Apps like Spotify offer a wide variety of podcasts. There are sports, journalistic investigations, narrated fiction series or even about various noises. The latter can range from sound of waves, the rattle of a train, a vacuum cleaner or crickets, and they’re becoming a streaming hit. According to Bloombergthis white noise or white noise can suppose earnings of more than 16,000 euros per month to the people who record them and make them available to the public.
This is the case of Todd Moore, a man from Florida who left his job in cybersecurity in 2009 to dedicate himself exclusively to the development of an application called White Noise. A decade later, in 2019, he launched a podcast called Tmsoft’s White Noise Sleep Sounds, which today receives more than 50,000 daily listeners. To make this podcast, Moore used Anchor, a podcast creation software that Spotify bought in 2019 in an operation in which it also acquired the production company Gimlet, in exchange for 340 million dollars (about 319.3 million euros per current change).
Today, Moore has a team of people working for him with whom he posts soothing noises and sounds for which he charges a subscription. However, most of his listeners choose to play his audios for free, so they carry advertising. To prevent ads from interrupting audio, Moore decided to include only pre-roll ads.
It should be noted that these types of everyday sounds are different from those known as ASMR (Autonomous Sensory Meridian Response, for its acronym in English), which also have millions of visits on platforms such as YouTube. The difference is that in these videos, the ASMR youtubers, who have millions of subscribers on their channels, are dedicated to touching different surfaces to produce sounds that relax or excite the listener.
Another success story in the world of white noise is that of Brandon Reed, a Walt Disney employee who started making podcasts with Anchor in 2019. Currently, it has 100,000 listeners, according to Bloomberg. “I didn’t even mean for people to hear this,” says Reed, who started with white noise to have sounds to soothe her baby.
Last year, it made it to the top 15 most listened to podcasts on Spotify. His listeners, Reed explains, are very loyal and even make him ugly if he makes changes. Once, he indicates, he changed the frequency of a static sound and a follower asked him to please put it back as it was because it was the only way he could put his son to sleep.
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