Episode 1 – The Podcast Phenomenon

7 de September de 2022
Carlos Ortet

Episode 1 – The Podcast Phenomenon

Speaker 1: Don’t you often feel that no one listens to you? I do. It happens to me.

It’s as if everyone went their own way. However, there is a worldwide phenomenon that we want to talk about today in Zoopa’s first podcast, which is the podcast phenomenon whereby millions and millions of people listen to other people daily. My name is Carlos Ortet, an engineer and founder of the Zoopa agency.

Speaker 2: And I’m Marc Figueras, journalist, YouTuber and content creator.

Speaker 1: Marc Figueras created a podcast and a successful YouTube channel with more than 50,000 followers, and with him, we will discover the secrets of this phenomenon. But Marc, aren’t you too young to do so many things?

Speaker 2: Well, I’m 23 years old specifically; I turned a couple of months ago and young, but the other day I was watching, for example, I woke up the other day, and I got on Instagram. Yes, I wake up, and usually, I get on Instagram right away. I saw that a guy, a soccer player my age from ’98, had just proposed to his girlfriend. He had already won a Champions League.

Speaker 1: A Premier League. And I say let’s see, I’m his age, I don’t have a girlfriend, I don’t have a Premier League, I don’t have a Champions League, and this guy asks her to marry him.

Speaker 2: My age, maybe so young, so young and so advanced I’m not going.

Speaker 1: Let’s see, let’s see, you, you may not score as many goals, but you have a larger audience than La dos or Movistar Plus. Let’s see, we can’t say that you haven’t precisely wasted your time. You will see, for those of you who don’t know him, Marc is one of those talented people who already have a profession.

He could perfectly devote himself to his career, which is journalism, but he is not satisfied with what he does. Marc wants to create audiences, he wants communication channels, and he has his own line of content and a very, very personal style. Very, very unique style. I would say he has ridden a wave. You’re on a horse. He’s surfing a huge wave, a tsunami that all the rest of us are watching from afar, but that you are enjoying to the fullest, which is the podcast wave.

And that’s what we wanted to talk about. Today is the topic that I would like you to help us understand and explain what the keys to creating a successful podcast are and why this podcast phenomenon should be something that matters to anyone who’s listening to us.

Speaker 2: Let’s see, podcasting. I started out as a podcast consumer myself and I think that, as in everything, you have to start a little bit by understanding and consuming and then getting your hands on it. But I started around 2015. It was a trend that had started very strong, especially in the U.S. and Anglo-Saxon countries. I began consuming podcasts of the sports content I liked the most, especially cycling, which is the sport of which I create content and I specialize in.

And here in Spain, it had not yet boomed. The subject of the podcast, was even in the university, as you know as you have been a university professor and the ideas of most of the professors, especially in the world of journalism, were quite reluctant to the topic of podcasting, as they were about YouTube. These new platforms did not consider it new journalism, and they said well, podcast, YouTube is for content creators, for these guys who play video games and stuff. Meanwhile, in the U.S., there were journalism professionals who, instead of radio showed and were devoting themselves to making very specific podcasts, which we are going to start addressing a little bit.

What is the differential of the podcast? Perhaps compared to traditional radio is very specific, it is very atomized. That is to say, there can be immense numbers of podcasts on different topics, and there are always people who will consume a certain type of podcast. What they have is that they bring together an audience. Sometimes we are going to comment it, but there are many, many podcasts of many topics, and then the typical geek, myself for instance I’m a bycicle geek, the mathematics geek, the skateboarding geek, is going to find a specific podcast where someone who knows a lot about his passion will give him information and make exciting chapters. So that.

Speaker 1: Let’s see, let’s clarify one more thing because some people will listen to you and say this guy is a phenomenon, but he’s a geek. And no, there are not. In Spain there are 18 million people who listen to podcasts daily and in more than one podcast platform. We are talking about a mass phenomenon that influences public opinion and the conversations of the citizens of this country, as in many others, where the phenomenon is even more powerful than we are just beginning to appreciate. People listen to podcasts, 80% via mobile and the vast majority on more than one platform.

When we talk about platforms I mean YouTube, where more than half of the podcasts are listened to in this country, or Spotify, iVoox, Amazon, or audible. And there are a multitude, a multitude of platforms that make it available to anyone, many times completely free thematic podcasts like the ones that Marc mentioned.

Speaker 2: Yes, unlike video, which is much more monopolized in

YouTube or streaming on Twitch, there still isn’t a platform that brings together the vast majority of podcasts plays, as you were saying. It’s very dispersed, between four or five or maybe more platforms and especially depending on the country, which in Spain iVoox is very strong, as well as Spotify, but if we travel to the United States, platforms such as Soundcloud, which here do not have so many plays and are very, very powerful. But it is a phenomenon that is brewing and you think it is.

We are talking about the podcast, which is the new radio. It’s something different.

Speaker 1: I think it’s something different. I think that new ways of consumption and new consumption occasions are being generated. I am very struck by the fact that almost 20% of the people who listen to podcasts do it on a daily basis. In other words, it is becoming a habit, and it is a habit that does not replace television, where we see that the average number of hours in this country continues to be scandalous. And yet, the average number of hours of consumption, of social media

and YouTube consumption continues to be very important. So it seems that there is no limit to the amount of content we Spaniards can digest and that we do it willingly, or do we do it out of pure pleasure or curiosity?

Speaker 2: No, because we have the average age that listens to podcasts because we know that television is the majority of people who spend more hours in front of the TV; it’s people a little bit older. What are platforms such as YouTube or tuits are mainly people under 30 years old. There are always exceptions, but is podcasting more generalized, or is it a younger trend?

Speaker 1: Also, as you mentioned before, podcasts are very atomized,

they are very specialized in communities, in topics of interest, and this makes it easier than the universe, the target of the podcasts is extremely broad so you have very, very young people who follow the podcasts daily, but you have very old people who are the regulars on the radio.

The process of podcast adoption in Spain started like radio which was recorded and available on demand. Right, right. And let’s remember that we are in a country where the radio school is excellent. We have had great, great radio programs and great professionals. So there is a school of impressive audio content, influenced by the United States, but which has had its own creativity and way of doing it. And the podcast had a perfect greenhouse to mature and find the right moment to reach the whole world.

We also see that it is not a phenomenon that polarizes at the level of sexes. In fact, the latest statistic from the 2021s says that 53% of podcast consumers are women, and that, at the age level, it is very, very balanced. So we can’t make big distinctions. But, no, there is no core target between 20 and 40 years old. So the entire commercial target, in an understood way, in a broad way, is susceptible to listen to us on podcast. And I would say that the power of influence is even greater than that of radio or television, precisely because it is much more specific and therefore, it is much more relevant because you know it’s talking to you and you know it’s talking to people who are interested in the same things you are interested in.

Speaker 2: So, to make a profile of the classic consumer of a podcast would be virtually impossible.

Speaker 1: Well, it’s always a temptation, because it seems like you’re simplifying the subject, but I would say not to discriminate against anyone because in reality there’s a podcast for every profile.

Speaker 2: And that’s what I think, that’s the key to success. And as you said at the beginning what didn’t make me angry, but I did see that I was not following the right path in Spain. As far as podcasts were concerned, it was that when in the countries, especially in Anglo-Saxon countries, which are the ones that started earlier and had more success podcasting, they were making podcasts for podcast platforms, but programs that were podcasts were not radio programs.

Well, here in Spain I was doing my internship at the university. I had my podcast which was a specific content to be listened to on podcast platforms, while on the radio I’m not going to say the name, but the radio was giving me the internship. The podcasts that I was putting up were the same show that they were doing from seven to 20:00 at night. They would tell me Well, when you get home, you take the mp3 piece and you put it on iVoox and Spotify. But this wasn’t a show, it was a radio show meant for radio, to be done live and then they would put it out there to be active on podcast platforms. But what has been understood for some years now is that most of the podcasts that are succeeding are programs designed to be podcasts, not anything recycled as it was in the past.

Speaker 1: I think there has been an evolution and it is normal that professionals who were already working with audio saw that the podcast as a way to extend their product without an extra cost. But the great opportunity of the podcast is precisely to be able to develop the topics to a level of depth and to focus them to communities that are very, very interested in a particular topic.

That radio, because of its universal vocation, is often due to a large audience and can’t go in-depth, can’t dedicate so much time to prepare certain things. I think that radio is understood to be a medium that has a social function and that it has a journalistic code. The podcast I think obeys more to a profile of creator, of content, of specialist. It is more what the monographs would be to a newspaper. I see it as the podcast to the radio. They are media that are first cousins, but of course they are very different.

Speaker 2: Yes, and what has also made them so successful is that you can listen to them at any time without being an on-demand radio. It’s like content that you can pick and choose. Today I want to know about history. I have my sports podcasts, my politics podcasts, and my history podcasts. And sometimes, when I have a little bit of downtime, instead of doing nothing, I put on a podcast while I’m cooking, while I’m riding my bike, while I’m going for a run, and while you’re running you’re not nerding out, but in a more relaxed way. Are you studying or are you commenting? Are they commenting on the Roman Empire or the colonization of I don’t know what, and you end up knowing or you can get a second university degree listening to podcasts on the bus while you do sports or go to the gym. And this is quite interesting.

Speaker 1: I see clearly that if I am a citizen with a certain curiosity, with certain interests, that the podcast is a great medium and is a very satisfactory source of information and experiences and very convenient because of its mobility, etc. But if I am a brand, an agency, or a media, why is the podcast important for me? Why should I get involved in this phenomenon? What role should I play? How should I instrumentalize or if I owe myself to an audience or I have a purpose to serve a community or an industry? Why is podcasting important?

Speaker 2: It’s a bit of storytelling in the podcast. In terms of the world of marketing, I think it’s engagement, and it can also be brand storytelling. You can communicate and you can become more attached to your audience or you or your target audience that you haven’t reached yet.

Speaker 1: If I see it like you do, I think that at a time when we are all clear that story is the Trojan horse of any message that wants to be memorable and that wants to influence people’s consciences or actions, the podcast is a perfect environment, it’s a greenhouse to sow those story seeds, to develop those ideas and to make them reach people in a very intimate environment. Because that’s something I notice. When I listen to a podcast, whether it’s national or international, I have this feeling that whoever is making the podcast is almost inside my brain, it’s even closer than when I watch a YouTube video or when I’m watching something on a platform like Netflix.

There’s this code that you hear the speaker breathing, the rhythm, the cadence, it’s a very natural cadence. And good podcasts are talking to you, they’re telling you the story and they hook you, they keep you there. And it’s no coincidence that more than half of the podcasts last more than 20 minutes to an hour. That would be the most standard format. According to the statistics, podcasts between 20:40 already represent 60% of the total podcast offer, which is huge. A long time is a long time? It’s a lot of talking.

Speaker 2: Is it difficult to keep the audience engaged for so many minutes? No, but what I was saying is that we have touched on the fact that in the first place here in Spain was perhaps a little misreading of what the podcast was, which was a little bit the podcast platforms. It is a kind of recycling of what was happening on the radio. Then little by little it grew. About podcasting we have talked about the fact that 1/3 of Spaniards are listening to some kind of podcast.

This is partly because the creators of podcast have understood that to create a podcast of interest that has been followed, you have to speak in the podcast language, you have to script it, you have to talk about a subject matter that is adapted to the medium, which is the podcast. But now you have brought a third theme, which is not only the podcast but also the new radio, but the podcast is the podcast. But it can also be an interesting topic for the world of advertising and for the marketing world. I don’t know yet if it has been practiced too much or if it has been exploited too much. What future do you see for it? Because maybe you are avant-garde in this dynamic.

Speaker 1: I think that agencies like Zoopa, we have the obligation to be one step ahead to be able to give good advice. To the brands and to be able to share with the industry, with the agency and marketing industry. What the successful practices of the future are going to be and how we can contribute more to society in general. I think there is a huge opportunity, but the first thing is to create a culture of podcasting among decision-makers among professionals. That’s why when a brand asks me what do we have to do in terms of podcasting? It’s being talked about. A lot of are seeing that the numbers are huge, that the growth is exponential. What is the first thing we should do as a brand?

The first thing is that you listen to podcasts. The first thing is that you at a personal level personal interest in the medium, understand it, enjoy it, be able to put yourself in the shoes of a consumer, of that target audience you aspire to reach and understand what the experience is. Because without that, without that basic knowledge, we can hardly elaborate a format or we can think of an optimal solution for you, because we have to have that common language and that common experience. It is important to emphasize where you discover the who, that is, when somebody starts listening to a podcast, why do they do it?

Where they figure out how to, how to use it. More than 40% of the people who start listening to a podcast do it because it has been recommended through the search engine of the platform itself. As we were saying before, a very high percentage of podcasts, 32% are listened to on Spotify. That is, if you are a regular listener of music and you are a Spotify subscriber or you don’t have a free use of Spotify, you listen to music and suddenly Spotify recommends a podcast. You say Okay, well I’m going to listen to it. This is for lots and lots of people, whether it’s Spotify, whether it’s YouTube, which is about 55% of podcasts that are listened to. It’s the way that people find these formats. And the second way is just word of mouth. So it’s very common for you to ask someone you know who listens to podcasts.

Hey, what should I listen to? Well, the cycling label is a fantastic podcast that Marc Figueras does about cycling. And from there, hey, I listen to it and if it convinces me, then I can go on. You subscribe, which is something very important that didn’t exist on the radio, that you don’t subscribe to a radio you listened to it and went to look for it in a specific time slot. In this case you subscribe, you receive notifications, so there is a loyalty program to the podcast that is very important.

The podcasts are often structured in the form of chapters

that have continuity, so you are invited. The trends that we observe

on television or on video on demand platforms are transmitted to podcasts. Many of the successful podcasts have started as radio programs or as television shows. TV shows. Recently, from Zoe we did a lecture on a concept that we have coined from the agency, which is super content. It is that content that naturally links different media, because it doesn’t fit in just one.

The very nature of the content demands it. This is the case of the content of our friend Carles Porta, which begins as books where he is a journalist who investigated and wrote about crime cases. Then it is a successful radio section, goes to television and triumphs in an incredible way as a podcast on different platforms. It’s content that people want to enjoy in different formats.

Speaker 2: Sure, but then applied to the world of advertising, as you were saying, first the brand has to consume the podcast to understand it before getting down to work. What would be a little bit the scheme, that is to say, the one who speaks in the podcast? Whoever creates the content would be the brand and is talking to the future consumer. And the objective. The message is to join this brand, to buy their product, or what do you think it would be? A little bit.

Speaker 1: There are different formulas, just like there have been different formulas in all the media to date. On one hand, there is a very simple formula, it’s I want to participate in this podcast, I want the listeners of that podcast to receive my message. Then I can run an Audi ad, just like a radio spot that can play a role. That is to say, before the podcast starts, it can be my role, that is to say, in the middle of the content, or it can be the closing, because the role, the spots or these announcements that go at the beginning or at the end of the podcast are usually between 15 and 25 seconds, while the spots or ads that go in the middle are usually longer or are usually longer or in 30 seconds or even a minute, which is a time in which you can develop a message in which you can develop a fairly elaborate message and introduce your action or take the audience to other action or take the audience to other, to other platforms.

In fact, it is very common for podcasts to be transcribed, ie, that you associate to the podcast the transcription in text of the content, so that Google indexes it. And that helps you a lot in SEO and that there is a landing page that gives you the link to the audio but also includes the transcript. And there you could capture leads, you could capture the emails from the audience, offer opportunities for linking audience, offer opportunities to link to a product of your brand, and so on. On the one hand, there’s a very simple formula, very similar to other advertising formulas in other media, but benefiting from the trend, benefiting from the podcast phenomenon and above all, from the realization by an authentic, genuine interest that podcasts have.

On the other hand, and it could be a second step, or it could be a first step as well. No, no, no, no, I just want to do branded content, I want to make content where my brand is, because I have things to say, I am an expert in certain topics, I have things to contribute and I want to make content around my brand or where my brand can express its point of view or its opinion. That’s great. It’s great because there your brand’s contribution is very clear. You know that I’m a believer in branded content, that I believe that brands are treasurers of great stories.

Many times they are not valued enough because they are told in formats that do not allow it. They haven’t been explained in ten-second formats, 20-second in a spot within a, in a context in which it was very difficult for me to value the brand’s contribution. But if a brand talks to me for half an hour or talks to me for 60 minutes about a topic that really understands and really cares about, I’m going to value that brand as an expert and if I’m interested in their product, I’m interested in what they’re talking about. Obviously I don’t know. If, for example, it tells me that it is a veterinary brand that is concerned about the health of someone in my family, such as my pet family, which could be my pet, -now I have picked a topic that I don’t have. I have two cats that I don’t even pay attention to, you know?- but let’s assume that a normal person who loves his dog. And so on, well, today I would obviously be very interested in what this dog could tell me. What this laboratory, which nobody knows, could tell me.

I have given an example of a brand that is not well known and yet a very important industry in this country in this country. Well, I think that a lot of brands are very much in need of format forums that allow them to really develop their message and that allow them to demonstrate everything they can give to all of us.

Speaker 2: It is that in the end there were. I’m going to give examples off the top of my head, but Nike already does a podcast on sports performance. Who better than Nike to talk to you about athletic shoes, about improvements, about the marginal Gain of an athlete… Which then maybe they are selling their product from behind, but who better than Nike to tell you about the athletic footwear or the performance you can get out of an athletic garment? Then, another brand from a supermarket company…

Speaker 1: No, no, no, no, but stick with Nike. I’m telling you because I know it. You know I was there for many years… At Nike they are crybabies! Or is it that there is no means that allows me to explain the technology and so on… Because it’s true! the media, even if they are the sports media, are not there to explain why you put eight layers on your shoe or why gore tex doesn’t have the flexibility of it. Sure, I’m interested, you’re interested, a lot of people are interested, but to a general media, to a sports world, to a sport, to a brand, they are not there for that.

Speaker 2: But the podcast allows you to do that.

Speaker 1: Exactly, because brands so far are in a very whiny position. That’s why I was saying very comfortable. Saying that ‘someone else’ spreads the message because I am not a media, I am a brand. Well, brands are media, and there are people like Red Bull or many others who say No, we are not a media, we are a media power house, we are going to produce.

I think Nike was very pioneering in letting the athletes speak on their behalf and in their name and personifying the brand with messages from real people. And that made it look like that the movement that I was proposing here, that the message was a very powerful message that transcended into people’s lives. But today the demands of society are much greater. society is much greater. They say No, no, no, Nike, I want you to speak to me. Put whatever voice you want, but I want you to talk to me. I want you. I want you to explain things to me. Because I know you have a lot of things that get left out in the process. So I would love for there to be a podcast of anybody that I give follow, follow, follow or I subscribe.

Speaker 2: Tomorrow and.

Speaker 1: Explain to me the geekiest thing why the cord is five feet instead of 80 centimeters? Why the sole has triangular studs instead of square ones? The podcast allows you to get to that detail, and I think that brands in general have a complex that is not happy, it is not reasonable, it is not a contemporary thing, they have a complex that details don’t matter to them. To not the consumer, gentlemen, the consumer.

People like you and me are very interested in the details of products, services, the whys, the wherefores, the where the brands are going? Because it’s true that brands know a lot about what they know, not about any topic, but about certain topics. And the brands insist on talking about the same thing. No, no, no! I’m interested in Marc Figueras because I know he knows everything about cycling. So I’m not going to ask you for advice for a restaurant. Because, because no, because I’m not interested. But nevertheless, if I have to. What if I’m watching a cycling race and I want to find out why that rider smiled at the rider behind him, or why that rider crashed and threw his bicycle over a cliff?

I’m going to call you immediately or I’m going to go to your podcast because I know that you know all about it. In the same way that I know Nike knows everything there is to know about certain topics or

you can know about certain topics or Adidas or Puma or so many others. But I am very much interested in the peculiar angle of each company, of each brand. I believe that brands have to start to value themselves and to regain that confidence that they want to be heard. And I think the podcast is a great opportunity to have a flexible media, cheap to produce with frequency, with coverage, with affinity. Do you really have a poker of aces?

Speaker 2: So like. As a CEO what would you encourage? Your message would be. You would encourage brands to start producing podcasts.

Speaker 1: Start listening to podcast, and they’re going to end up lining up to produce podcasts and they’re going to participate in podcasts.

Speaker 2: But in terms of monetization, it’s a little bit more complex than that. Platforms like Twitch or like YouTube or any content creator that’s starting to get certain views, certain subscribers. So when you meet the minimums you do the process of monetizing, you contact YouTube and according to the visits you have, they pay you and in the end it is a way to monetize your time because you are investing time. On the other hand, with podcasts, unless you are a Jordi, who has a podcast that a lot of people listen to.

And then of course Spotify or the platform itself contacts you. A content creator who does podcasts quite a bit smaller who has I don’t know, I’m telling you, in the world of Podemos we’ve talked a little bit about the range of reproductions, what is success or what is the success. But a small creator, after he has his 5000 subscribers in the podcast, who has a thousand or 2000 reproductions in each one of his episodes that we were we were talking about success. We are talking about a podcaster who is in that 1%. Well, of course, the platform is Spotify and and iVoox.

Whatever platform it is is not going to contact this person. I mean, this, this individual is going to have to look for personal sponsors on his own and put these faults that we were talking about, 15 seconds at the beginning, 30 seconds in the 30 seconds in the middle, but of course, if he finds them well, but if not.

Speaker 1: Well, that’s what the agencies are for, the media agencies, the creative agencies, that is to say, to find these sponsors that will allow you to finance the production of the podcast. Because let’s not forget that I’m going to do a podcast. It takes a lot of work and it has costs. Of course, it’s not like doing a television TV show or a.

Speaker 2: Film, but it’s time that you invest.

Speaker 1: Time, means and resources of all kinds, including technical resources. There is also already a rate of what we call CPM cost, cost per thousand. Right now, just to give you an idea, the cost per thousand of a role can be around $15 or so. The cost per thousand of a role of say, of a 60 ad of between 25 and 60 seconds in the middle of a podcast could be in the 25$, but this depends a lot on how specialized your podcast is. You could have a podcast with a very small following, i.e. between 1,000 and 10,000 downloads, but that is very specialized in a topic.

So for a brand that specializes in that particular industry, then you are in your industry, because you are inside your content, it has a lot of value and therefore you can apply a qualitative, a percentage increase in the CPM cost and you can be quietly charging $30 or $35 per thousand downloads. So there is a market and marketing, advertising and communication. She’s happy to participate and support podcasts that already exist, that have done that work that already exist, that have done that long-haul work and that can allow a brand to benefit from that impact from day one. And in parallel, they can be developing their podcasts without any problem. They are like different projects. And on the other hand, that platforms finance podcasts. That exists right now. There are original titles from each platform and on the other hand, I think there will be ways to monetize, just like there are on YouTube or as there are on Twitch, so that the creators receive directly from the consumer an income that justifies their effort.

Anyway, I think there are already content creators, podcast creators that have pretty elaborate systems to monetize their podcast. Maybe they don’t get it directly or through the platform, just like it happens with YouTube or just like it happens with others, with Facebook or with Instagram. But they do receive donations. They do sell products through the podcast. They do take podcast listeners to a website where they can make contributions or where they can buy extended content, for example. Well, you know there are mechanisms for that.

Speaker 2: Not like what the podcast has. If there’s one thing it has, it’s that it builds loyalty a lot. You do a lot of engagement with your subscribers, because you take them from one place to another. You can do all those strategies that I was talking about, but not because you have a YouTube channel. I’m going to defend YouTube because I know the good things and also the things that are not so good. But YouTube is criticized a lot for this, because it exploits content creators or because it doesn’t live up to it a lot of times.

But YouTube is a platform that allows you to monetize. And apart from all of this that we’re talking about, that podcasts can also make it possible for you to join and give donations. The merchandising thing, the thing of taking a website and being a member and all that membership and all that, YouTube also allows you to do that. So a little bit of criticism or what you have to start getting your act together. I think the podcast platforms is to find a way for small podcasters that tomorrow can be big podcast creators, can somehow monetize their content without having to fight their own battle and go out on their own, looking, looking for sponsors that at the end of the day, any YouTuber can do it too.

Speaker 1: Yes, yes, yes, yes, of course, of course.

Speaker 2: So you have to be a journalist or a content creator. You have to. You have to do editor, you have to do producer, you have to do person, you have to do publicity to get your sponsors. At the end of the day.

Speaker 1: I think this could be the topic of Zoopa’s next podcast,

which is the economy of the creators. I mean, these 50 million people, most of them very young, who dedicate their lives to creating content and trying to monetize it so that it becomes their way of living, to have an income. It’s already a billion-dollar industry worldwide, but it has its own particularities and I think it’s very interesting to learn about it and try to see where it’s going. On the subject of podcasts, you are right that it has not been a medium that has wanted to attract the creators by offering a direct monetization system as Twitch has been, for example, it clearly has said hey, I’m going to unseat YouTube by making it so that whoever creates content on Twitch is going to make more money in an easier way than YouTube.

Speaker 1: Clearly I think in the case of podcasts there has been more of that culture of I’m not going to try to attract talent with guaranteed success. Just like I’m going to try to get the great musicians, I’m going to try to get the great journalists or the great journalists or the great content creators to create that base of quality podcasts which has been a little bit like the legacy of the bloggers, which, let’s remember a few years ago it was mostly the bloggers or the video bloggers that were bloggers, who were dominating the information or creator scene before the emergence of Social Media. In our next podcast, we are going to talk about the creator economy.

I’m really looking forward to discussing this topic with you and also with Consumer, one of the pioneers of content on YouTube in Spain, one of the first gamers who has been the reference for all those who came after, for the biggest ones you can have in your head. He has been one of the references and I hope we have him with us in the next Zoopa podcast. Thank you very much, Mark. It’s been very interesting. I got a little bit of your youthful life angst, you know?

Speaker 2: The podcast saying that you were a person who exuded optimism.

Speaker 1: And you’ve given me the afternoon. I really don’t know what’s been going on here, but the empathy is killing me, gentlemen. Well, thank you all very much for listening to us. Thank you very much, Marc. I’m telling you that you are going to be a regular on Zoopa’s podcast and we’ll talk to you very soon.

Speaker 2: Thank you very much, Carlos. And also thank you very much to all the audience that has listened to the first episode of the Zoopa podcast, something unheard of here at the production company, and we invite you to write to us as well. The good thing about the podcast and these new products is that the interaction with people, with all of you, is much more direct than with more traditional media. So we invite you to write us suggestions, proposals and topics for future episodes and we’ll see you in the next chapters. Goodbye to all of you.