New Media Show #565

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From Podfade to Podcast Renaissance: Predicting the Revival and Future Success of the Podcasting Medium – James Cridland, Sam Sethi with Host Rob Greenlee

Have you heard these myths about the future of the podcasting industry? Myth #1: Podcasting is just a passing trend. Myth #2: The market is oversaturated with podcasts, making it impossible to stand out. Myth #3: Only big-name podcasters can succeed in this industry. In this episode, our guests, James Cridland and Sam Sethi, will debunk these myths and share the truth about the future of podcasting.

With guests are James Cridland, Sam Sethi, and Host Rob Greenlee

James Cridland, the editor-in-chief of PodNews, is a well-known figure in the podcasting industry. With his daily updates on the latest happenings in podcasting, James keeps podcasters and content creators updated. His expertise and insights make him a sought-after guest on various podcasts, including his own show, the PodNews Weekly Review. James’s ability to find excellent interviewees and his knack for delivering engaging content make his show a must-listen for anyone interested in podcasting. With his deep knowledge of the industry and his passion for the medium, James brings a unique perspective to the future of podcasting.

We just need to keep on pushing new ideas and eventually Apple and Spotify will wake up, smell the coffee and go, ‘Oh, you know what? That would be quite a good feature for us to include.’ – James Cridland

In this episode, you will be able to:

  • Learn about the latest data and podcast industry discrepancies that could impact your show’s growth.
  • Discover how to integrate live video streaming into your podcast to engage your audience in a new way.
  • Gain insights into the challenges of communication and PR in the podcasting industry and how to overcome them.
  • Find out how YouTube Music’s podcast integration can expand your show’s reach and attract new listeners.
  • Explore the future of the podcasting industry and stay ahead of the trends to ensure the success of your show.

Challenges in Communication and PR
Clear communication and effective public relations are the soul of any industry, and podcasting is no different. Recent developments like the integration of podcasts into YouTube Music highlight the vital role of communication in explaining complex features and addressing queries. Engaging a dedicated PR person to manage podcast-related inquiries, as Apple has done, can significantly streamline communication processes and ensure a smooth user experience.

The resources mentioned in this episode are:

  • Visit the PodNews website (PodNews.net) to stay updated with the latest podcast news.
  • Check out Podfans FM (Podfans.fm), a new platform that supports all the podcasting 2.0 standards.
  • Listen to the Podnews Weekly Review podcast (weekly.PodNews.net) for interviews and discussions about podcasting.
  • Explore the alternate enclosure tag in podcasting 2.0 to provide audio and video options in your RSS feed.
  • Consider using the Podfans platform to broadcast live events with audio and video capabilities.
  • Utilize the alternate enclosure tag to allow viewers to watch or listen to your content.
  • Experiment with combining audio and video feeds to simplify the user experience and avoid splitting your audience.
  • Check out YouTube Music for a user-friendly switching experience between audio and video content.
  • Consider a convergence strategy by producing audio and video content for your podcast, if applicable.
  • Stay tuned for future episodes of the new media show for more insights and discussions on podcasting.

The key moments in this episode are:
00:00:05 – Introduction

00:01:15 – Podcasting 2.0

00:04:40 – Podnews Weekly Review

00:06:48 – Implications of the Alternate Enclosure Tag

00:07:48 – Apple’s Support for Alternate Enclosure

00:14:36 – Spotify’s Video Feature for Joe Rogan

00:15:02 – Splitting Listeners and Podcast Industry

00:16:21 – YouTube’s Strengths and YouTube Music

00:17:53 – Importance of Alternate Enclosures

00:18:27 – Live Tag and Radio Industry

00:30:10 – Live Item Tag Support in Podcasting Apps

00:30:47 – The Potential of Live Podcasting on Apple

00:34:11 – Improving Streamyard with Permanent URLs

00:31:01 – Simultaneous Publishing for Live Episodes

00:36:58 – Podcast Hosts Embracing Live Podcasting

00:46:32 – The Importance of Repurposing Radio Content

00:47:57 – Podcasting Revenue and Radio’s Perception

00:49:59 – Radio Companies and Podcasting

00:51:30 – Consolidation and Advertising Deals

00:54:31 – Scams Targeting Podcasters on Facebook

01:02:59 – Introduction to YouTube Music’s podcast features

01:03:40 – YouTube Music’s dual approach to playing podcasts

01:05:04 – Difference between YouTube Music and YouTube Studio experience

01:07:04 – Lack of communication from the YouTube team

01:10:54 – Increase in podcast listening among older audiences

01:19:16 – How the hosts’ shares are doing

01:19:40 – Early adoption of electric cars

01:20:26 – Reluctance to buy an Elon Musk car

01:21:17 – Electric car preferences and concerns

01:23:03 – Future of podcasting

01:34:23 – Podcast Industry Data

01:36:01 – Validating Podcasts

01:37:31 – Podcast Completeness Tag

01:40:15 – Discrepancies in Podcast Numbers

01:42:35 – Contact Information

Harnessing the Power of Convergence: Audio and Video Podcasting Strategies

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by Rob Greenlee

Spoken Life Media and Host, “Podcast Tips with Rob Greenlee,” Co-Host, NewMediaShow.com

Rob Greenlee

The distinction between audio and video content creation and consumption blurs in today’s rapidly evolving digital media landscape. It is increasing consumption and creation options. This convergence offers creators audience reach, engagement, and monetization opportunities. Here’s a deep dive into the strategies and expertise that can harness this power to its fullest potential.

Audio and live and on-demand video podcasting are two popular forms of media that can be used to share information, opinions, stories, and more.

“According to Edison Research, the percentage of Americans age 12 and older who listen to podcasts weekly has grown from 8% in 2014 to 31% in 2023. However, it’s important to note that only 17% of podcasters will record a video with their audio in 2023. Please note that these percentages can vary depending on the source and methodology of the research.” – Edison Research

Video podcasting can offer advantages over and in addition to audio-only podcasting, such as more visibility, searchability, and content repurposing at massive content discovery platforms like YouTube, Spotify, Apple Video Podcasts, and newer platforms like Rumble.

Many great free online video resources exist to learn about making a video podcast; you can check out some of the video results from any web search. They offer tips and tutorials on setting up a video podcast studio, what equipment and software to use, and how to upload and distribute your podcast.

Expertise in Audio-Video Content Production
Excelling in audio and video content production requires amazingly powerful production tools that enable a meticulous blend of creativity, experience, focus, learned skill, and determined technique. The content leaders in this audio and video convergence sphere understand the nitty-gritty of pre-production live video streaming that crafts audience interactivity and resonating narratives. Then, fine-tuning them in pre-production, production lighting, visuals, recording with ideally less intrusive microphones, and post-production. It’s not just about creating content; it’s about crafting an experience that blends audio and video into a better video and audio experience.

But the magic truly begins during and after content creation. Online content marketing bridges the creator, the brand, and the consumer. By mastering this, they ensure that every story, every piece of content, reaches its intended audience most efficiently.

Technical Prowess Meets Creative Vision
In an era where the audience demands seamless experiences, technical proficiency is non-negotiable. By integrating technical APIs, these content maestros guarantee a fluid media consumption experience, merging tech capabilities with a clear creative vision.

Business Development: Beyond Just Content Marketing
While content is king, its reign is fortified by strategic business decisions. Navigating the industry’s business side, these experts focus on more than just sales growth and building communities around their shows. Their strategies don’t just distribute content; they distribute experiences, enhancing brand visibility and value. With bespoke offerings, every client’s unique needs are addressed, ensuring content that’s viewed and felt.

The commitment to staying updated is evident with an expert evangelist onboard, always on the lookout for innovative recording technologies that promise to define the future of digital media.

Community Growth and Education: Building the Ecosystem
What truly differentiates shows and hosts of shows is their commitment to growing community. By being active voices in key events, moderating panels, and driving insightful conversations, they’re shaping the narrative around the future of media via thoughtful and passionate leadership in those communities.

Specialized training sessions are available online for enthusiasts eager to delve into the world of podcasting. Many of the best ones online are not just lessons; they are customized and clear pathways to mastering the art of content creation.

Recognizing the undeniable power of live and on-demand video
Budding creators in video production, emphasizing building a loyal subscriber base. Their expertise continues beyond there. They’re adept at YouTube channel and podcast development, leveraging two of today’s most potent platforms.

The convergence of audio and video podcasting isn’t just a trend
It’s a paradigm shift in content consumption. As we move forward, it’s evident that the winners in this space will be those who can seamlessly blend all these mediums, offering audiences a symphony of experiences. And with the expertise highlighted above, the future of digital media looks brighter than ever.

What is Considered a Podcast in 2023? Convergence of Audio and Video Replayed Again

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By Rob Greenlee, Co-Host of NewMediaShow.com and Host of Trust Factor with Rob Greenlee

Rob Greenlee

Podcasting has always been an audio and video medium, plus PDF files, a user request-based distribution and consumption medium. Some more recent medium participants and consumers think that podcasting is an audio-dominated distributed medium via RSS feeds. These folks are incorrectly perceiving podcasting as an audio-only medium.

Podcasting is becoming so much more TODAY.

The podcasting landscape has been shifting for a few years, especially with platforms like YouTube and Spotify bringing back the focus to video AGAIN and blurring the lines between audio and video content. The question is, who started this evolution back to more videos? was it viewer consumers of videos on YouTube or YouTube and Spotify? Well, I think YouTube and Spotify and platforms like StreamYard and Zoom are all contributing to this expansion of perception of what a podcast is TODAY. So, as we navigate the media world of 2023, what constitutes a podcast?

The Traditional Definition of a Podcast:
Historically, a podcast was a series of spoken-word content focusing on various topics. These audio and video recordings were distributed through RSS feeds as MP3 and MP4 media files to be downloaded or progressively downloaded playback, allowing listeners to follow and access new episodes on their devices.

The YouTube Podcasts Paradigm:
In an intriguing move, YouTube has begun to classify video playlists as podcasts, especially when these playlists follow a thematic or episodic structure similar to traditional podcasts. By integrating these “video podcasts” into its new YouTube Music area, the platform acknowledges the convergence of music, spoken word content, and visual elements. This move expands the definition of podcasting by suggesting that when serialized and thematic, visual content is increasingly perceived by YouTube viewers as much as a podcast as an RSS-only distributed audio and video counterpart.

Spotify’s Video Foray:
Not to be left behind, Spotify is dabbling and expanding into video content, which is increasingly being seen as Spotify expanding into video podcasting. Though Spotify initially launched audio podcast content, it now provides creators with tools to publish videos directly alongside their ingestion of audio files from podcast RSS feeds. This move positions Spotify as a competitor to YouTube in the “video podcast” space, reflecting the changing consumer appetite for versatile content that can be watched and or listened to.

Implications for Content Creators:
For creators, these changes mean more comprehensive tools and platforms to disseminate content. They can now cater to audiences who prefer traditional audio podcasts and those who lean toward video content. This flexibility can potentially expand their reach and offer diverse monetization opportunities.

The Essence of Podcasting:
Despite these changes, the essence of podcasting remains consistent: serialized content that delves deep into specific themes, stories, or topics. Whether in audio or video format, a podcast in 2023 is about creating episodic content that resonates with its audience, offering insights, entertainment, or information in digestible chunks.

The podcasting landscape of 2023 is more diverse and dynamic than ever. With platforms like YouTube and Spotify redefining what a podcast can be, it’s an exciting time for creators and consumers. While purists might argue that “podcasts” should be reserved exclusively for audio content, the industry’s evolution suggests a more inclusive future where audio and video coexist under the podcasting umbrella. Regardless of the medium, the content’s quality, relevance, and engagement will determine its success.

Evolving Consumer Habits:
With the ubiquity of high-speed internet and advanced mobile devices, consumers in 2023 have become more platform-agnostic, seeking content that can cater to their dynamic lifestyles. They might listen to an audio podcast during their morning run but switch to the video version of the same episode while having lunch. This fluidity between audio and video has driven platforms to accommodate both formats, reflecting the multifaceted consumption habits of the modern audience.

Niche Content and Personalization:
As the definition of podcasting expands, so does the variety of content. With the inclusion of video, genres like instructional guides, visual tours, and even short episodic dramas have found a home within podcasting platforms. Personalization algorithms, powered by advanced AI, ensure that consumers are exposed to audio and video content tailored to their preferences, further blurring the traditional boundaries.

Interactivity and Immersion:
One significant advantage of live video podcasts in 2023 is the potential for interactivity. Platforms have begun incorporating features allowing viewers to interact directly with the content – polls, Q&A sessions, or clickable links embedded within videos. This interactive layer adds a dimension of immersion, transforming passive listeners into active participants.

Challenges and Critiques:
While many celebrate audio and video mergers within the podcasting realm, it’s not without its critics. Some argue that the term “podcast” is becoming too diluted, losing its original identity. There are also concerns about discoverability; with the surge in content types, it can become more challenging for consumers to find high-quality content that resonates with them. Content creators, on the other hand, may feel pressured to produce both audio and video formats, stretching their resources thin.

The Future of Podcasting:
The trajectory suggests that the term “podcast” will continue to evolve. As augmented reality (AR) and virtual reality (VR) become more mainstream, we might see podcasts not just heard or seen but experienced in immersive 3D and 360-degree visual environments. Integrating haptic feedback and spatial audio could redefine what we consider a podcast.

The Dying Era of Podcast Exclusives

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By Rob Greenlee, Co-Host of NewMediaShow.com and Host of Trust Factor with Rob Greenlee

Rob Greenlee, VP of Content and Partnerships, Libsyn

Many say that we are in a time of change and need to be open to innovation in the podcasting industry. Could some of these new ideas change podcasting in ways that may slow or harm the medium with such strong and consistent growth over the past 19+ years?

There is an explosion of interest in the video at large dominant platforms like YouTube, Spotify Video, Rumble, and all the other short and long-form video-consuming platforms.

Podcasting originated 19+ years ago around the idea of open distribution that gave the potential to reach as many listeners as possible. For most of that period, it has been assumed that to be considered a podcast by strict original definition; one must distribute via an RSS feed to many listening platforms and go to where audio listeners and, back then, video viewers were too.

The idea behind podcasting was to create an eco-system that is open and filled with new innovative ideas from software developers and content creators to do their craft in a way that was not limited by gatekeepers or large companies trying to control the creative process and to a large degree the distribution of the results of that creative process.

Exclusives have been an old media construct to create control and monetization for the platform and have been less about what is best for the creator. In most cases, the listening or viewing platform or network is the only beneficiary of exclusives.

See the quote below.

“I also think it means that broadcasters, or production companies, can probably be too quick to make things exclusive. Hiding them away when they aren’t significantly famous doesn’t probably generate you that much value.”  The quote above from Matt Deegan

This topic of podcast exclusives has been evolving since the very early days of podcasting and is now declining with a challenging economy. Over the years, podcasting is still dominated by the RSS feed but has recently shifted to the model of RSS feeds being optional. That makes one go. Hmm, what is going on?

In a growing number of examples, more recently, these exclusives have meant shutting down the use of RSS feeds, and Spotify’s Anchor podcast hosting platform has made generating an RSS feed an optional ask and not a default function.

See the quote below from Spotify’s Anchor platform head, Michael Mignano, in a post earlier this past spring of 2021. This post explained the reasons for this change are that it gives the content creator more significant control over the distribution of the audio content. Still, this change at Anchor also has the unsaid benefit of getting Spotify exclusive shows on its platform for FREE in exchange for Free hosting, as their automatic ad insertion monetization strategy never reaches scale.

Greater control over which platforms ingest, publish, and monetize creators’ content: “As more and more new audio platforms emerge and look to capitalize on the growing audio space, creators must have control over which platforms are aggregating their content from the web (and in some cases, building their businesses on top of creators’ content without their consent). When a creator launches a new podcast on most podcast creation platforms (including Anchor), the platform automatically generates an RSS feed and publishes it to the open web. This published RSS feed makes it possible for any platform or website to ingest the RSS feed and display and even monetize the content. This can happen without explicit permission from the creator. As part of our distribution update, we will only generate an RSS feed if the creator explicitly wants one (and we’ll present clear options on how to do so at the time of publishing). This will ensure that each creator can explicitly publish their podcast with an RSS feed (enabling any platform to ingest, display, and monetize that content) rather than happening automatically without the creator’s consent.

Suppose you’re already an existing Anchor creator and would like to opt out of your RSS feed being published and available to be ingested by any platform. In that case, you may contact us anytime to request we change your distribution settings to your liking.” Quote from former Spotify’s Anchor platform head Michael Mignano

I do like the message and idea of giving content creators more control. We are emerging into a time when content creators or podcasters need to value their work more, and limiting access to it is one approach as Spotify Anchor is driving here, but doing it through a platform like Spotify may not be the best approach for most podcasters that are looking for growing an audience and potentially monetizing. The history of Anchor and now Spotify for Podcasters is not one with a solid history of generating and consistently publishing podcast shows with a growing audience. Still, it has been a platform full of podfaded shows.

Most shows created on the Anchor platform have exploded the false perception that the podcasting market is flooded with millions of new successful podcasts. Many now feel like it is too late to get into podcasting because it is too crowded, and the truth is it is just not too late.