Turning Podcast Data Into Opportunity with Miguel Gonzalez, Founder of PodcastDB
Ever wondered how top marketers and podcasters find and pitch the right shows—fast? If you are tired of shooting in the dark when it comes to podcast growth, guesting, or sponsorship this episode of PodcastingTech is tailored for you. Get ready to uncover the tech and tactics that make podcast outreach smarter, more accurate, and more profitable.
Today, host Mathew Passy sits down with Miguel Gonzalez, owner of PodcastDB, a platform packed with actionable podcast data, intuitive search, and breakthrough advertising tools.
From navigating the challenges of building in the podcasting space to how Miguel’s team estimates audience and streamlines PR outreach, this episode is loaded with real-world takeaways for podcasters, agencies, and brands alike.
Why This Episode is a Must-Listen:
- Get a behind-the-scenes look at the realities and hurdles of building a podcast-tech SaaS
- Discover how to leverage data to find and pitch podcasts in your niche (or find sponsors!)
- Learn what’s on the horizon for direct podcast monetization—and how you can get ahead
- Bust myths about podcast data accuracy and control over your show’s online presence
In this episode we cover:
Miguel’s Journey: From Sales to PodcastDB: Miguel shares his background, how he acquired PodcastDB, and the challenges he faced being a non-technical founder. [00:00:45]
What is PodcastDB? Key Features Include: New hosting platform with direct founder feedback, outreach database of over 3.4 million podcasts, and downloadable info on contact, socials, and more. [00:04:32]
Where PodcastDB Data Comes From: Details on RSS scraping, data fields housed in RSS feeds, and data limitations [00:06:16]
Data Accuracy and Listener Numbers: How PodcastDB estimates listenership and ad rates (and why podcasters are skeptical) [00:08:10]
PodcastDB’s New Ad Buying Feature: Step-by-step on how advertisers can directly buy podcast ads and how revenue sharing works [00:11:23]
PodcastDB Target Market: Ideal profiles: PR agencies, marketers, brands, podcast hosts, and aspiring guests [00:14:34]
Risks & Industry Dynamics: Discussion of CPM rates, quality control, and risk of new tech undervaluing podcasts [00:17:44]
State of the Podcasting Industry: Miguel’s take on inclusivity for newcomers and the often-protective industry culture [00:20:01]
Trust, Transparency, and Giving Podcasters Control: Mathew and Miguel discuss the importance of letting hosts control their show profiles and data on platforms like PodcastDB [00:20:01]
Future Features for Podcasters: Planned opt-out, show-claiming, and more accurate control of your show’s data [00:25:07]
Miguel’s Podcast Tech & Must-Listen Shows: Miguel’s wishlist for a new mic, and his favorite podcasts [00:26:55]
Mentioned Links & Resources
- PodcastDB: https://podcastdb.io
- Contact PodcastDB via email - Support: support@podcastdb.io
- Podcasting Tech: podcastingtech.com
- Follow PodcastDB on Social Media - Facebook
- Discover Miguel’s favourite podcasts - The Investors Podcast (Preston Pysh & Stig Brodersen) - https://www.theinvestorspodcast.com/
Alex Hormozi’s Quick 5-Minute Podcast - https://podcasts.apple.com/us/podcast/the-game-with-alex-hormozi/id1254720112
My Favorite Murder - https://www.myfavoritemurder.com/
**As an Amazon Associate, we may earn commissions from qualifying purchases of podcasting gear from Amazon.com. We also participate in affiliate programs with many of the software services mentioned on our website. If you purchase something through the links we provide, we may earn a commission at no extra cost to you. The team at Podcasting Tech only recommends products and services that we would use ourselves and that we believe will provide value to our viewers and readers.**
For additional resources and insights visit podcastingtech.com or follow us on social media:
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Welcome to Podcasting Tech, a podcast that equips busy entrepreneurs
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engaged in podcasting with proven and cost effective solutions
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for achieving a professional sound and appearance. I'm Mathew
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Passe, your host and a 15 year veteran in the podcasting space.
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We'll help you cut through the noise and offer guidance on software and hardware
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that can elevate the quality of your show. Tune in weekly for
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insightful interviews with tech creators, behind the scenes studio tours and
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strategies for podcasting Success. Head to podcastingtech.com
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to subscribe to this show on YouTube or your favorite podcast platform and
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join us on this exciting journey to unlock the full potential of your
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podcast. We are going to take you down to
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Naples, Florida. We are chatting with Miguel Gonzalez. He is the owner of
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Podcast db. This is a service that will
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actually help you track and find podcasts that are
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in the niches and the sizes and all the other things that you try and
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find out about a podcast. Maybe if you're looking for places to advertise, to
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be a guest on or just to kind of understand what the competition looks like.
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Miguel, thank you so much for joining us here today. Happy to be here,
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Matthew. We are so happy to have you. So before
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we really talk about what Podcast DB is, take me back a little bit. Like,
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how did you even get started wanting to create a
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platform for podcasts? Like, where did your interest in podcasting and then
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the ability to build tech on top of it come from?
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Yeah. So to go back to the beginning,
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the actual website, the original format of it, was
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created by my previous partner. His name's George Ledge.
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Nine. He's the brains, the programmer behind
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the product, but he had no real way,
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you know, he's very tech savvy. He, you know, does
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everything about programming, but he didn't have a way to,
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you know, market it, provide the sales for it. And so
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at the time he was looking to get out of it
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and go into something else. So I ended up buying it off
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of him and then, you know, planning to do
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it myself, running my way, you know, do the sales, do the marketing and do
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the changes. Only thing is, I know nothing about tech.
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Right. You know, in terms of programming. Like I'm, I'm, I'm not. I'm a sales
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guy. I've been in sales. I've been selling aviation software for
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the past five years. You know, did an internship at Gartner.
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A lot of my background is sales and some marketing.
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And so there was a bunch of changes I wanted to make to the website
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to where I Thought, you know, it'd be more appealing to the client,
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it would be more appealing to the use case.
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And so, you know, I'm starting to think, like, okay, I could do this, I
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could do that. And I was like, but I don't know how to do it.
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So then I reached back out to George and I'm like, george, how you doing,
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man? Listen, I don't know anything about
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changing a website, about, you know, doing the programming because
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it's from scratch. It's not like a, you know, template bill or anything
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like that. Like, he built this from scratch. So I'm like, listen, I'll pay you
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a salary, and then you come back on as a programmer.
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And so we did that for a while, and then at certain
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point, I was like, okay, you know, we're doing
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having a good partnership here. Let's do 50, 50 ownership.
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So then we have 50, 50 ownership on the platform
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for quite some time, for about a year and a half. And it
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takes time to build a company. It takes time to get everything
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right, to get the data you need to market it, to get your name out
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there. And so, you know, George was a little bit
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fatigued in that matter, and he actually got another opportunity
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within the, you know, his style or
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his skill set. So he ended up taking that job
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and then left me with Podcast db. And for
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three, four months, again, it was back to that challenge, that struggle of,
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you know, how do I make the changes I want to make and how do
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I, you know, maintain it? And then I finally found the right team
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to help me with that, so I brought them on board,
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and here we are today, you know, making all the changes,
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running it myself in the marketing, the sales, and then I have
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my team in the background doing any. Implementing any changes and
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maintaining the site. All right, so for. For those listening, tell us a little
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bit more. Why should we be looking at
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Podcast db? What is this resource? What's the best way to use it?
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You know, give us the. The elevator pitch of why
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PodcastDB should be in our tool case. Okay, so the first
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reason is hosting, right? Being able to host your
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podcast on PodcastDB. It's a very new future
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that we've released just, you know, maybe a couple months ago.
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But every new user that comes on to
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PodcastDB for hosting actually enhances the experience for the
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next new user, because we'll take the feedback, we'll take the experience
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that these current users are having, and we make changes right away. Right?
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The difference between us and any other company is that we're a Small team. Right.
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So you can message me directly, I'll message you back directly,
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and we'll get any issue you have, you know, resolved within
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48 hours. We're on the ball and we're
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going to take care of you like you are. You're not just another client, you
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know, with podcast tv, you are the client. I'm. I'm watching. Right.
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So every client that comes to the door, I personally can connect with, I'll
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personally reach out. What's your feedback? Where can we do better? What have we
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done good so far? So on and so forth.
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That's the hosting side, but we also provide outreach.
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And outreach basically is a database of all of the
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podcasts that we have.
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Think it's like 3.4 million now where you can download
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data for their emails, podcasters,
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emails, social sites, YouTube
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channels. Where is it pulling? So, like, I know the
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emails are accessible within the RSS feed, but where are you pulling all that other
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information from? Also from the RSS feed. Also from the RSS
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feed. Really? Yeah, yeah. So if you. The more information
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that you, as a podcaster add to, you know, your RSS
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feed, the more information people are going to be able to get to follow
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you, reach out to you, try to advertise with you.
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Right. So it's all embedded in that. And so we
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capture that, put it into an organized and. Organized
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and readable format, and then we provide it to you. Right. And it's a
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large database, so we always have things running in the background, updating things on a
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rolling basis. But, yeah,
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you'll find everything you need within podcastdb
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to reach out to, reach out to hosts, get new guests,
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advertise, et cetera. Maybe It's a podcasting
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2.0 thing, but I didn't know social feeds were one of the
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fields available inside of rss. I mean, I know
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lots of platforms they included for landing pages
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purposes or profile pages purposes, but I didn't realize that
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that was inside the RSS feed itself. Do you know how many of the
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other hosting platforms are actually using that feature right now?
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I do not. I do not. We haven't done any market data, and to be
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honest, I have been running podcast DB sort of
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on the side for the past two and a half years. So I haven't
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given it the time it needs to really analyze competition to go into
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market research, stuff like that. Just recently,
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about three months ago, I've taken it on sort of
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30, 40 hours a week now, where I'm really diving in. We have a bunch
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of new Changes coming as well. But no, I haven't done any market research
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like that on my end. Okay. So, all
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right. So again, I'm an outsider. I'm downloading all this information. You
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know, maybe I'm thinking about going and sponsoring a
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podcast about golf. And so I go to the platform,
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I say, you know, golf is my interest, and, you know, looking for shows of
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this size and this nature, how do we know that what we're getting from Podcast
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DB Is, in fact, what these shows are all about?
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I understand if I host it with you, right? That's easy. You know, that information
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you could share, but, you know, your database is all 3.4 million
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podcasts that are in existence. So how do we know the numbers that we're getting,
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you know, really reflect what applies to that podcast?
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Right. So the numbers
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are. The listener numbers are a little bit off
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because we're not getting YouTube, we're not getting Amazon
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podcasts, and we're not getting
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Spotify. We are getting Spotify soon. We're gonna be getting that
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within the next couple weeks, but we don't have it now. So currently, what we
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get is from itunes. So what. You're listening. And your downloads are from
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itunes. How do you. How do you get my
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Apple numbers without me giving you that
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permission? That's proprietary.
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Okay, yeah. Understand, I'm not
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trying to challenge the proprietary nature of what you're doing, but I've
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been in the space for a long time. I've had plenty of podcasts. I work
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for a hosting company. That data isn't
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publicly available. There's no API that will let you
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access other people's download numbers. Right.
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So we don't. We have a formula, okay. That we
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use certain metrics to calculate the listenership. Now, when we
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went to podcast evolution. Now, I'm not saying that a hundred people
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is a statistical significance at all, you know, but we
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interview virtually. Yeah, we've interviewed virtually
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everyone at the booth. And the
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listener count for itunes was fairly close. It was like
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an 85, 90% accuracy. And then the ad
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cost, the estimated ad cost was about
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75% accurate. And the 25%,
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like, I guess 75% accurate accurate, then like
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15% higher than
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what the podcast host are charging, and then like 10%
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were lower than what podcast was recharging. So all of our data
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we use, we use different equations to calculate
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what the estimate ad cost is and what the estimated listenership is,
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and we try to take into account all the
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other platforms that are being used. But
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our metrics, or the Way we calculate, it doesn't include metrics
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for that something that's what's going to change is coming soon down the
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line. But the accuracy with those hundred people was pretty darn
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good, and they were surprised by it as well. And,
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you know, I know you're speaking on listenership and potential ad
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costs and whatnot. One of the things that we do with
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podcast dp, this is really new, is you're able to
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buy ads directly on podcast ap. So how does that work? You
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know, there's no way you connect to 3.4 million podcasters. We're not. We're not
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connected with 3.4 million podcasts podcast. But let's say
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Matthew, right, you have a podcast, seems to do very well, gets quite a
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few downloads. And you know, maybe someone wants to advertise
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on podcast tech shows. Maybe let's say a new
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podcast DB type company wants to advertise, or a new
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hosting company wants to advertise on, you know, your, your
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podcast. So they could go into our database, search up
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podcasting tech podcast, right? You'd
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pop up Matthew Passy, right? And
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so then what they can do is they can just click buy ad, right? Buy
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ad. And they want to buy, let's say, $100 worth of ad spend
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with your podcast. Now, assuming we don't know each
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other, right? I can take that. And Now I have $100.
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And I can go and say, hey, email, no, or call you
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like, yo, Matthew, I got XYZ
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company. They're looking to advertise on
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your podcast. You know, they give me 100 bucks. Our take is
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20%. Your take would be 80%. So you get 80 bucks. This
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is how many episodes they would want to be advertised on. And this is their
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audio or this is their host, right. Ad that they want to give
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you. And then it's in your hands. You know, you have 80
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bucks in the wind that you can accept if you want, and
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we can send out the hours. Now, if they come back and you
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say, I don't want to advertise, I don't advertise my show. I'm not doing it
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right. That's okay. We go and we pick up the next
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10 best or the next 10 that are similar to your
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podcast, I will reach out to them. Reach out to them. If we get a
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couple yeses back, we'll reach back out to the client and be like, hey, you
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know, Mathew Passy with podcast and tech did not
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want to advertise, but we have 10 shows that are very
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similar to his that, you know, were combined, they
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could make up his listenership and we could spread out your budget accordingly. Would you
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be interested in that? If they say yes, we go back, book the advertisements
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and get it done. So that's another future within
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podcast TV that we haven't promoted it really at all. I
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need to change. We need to change quite a few things for our marketing landing
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pages. But a lot of changes are coming to PodcastDB. They're very
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beneficial for both podcasters,
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guests, and, you know, public relations
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and advertising agencies. So who
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is really your like ideal customer then in this
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situation? I mean, obviously you want podcasters to be hosting on the platform because
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that does give you direct access to exact analytics and,
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you know, possibly connections to Apple and Spotify and their social like
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all the things that you, you want to be able to do are a lot
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easier if the podcasters are on your, your platform. But
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you know, going from one platform to another, there can be
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moats that would prevent that ease of transfer. So outside
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of potential new hosting clients, like, who really
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is going to benefit most from having an account with
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PodcastDB and taking advantage of the current and the future
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features that you are talking about? Right. I'd
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say, number one, public relations, right? They
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grab it. They can reach out to you guys, advertise, communications,
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promote on you guys podcast. When you get. When I say you guys, I
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mean like podcasters. The second would be
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like email marketing, right? People who have a product to sell you guys,
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maybe new microphones, new laptops, I don't know.
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Right. Something for podcasting. The third would be
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podcast hosts themselves, right? Podcast hosts looking to have
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guests on their show. Podcast hosts looking to
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reach out to other podcast hosts and say, hey, I'm
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Matthew Pass with podcast and tech. Would love to have
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you on my show or would love to be on your show.
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Right. And then, um,
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fourth would just be professionals, like professionals in any arena. Like
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you, you could be a professional in, let's say, sales and logistics, right? So if
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you're a professional sales and logistics, you go on the website, you search up
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podcasts within sales and logistics, or let's speak about sales and logistics and like, hey,
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reach out, get their contact info. Reach out. I am
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vice president of sales at a, you know, S&P 500
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company. I have a ton of experience with sales and logistics. I'm looking to get
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into the podcast and game. I want to share my knowledge. Boom,
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another one. So I'd say public relations,
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email marketing, podcasters themselves and
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guests, right? People, professionals who want to be guests Those would
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be, I say, the four ideal
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client profiles that we would want within podcast to be. And
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obviously aside from all that is the hosting client,
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so the podcaster themselves, those are going to house on podcasting.
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But those four, when it comes to outreach, for
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sure, Are you worried at about
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somebody using the platform and saying, hey,
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I want to buy $100 of ads on podcasting tech?
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And maybe there are
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newer podcasters, folks just starting out, who are eager
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to get advertising dollars, who are eager to have some income coming
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in that they'll take anything
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and potentially lower the overall, you
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know, CPM or average rate of ads that podcasters
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can expect or that the advertisers
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are, you know, going to, going to try and force
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upon others. I haven't thought of that,
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to be honest, but I guess
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I, I don't expect clients to
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unadvertise on such
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newer shows where
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their dollar won't stretch as long as on
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a more, I guess,
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more mature show, one that's been in the industry for a while. I don't, I
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mean, I haven't thought about it, honestly, but that is an interesting
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question. Yeah, it's one that I see
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coming up a lot more often as we see more
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tools coming into the space to support podcast
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monetization. Especially with AI tools
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now, it's harder to have the kind of quality control that I think
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podcasters would like to see in the industry so that their
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CPM isn't brought down well.
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And my goal is always to, my goal and podcast to be
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goal is to enhance the podcasting industry,
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is to lift it up. Right. And one
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way to do that is increasing the earnings of
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quality podcasts. Right. And if you increase earnings of
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quality podcasts, more quality podcasts will appear
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rather than having low quality and these other people charging
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pennies on the dollar for ads. So I mean, our goal
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would always be to sell the value
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at industry value and, you know, pay
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at the industry value for the ads as well. So,
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I mean, when it come, I haven't given it much thought, but when it comes
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to it, I think, you. Know. Industry
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standard or better is where we want to be.
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Right, but something we have to look into for sure. All
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right, fair, fair enough question, fair enough answer. We are chatting
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with Miguel Gonzalez. He's the owner of
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PodcastDB. They have hosting services as well as
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a large, large database of all the podcasts that you can find out there,
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including some very interesting metrics and analysis
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of the podcasting ecosphere, hopefully so that it'll
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allow you to find the right Podcast for whatever your needs are, whether you're maybe
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trying to find more podcasts to be a guest on, or you are actually looking
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to advertise and support podcasts with
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monetization. Before we let you go, some questions that we'd like to ask
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everybody, and I'm sure you'll have an interesting answer. The first one, given that
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some of the things that we've talked about. But are there
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places in the podcasting ecosphere where you think
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the industry as a whole could be improved
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upon or that you would like to see improved upon?
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I guess the culture, I guess sometimes
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it's not very inclusive in terms of newcomers.
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What do you mean by that? I mean, from our experience when we
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went to Podcast Evolution, we were fairly new on the
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sphere. Maybe I'm just speaking from personal experience. Right. You know,
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very new.
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Yeah, maybe everyone doesn't experience this, but
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there were the larger companies and the. The people
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that come by, you know, most of them were very nice, but a
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lot of them would be like, you know, just have rude comments, rude
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ways to say, like, how'd you get our data? You know, and
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one thing you can always remember is if you're a podcaster and you want to
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be removed from the database, we'll remove you right away. Like, just not a problem.
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But we had that experience where we were relatively new and
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some of the reception that we were getting wasn't all that great. You know, it
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doesn't. It didn't stop us, didn't hinder us. But,
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you know, they want. Maybe want to stick to the pod chase or the listen
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notes or the whatever that they've been working with.
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And so, yeah, I mean, that was one thing that we noticed. I'm talking about
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we like me and George when we went. Because we were still partners at the
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time. Well, I mean, I. I don't think it's. That the podcasting space is
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not inclusive. You know, I. I've been around for
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a really, really long time, and there are certain
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problems that lots of people want to solve,
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and there are problems that lots of people claim to solve, and
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they are problems that by nature are
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currently unsolvable. Right.
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Given just given the tech of podcasting. Right.
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The fact that you are coming up with an estimated listener number
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raises a lot of red flags for people because either
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a. As podcasters, they are protective of their listener
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numbers and. Right. They. They don't understand
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how you're coming up with that number. And if it does
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reflect poorly on them, then I can understand them being, you know, sore about
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it and wondering what this is and, you know, why this information is out there.
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I think the other factor is that,
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you know, there have been other.
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There have been other attempts to do the things you're kind of doing, and
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we've seen where lots of them are not
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really. They're not good actors. And I'm
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not saying that you're not a bad faith actor in any way, shape or form,
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but, you know, you're newer to the space, and so you might not understand
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that history, right? You might not understand that legacy that
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podcasters have been fighting with for the past, you know, 10 to 15 years
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of people coming in who claim to solve a problem
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that, again, technically isn't solvable.
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But then the other thing, and this one I can kind of go either way,
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is that, you know, what you just said is anybody can come and have their
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stuff removed, right? You're basically saying,
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we built a platform, we're going to
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take advantage of the potential podcasting
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ecosphere. And you're basically asking for
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forgiveness and not permission. And so whether or not what you're
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doing will hurt podcasters, and I don't believe it actually will.
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I do believe that there are plenty of podcasters who will benefit from having
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your information out there, who, you know, it will get shows on
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radars of people who might not have other been able to be found on radars.
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Your search is more interesting than, you know, what we can find on the
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traditional podcasting platforms. And so there might be some really good opportunities there to help
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consumers more than podcasters. But the
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fact is that, you know, there are so many podcasters who have been
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burned by companies who just post and
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use their content, their hard work without.
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Without them having the opportunity to buy in instead being forced to
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buy out. That I think it just, you know, it. It
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sends them into a negative thought,
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you know, a negative feeling towards something like this without
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giving you the benefit of the doubt. Not that that's fair either,
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but history has sort of
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forced them and bred them into this kind of
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feeling because of so many bad actors that have been in the space
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before now. Does that all make sense? Yes, that does make sense.
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And I do agree. I do agree as well. And something that we have
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thought of in the past pass. And something probably going to implement
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is the ability for podcasters to come on and, you
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know, one, ask to be removed. We can remove you, no problem. And
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two, is to claim. Claim your
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podcast, you know, Ed, and then, you know, you confirm it, edit your data,
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right? If this is not your listener account, you know, remove Listen account if you
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want to hide your Listen account. Hide your Listener account if you want to change
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how much your ad cost per minute is going to be. You know, change your
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cost per minute. So that is actually you giving me
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an idea, Mathew. Very interesting. Oh, good. I,
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I love when that happens. That happens to me all the time. I'll be talking
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to someone, they'll tell me about a problem, and they'll be like, oh, maybe I
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could solve it that way. So hopefully, you know, we, we are
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strengthening podcast tv. And listen, anybody listening
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this? You know, what I want to say is check it out for yourself. Don't
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let other people's, you know, past experiences
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or preconceived notions determine how
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you feel about a platform like this. Check it out for yourself. See what the
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information is. See if it does, you know,
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if there is a chance that it's hurting you, reach out and ask them to
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fix it. But there is some very interesting things that this platform is doing that
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I think podcasters should be kind of looking at first before jumping to
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conclusions. Yeah. And if you have any questions at all, you know, support
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podcast TV that I. Oh, I'll see that first thing and get
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back to you within 24 hours. So, like, if you have any issues, any
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problems, does email us. We aim to solve it as soon as possible.
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Right. So anything, any disgruntle, any.
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Anything we can help you with, reach out to us. And we'll
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make sure we put that email as well in the show notes so you can
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easily find it. Thank you. All right,
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so next question that we always ask everybody, you know, you're not
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a podcaster per se. You're working in the podcasting space right now.
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But I'm curious, is there like, any
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podcasting or content tech on your wish list, Right. Like
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a device you want to buy or something you want to see built that isn't
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out there yet that you're trying to get your hands on.
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I would like a microphone. I just gave mine. I just gave mine to
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my brother for his graduation. I would like one again.
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I'm like, of course I'm scared away. And now I got. And I got a.
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I'm going to be on a podcast. Should have got. I should have kept it.
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If, if anybody is looking, you know, we always have
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at our 20, 100 links, and Miguel could use one, so send him
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a good one. And then because you are doing this, you know, platform, you're,
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you're, you know, working with some podcasters as advertising, you're hosting some
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podcasts. But I'm curious personally, are there one or
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two podcasts on your listening list that you just
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will always stop and listen to? Like they are. They are.
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Must listen to shows in your
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podcasting. You know, I want
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to say diet, but that just feels like the right word right now. But yeah,
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in your, in your media diet. My media diet? Yeah. I mean, I'm a big
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on investing. Um, and Preston, pitch Stig
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Broderson on the investors podcast. Wonderful. Show the
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lesson to them for years now. My cousin originally
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recommended it to me back in like 2019. Been listening
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to them for, for a while. And then
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I don't know, the toss up between Alex Harozi,
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like quick five minute podcast and like my favorite
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murder. Right. So I guess those,
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those podcasts would be in the list.
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All right, those are a good list. We'll, we'll include links to those here at
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the bottom. Again, we've been chatting with Miguel Gonzalez. He is the owner of
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PodcastDB. You can find more at PodcastDB
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IO encourage you to check it out, look up your show and,
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and honestly, like, I, I've used the search for a few other things and it's
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been very, very helpful. So, I mean, that
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search filter is a great feature and one that I think podcasters
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should definitely be taking a look at.
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Miguel, thank you so much for joining us today. Absolutely. Thank you, Mathew.
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Thank you for joining us today on Podcasting Tech. There are links to all
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the hardware and software that help power our guest content and podcasting
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tech available in the Show Notes and on our website at Podcast.
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You can also subscribe to the show on your favorite
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platform, connect with us on social media, and even leave a rating and review while
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Tech.