Paid podcast subscriptions seem to be having a moment: Breaking Points, a podcast and YouTube show, has seen 10,000 paying subscribers in just two days using Supercast. The company tells Podnews that their top ten podcasters are earning more than $9 million in annual recurring revenue from paid subscribers on the platform; and that their growth rate is outperforming Substack’s early published milestones.
I know of only a handful of children’s podcasts that enjoy similar success, albeit at a smaller scale. We aren’t one of them.
I’ve often described creating audio for children as my happy place. As far as products go it’s a simple problem to solve, it’s creative, has seemingly endless possibilities for personal growth, and you get immediate feedback from your customers/listeners. And despite the long hours and no days off, it feels far less stressful than the 996 culture I was embroiled in in the past.
Our growth, though slowing (we may have hit peak bedtime stories), has been amazing; we average over 700,000 downloads a month on Sleep Tight Stories alone. And yet these seemingly large numbers have not translated into a truly functioning business. A great side-hustle sure, but not something that we could support our family with, particularly with the high cost of living on PEI.
I’ve yet to identify where our execution is lacking – value prop?, messaging?, community?, my propensity for introversion?. All these areas need work, and I’m trying to improve our execution in each of them to see if there is any improvement with our anemic conversion rate.