Podcast Summary: Why Your Content Isn’t Growing

Content Is Profit with Seth Silvers (Alex Hormozi Producer)
Release Date: November 20, 2025
Host: BIZBROS (Luis/Fonzie & Co-host)
Guest: Seth Silvers (Producer for Alex and Leila Hormozi, CEO of Story On Media & Marketing)

Episode Overview

This episode dives deep into the realities of podcast growth with renowned producer Seth Silvers, notably of Alex and Leila Hormozi’s shows. Seth shares hard-won insights on why most podcasts struggle to grow, key distinctions between hobby, business, and entertainment podcasts, and how data—often underutilized—is becoming essential for successful, scalable content strategies. The conversation also covers practical frameworks, production levels, discovery algorithms, and actionable advice for creators and businesses looking to start or scale their podcasts.

Key Discussion Points & Insights

1. Clarifying Podcast Purpose & Types

Timestamps: 00:00–13:40

• Not All Shows Have the Same Goals: Seth distinguishes between podcasts that are the business (e.g., Joe Rogan), those that support a business (lead generation & nurturing), and hobby shows.
  • "A lot of times people maybe have a hobby podcast, but they're comparing themselves to podcasts where the podcast is the business... So I think it depends. There’s different metrics in all of those things." – Seth Silvers (12:27)
• Middle of Funnel vs. Top of Funnel: Podcasts typically nurture existing audiences rather than acting as pure audience acquisition machines. Demand for immediate leads/customers mismatches podcasting’s strengths.
  • "I look at podcasting a little more like middle of funnel than top of funnel... it’s giving them more touch points with your brand." – Seth Silvers (13:40)
• Foundational Planning (“Business Podcast Roadmap”):
  • Define a clear audience.
  • Identify their key problems.
  • Reverse engineer content to address those problems.
  • Provide a clear next step/offer.

2. When Is the Right Time for a Podcast?

Timestamps: 14:22–18:48

• Premature Launches Cause Strain: Early-stage businesses (e.g., under $100k revenue) may be putting the cart before the horse by starting a podcast before validating product-market fit or building sales systems.
• “Fuel, Not Spark”: Podcasting should amplify an already-burning “fire” (existing value, customer base), not try to start that fire.
  • "If you don't have a spark and a fire, then fuel doesn't matter... You can pour as much gasoline as you want, but if you don't have a match, it's not gonna work." – Seth Silvers (22:20)
• Prioritize Speed to Conversation: In early business stages, direct conversations with customers trump more passive communication methods like podcasting.

3. Production Levels: Matching Effort to Resources

Timestamps: 23:58–26:34

• Low Friction vs. High Production: Success stories exist at all production levels—from raw phone recordings to $9k+ highly produced episodes.
• Buy Back Your Time: Even basic editing support can be a smart investment to maintain focus on growth.
• Removing Friction for Beginners: Start simple, adapt as resources allow.

4. Measuring Growth: Data & Benchmarks

Timestamps: 28:46–37:27

• Spotify’s Enhanced Analytics:
  • Impressions (how many see your podcast).
  • Clicks (how many show interest).
  • Streams (>60 seconds listening).
  • Packaging (thumbnails, titles) now shows measurable impact.
    • "We updated packaging... immediately saw an increase by 7-8% in downloads." – Seth Silvers (28:50)
• New vs. Returning Listeners: Drawing parallels to YouTube, Seth stresses assessing growth in new listeners as a key sign of audience expansion.
• Different Consumption on Apple vs. Spotify:
  • Apple/“traditional” podcast app users binge and download more, show higher download-to-follower ratios.
  • On Spotify, listeners are more likely to sample only the latest episode; more algorithm-driven and less loyal.

5. Discovery and the Algorithms Arms Race

Timestamps: 38:34–41:06

• Discovery Still Challenging: Word of mouth remains the #1 driver. Platform improvements (Spotify’s clips, categorization) are promising but bring “second-order” effects—users might jump between clips rather than subscribing.
  • "With every solution comes new problems." – Seth Silvers (41:06)
• Long-form Audio = Higher “Time on Brand”: Priority remains converting short-form or algorithmically acquired audience into longer-form, loyal listeners.

6. Short-Form Content & Platform Prioritization

Timestamps: 42:14–44:08

• Shorts for Awareness, Audio for Trust: Use short-form clips for discoverability, aim to move newcomers to longer, audio-first episodes for deeper engagement.
• AVD (Average View Duration): Audio AVD can be triple that of YouTube.

7. Promotion vs. Product: The Growth Trap

Timestamps: 46:51–49:56

• Promotion Fails Without a Good Product: Most shows underperform because they haven’t nailed the content. Growth efforts should be delayed until product-market-fit for the podcast itself is established.
  • "I read every comment. Only one person suggested maybe something's wrong with the show... If the hook isn't good, then people probably won't get far enough in the show to get the value to then recommend it." – Seth Silvers (46:51)
• Surveys for Pre-Launch Feedback: Ask questions like: was the show clear, engaging, what problems did it solve, would the listener recommend it?

8. Podcasting as a Craft, Not a Checkbox

Timestamps: 52:35–54:16

• Skill and Mastery Matter More Over Time:
  • "A lot of podcasters think that creating the podcast is the game... when they forget that it's actually about growing the show." – Seth Silvers (52:35)
• Less room for “just show up”—the market now rewards those who treat podcasting as a discipline/craft.

Notable Quotes & Memorable Moments

• “Podcasting is middle of the funnel. You’ve got to know where your show fits in your brand’s ecosystem.” – Seth Silvers (13:40)
• "If you don't have a spark and a fire, then fuel doesn't matter... if you don't have a match, it's not going to work." – Seth Silvers (22:20)
• "You should be creating your podcast with one person in mind." – Seth Silvers (08:08)
• "Not all growth is downloads. If your podcast is a business, connect it to actual revenue or retention metrics." – Seth Silvers (12:27)
• "The industry is maturing; in order to make it, people are going to have to look at their show as a craft." – Seth Silvers (53:01)
• "Most creators think hitting publishing is the win, but if the show isn't growing, something’s probably wrong." – Seth Silvers (52:35)
• On AI podcasts: “AI can make the workflow faster, but as far as AI being the voice behind the podcast? Not a fan.” – Seth Silvers (55:32)
• On rapid iterations: “Remove friction, start simple, and move the needle forward; the resources and sophistication will follow.” – Host 1 (26:34)

Timestamps for Key Segments

| Segment | Topic | Timestamp | |---------|-------|-----------| | 1 | Defining podcast purpose (hobby, business, support) | 10:27–13:26 | | 2 | When NOT to launch a podcast | 15:14–18:48 | | 3 | Production levels & starting messy | 23:58–26:34 | | 4 | The role of data & using new analytics | 28:46–32:46 | | 5 | Platform differences: Spotify vs. Apple | 34:02–37:27 | | 6 | Discovery and “the clips era” | 39:04–41:06 | | 7 | Shorts vs. audio, time on brand | 42:14–44:08 | | 8 | Quality vs. promotion in growth | 46:51–49:56 | | 9 | Podcasting as a craft | 52:35–54:16 | | 10 | Rapid fire (AI, favorite shows, way to connect) | 55:20–57:25 |

Actionable Takeaways

• Be Clear on Purpose: Understand which “bucket” your podcast fills (business, support, hobby) before setting any goals or metrics.
• Build Your Fire First: Wait until your business (or personal brand) has an engaged, active base before launching a full-scale podcast.
• Use Data Proactively: Leverage new analytics tools for insights, especially around discoverability and packaging.
• Start Simple, Iterate: Remove friction to publishing; sophistication comes later.
• Focus on Quality Before Promotion: Nail the basics before plugging resources into marketing.
• Use Short-Form to Drive Long-Form: Harness shorts for reach, but aim to “time on brand” with deep, audio-first experiences.
• Treat Podcasting as a Craft: Invest in your own development as a creator; respect the discipline.

Where to Find Seth Silvers

• Website: StoryOn.co
• Upcoming Project: Profit Cast — a weekly show for businesses launching profitable podcasts

This episode is a goldmine for both new and experienced creators looking to understand the deeper mechanics of podcast growth. Packed with tactical advice, industry insights, and myth-busting truths, Seth Silvers brings clarity on where to focus your efforts (and where not to), emphasizing long-term skill, quality, and data-driven decisions over quick wins and shortcuts.