How to make money with your podcast in South Africa - Part 1
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This is part 1 of the epic saga that was my conversation with Francois Retief, COO of iono.fm, South Africa's largest digital audio hosting service, which includes 2500+ South African Podcasts.
Francois has unparalleled access to specific, South-African-relevant data and analytics and he was kind enough to unpack all those numbers with us.
This two-part series is about making podcasting profitable through selling advertising, and part 1 is largely focused on some foundational knowledge everyone needs to understand. What's does the South African podcasting landscape look like, how do you even sell ads, and who figures out how much money you're going to get out of those ads?
Here's exactly what we cover in part 1:
3:25 My epic beard.
5:26. How do brands buy ads on podcasts?
6:05 What brands are advertising on podcasts?
8:03 Can we separate SA shows from international shows?
9:54 Where IS South African podcasting right now?
12:45 Are recorded radio shows a podcast?
18:30 What's the addressable market in South Africa for podcasts?
19:27 Are there any South African podcasts making it internationally?
21:07 Where are all the podcasts for kids?
22:23 Roadblocks to podcast growth
25:18 SAPG's Plans for a top charts
27:21 Do you see any gaps in the market for specific genres
29:15 Who loves podcasts in SA?
30:50 What is the average income of podcasters who have monetised?
36:33 How Advertising Works
36:38 What is CPM?
41:44 How valuable is a pre, mid, and post-roll?
44:10 Dynamic Ad Insertion
47:21 Different ads for different audiences
47:59 Average CPM for podcasts
48:26 What is an average radio CPM
50:22.386 How to increase your earning with value, audience, and frequency
51:53.271 What's the average audience size for a South African podcast?
57:42.590 What's a good audience size for my podcast?
1:03:00.517 Okay how many listens do I need to make R10 000?
1:08:00.323 How many listeners do I need to monetise my show?
Look out for part 2, coming soon.
And, of course, a huge thanks to our guest, Francois, as well as:
Rebekah van Zyl - Audio Recording
Jason Hans - videographer
Francois has unparalleled access to specific, South-African-relevant data and analytics and he was kind enough to unpack all those numbers with us.
This two-part series is about making podcasting profitable through selling advertising, and part 1 is largely focused on some foundational knowledge everyone needs to understand. What's does the South African podcasting landscape look like, how do you even sell ads, and who figures out how much money you're going to get out of those ads?
Here's exactly what we cover in part 1:
3:25 My epic beard.
5:26. How do brands buy ads on podcasts?
6:05 What brands are advertising on podcasts?
8:03 Can we separate SA shows from international shows?
9:54 Where IS South African podcasting right now?
12:45 Are recorded radio shows a podcast?
18:30 What's the addressable market in South Africa for podcasts?
19:27 Are there any South African podcasts making it internationally?
21:07 Where are all the podcasts for kids?
22:23 Roadblocks to podcast growth
25:18 SAPG's Plans for a top charts
27:21 Do you see any gaps in the market for specific genres
29:15 Who loves podcasts in SA?
30:50 What is the average income of podcasters who have monetised?
36:33 How Advertising Works
36:38 What is CPM?
41:44 How valuable is a pre, mid, and post-roll?
44:10 Dynamic Ad Insertion
47:21 Different ads for different audiences
47:59 Average CPM for podcasts
48:26 What is an average radio CPM
50:22.386 How to increase your earning with value, audience, and frequency
51:53.271 What's the average audience size for a South African podcast?
57:42.590 What's a good audience size for my podcast?
1:03:00.517 Okay how many listens do I need to make R10 000?
1:08:00.323 How many listeners do I need to monetise my show?
Look out for part 2, coming soon.
And, of course, a huge thanks to our guest, Francois, as well as:
Rebekah van Zyl - Audio Recording
Jason Hans - videographer