As a podcast creator, it’s important to have a clear understanding of your show’s potential for growth.
Understanding this potential helps you set realistic goals around your show and informs your listener acquisition strategy.
One tool that can be useful in this regard is the TAM, SAM, and SOM framework.
Uncovering the TAM, SAM, and SOM of Your Podcast
TAM, or total available market, refers to the total number of people who might be interested in your podcast. This includes both current listeners and potential new listeners.
SAM, or serviceable available market, is a subset of the TAM and refers to the number of people who are actively seeking out and consuming podcasts like yours. These are the people who are most likely to become loyal listeners and share your content with their own networks.
SOM, or serviceable obtainable market, is the portion of the SAM that you can realistically reach and engage with through your marketing efforts.
This includes factors such as your budget for marketing, the resources you have available, and the platforms and channels you are using to promote your podcast.
How Knowing Your Podcast’s TAM, SAM and SOM Helps You Market Smarter
Understanding the TAM, SAM, and SOM of your podcast can help you identify your target audience and tailor your marketing efforts to reach them effectively.
For example, if you know that your SOM is made up of people who are primarily accessing podcasts through Apple Podcasts, then you might focus your marketing efforts on optimizing your show’s appearance and discoverability on that platform.
Additionally, understanding the TAM, SAM, and SOM of your podcast can help you set realistic goals and benchmarks for your marketing efforts.
By knowing how many potential listeners are out there and how many of them you can realistically reach, you can set achievable targets for things like the number of downloads or subscribers you want to achieve.
Gathering Data to Understand the TAM, SAM and SOM of Your Podcast
There are a few different ways you can go about determining the TAM, SAM, and SOM of your podcast.
One way is to conduct market research and gather data on your target audience, including information on their demographics, interests, and listening habits. This can help you understand who is most likely to be interested in your podcast and how best to reach them.
Another way is to analyze data from your own podcast, such as download numbers and listener demographics. This can give you a better understanding of who is already listening to your show and how you can reach more people like them.
Regularly Reviewing the TAM, SAM, and SOM of Your Podcast
It’s also important to keep in mind that the TAM, SAM, and SOM of your podcast may change over time as your audience grows and evolves.
For this reason, it’s a good idea to regularly review and update your understanding of these metrics to ensure that your marketing efforts are always targeted and effective.
In summary, understanding the TAM, SAM, and SOM of your podcast can help you identify your target audience, set realistic goals and benchmarks, and tailor your marketing efforts to reach the people most likely to become loyal listeners.
By taking the time to understand these metrics and how they apply to your podcast, you can effectively market your show and grow your audience.