Podcasting Strategy Insights

Greetings from Juergen!

Hey everyone,

In this edition, we dive into some intriguing shifts in the podcasting landscape. From SoundCloud's innovative playlists to YouTube's push for Emmy recognition, there's a lot happening that's worth your attention. We've also got insights on Spotify's new partnership with Riverside and a critical look at the future of AI in podcasting. Whether you're a seasoned podcaster or just starting, there's something here for you.

Platforms And Tools

SoundCloud launches ‘fan-powered’ Buzzing Playlists to spotlight up-and-coming artists

SoundCloud's latest initiative, Buzzing Playlists, demonstrates a proactive approach to the "zero-plays problem" by spotlighting tracks from emerging artists through fan engagement. As detailed by Music Business Worldwide, the platform's efforts could be seen as a vital step in balancing the overwhelming influx of new music, much of which is AI-generated.

"The 'zero-plays problem' has intensified with the emergence of widely available AI music creation tools, prompting SoundCloud to test its First Fans algorithm as a potential solution."

Considering the broader implications, there's a looming question about the sustainability of open API access which allows such vast quantities of content. Similar to Twitter's strategic adjustments, music platforms might need to reconsider their API policies to manage quality and quantity. This shift could have far-reaching effects, not only on music artists but also on podcasters and other content creators, potentially influencing how platforms facilitate content integration and discovery in the future.

Spotify for Podcasters adds new integration with Riverside, sunsets some legacy podcasting tools

Spotify's recent shift away from its legacy podcasting tools, including the popular "Music + Talk" feature, marks a significant change for many creators. As detailed by Aisha Malik from TechCrunch, these tools were integral for music podcasters who incorporated licensed tracks into their episodes. The discontinuation can be seen as a setback for those who relied on these features, illustrating the risks of depending heavily on third-party platforms.

"Another example of 'digital sharecropping' where creators do not really own their own platform but are subject to changes the big players foist on them."

However, the enhanced partnership with Riverside presents a silver lining. This integration into Spotify for Podcasters offers improved functionalities for recording and editing podcasts directly within the platform. Given Riverside's reputation and capabilities, this move could streamline podcast production, particularly with its advanced AI tools and video capabilities.

For our clients at Polymash who already favor Riverside, this development is promising. It underscores the importance of selecting robust and flexible tools that can adapt to changes within the digital content landscape.

Video Podcasting

Ahead of Brandcast, YouTube’s Neal Mohan has a message: Creators should win Emmys

Neal Mohan, CEO of YouTube, argues that creators on the platform deserve Emmy consideration, a point he made in a guest column for The Hollywood Reporter. He highlighted successful shows like "Hot Ones" and "Good Mythical Morning" to support his case. Given the quality and creativity of these YouTube series, it's clear they should be recognized alongside traditional TV content.

"If there are film awards for XR categories, why wouldn't there be Emmys for YouTube creators?"

With YouTube accounting for 10% of all TV watch time in March, according to Nielsen, it's evident that audiences are already treating it as a mainstream entertainment source. Recognition from the Television Academy could further legitimize YouTube's role in the TV landscape, benefiting both creators and the platform itself.

For more details, check out the original article in The Hollywood Reporter.

YouTube Is Not the Podcast Savior You’re Looking For

Matt Medeiros from The Podcast Setup articulates concerns about YouTube’s impact on podcasting, emphasizing the risks for independent creators who rely on the platform, given Google's history of abandoning projects. Echoing this sentiment, I too am wary of the implications for smaller, independent podcasters. The allure of YouTube's vast audience is tempered by its unpredictability and the potential suppression of niche voices.

RSS feeds empower creators by enabling direct distribution without the interference of corporate agendas. As I see it,

"Google mutilated their Feedburner product (RSS) and killed their Google Reader product (RSS) and their podcast app (RSS)! Why? Because RSS is open and it’s a protocol they can’t inject their ads into."

This reflects a broader issue where major platforms overshadow open, decentralized content distribution, favoring monetizable and controllable channels instead.

There is a need for content creators to maintain control over their distribution channels to avoid becoming overly reliant on platforms like YouTube. This perspective is crucial for anyone in the podcasting field. I too urge them to consider the long-term implications of their platform choices, advocating for independence and sustainability over the potentially volatile promises of large platforms.

On Artificial Intelligence

Audio AI: How AI Is Changing Podcasts, Audiobooks & More

Audio AI is rapidly transforming the way we produce and consume spoken word content. As explored in a recent piece by HubSpot's Creator Columns, this technology is not just about efficiency but also about the ethical dimensions it introduces into the creative space. At Polymash, we've been delving into the nuances of this evolution, recognizing both its potential and its challenges.

"Audio AI is something we have also been exploring here at Polymash. It’s complicated, there are ethics to consider, but it’s coming…"

The article underscores the shift towards more personalized and accessible content, enabled by AI. However, it also raises important questions about authenticity and the future role of human creativity in podcasting and audiobooks. Incorporating these AI tools responsibly into our strategies can be challenging as we move forward in this digital age, as is ensuring that innovation does not outpace our ethical considerations.

For a deeper understanding read the full article on the HubSpot blog.

AI in Podcasting Market Soar to 26B by 2033

The AI in Podcasting Market is on track to reach $26.6 billion by 2033, according to a report from Market.us Scoop. We're currently experiencing a compound annual growth rate of 28.3%. This surge is primarily driven by advancements in AI that enhance both podcast creation and consumption, with a notable emphasis on software and cloud-based solutions.

"While the revenue figures are notable, I'm skeptical about the AI in podcasting market reaching $26.6 billion. The overall size and profitability of the broader podcasting industry don't fully support such a high valuation."

AI's impact on podcasting is clear, improving transcription services, enabling personalized content, and optimizing production processes. However, the projected size of the AI segment seems disproportionate when compared to the entire podcast industry's economic landscape. A thorough, realistic evaluation of this projection is essential to understand AI's actual financial impact on the podcasting sector.

Trends in Podcasting

Starting a Podcast After 60

Starting a podcast at 60 can seem daunting, but it’s a fantastic way to share wisdom and stories that resonate across generations. Many over-60s find podcasting appealing, yet the technical and promotional work often feels overwhelming. While platforms like Blubrry make recording and publishing easier, the real challenge lies in marketing, social media promotion, and audience building.

"Many find the idea of starting podcasting as a second or third act quite appealing."

Given these challenges, partnering with someone to handle the heavy lifting can be a relief. It allows you to focus on the enjoyable aspects of podcasting, while experts manage the technicalities.

However, in our experience, the real challenge lies in marketing and audience building. Finding someone to help with that podcast marketing aspect is often much more difficult than dealing with the technology aspect.

Inside the Crisis at NPR - The New York Times

NPR, a leading name in podcasting, is navigating a complex landscape. With an impressive nearly 113 million downloads in March, as noted by Podtrac, it ranks as the fourth most popular podcast publisher globally. This scale of audience engagement speaks volumes about its reach and influence. However, the audio giant isn't without its challenges. Revenue from corporate sponsorships, which surged nearly 70% in the five years leading up to 2022, faced a downturn last year. In 2023, NPR saw a significant dip to $101 million from over $135 million the previous year due to an unstable advertising market.

"The growth of NPR’s podcast business has also led to tension with its member stations. If local advertisers can reach public radio listeners directly through a podcast, why would they pay for a sponsorship on a member station?"

This tension underscores a broader issue within the network. The evolving dynamics between national reach and local impact are testing the traditional frameworks of sponsorship and audience engagement. While NPR continues to expand its listener base, particularly among younger demographics through podcasts, it must also navigate the concerns of its member stations, ensuring a balance that supports the entire ecosystem. As Benjamin Mullin and Jeremy W. Peters report for The New York Times, these are turbulent times for NPR, filled with both opportunity and obstacles.

Search Engine Optimization

The Podcaster's Survival Guide to Generative Search

I recently explored the impact of Google's Search Generative Experience (SGE) on podcast discoverability. My article highlights how AI-driven search can affect traditional SEO methods. As generative search evolves, podcasters need to adapt their strategies to maintain visibility.

From my perspective, podcasting holds a unique advantage over blogging in the future search landscape. The medium's inherent engagement and in-app SEO capabilities position podcasts well for the changes ahead. This advantage should become more apparent through 2024, aligning with earlier predictions.

"In today's digital landscape, the value of your content is only as powerful as its visibility." – Juergen Berkessel, Polymash

Ensuring your podcast remains discoverable means investing in detailed show notes, transcriptions, and unique personal content. These efforts will help your podcast stand out in a more AI-driven search environment.

Podcasters, stay ahead by focusing on quality and authenticity.

Tips & Tricks

Episode Descriptions to Make Listeners Click Play

Descriptions on podcast apps are like teaser copy—they're your first chance to hook potential listeners. They need to be concise and compelling to make someone hit play. As Pacific Content states, "The job of the episode description is to get them to stop and hit play."

I concur, but they refer to episode descriptions as "Show Notes". I propose a distinction between "Micro-copy" teaser descriptions found on listening apps and "Show Notes."

In my view, comprehensive show notes are more extensive and should be hosted on your blog for SEO advantages. These can encompass links, timestamps, and more detailed discussions. Consider them as a condensed blog post, ranging from 800 to 1200 words, ensuring they're searchable by search engines, empowering you with effective podcast promotion strategies.

Finally, long-form articles or in-depth Q&As should be considered to provide a richer narrative that goes beyond the episode. These are perfect for offering deeper insights and engaging content related to your podcast's topics.

Credit: Pacific Content.

Enterprise & Business Podcasting

Revisited: Why So Many Branded Podcasts Fail

In a recent discussion on Amplifi Media, the challenges of branded podcasts were highlighted. The core issue is that despite businesses' desires to connect through this medium, audiences often resist overt branding. It's a tough sell to get listeners genuinely interested in brand-centric content unless it offers them real value.

"Despite the hopes and wishes of many companies, most people simply don’t want to engage with a brand or business. It is a high hurdle to get them to care."

This aligns with our understanding at Polymash that the key to a successful branded podcast lies not just in content creation but in ensuring that the content is inherently useful to the listener. It's about flipping the script from what the brand wants to say, to what the audience might want to hear and benefit from. As stated by Steve Goldstein of Amplifi Media, the challenge isn't just creating a podcast; it's crafting one that people find worth their time.

Signing Off For Now...

Thanks for reading and staying connected. Keep creating and stay curious!

Warm regards, Juergen