AI Voices Taking Over & 2024 Audio Growth: Could Audio Be The New Preferred Media?

[00:00:00] 47% of the US population aged 12 and up have listened to a podcast in the last month

[00:00:07] Listen to some audio while they're doing other things

[00:00:09] I think that's a big advantage of why people listen to podcasts, right?

[00:00:12] I think this is a lot of opportunity very low barrier of entry for a lot of people right having good audio

[00:00:17] It's probably easier than having really good video open AI has just announced that it can clone a voice

[00:00:25] And this is the scary part all it needs is 15 seconds of audio

[00:00:29] I mean, I might be a little apocalyptic thinking here today, but I think it's a major negative

[00:00:34] You as a creator as a business owner also think about the consequences of yeah, you know utilizing technology like this

[00:00:40] How are you guys gonna be able to sustain?

[00:00:42] The people that you help and add value to them in a very authentic way

[00:00:46] That's why you see so much low quality AI content out there because people are like alright

[00:00:53] Here's my prompt right like create this piece of content to these people dude think

[00:00:59] I

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[00:01:24] So 47% of the US population

[00:01:27] age 12 and up have listened to a podcast in the last month that's massive. That's 12% up

[00:01:35] Year over year

[00:01:37] And they grow that was mainly seen amongst women. What do you think about that?

[00:01:42] Interesting, I mean the fact that they can track that data accurately on a 12 years old

[00:01:47] That's pretty scary, but the fact that you know the medium

[00:01:55] audio is

[00:01:57] gaining popularity more people are listening to it. I think it could mean a few things either

[00:02:03] new

[00:02:04] quality content creators coming into the space right creating quality shows

[00:02:09] You can also have big producers putting more money into it into creating more quality shows that people obviously want to consume

[00:02:18] Also, it could be that people might be getting bored of

[00:02:21] Screens right rather than being on their screen. They might prefer to just put their headset on

[00:02:27] Listen to some audio while they're doing other things

[00:02:29] I think that's a big advantage of why people listen to podcast right is being entertained or educate themselves

[00:02:35] While being able to you know do chores etc because when you're staring at a screen you cannot really do

[00:02:42] Much of those other things so I think is definitely a good good sign for the industry

[00:02:49] For smaller podcasters again good sign just because those big players might be bringing in new traffic that are willing to

[00:02:57] You know, they might be open to listen to new

[00:03:01] podcast, you know

[00:03:03] Discover new people that might be able to teach them something etc

[00:03:08] So I think it's a win-win situation

[00:03:10] But again, I wouldn't put my expectations

[00:03:13] High up meaning all this is growing 12% you over here

[00:03:17] My audience have to be growing 12% you over here either right?

[00:03:20] I think again

[00:03:22] It depends cannot depend on your strategy and your goal and what you're trying to do

[00:03:25] Yeah, there's actually an episode we break this down with Jeremy and straight

[00:03:28] He brings an amazing report right and he he had over a thousand creators and big podcast from very big ones

[00:03:34] two very small and very niche ones and

[00:03:36] He has an amazing study on how these trends can affect you

[00:03:40] But what I see here is like obviously more people being more and more familiar with the medium right audio only type of deal

[00:03:46] And what excites me a lot is based on the episode that we just recorded

[00:03:50] The last episode with with the cloning glory hole in the three categories is also

[00:03:56] like audio it's

[00:03:59] Probably one of the less friction types of content to create right because you know if you just

[00:04:04] Recording audio you don't need a big camera. You don't have a big setup

[00:04:07] You don't need you know to be dressed up whatever you can just sit down talk to your phone talk to your microphone

[00:04:12] I'm create a piece of content that's useful for your audience

[00:04:14] So I think this is a lot of opportunity very low barrier of entry for a lot of people right having good audio is

[00:04:21] Probably easier than having really good video right?

[00:04:24] I feel like so for a lot of creators

[00:04:26] I think is a vehicle to be frequent to be consistent right if we're talking about you know the six flavors and how you manage those

[00:04:33] So yeah, I pull here some of my notes from Jeremy and Zepisode

[00:04:38] He said that the month-over-month rate when we were talk specifically about that

[00:04:43] His previous benchmark was five to ten percent for doing well

[00:04:48] But when he actually looked into it and he did I mean he pretty much

[00:04:52] Went on and asked hundreds and hundreds of podcasters

[00:04:57] Yeah, and he noticed that it was actually around 1% which is pretty wild right pretty meaning

[00:05:04] It's gonna seem kind of stagnant the growth

[00:05:06] Yeah

[00:05:07] But he also mentioned the growth rate effort which you know shows that the

[00:05:12] Podcasts that are growing the most are not spending more resources than others and his hypothesis is that they're going faster because they got better premises

[00:05:21] And hooks right so if probably you want to be that 1% year-over-year growth

[00:05:27] Maybe where you should put your you know the most amount of effort is on that premise and the hook of your show

[00:05:33] We've talked about this before right the asymmetrical effort spend more of your time and your efforts

[00:05:38] Where most people are going to spend time consuming your information which is

[00:05:44] The beginning of the episode the beginning of your shows. That's why

[00:05:49] Recently we started doing more custom hooks to our shows right because I'm

[00:05:56] Referring back to now another conversation with Kevin right he talked about

[00:06:00] You know, you might see that you have 500 listeners of your episode and you're like oh man the same 500 people just keep coming back

[00:06:06] It's actually not a growth problem is a retention problem

[00:06:10] He said that those 500 people probably majority of those are

[00:06:15] Actually new people every single time meaning that you are letting go with every episode a few hundred people

[00:06:24] So your goal should be to retain them

[00:06:26] How do you do that good hooks good premises and that's how you grow?

[00:06:30] You know year-over-year over that kind of benchmark that Jeremy told us of 1%

[00:06:37] Fascinating there we go. All right piece of new number two

[00:06:41] Open AI has just announced that it can clone a voice and this is the scary part

[00:06:47] All it needs is 15 seconds of audio. So it could be scary to be excited. What do you think?

[00:06:54] It can create a natural and emotive speech which could prove to be rather handy for audio and video ads

[00:07:01] however

[00:07:02] Super risky, and they're not releasing this before the elections here in the US

[00:07:08] Which is you know crazy should they release this?

[00:07:11] at all

[00:07:13] No, I

[00:07:14] Mean it's already out there

[00:07:16] There's already tools like 11 labs that do that you don't need 15 seconds if somebody really want to clone your voice

[00:07:21] They'll go through the trouble especially if you have an online persona or even you know

[00:07:27] You're somebody that has a lot of media out there. They can compile all those talks your voice

[00:07:33] Feed it to the AI it'll produce something good. You know somebody really wants to do some damage

[00:07:39] I'm sure they'll spend more than 15 seconds doing that personally. I think it's very scary the fact that

[00:07:46] You know, I can think of all the different types of scams that can happen

[00:07:50] I already heard a story not too long ago about you know a mom receiving a call from their daughter

[00:07:57] You know saying that she got an accident. She needed some sort of money, right? It was along those lines

[00:08:04] and you know

[00:08:06] Obviously the mom was confused is her daughter's voice

[00:08:09] So she sends money right they called didn't came from her her daughter's phone number

[00:08:14] But you know the daughter on the phone was like hey mom, you know, I had an accident lost my phone

[00:08:20] You know, can you send me this etc?

[00:08:22] That is so so damaging is there I mean not not to mention what people can do for

[00:08:29] You know in other people's names other people's brands. You see it all the time on Instagram, right people copy in

[00:08:36] Instagram profiles and then DMing people to scam them now

[00:08:40] Are they gonna be able to send them voice notes right with the voice of the person like hey? No, don't worry

[00:08:44] It's actually me. You know this we're using this account to to reach out new people

[00:08:48] Yeah, I think there's gonna be so so many scams and

[00:08:52] honestly

[00:08:54] I'm sure if I sit down I can think of some positive uses to this

[00:08:59] You know the main one that I can think about is probably just

[00:09:03] translating

[00:09:04] Some sort of content into a you know a language

[00:09:08] But I think the the negatives are

[00:09:11] Are higher listen on my end right now, right?

[00:09:14] I cannot like if somebody wants to create quality content like I go ahead and create it

[00:09:19] I get on front of the camera and talk about it, right? I record a podcast episode

[00:09:22] Not just like give it to the AI and let it do its thing

[00:09:28] So yeah, I mean I might be a little apocalyptic thinking here today

[00:09:31] But I think it's a major negative way too many

[00:09:35] Negatives and way too many risk for it to be worth it. I mean again, let's say they release this this year

[00:09:42] Which they say they won't

[00:09:44] Can you imagine the damage that I can do on the divisiveness on the country or the misinformation or the negative things?

[00:09:50] They're gonna come out with you know

[00:09:52] Any candidate that's out there politically, you know trying to make an impact or anybody that has some sort of voice

[00:09:59] Right that can be cloned and they can do pretty much whatever with it. So yeah say no to it

[00:10:09] Again, I apologize right now

[00:10:11] I said this in the previous episode we're recording the same day, but my energy levels are not the highest right now

[00:10:17] Cuz I don't feel very good. I'm a little bit sick

[00:10:19] but um

[00:10:20] Still I think what I will say is this will drive higher the value of in-person

[00:10:26] Relationships and in-person events. Yeah people will want to confirm, you know who they're talking to they want to see them face to face

[00:10:32] They want to they want to know they're talking to an actual human

[00:10:36] So, you know, maybe video calls is gonna be the next thing dude. You're not video calling me. This ain't real

[00:10:43] so

[00:10:44] That that definitely is gonna drive the value of

[00:10:47] In-person events and I actually just saw a pitch in Shark Tank

[00:10:51] Where is this guy that develops his video for zoom calls?

[00:10:55] So you don't have to be on any meetings where it looks kind of like you're paying attention

[00:11:00] And he takes notes for you on the back end and then he feeds you the summary

[00:11:04] What did they say a shark tank because I mean all these people

[00:11:07] Imagine if their team are doing that you want to know the person who's paying attention

[00:11:11] I saw the clip of the pitch. I didn't see the feedback, but oh man

[00:11:15] I mean, you know, he's already out there guys, right? This is obviously, you know, it's it's going so fast

[00:11:21] Like fancy said, obviously, you know, you wouldn't make a negative from that one, but totally okay

[00:11:27] Honestly is the one thing that comes to mind. I don't I don't see

[00:11:31] Really much positive from it. Yeah, I don't know. I think

[00:11:36] The people responsible for this kind of technology

[00:11:39] They need to be very careful and you as a creator as a business owner also think about the consequences of yeah, you know

[00:11:44] Utilizing technology like this

[00:11:47] You know think about

[00:11:49] The future long term, you know sustainability like how are you guys gonna be able to?

[00:11:53] To sustain the people that you help and add value to them in a very authentic way, you know

[00:12:00] And you know we've seen our rising communities and like live events and

[00:12:04] Imperson events because people are gonna crave that more than ever

[00:12:08] So make sure that what you produce is you know quality for your audience is valuable for your audience is ethical

[00:12:14] And nothing you'll be alright so and the last thing that we're gonna share here is reminder that Google podcast is throwing the towel

[00:12:22] By all news just making sure that the do they hear is April 2nd

[00:12:27] So if you're listening to this, you're probably already screwed but just save your data

[00:12:32] or transfer to

[00:12:33] To to YouTube how many of you got your iris is feed right should be it should be okay

[00:12:38] It should be pretty pretty okay

[00:12:40] So this is for people are hosting inside of Google podcast

[00:12:43] But with that on YouTube if you haven't done it yet you can actually import your iris is feed and

[00:12:49] It will work in the background to update all those episodes

[00:12:52] And he will get you a ton of downloads because people are looking for your content on YouTube as a search engine

[00:12:57] Which is really excited which was really the reminder. I want to I wanted to share with with everybody so

[00:13:03] quick nice couple news in there in the conanother news this episode was created by

[00:13:09] AI voice

[00:13:11] Now I'm kidding there that would never be able to clone our accents, bro

[00:13:15] Yeah, it's gonna be so weird. That's the thing. I like dude speak to me with an accent

[00:13:19] You're gonna have to have some some sort of secret code word

[00:13:23] With the people you care about so you don't get scammed. Yeah, it's I think that's gonna be it right well

[00:13:29] Be ours. Well be your secret word

[00:13:32] You don't want to say that that's fine. I trust don't say that here people might copy it

[00:13:37] Don't have a safe word right now or safe word is safe word

[00:13:42] Your trip movie safe. I don't know that's a great movie. That's a great movie

[00:13:48] I mean we had we have an awesome story where we we met with the team of David David Metzler's team right in this conference and

[00:13:56] This was like two years ago two years ago. Yeah, and no a year ago and

[00:14:01] And they were showing us how they're

[00:14:04] Dobbing their podcast to the Hispanic audience and I remember how excited they were they were showing us this right there like

[00:14:11] This is amazing. We're reaching out new audiences. It sounds the same and keep in mind none of this their team are Hispanic

[00:14:18] They're all American right they don't know Spanish and we're Venezuelans, so they're showing it to us

[00:14:23] And I'm like, let me let me take a listen and you could really tell it was like a robot like no

[00:14:29] Very it was not a person so in my mind

[00:14:32] Would is that useful for people that find your content? This is a question that came up, right? Is that useful for them?

[00:14:38] Is it a good experience for the consumer?

[00:14:40] You know, obviously, you know, you they disclose that that's not the real voice

[00:14:45] But are we really putting the intention behind the content to make it the best we can make it for that type of audience?

[00:14:53] So, you know, I mean for all the contents are for interrupting

[00:14:56] But for all the content now I think on on YouTube you have to say

[00:15:01] Whether some sort of imagery the video or the voice was created with AI so, you know, legally

[00:15:07] You're probably you definitely gonna have to this let everybody yeah this closer

[00:15:11] Let everybody know that it's some sort of AI content

[00:15:14] But personally for me just loses the appeal just by no like I cannot like let's say

[00:15:19] I'm about to start reading a piece of content or watching something and it says is AI generated everything and I'm like

[00:15:26] It kind of like loses the appeal to me now

[00:15:28] I've seen some stuff that people uses the help of AI to generate some stuff

[00:15:32] But I can tell it was a product of their own thinking

[00:15:36] I like that is a massive difference, right?

[00:15:39] Like a lot of some of the YouTube videos I've seen like I can tell that the voice is

[00:15:44] I generated some of the imagery is I generated but the scripting right the storytelling the

[00:15:49] Insights the ideas are human made and that is absolutely amazing

[00:15:54] I'm curious like you watching or listening

[00:15:56] Are you using AI in some part of your process and we would love to know, you know

[00:16:00] Send us a message over social media at Bishro's go or here just leave it the comments right here right under this video

[00:16:06] And let us know how are you using it?

[00:16:08] Has it been useful as a fit, you know good feedback, you know when chat you be TKM

[00:16:12] Everybody was talking about it and then all of a sudden, you know kind of

[00:16:16] these

[00:16:17] dissipated a little bit with like the craziness and I think everybody went back to to doing the thing that they were doing before

[00:16:24] I don't know. I think there's a lot of people using it. Yeah, of course

[00:16:27] Yeah, I mean we have a really good friend in the SEO world. He's been I feel like lately

[00:16:31] He's been talking a lot about

[00:16:33] measurements that Google has been putting in place to

[00:16:36] You know spot low quality AI only created content and deal with it

[00:16:41] Yeah

[00:16:42] Because it's gonna be it's gonna be natural where people are gonna try to take advantage of it and create

[00:16:46] You know volume volume volume masses amounts of content, you know, you're gonna see all of

[00:16:52] Mr. Beast shorts dubbed into Spanish all of his content dubbed into Spanish. I mean no Spanish

[00:16:57] Ernie any language in the world with his own voice

[00:17:01] Right, well here's here's the thing. I think he's one of the people that is doing it, right?

[00:17:06] He's actually hiring dub dubbing crews

[00:17:10] In every single language and he's an actual person dubbing their content

[00:17:14] And it's the same voice for Jimmy's the same voice for their you know the crew

[00:17:18] It's like their characters right which people in those countries recognize those voices, but they're human voices, right?

[00:17:23] It's not AI generated. Yeah, but imagine when you know this actually

[00:17:28] I don't think he's gonna do that. I'm not my point was not just Jimmy right like imagine

[00:17:33] I mean there's millions of millions of people that create content and

[00:17:39] Millions of millions of them are looking for the most cost-effective way of

[00:17:44] Increasing volume and increasing reach right like increasing their online real estate, right under

[00:17:51] That's why you see so low so much low quality AI content out there is because people are like

[00:17:59] Alright, here's my prompt right like create this piece of content to these people dude

[00:18:04] Think you create that piece of content. I wish that's what I said back to you's like no think

[00:18:10] You created you know but

[00:18:13] I'm just interested and see where this is gonna go. I think he can

[00:18:17] There's definitely some positive use of it

[00:18:19] I'm not all against AI for those that are you know the same to this and say like damn fun. She's a real AI hater

[00:18:25] I'm not a real AI hater. I just hate when people are lacing just uses for lazy purposes

[00:18:32] Sounds good. What do you think? Let us know in the comments. Let us know in our social media since a message

[00:18:38] Anything else you want to complain about today, Fonzie

[00:18:41] No, just fight watch a good ceiling Kong is fun

[00:18:48] All right guys with that said thank you so much for doing to cut these profit podcasts

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