So, is the whole industry shrinking or are the big players just losing numbers as more and more competition enters the market?
A good question.
Because of this change in Apple’s listener accounting, ALL podcasts are seeing major drops in ad revenue.
The costs for spoken ads in a podcast is determined by a complex formula that favors the syndicate - i.e. Spotify - not the podcaster.
Smaller podcasts get beat up so most are transitioning to a subscriber model.
However, knowing this information, I will make sure to listed to Steve Gibson (a tech podcast) at least once a month.