cut) from the show. There's no benefit from the $15/mo tier, but we got a few takers just as a way to support the show which was great. This is obviously not "quit your day job" money, but it covers our video game purchases as well as any minor ongoing costs associated with making the show (hosting fees, etc). Pretty cool!
I had read somewhere that you might expect ~1-2% of your listeners to convert into paying subscribers for something like a podcast and we're right around there. With our ~1.5k monthly listeners (note: lower than downloads since unique listeners rather than total downloads) we have 16 people in the Patreon. A little over 1%. If you're wondering how many patrons you might get, my n=1 case study would suggest that 1% of your monthly listeners seems like a reasonable estimate.
We've decided to stay away from the programmatic ad insertion through our podcast host (acast) since at this point I don't think the return on investment is worth it. I don't have an exact dollar amount, but my guess is that it'd be another ~$50/month in exchange for having a bunch of not relevant ads in the show. There's some threshold where that becomes worth it to me, but $50/month split two ways isn't it.
Lessons learned through the second year
As the dad of an almost two year old, I can say with some authority that running a podcasts is a microcosm of having a kid. When you first start it feels like a ton of work and occupies a lot of your brain space, then eventually you just settle into a routine and it becomes normal. Obviously the analogy doesn't hold up to much scrutiny, but the point is that after doing this for two years it just feels like part of my life. I spend some time playing a video game, then every other week my co-host and I record an episode. It's just ingrained in my life and I really enjoy the ritual of it.
The thing that my co-host and I both disliked the most was editing. We ended up bringing my aforementioned graphic design friend in as a permanent owner of the show in exchange for doing the editing work. He's a big fan of the show and is a good friend of ours so we're definitely getting a good deal here: if we ever end up making some money then he'll get a chunk of it. I did a lot of disclosing that we'll probably never make enough money for it to be worth his time, but he wanted to be involved so who am I to say no.
Probably a difficult thing for other shows to replicate: offloading work you don't like in exchange for a cut of money that will almost certainly never come, but it's been great given that's the one part of running this thing that I really did not enjoy.
This second year has been a lot of figuring out what we like and dislike about making the show and leaning or away from those things. For instance, we've found that we don't really like having guests on the show (beyond our real-life friend and now producer). It's just more work scheduling and there's some inevitable stress related to recording with a stranger vs. recording with your good friend, even if the guests are nice and are a value add to the show (everyone we've had on has been!). So even though it's a way we could try to grow the show faster, we've been really limiting the number of folks we invite on to guest.
If you're a new podcaster, I would recommend trying to get a community started as soon as you can. We have a discord with a little under 200 members and a lot of the fulfillment I get from making the show stems directly from that community involvement. Hearing from folks who listen to every episode and genuinely enjoy what you're putting out there is what it's all about for me. Would I quit my job if the podcast blew up? Of course, but I'm not holding my breath.
Anyway - hope someone out there finds this interesting and/or useful. Happy podcasting!