How company takeovers are basically altering podcasting | What’s New in Publishing


One of many latest shifts in podcasting has been the introduction of paywalls and unique content material

At first look, it could appear as if Huge Tech can’t determine the best way to earn cash off its foray into podcasting.

In early Could 2022, Meta introduced that it was abruptly ending Fb’s podcast integration much less a 12 months after it launched. Fb had provided podcasters the flexibility to add their reveals to the social media website. In the meantime, Spotify’s personal costly gamble on podcast integration inside its music streaming service hasn’t resulted within the surge of latest listeners that it had hoped.

And what in regards to the emergence of social audio platforms like Clubhouse that promised to re-imagine podcasting as stay audio chatrooms hosted by celebrities and public figures?

After its meteoric rise in 2021 throughout the peak of the worldwide pandemic, Clubhouse has seen main declines in app installs, partially due to the rise in competing companies like Twitter Areas and Spotify Dwell.

Amid all this company turmoil, it’s tempting to conclude that on-line tech corporations are transferring on from podcasting looking for increased revenue margins elsewhere.

However these realignments belie a much bigger reality: Platforms have already reshaped podcasting in basic methods, and they’re going to play an outsized position in its future.

An open medium collides with Huge Tech

Podcasting, which has been round for under 20 years, has a singular, decentralized infrastructure.

Podcasting’s audio information are accessible by way of a easy 2000-era expertise often called RSS, brief for “Actually Easy Syndication.” Because of the openness of RSS – it’s a nonproprietary distribution mechanism that can’t be managed by anybody – podcasting has remained a thriving inventive ecosystem. When you add an audio file and join it to an RSS feed, any podcatching software program or app can discover it and obtain it.

The primary decade of podcasting’s existence was characterised by regular, if laconic, development. In 2006, for instance, solely 22% of U.S. listeners had even heard of podcasting. That proportion sits at 79% right now.

After 2014, nevertheless, this sluggish and regular rise has been turbocharged by a staggering wave of company takeovers.

In 2019 I argued within the tutorial journal Social Media & Society that podcasting was present process the method of “platformization,” due to the more and more central position of digital platforms like Spotify, Google and Amazon within the medium’s growth. Spotify alone has spent over US$1 billion on podcast acquisitions. Different huge radio and tech corporations have additionally made vital acquisitions prior to now three years, reshaping the business within the course of.

Openness, nevertheless, is anathema to digital platforms, that are deliberately structured as walled gardens that limit entry. They earn cash when customers pay for entry to content material and companies – and that, after all, works solely when the content material isn’t obtainable elsewhere.

One of many latest shifts in podcasting has been the introduction of paywalls and unique content material. It has since turn into a regular characteristic of the medium.

Most notably, in Could 2020 Spotify signed an unique take care of Joe Rogan, the most well-liked podcaster, one which was reportedly valued at $200 million. All of Rogan’s new episodes – and even his whole again catalog – are actually obtainable solely on Spotify, main RSS and podcasting pioneer Dave Winer to argue that his present is in truth not a podcast.

Different eye-popping exclusivity offers have included Spotify’s 2021 $60 million deal for “Name Her Daddy,” the favored recommendation and comedy podcast created by Alexandra Cooper and Sofia Franklyn in 2018. Even podcast pioneer Roman Mars bought the unique rights to supply and distribute his longtime present “99% Invisible” to radio big SiriusXM, although the podcast will stay freely obtainable on all platforms in the interim.

Desk: The Dialog, CC-BY-ND  Supply: John Sullivan  Get the information

The significance of podcast IP

For Spotify, securing widespread podcasts to unique distribution offers is all about rising the variety of customers on its platform. However podcasts with devoted followings are additionally rising as coveted types of mental property.

Podcast manufacturing studio Wondery, for instance, aggressively pursued cross-licensing offers for its authentic audio dramas, which embody “Dr. Demise,” “Soiled John” and “Gladiator.” All have or will seem as tv collection.

The worth of those inventive properties made Wondery a beautiful acquisition goal for Amazon, which paid $300 million for it in late 2020.

Woman sitting in chair speaks into microphone in front of pink backdrop.
Alexandra Cooper, one half of the duo behind the favored recommendation podcast ‘Name Her Daddy,’ signed an unique take care of Spotify in 2021. Taylor Hill/Getty Photographs

The content material pipeline from podcasting to tv and have movies is now properly established, thanks largely to the rising centrality of conventional leisure expertise businesses into podcasting.

New podcasts with bankable Hollywood expertise now launch as a part of multimedia offers that embody books, made-for-TV dramas or documentaries. In the meantime, podcast networks are shifting their manufacturing methods, aiming to land celebrities with built-in audiences for unique content material licensing offers.

This can be a marked shift from the DIY grassroots content material that has been a trademark of podcasting.

Advert tech is coming for podcasting

Platforms are additionally altering the way in which podcast audiences are measured. RSS was designed to effectively and anonymously distribute audio information, however to not monitor who was downloading these information or in the event that they had been really being listened to.

Digital platforms, then again, operate as refined surveillance machines. They know who’s listening to a podcast – which permits for particular demographic and psychographic concentrating on – and the way a lot of that podcast is being consumed. Corporations can even monitor their consumption of different media on the platform. Advertisers are coming to more and more count on that their podcast advert buys will permit for accountability and attribution.

Whereas it didn’t get that a lot media consideration, Spotify’s latest acquisition of Chartable and PodSights – two necessary podcast analytics corporations – are indicative of this arms race for consumer information.

There are broader points at stake right here, and never simply the focus of promoting income into the fingers of the massive platforms. The commodification of podcast listener information has privateness implications as properly, which is one thing that the business itself is starting to acknowledge.

A story of two media

What do these shifts portend for the podcasting’s third decade?

The story of podcasting has turn into actually a narrative of two divergent media.

On the one hand, the normal, scrappy, upstart model of podcasting will survive due to the open structure of RSS. Podcasting nonetheless has comparatively low limitations to entry in contrast with different media, and this may proceed to encourage unbiased producers and amateurs to create new reveals, usually with hyperniche content material. Crowdfunding websites like Patreon and Purchase Me a Espresso permit creators to earn cash off their content material on their very own phrases.

However grassroots podcasting will discover itself competing with the professionalized, platform-dominated model of the medium that’s hit-driven and slickly produced, with cross-media tie-ins and massive budgets.

As corporations like Spotify, Amazon, NPR, SiriusXM and iHeartMedia aggressively monetize and market unique podcast content material on their platforms, they’ve positioned themselves as the brand new gatekeepers with the keys to an ever-expanding world viewers.

Impartial podcasting isn’t going away. However with the promotional energy concentrated within the fingers of the very largest tech corporations, it is going to be more and more difficult for these smaller gamers to search out listeners.

John Sullivan
Professor of Media and Communication, Muhlenberg School

This text is republished from The Dialog underneath a Artistic Commons license.

The Conversation


Please enter your comment!
Please enter your name here