Spotify podcasters are making $18,000 a month with nothing but white noise
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It kinda reinforces the statement that it's not about your product, it's about what people need. White noise satisfies the "need" for better relaxation/attention/relieving anxiety, etc.
Exactly what I was thinking. This is a great combination of something that people need and a very likely place they are looking to fill that need (Spotify and Apple Podcasts) and payment scheme (i.e. ads) that satisfies all parties involved.
I imagine he wouldn't be as successful if he tried to sell his product using other means (say an app or just through his own site).
So the business guy in me asks: How can I create white-noise?
really ? And i am not even chocked :) ! So cool for them !
I have to admit, I listened to white noise to fall asleep a couple of years back. I even considered buying a white noise machine. Didn't end up doing it because I found nature sounds, like 1 hour sea waves, or rainforest stuff, more soothing.
It's all about the attention economy, people consume what they need to satisfy their condition or to manipulate their condition, and white noise is the bridge to their expected condition, as @zerotousers mentioned, the state of relaxation. It's something always in trend but saturated.
There's a great Reply all episode about this too. It's called Venova King!
I think this is the same with YouTube. A lot of white noise content is popular on YouTube.