Podmastery: podcasting insights and advice for indie creators

I was minding my own business, about ten minutes into a podcast I listen to every week, when the host said my name out loud and told his audience to go and listen to my show.

Nobody asked him to. There was no deal, no swap, no "I'll do yours if you do mine."

Which is incredible, given that, on paper, the man is my competition.

This episode is about the one group of listeners the ideal listener exercise specifically tells you to ignore — and why they're the only people in your audience wh...

A podcast with a thousand listeners makes about a hundred and forty-four dollars a month.

I checked that properly.

So then I say the second thing, which is the bit that makes people go quiet. You don't want a hundred and forty-four dollars a month. You want one thousand four hundred and forty-four. And the way you get there is by not doing ads.

In this episode:

— Why the hundred and forty-four dollar figure is right, and why that's the problem

— The only lever CPM gives you, and where it l...

About four years ago, a very popular remote recording platform offered me money to talk about them on this show. I'd been using it that week. It had also, that week, lost one of my recordings. Not glitched. Lost.

I said no. And I want to be clear that this wasn't a moral decision, because it wasn't. It was arithmetic.

This episode is about the thing you're holding and consistently failing to price. Because the belief is that sponsorship is a reward for volume — hit some magic download number and you're finally allowed. So you wa...

I was on YouTube the other night. Not for a good reason.

Twenty minutes later I'm looking at one of the big ones — two lads in a studio worth more than my house, four cameras, somebody just out of shot whose entire job that day was deciding where the lamps went. Two point three million views. Up about a day and a half.

And I'm sat on the edge of the bed with my shoes still on thinking: how the hell am I supposed to compete with that.

I think that every few we...

I typed my own podcasting agency's brand name into Google. Spelled wrong, completely on purpose, because transcription services keep hearing "Podknows" and writing "Podnose." Something was living there. A whole podcast network. Twenty-odd shows. Says it's been going since 2013. I was already writing the angry LinkedIn post. And then I did the thing I keep telling everybody else to do. And for a good few minutes back there, I was the villain in this story. Which is where the actually useful bit starts. Because the mistake I made wasn't the accusation. That was just ego pain. The mistake was made...

Alex Cooper's company Unwell took its first outside investment, from Patrick Whitesell's WTSL, at a $500 million valuation. Every podcast expert on LinkedIn immediately pointed out that this is more than iHeartMedia. I went to check that, because I don't repeat numbers I haven't checked, and I got several different answers from several perfectly respectable financial sources on the same day. Turns out iHeart has multiple classes of share and the best part of $6 billion of debt strapped to its back, so depending which bit you measure you can have whichever number you fancy. It's less a valuation and more a...

Last week I suggested, in a LinkedIn comment, that podcasters should all walk off Spotify together and keep them honest. Then I went and looked into how you'd actually do it. And that's when the truth of the situation emerged. And OMFG is it a situation. So this episode was going to be the good news about organising a walkout. Instead it's the honest version of why we can't.

In this episode:

Spotify has secretly built a button that tells your listener which bits of your episode aren't worth hearing. It's called Skip Ahead. It's in testing, they haven't announced it, and the excellent podcast industry journalist James Cridland broke it on Podnews. One tap and you're past the entire ad break — not fifteen seconds, everything. The ad still gets delivered to the device, so the impression still counts and the advertiser still pays. They're just encouraging nobody to hear it. Including, in some cases, ads Spotify sold themselves. That's the industry story and it's been well covered. This episode is about th...

It's stupid o'clock in the morning. You've just finished editing. And instead of feeling good about it, one horrible little thought is living rent free in your head where the zzzzzzs should be: do I have to do this forever? In this episode I troll the consistency doctrine which the gurus peddle. The show-up-every-week-forever commandment that gets drummed into you from day one, usually by someone whose whole business model is selling you the cure for the anxiety they just handed you. I also make the case that publishing in seasons is one of the worst ideas going for most...

Ninety seconds into another consultant’s podcast, I got the 'shiver'. it wasn't over the mic quality. It wasn't because of bad editing. It was the words. They were tidy, warm... and hauntingly empty, like a very confident ghost had written the lot. This episode's about the single line that decides whether AI sharpens your show or hollows it out. Plus a confession I fully expect to get grief for...

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Here's the super uncomfortable truth this episode's built on: the day you publish makes not the slightest difference to a single download you receive. I will stake this whole show on it. And yet I still missed my Monday slot, published on a Wednesday, and felt like a failure anyway. That first feeling — the flicker of disappointment — is fine. It's just data. It's the second feeling that does the damage. In this one I'm being properly honest about the trap nobody warns you about when they tell you to "build your personal brand": you make the thing personal on purpose, and...

YouTube just overtook Spotify as the UK's most-used podcast platform. By one point. Everyone reported the crossover — almost nobody read the rest of the data, which says your podcast is effectively now a radio station, and you're broadcasting on every frequency at once. Hi, I'm Neal Veglio, founder of Podknows Podcasting and the Podmastery community. Edison Research's latest UK numbers gave the podcasting press its headline: YouTube 29%, Spotify 28%. Tectonic plates, apparently. One percentage point. I spent 25 years in radio before I ever touched a podcast, and the first thing that world drums into you is that a station is never fo...

New research from Signal Hill Insights, presented by Tom Webster at Sounds Profitable, surveyed over 5,000 podcast listeners — and the findings are uncomfortable for most indie podcasters to hear. Probably the most uncomfortable for me to hear, considering they contradict everything I've ever told people around podcast growth. But, as with all things, this research is not gospel. It's, as usual, a soupçon of insight into a complex and wide challenge. It challenges what our audio is, what our newsletter does and why our video clips should be. So listen as I break down the Podcast Atlas findings and what the...

A couple of episodes back I made the case for Apple Podcasts’ new HLS video. Then I had to go and actually do it — because the theoretical version of podcasting-about-podcasting is slightly embarrassing, and I hold myself to a better standard than the people spouting expertise about things they’ve never tried. So I enabled video for B2B Podcasting Insights, my other show, in Captivate. A real show, in a crowded market, with real numbers. This episode is the field report.

In this one:

Your show sounds cleaner than it ever has. You've sorted the room, fixed the levels, maybe even brought in an editor. And when you listen back — nothing. No connection. No feeling. Just technically correct audio with nobody in it. Hi, I'm Neal Veglio, founder of the Podmastery community from Podknows Podcasting. And this week, I'm exploring why that hollow feeling has nothing to do with your equipment — and why the fix is simpler than you think. I share a story from my radio days about a presenter who went from compelling-but-rough to polished-and-forgettable, what broadcast training actually teaches about the diff...

Somebody just moved the goalposts on podcast metrics. And most podcasters didn’t even notice. The Alliance for Measurement in Podcasting — AMP — has defined a new cross-platform standard for what counts as a ‘play.’ Spotify has already adopted it. In this episode, Neal breaks down what this actually means for indie podcasters — why your dashboard numbers are about to look fairly different, why that doesn’t mean your show is doing better, and why optimising for any play-count threshold is optimising for the wrong thing.

You’ll hear:

Every podcaster who's ever had a guest on has felt it. You do the edit, write the show notes, create the clips, tag them everywhere — and hear absolutely nothing back. No share. No repost. Not even a like. So is it you? Is it them? Is this just how guests are? In this episode, I'm getting into why podcast guest cross-promotion is one of the most persistent myths in indie podcasting. If you're booking guests to borrow their audience, this episode is going to save you a lot of disappointment.

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In the previous episode I explained why we need to be cautious around Apple Podcasts new video HLS streaming feature. Well, this podcast about podcasting is about balance. So now, it's important we look at all the good things about the feature.  

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With Apple Podcasts video now becoming a mainstream feature as the main hosting platforms roll it out, there are more and more creators leaning into creating this content. But should you be joining them? Well, before we can answer this question, we need to establish the answer to another one; do you understand the algorithmic differences surrounding video and audio? Click play. I'll explain.

Companies mentioned in this episode:

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This episode will challenge a lot of assumptions you may have about your audience. If you’ve been losing sleep over whether you need to shift all your energy into video, or feel the pressure to keep up with multi-camera setups just to stay relevant, you’re going to want to pay attention to this one. We’re sharing new research from Tom Webster and the Sounds Profitable team that uncovers who your most valuable listeners really are — and it’s not who you think. Link to report: https://soundsprofitable.com/wp-content/uploads/2026/04/Audio-Primes-2026-Webinar-Version.pdf  

Podmastery goodies you can grab:<...

Beehiiv are targeting podcasters with offers to join their new creator platform. But is this the solution podcasters have been waiting for? Link to check out their teased offer: https://www.beehiiv.com/beehiiv-for/podcasters  

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Diary of a CEO is doing something genuinely damaging to indie podcasters. Not maliciously. The damage is the business model. Hi, I'm Neal Veglio, The Podmaster. In this episode, I'm breaking down exactly why comparing your show to mega-podcasts like Diary of a CEO, High Performance Podcast, and Young and Profiting isn't just unhelpful — it's statistically irrational. Using Phil Rosenzweig's Halo Effect, Nassim Taleb's Silent Graveyard, the Columbia Music Lab experiment, and Daniel Kahneman's narrative fallacy, I'll explain the intellectual architecture behind why these shows exist, who they're actually designed to serve, and why their 'success strategies' are largely retrospective fi...

A lot of people are excited about AI tools that promise instant, studio-quality podcast audio. Record on your phone. Click a button. Sound professional. But that story deserves a closer look. Hi, I'm Neal Veglio, founder of Podknows Podcasting and the Podmastery community. In this episode of Podcasting Insights, I unpack what happens when technology starts erasing the difference between effort and outcome — and ask what podcasting quietly loses when “good sound” becomes a default instead of a craft. This isn’t an anti-AI rant. And it’s not about gatekeeping beginners. It’s about incentives. Standards. And what we’re rewarding a...

A lot of people are saying video is the future of podcasting. That video is the gateway drug — the thing that creates new podcast listeners. But that story deserves a closer look. In this episode of Podcasting Insights, I question the growing narrative around video podcasting, discovery, and conversion — and ask whether we’re confusing reach with commitment, and visibility with attention. This isn’t about dismissing the data. It’s about questioning the story we’re telling around it. You’ll learn: • Why “discovery” is an incomplete metric • The difference between conversion and gravity • Why video often benefits from defaults, not desire •...

A lot of podcasters don’t actually need any kind of new strategy. They just need honest podcast feedback that tells them what it actually feels like to listen. In this episode of Podcasting Insights, I explain why so many shows stall at “fine,” why polite feedback keeps podcasts forgettable, and how growth usually comes from being braver with what already exists. You’ll learn: • Why “competent” podcasts struggle to grow • The real question listeners ask in the first 30 seconds • Why delivery matters more than structure • How feedback beats endless strategy tweaks Links: I'd love YOUR feedback: https://www.podmastery.co/survey

Podmas...

Seriously. It's become a buzzword of basic b*tch podcast coaching. Evergreen podcast content is definitely not timeless. It is just content you have not looked at in ages. If your back catalogue feels a bit… awkward, this episode is for you. Not because you need more episodes. Because you probably need to stop pretending. Hi, I’m Neal Veglio, and in this episode of Podcasting Insights, I’m breaking down why “evergreen” became a polite way of saying “I’m never thinking about this again”, and what to do instead. In this episode, I cover: What evergreen was supposed to mean, and wha...

Most podcasts don’t struggle because the ideas aren’t good. They struggle because the release schedule quietly starts to drain the energy out of them. Somewhere early on, a lot of podcasters decide they probably 'should' be weekly. Not because it makes sense. Because it feels serious. In this episode, I talk about why recording less can actually make your podcast better. I also share a simple way to decide your schedule based on intent, not pressure, and explain why consistency isn’t about never missing a release day. It's about something far deeper. If your podcast is starting to fee...

Most podcasts don’t lose listeners because the content is bad — they lose them because trust gets broken quietly. Every time someone presses play, they’re making a small agreement with you. And most podcasts break it without even realising. In this episode, I unpack the idea of the “quiet agreement” — and why most if not all small podcasts break it, at least at first. I also share a simple test you can run on yourself to check whether your episodes earn the next listen. If you want your podcast to feel intentional, human, and worth sticking with — this episode will change ho...

Most podcasts sound the same — and it's killing your growth. If your show blends into the feed, this episode breaks down exactly why… and what to change.

In this episode you’ll learn:

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Consistency. The word that sends podcasting “gurus” into fits of self-righteous joy as they pedal their courses and services. Think about it—how many times have you been told you have to publish your podcast on the same day, every week, at the exact same time? Some of you are still clutching your calendar and sweating because you’ve missed a Thursday morning release and assume your show’s doomed. Today, I’m slapping the nonsense out of that belief.  

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In this episode: This podcast is taking a new direction.Audience is split; creators want craft, while marketers crave strategy.A brand new show called B2B Podcasting Insights is launching for the business-minded listeners.Podcasting Insights will still be your creative haven, sans the marketing jargon.Expect shorter, punchy episodes that dive into serious ROI without the fluffy stuff.Next week, we'll chat about why consistency in podcasting might just be overrated.

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You know that thing where you give everyone else great podcast advice… and then ignore it yourself? Yeah. That. In this episode, I’m calling myself out. And fixing my own podcast strategy in public. I realised my show had drifted, lost focus, and wasn’t clear who it was really for. So I’m stripping it back, rebuilding the positioning, and showing you exactly how to get clarity on your own audience too. If you’ve ever wondered whether your show’s serving the right people, or just shouting into the void then this one’s for you. You’ll learn:   🎯...

If you're fed up with hearing people insist you "need to put your podcast on YouTube", this episode will give you a sense of relief. I've just come back from judging the Independent Podcast Awards and spent time with some of the best indie creators around. What struck me wasn't how eager they were to jump on video, but how quickly the myth started to unravel once we looked at what video actually costs independent podcasters, in cash, energy, and lost focus. This episode is all about unpacking the hard truth behind the "you must do video to grow" narrative...

AI makes it easy to ship more… of nothing. Here’s why “slop-casting” is flattening audio and how to outplay it with Voice, Value, and Vulnerability. Bonus: suggestion for a simple A/B experiment you can do today to audit your soul in the feed.

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There’s a hard truth most podcast experts will dodge, but I don’t have the energy or patience for avoiding it - there’s a reason your podcast audience isn’t growing, and it’s not because you haven’t been hustling hard enough on LinkedIn or spamming your socials. Look, I see it over and over; brand new podcasters with all the energy in the world, launching their show and immediately going full throttle with promotion before even figuring out whether the content’s actually any good. In this episode of Podcasting Insights, I lay out why that’s a sure-fire wa...

Rapper's Delight might be the anthem we often think of when it comes to hip hop's origins, but let me hit you with a plot twist – it wasn’t the first. That honor actually goes to a gospel group called the Jubilees, who dropped a rap-like hit back in 1946! Wild, right? This kick-off leads us into a deep dive about the real essence of being ‘first’ in the podcasting world. It’s not just about who got there first; it’s about who can break through the noise and grab attention. We’ve all seen the podcasters vying to become the next ‘Diar...

Every podcaster dreads it: that brutal one-star review, the public comment that rips your hard work to shreds. But what if your harshest critic is actually your greatest growth tool?

In this episode of Podcasting Insights with The Podmaster, I'm sharing the real story of how a vocal hater went from blasting my radio morning show to becoming one of my biggest advocates, even booking me for private gigs.

You’ll learn how I made that happen, and how you can use the same methods for your podcast and any critics you get along the wa...

Curious?

Let me tell you where most podcasters get it wrong right from the jump.

It’s that tired cliché “If you build it, they will come.”

This episode is my reality check for you, and if you're honest with yourself, it could save you more disappointment and wasted effort than you realise.

I walk through why just recording a bunch of episodes and putting them online is never going to magically build an audience, no matter how unique your idea feels.

What you’re going to hear is the real work that has...

Every new podcaster does it. You launch your show, then spend the whole week refreshing your hosting dashboard analytics like it’s going to magically change.

And when those first week podcast download numbers trickle in, they feel… embarrassingly small.

Here’s the truth: those numbers don’t matter. Like, at all.

In this episode, I’ll explain why your launch week stats are useless, the psychology behind why we obsess over them (hello, spotlight effect), and the success metrics that actually fuel real podcast growth.

From listener retention to 30-day rolling av...