Audio and Video Podcasting with Rob Greenlee https://robgreenlee.com Co-Host, New Media Show and Host, Podcast Tips with Rob Greenlee on StreamYard Channels Wed, 28 Feb 2024 16:35:00 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://robgreenlee.com/wp-content/uploads/2021/08/cropped-1-robg-new-photo-6-8-21-1-32x32.jpg Audio and Video Podcasting with Rob Greenlee https://robgreenlee.com 32 32 Early podcaster Rob Greenlee hosts this weekly program about his personal journey through a transforming and evolving digital life. He will explore technology, environment, urban farming, electric cars and most of all podcasting. Please send him your thoughts on the topics covered in this program to rob at robgreenlee.com or twitter @robgreenlee. Rob is also the co-host of The New Media Show LIVE every Saturday morning at 9am PST at http://newmediashow.com Rob Greenlee false Rob Greenlee rob@robgreenlee.com Rob Greenlee © 2013 Rob Greenlee © 2013 podcast Early podcaster Rob Greenlee hosts this weekly program about his personal journey through a transforming and evolving digital life. He will explore technology, environment, urban farming, electric cars and most of all podcasting. Audio and Video Podcasting with Rob Greenlee http://robgreenlee.com/wp-content/uploads/2021/04/spokenlife-3000x3000-art-jpg-5.jpg http://robgreenlee.com TV-G Seattle, Washington Seattle, Washington Weekly Is Adding Video the Future of a Successful Podcasting Strategy https://robgreenlee.com/2024/02/28/is-adding-video-the-future-of-a-successful-podcasting-strategy/ https://robgreenlee.com/2024/02/28/is-adding-video-the-future-of-a-successful-podcasting-strategy/#respond Wed, 28 Feb 2024 16:34:56 +0000 https://robgreenlee.com/?p=1062 By Rob Greenlee, Founder of Spoken Life Media and 2017 Podcast Hall of Fame Inductee

In this article, I will do a deep and detailed exploration of the evolving landscape of on-demand and live video in the podcasting market. I also explore various facets of this re-merging audio and video plus LIVE media in a podcast medium most recently seen as an audio-only medium.

Engagement and Personal Connection: Video podcasts foster a more intimate and engaging viewer experience. By incorporating visual elements, audiences can see the hosts’ and guests’ emotions, gestures, and nuances, creating a deeper connection and understanding. This visual layer enriches the storytelling, making the content more relatable and memorable.

Expanding Audience Reach: The dual optional nature of video and audio podcasts caters to audiences that are flexible in their media consumption as they prefer to have an option to consume the video version is different consumption methods like on a big screen TV for video and while at the gym or bus consume the audio version. Some people prefer the convenience of audio podcasts during commutes or while multitasking. In contrast, others significantly engage more with visual content when relaxed or needing a more immersive video experience. This flexibility in consumption ensures that content creators can reach a wider audience, accommodating various lifestyles and preferences.

Content Versatility and Repurposing: One of video podcasts’ most significant benefits is their adaptability. A single episode can be transformed into multiple content forms, such as full-length records plus Live and short videos for platforms like YouTube, Twitter X, LinkedIn, Instagram, TikTok, and Facebook, audio-only versions for most of the podcast consumption app platforms, and some of those same apps make a full video version available if they support video files linked from an RSS feed, like an MP3 file on the audio version. This distribution versatility maximizes getting your content in front of the most potential audience if you make evergreen content appealing to an audience beyond a short period of time, offering creators more opportunities to connect with different audience segments.

Enhanced Monetization Potential: The incorporation of video significantly broadens the reach and monetization scope for creators. It allows for more dynamic advertising models, including video ads, sponsored content, and visual product placements, which might be less impactful in audio-only formats. Audiences’ increasingly diverse consumption patterns present audio and visual monetization opportunities. This diversification of revenue streams can be crucial for the sustainability and growth of content creators.

Personalization and Complexity in Storytelling: Video podcasts and audio offer a rich platform for storytelling. Creators can utilize visual aids, on-screen graphics, and other visual elements to convey complex information in an accessible and engaging manner. This enhanced storytelling capability is precious in educational, technical, or narrative-driven content, where visual elements can clarify and enrich the subject matter.

Synergy with Social Media Trends: The rise of social media platforms prioritizing short- and long-form video content has further propelled the popularity of live videos and video podcasts. These platforms offer an ideal stage for video podcasts to flourish, providing content creators access to large, engaged, interactive communities and the opportunity to tap into viral trends.

Technological Evolution Supporting Quality and Accessibility: Video streaming and the widespread availability of ubiquitous high-speed wireless internet have democratized the production and consumption of high-resolution video content. The technological strides have made it easier for creators to produce and distribute video podcasts, ensuring a professional and accessible viewing experience for audiences worldwide. We are also seeing innovations in RSS around the Podcasting 2.0 project namespace to expand the abilities of that open download distribution method vs proprietary HLS streaming. We must be open to utilizing this HLS streaming technology outsidemassive big tech platforms like YouTube.

Meeting New Audiences Expectations: Publishing content in audio and video versions that fit with younger and even older audiences. The younger demographics strongly prefer video-based content and can increasingly consume it on mobile in vertical and landscape formats. Video podcasts align perfectly with these evolving expectations, offering a format that resonates with the visual-centric consumption habits of modern viewers. These short mobile videos increasingly display synchronized text transcriptions on screen for mute consumption in many languages via AI transcription and translation technology.

Interactivity and Community Building: Video show podcasts can enable compelling interactive experiences. Formats like live streaming with real-time audience interaction, Q&As, and polls directly engage viewers and foster loyalty and community around and outside the videos. This interactivity enhances the viewer experience and builds a more substantial relationship with the show host and other audience members.

Brand Identity and Visual Impact: Independently produced video and audio shows are a powerful brand-building tool for individual creators and companies of all sizes. The visual element of these podcast shows helps forge a distinct and memorable brand, product, services, customer education, connection, and support relationships, setting this media opportunity in the vast media landscape.

The fusion of audio and video in the form of audio/video podcasts is not just a trend but a significant re-emerging shift in content consumption. This back to the future evolution is a response to technological advancements and changing audience preferences, positioning video podcasts as an integral and future-forward component in content strategies worldwide. The article will delve into these aspects, providing insights, examples, and expert opinions to offer a comprehensive understanding of the impact and potential of video podcasts in the current media ecosystem.

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Brand Safety and Suitability in Podcast Advertising: Navigating Content Alignment And Possible Podcaster Self-Censorship https://robgreenlee.com/2023/12/16/brand-safety-and-suitability-in-podcast-advertising-navigating-content-alignment-and-the-possible-podcaster-self-censorship/ https://robgreenlee.com/2023/12/16/brand-safety-and-suitability-in-podcast-advertising-navigating-content-alignment-and-the-possible-podcaster-self-censorship/#respond Sat, 16 Dec 2023 20:59:26 +0000 https://robgreenlee.com/?p=1060 By Rob Greenlee, Spoken Life Media – rob.greenlee at gmail com

In the dynamic world of podcasting and other user-generated content (UGC), aligning an advertiser brand with specific content topics and themes that reflect its brand values has become a rapidly growing consideration. Advertisers are often concerned about their brand’s reputation in the era of social media and the battle over free speech. Brands increasingly want to ensure their ads run in brand-safe and suitably compatible politically aligned podcast shows and topics to create more accurate matching between a brand being advertised and content in the program being broadcast.

This concern brings to the fore the growing use of brand safety and suitability tools built from AI-derived transcripts and AI analyses of the context of the content to create a GARM (2) World Federation of Advertisers (WFA) moderation rating and rankings of podcast content from a historical or past episode perspective to project a show series safety and suitability for an ad buy in the future. These tools assure advertisers that their advertisements appear in content that the rating it is given aligns with their desired brand values and ethics.

Another entity with significant impact in this area starts up in full swing this coming next month. This announcement from NewsGuard’s global team of misinformation experts will have rated the top 200 news podcasts on the largest streaming platforms by January 2024. These podcasts comprise the bulk of overall news and information podcast listenership and present valuable audiences for brands to reach.

NewsGuard has partnered with three of the largest podcast streaming platforms, which will (hopefully) inform their business partners of the availability or use of this technology from NewsGuard ratings. These three large partner platform names have not been disclosed to date. Concerns around podcaster host self-censorship on the part of these news and political podcasts is a big issue.

Using the NewsGuard Podcast ratings criteria for agencies and brands can decide to:

Target only trustworthy podcasts by filtering based on overall score or risk level—for example, only buying ads on podcasts that score a 7 and above or receive a “lowest risk” rating.

Then also:
– Avoid advertising on podcasts that regularly convey false information.
– Avoid advertising on heavily biased or politically slanted news shows.

Reduced Number of Shows and Reach is a Danger to Content Creators

Brand safety can become a hindrance rather than a help to content creators and advertisers. Advertisers have reduced the number of content channels they are willing to support with advertising. This can create a monetary penalty to discuss topics that a brand may not agree with on a political spectrum that audiences may want to hear about, as the content topic could be considered misinformation or a conspiracy theory today. Still, in a future timeframe, it could be discovered to be verified truth. This has the consequence of limiting the potential reach to listeners/viewers and the campaigns’ budgets.

In a 2023 survey by Alter Agents, only 8% of podcast listeners care to avoid controversial topicsHowever, 73% of listeners say that controversial topics would not affect their purchase of brands that advertise on those podcasts. About half of listeners would think more positively of a brand after pairing with controversial content. 

There is research showing 2/3 of listeners do object to some types of speech like racist, cruel and derogitory content does turnoff listeners from a podcast. Here is an outline on this research from InsideRadio article post. Further the listeners don’t transfer the content objection to the advertiser.

Podcast brand safety versus brand suitability

While often used interchangeably, they have distinct differences. Brand safety in podcasts refers to ensuring that a brand’s advertising does not appear alongside content universally deemed inappropriate or harmful, such as the expanding scope of hate speech or explicit material. This is about avoiding negative associations that could harm the brand’s reputation and perception if the wrong association results in lower ROI or harms the brand reputation related to an advertising campaign.

On the other hand, brand suitability is more nuanced and subjective. It involves aligning a brand’s advertising with podcast content that avoids harmful content topics and resonates with the brand’s values and the interests of the brands percieved target audience wether true or accurate or not given the research showing less audience concerns or impact on advertiser brands.

The term Suitability is increasingly being used over Safety yet is still about finding the right fit for the brand in terms of podcast content rating based on GARM content ratings scales to discover the subtle context differences in discussion topics in a given historical look at past episodes of a podcast to project its content suitability for future advertising campaigns in that podcast series, and alignment of audience, ensuring that the advertising feels relevant and appropriate within the context of the specific podcast content. While brand safety sets a baseline standard for content, brand suitability goes a step further to align advertising with content that positively complements and enhances the brand’s image.

Clarification for Content Creators

For content creators, understanding brand safety and Suitability is crucial. Recognizing that brand safety doesn’t mean you need to self-censor your content to align with a specific advertiser is essential. However, the risk remains that the creator will adjust the topics to appeal to more advertisers. Losing an advertising campaign due to a misalignment or past content can be a genuine concern. However, knowing what constitutes brand-safe values and the types of content that a brand may not want to associate with is key. Advertisers increasingly influence content editorially, directing their funds toward approved content topics.

The Evolution of Content Alignment

Traditionally, brand alignment with shows focused primarily on listener demographics and genre topics. However, the podcast advertising industry has always struggled to obtain complete demographic information about audiences because of the open nature and distributed aspect of the listening side via RSS and non-demographic sharing platforms. This aspect of podcasting drives a stronger focus on content topics to target better ads based on the contextual relevance of topics to advertisers.

Debunking Myths: The True Crime and Comedy Case Study

Many advertisers hesitate to associate with specific genres like true crime or comedy due to misconceptions about their content. However, our research, including interviews with brand marketers and a survey of 6,000 podcast listeners, reveals that what marketers consider “risky” can offer significant opportunities. For instance, while true crime might be controversial, listeners often find it thought-provoking and stress-reducing. This genre, primarily attracting female listeners, offers advertisers a demographic with strong purchasing power.

Controversial Topics: Less Risky Than Thought

Consider a scenario where a listener is engaged with a comedy podcast that includes mature language. About half would think more positively of a brand after its association with controversial content. This data suggests that audiences are more receptive to ads in these contexts than previously believed.

Importance of Ad Content Quality Over Topic Fit

Interestingly, about 80% of podcast listeners listen through ads, with a significant portion recalling brands unaided. This indicates that the quality of the ad content is more critical than its thematic fit with the podcast genre. High-quality promotions that match the podcast’s style are more effective than those that strictly align with the podcast’s subject matter.

Trusting the Host

Podcast hosts play a pivotal role in influencing listeners. A study by Acast shows podcast listeners trust hosts more than any other medium. Around 80% of listeners feel it’s important for hosts to do their research, and over half trust hosts to only advertise brands worth sponsoring. Advertising on a podcast, irrespective of whether the ad is host-produced or not, generally casts the brand in a positive light.

Expanding Audio Horizons

Brands should consider broadening their horizons and experimenting with new genres, titles, and styles in their podcast promotion strategy. This approach can open up avenues to reach more engaged audiences without being restricted by overly cautious brand safety measures and increase ad spending in the podcasting industry.

Brand safety and suitability in podcast advertising is a nuanced field. Advertisers should focus on understanding their audience’s perception of different genres and leverage brand safety tools effectively and make sure they are not used to drive a politically biased and speech censoring agenda. Meanwhile, content creators must be aware of these dynamics and should not feel pressured into self-censorship and accept that certain advertisers may not be available to them if they want to discuss controversial topics.

By embracing a broader range of content and trusting in the quality of their advertisements and the influence of podcast hosts, brands can engage with their audience more effectively and authentically.

For most of the 20 years of the podcasting medium, podcasts have been primarily free speech and open distribution. Brand Safety and Suitability tools enable moderation of podcast content beyond what was previously possible.

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Unveiling the Benefits of Intermittent Fasting for Men: A Comprehensive Guide https://robgreenlee.com/2023/12/14/unveiling-the-benefits-of-intermittent-fasting-for-men-a-comprehensive-guide/ https://robgreenlee.com/2023/12/14/unveiling-the-benefits-of-intermittent-fasting-for-men-a-comprehensive-guide/#respond Thu, 14 Dec 2023 21:39:54 +0000 https://robgreenlee.com/?p=1058 By Rob Greenlee

It would be correct that this is not a podcasting topic article and that I have other interests and experiences beyond podcasting. So, in recent years, intermittent fasting (IF) has surged in popularity as a health and fitness trend, especially among men seeking sustainable ways to improve their health.

This eating pattern, which cycles between periods of fasting and eating, is praised not just for its weight loss effects but also for a myriad of other health benefits. I have adopted this lifestyle to improve my body’s healing ability and have lost plenty of unneeded extra body fat.

Some advantages I have experienced of intermittent fasting, specifically for men, are backed by scientific insights.

Weight Loss and Fat Reduction

This is one of the most compelling reasons for men to start daily intermittent fasting for weight loss and fat reduction. By limiting the window of food intake, IF naturally reduces calorie consumption, aiding in weight loss. Moreover, fasting periods trigger hormonal changes that facilitate fat burning. Studies have shown that IF can significantly reduce body weight and body fat percentage, making it an effective tool for those aiming to shed extra pounds.

Improved Insulin Sensitivity

Intermittent fasting has been shown to improve insulin sensitivity, which is crucial in preventing type 2 diabetes – a condition that disproportionately affects men. By enhancing the body’s response to insulin, IF helps regulate blood sugar levels, reducing the risk of developing diabetes.

Heart Health

Heart disease remains the leading cause of death among men globally. IF benefits heart health by positively influencing various cardiovascular risk factors. It can lower blood pressure, reduce harmful cholesterol levels, and decrease triglycerides. Additionally, fasting has been associated with a reduction in markers of inflammation, further protecting heart health.

Brain Health

Emerging research suggests that intermittent fasting may bolster brain health. It’s linked to a lower risk of neurodegenerative diseases like Alzheimer’s and Parkinson’s, which are of particular concern as men age. Fasting triggers a process known as autophagy, where cells repair themselves, potentially leading to improved brain function and longevity.

Boost in Growth Hormone Secretion

Growth hormone plays a vital role in muscle development, strength, and physical performance – aspects of health many men prioritize. IF can increase growth hormone secretion, aiding in muscle maintenance and growth, which is crucial for overall physical fitness.

Cellular Repair and Longevity

Intermittent fasting promotes autophagy, the body’s mechanism of removing damaged cells, which may increase longevity. This cellular repair process is essential for maintaining healthy bodily function and preventing age-related diseases.

Mental Clarity and Concentration

Many men report enhanced mental clarity and improved concentration during fasting periods. This could be due to the body’s adaptation to burning fat for energy instead of glucose, leading to stable energy levels without the dips associated with regular eating patterns.

Reduced Inflammation

Chronic inflammation is the root cause of many diseases. IF has been shown to reduce inflammation, providing an added layer of protection against various chronic conditions.

Intermittent fasting offers a range of benefits for men, from weight loss and improved heart health to enhanced brain function and reduced inflammation. However, it’s crucial to approach this dietary pattern cautiously and under professional guidance, especially for those with existing health conditions. As with any lifestyle change, individual responses can vary, and what works for one person may not work for another. Thus, consulting with healthcare providers before embarking on an intermittent fasting journey is advisable for a safe and practical experience.

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New Media Show #565 https://robgreenlee.com/2023/11/16/new-media-show-565/ https://robgreenlee.com/2023/11/16/new-media-show-565/#respond Thu, 16 Nov 2023 13:37:59 +0000 https://robgreenlee.com/?p=1046 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

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Harnessing the Power of Convergence: Audio and Video Podcasting Strategies https://robgreenlee.com/2023/10/27/harnessing-the-power-of-convergence-audio-and-video-podcasting-strategies/ https://robgreenlee.com/2023/10/27/harnessing-the-power-of-convergence-audio-and-video-podcasting-strategies/#respond Fri, 27 Oct 2023 07:04:57 +0000 https://robgreenlee.com/?p=1042 by Rob Greenlee

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

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.

Rob Greenlee

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.

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What is Considered a Podcast in 2023? Convergence of Audio and Video Replayed Again https://robgreenlee.com/2023/09/12/what-is-considered-a-podcast-in-2023-convergence-of-audio-and-video-replayed-again/ https://robgreenlee.com/2023/09/12/what-is-considered-a-podcast-in-2023-convergence-of-audio-and-video-replayed-again/#comments Tue, 12 Sep 2023 16:40:21 +0000 https://robgreenlee.com/?p=975 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.

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The Dying Era of Podcast Exclusives https://robgreenlee.com/2023/09/03/the-era-of-podcast-exclusives-what-is-considered-a-podcast/ https://robgreenlee.com/2023/09/03/the-era-of-podcast-exclusives-what-is-considered-a-podcast/#respond Sun, 03 Sep 2023 20:53:59 +0000 https://robgreenlee.com/?p=829 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.

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What is the State of the Podcasting Industry in 2020? What is ahead in 2021 Q & A? https://robgreenlee.com/2020/12/18/what-is-the-state-of-the-podcasting-industry-in-2020-what-is-ahead-in-2021-q-a/ https://robgreenlee.com/2020/12/18/what-is-the-state-of-the-podcasting-industry-in-2020-what-is-ahead-in-2021-q-a/#comments Fri, 18 Dec 2020 22:31:50 +0000 http://www.robgreenlee.com/?p=744

By Rob Greenlee

(12/18/2020) Podcasting globally is growing fast in all aspects and is increasingly diversified around gender, ethnicity, and race. We are seeing innovation and talented people entering the podcasting medium in many areas now that is becoming increasingly less about speaking into a microphone to host a podcast show and increasingly around the business of podcasting.

Podcasting has been increasingly upping the quality game of content development. The listening platforms compete for users by pushing the envelope around discovery metadata for search, production and marketing support, full transcriptions, and monetization. 

Advertising revenue is up less than expected before COVID-19 but is up still and will continue to grow and accelerate into late 2021. Reaching $1 Billion+ in ad revenue will take longer than many have hoped, and filling more podcasts with spots that value podcast ad inventory, whether baked-in host reads or prerecorded dynamically inserted talent reads with higher CPM, is key.

Privacy and changes to Internet protocol IPv6 will continue to impact digital advertising. It will hold back podcast advertising as long as we rely too much on IP targeting and selling IPs of listeners to re-target advertising. 

Global listening, content creation, and monetization from all parts of the world are key to the rapid and sustained growth of the medium.

What have been the big podcasting stories over the last year?

Global growth and expansion started many years ago by Apple iTunes Podcasts and has seen gradual and faster expansion by listening services platforms like Spotify, Deezer, Gaana, Amazon, and iVoox. The expansion to new listening platforms around the world is not done yet.

Content production companies like BBC, CBC, ABC Australia, and many other smaller audio creation companies like SoundCartel in Australia and Kelly & Kelly in Canada have shifted from radio audio to podcast audio production services.  

Who has benefited the most in the podcasting space over the past few years?

Benefits from podcasting vary and depend on podcasters’ goals and achieving those.  I am not sure that I can say who has benefitted the most from the growth and development of podcasting over the past few years, but I can comment on how many have benefited. 

I know that many people help their work careers, grow their brands, grow a businesses, gain direct revenue from donations, earn paid subscriptions, and build advertising revenue with a podcast. 

Many think big corporate podcasting and the largest audience podcasts have benefitted the most. This assumes that podcast monetization, VC investments, mergers, and acquisitions are the most important factors in who has benefitted the most. Still, all these advancements and attention have helped independents and corporate podcasting, which sometimes can be independent podcasters.

The line between corporate and independent podcasting is getting less clear as so many individuals build teams around their productions and big companies. 

What are the chances an independent podcaster can become successful in today’s podcasting world without being part of a network?

I believe this has not changed much since the early days of podcasting.  As long as podcasting remains dominated by independent creators and the industry keeps supporting opportunities for those types of creators, it will be a 16-year-old new medium that continues to offer a level playing field. 

It is also true that larger companies and networks are getting more attention than ever.  That increasing attention, size, and cash resources are driving increasing success for some of these companies. It is also true that the number of employees and money resources do not guarantee success in the podcasting space. 

Successful content can come from anywhere in the podcasting or media space. Larger companies can have some advantages in the market, and market forces are helping to increase the advantage to larger listening publishing platforms. However, content creation is still where the medium is a blank canvas of opportunity as the cost of quality audio production continues to fall.

How successful can an independent podcaster be as part of a network?

A key question in today’s podcasting space is a podcast that is part of a large network of independent podcasts.  I think it is if the content is still wholly owned independently by the creator.  

Some networks have owned and operated podcasts where the talent is hired to produce the podcast. However, independent podcasters affiliated with a large or smaller network own all the rights to their content but still can potentially get support from a network.  

I consider the podcasts that the hosts still own all the rights to be independent podcasters.  I think the definition of an independent podcast has been confusing for many. Some have judged some shows as not part of the indie side of podcasting when they are independent podcasts while being part of a big corporate media or podcasting company. 

I believe Quality Cream rises to the top in podcasting; all a podcast needs to do is spark word-of-mouth sharing in its listener base, and it will grow over time if trust and value exchanges are created in people’s lives. 

Has the measurement issue been solved?

We have solved the measurement issue as much as we can at this moment in time. 

The future of podcast measurement is facing some very large challenges shortly as we struggle to obtain client-side listening data, the very limited path to listener opt-in tracking, internet protocol (IPv4 to IPv6) technology, elimination of the cookie, and growing privacy-related global legal restrictions change and develop. 

As we face all the above challenges, we must always keep in mind that podcasting has been rooted for 16 years in being mostly a non-commercial medium that is free, open, and accessible. 

It is important to continue recognizing the trust-building rooted in the medium’s history in protecting listeners’ privacy. This trust-building has resulted in strong ROI via host reads ads without violating listener privacy.

Has the discovery issue been solved?

The discovery issue has never existed in the way it has been commonly understood. Many complain that podcast discovery is the core reason their podcasts have not grown in the audience they have as fast as they would like. 

The discovery of podcasts can certainly be better. Still, most of that issue falls on the backs of the podcast creator and how well they have developed the topics and program, show marketing and promotion, website SEO, and their efforts to inspire the audience sharing to others.  

What is the best advice you could give someone thinking about podcasting today?

I mostly give the same advice today as I did years ago. The opportunity to succeed in podcasting has not changed.  It just takes planning and goal setting, focus on relevant content, good-sounding audio, an aggressive distribution, and a promotion plan that connects with listeners.

What will happen in the future in the podcasting space?
The podcasting medium will keep steadily growing in all areas in the near and long term. It is up to all of us to evolve podcasting in a way that preserves its roots as a trusted and level playing field for all to contribute and participate.


Rob Greenlee is the Former Chairperson of The Podcast Academy “Ambies Awards” and was inducted into the Academy of Podcasters Hall of Fame in 2017. His career started around offline and then online marketing. Then, on the radio in 1999 and podcasting on Sept 15, 2004, with the first nationally syndicated radio show, “WebTalk World Radio Show”. He co-hosts the “New Media Show,” a weekly audio and video podcast streaming LIVE at NewMediaShow.com. Connect with Rob at rob. greenlee(at)gmail(dot)com.

He is available for podcast interviews and other media opportunities here – Calendly.com/robgreenlee/

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Is a New Podcasting Industry Association Needed Again? https://robgreenlee.com/2018/10/26/is-a-new-podcasting-industry-association-needed-again/ https://robgreenlee.com/2018/10/26/is-a-new-podcasting-industry-association-needed-again/#respond Fri, 26 Oct 2018 20:50:16 +0000 http://www.robgreenlee.com/?p=441

By Rob Greenlee, Former VP of Content and Partnerships, Libsyn.com

You might be asking a simple question: Why? Again, we have been here before, and it was called the Association of Downloadable Media (ADM).  It was a grassroots organization formed by some of the larger podcasting players in 2008.

Ten years later, much maturity in the market has occurred, but most new people to podcasting will not have known this history.  It is also true that it does not matter how much what happened in the past, but what we do now going forward.  I agree with that thought, but some lessons can be learned from that experience to make an organization work this time.

The ADM was mostly a failure by most measures, with the group in fighting and backroom closed-door communications in efforts to control the group’s efforts. Still, some good came out of it, and we did set some very basic measurement standards that have carried the overall podcasting industry till the more recent efforts by the IAB Podcast Metrics Working Group to establish v.1 and, more recently IAB v.2 Podcast Metrics Standards.

The thought is to create an industry group that can collaborate to create more standards in the industry around advertising formats, best practices around dynamic ad insertion, and programmatic ad buying.   Large brands and agencies need some whitepapers with examples of successful advertising campaigns.

As host/talent read ad spots converge more with programmatic buying platforms, we will see revenue grow in the podcasting medium.

We must also keep working on audio-playing client-side metrics to realize the complete listening picture from downloaded podcast audio files.

This new unnamed podcast industry association would enable everyone to come together around growing the listening side of the podcasting industry with the potential of co-op online and offline marketing and promotion.

I have a proposed name for the new association, and that might be “Professional Podcast Association” (PPA) or “Global Podcast Association” (GPA).  Please let me know if you have any other ideas about this proposal – rob.greenlee at gmail dot com.

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The Hard To Find Consensus on Truths https://robgreenlee.com/2017/10/26/the-hard-to-find-consensus-on-truths/ https://robgreenlee.com/2017/10/26/the-hard-to-find-consensus-on-truths/#respond Thu, 26 Oct 2017 16:30:57 +0000 http://www.robgreenlee.com/?p=380 The below post has nothing to do with Podcasting and was originally posted on Facebook. 

Given the reactions I am seeing in the media and on social media to issues around men sexual harassment of women. Why did half of this country look the other away and still elect Trump given his admitted abuse and harassment of women? Seems like a mixed message to me, especially given that he was running against a women for President.

Such a scary time for gender relations. You can just feel the pent up anger coming out all over the place in so many ways these days.

The electronic communications of the internet has unleashed the ability to share facts and falsehoods on an equal playing field. It seems like accusations are the same as truths these days, but accusations can be half truths as grey areas exist in all part of life. Yet the internet does such a great job of only exposing the extremes or black and white in all issues.

I fear we as a society are on a path to ongoing cultural civil wars that spans so many areas of conflict that the battles will harden sides and we many never be able to all live in any form of peace or harmony ever again.

I am worried about the path we are on as it seems rather impossible to bring people together. Please correct me if I am wrong or is this the path to improvement in human interaction?

Rob Greenlee

My goal above was to take a neutral tone in my thoughts and really look at the reality of what is happening in the USA today and provide some thought provoking questions that we all need to consider as we COULD be headed in a very bad direction in this country unless we start to focus on the real truth.

Here is the post on Facebook and you have the option to comment below as well.

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Why Podcasters and Listeners Should Care About Dynamic Ad Insertion or Also Called Audio Stitching? https://robgreenlee.com/2017/04/21/why-podcasters-and-listeners-should-care-about-dynamic-ad-insertion/ https://robgreenlee.com/2017/04/21/why-podcasters-and-listeners-should-care-about-dynamic-ad-insertion/#comments Fri, 21 Apr 2017 19:57:50 +0000 http://www.robgreenlee.com/?p=364 Rob Greenlee(Article Updated July 7, 2019) Simply put “Dynamically Inserted Advertising” puts audio ads or audio promos in podcast episode downloads and it stays there for a certain amount of time and then it stops being inserted when it’s reached a certain number of purchased impressions via downloads and plays.

“But one must be hyper-cautious of annoying audiences with bad ads and too many ads with this technology. The tech is not so much the issue, but how it is used.”

Ideally, all ads in podcasts should be read by the podcast host or another experienced podcast host doing the read for other podcasts as as I call talent reads. This approach can work with dynamic ad insertion as well as the traditional baked in versions that are in the media file forever. Keep in mind the use of baked in ads leaves advertising cash on the table as archives can be fully monetized with dynamic ad insertion.

One needs to be careful to make sure the listener experience isn’t degraded at all from this ad delivery method. One must be mindful of where the ad break is placed inside or at the beginning of the content. One also needs to be mindful that using music fades around dynamic ads must be thought through and most of the time doing soft transition breaks is best as ads may not always in the show at playback.

Some may run dynamic ad insertion with more traditional radio ad type spots with the big brand advertisers and those may not be as well received by listeners.

But, if talent/host read ads are done correctly they would not disrupt the long-standing host read type of authentic experience listeners to podcasts have become accustomed too.

Ideally the listener would never know you are using ad insertion to deliver a host read because it sounds the same as baked in host read ads they are used to hearing.

“Given all the warnings, dynamic ad insertion is rapidly becoming the de facto way of doing ad business in the Podcasting space, but some media buyers are resisting the shift from baked in live host read ads. The ad buyers have gotten used to getting free archival impressions for the life of episodes with baked in ads”

Reality is that with dynamic ad insertion there will be a flood of inventory in the space and the CPM rates will likely go down until the IAB v.2 podcast metrics certification of podcast hosting platforms process gets wider adoption to see CPM (Ad Cost Per Thousand) in podcasting go up and I am confident they will as we are seeing signs of it already.

Forward-looking podcasters will figure out what their premium content offering will see CPM or ad revenue climb to impressive levels as advertisers see acceleration of ROI as the counting of audience numbers begins to more broadly reflect the real truth.

Podcasters will still need to diversify by combining audio with video and click-through sponsored social post ads, inspire listening audiences to word of mouth share podcast listen recommendations is a big part of the solution. Many will be able to sell subscriptions, live performance tickets and other products that add value to their listeners and generate additional revenue.

This growing form of advertising in podcasts will impact listeners and content creators in a positive or negative way depending on how it is implemented.

Keep an ear out for it and time will tell if it turns out positive or negative.

Listen to “SLS105: Podcast Discovery and Ad Insertion” on Spreaker.

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Nine Evolutions of Podcasting In 2017 https://robgreenlee.com/2016/12/22/nine-evolutions-of-podcasting-in-2017/ https://robgreenlee.com/2016/12/22/nine-evolutions-of-podcasting-in-2017/#comments Fri, 23 Dec 2016 06:11:32 +0000 http://www.robgreenlee.com/?p=353 By Rob Greenlee

Predicting the coming year of podcasting is a little more challenging than usual because, in my mind, the 13-year-old medium has been maturing very fast. Unfortunately, growth and innovation will be slow in coming this next year.  It is true that podcasting’s best days are ahead and we do have many developing trends that will enable the medium to grow its creators and listeners.

For a little perspective, the podcasting medium was a revolution when it began between 2004 through 2007.  Since then, podcasting has been chugging along at a slow, unrevolutionary but steady growth trajectory for many years.  It is true that podcasting awareness and listening grew a little faster over the past 2 years with the heightened media coverage of the reality and fictional storytelling podcasts.

The continuing evolution of podcasting in 2017 will be good for the industry, but those breakthroughs in media coverage and technology innovation will be lacking this next year.  I would really like to be all glowing in my predictions for podcasting in 2017, but I believe we need to be realistic and understand that the significant market improvements around this medium have mostly happened already.  What we will see is incremental improvements in these core areas next year.

I am hoping to be surprised by the emergence of a new content genre or audio experience that will drive the next big wave of awareness for podcasting.  It is very likely that this content genre could be big budget storytelling podcasts coming out of Hollywood and large corporate investments in brand marketing motivated original content productions.

I also think that independent podcasters will continue to be the dominant force in podcasting with most listeners enjoying those smaller shows across many genres.  Many are predicting the decline of the independent smaller podcasters, but that is wishful thinking by those from larger shows wanting less competition in the podcasting market.

Below are my thoughts around the important podcasting evolutions in 2017.

Listen to “SLS94: Nine Evolutions of Podcasting In 2017” on Spreaker.

9. Hosting distribution platforms will develop better tools to help monetizing smaller and larger shows easier.

The need to assist monetization of shows with smaller download numbers will be given more attention in 2017. New easy to use tools will be available to all levels of podcasts and on demand audio shows.  These tools will offer many levels of monetization opportunities from advertising with host and talent reads.  The combination of programmatic ad buying tools with powerful campaign CMS tools will appear to enable trafficking advertiser messages across hundreds of shows in one campaign.  This should bring revenue to smaller shows that are producing great content and building loyal listener followings.

I do not think most premium paid podcast shows will produce very much revenue this coming year, as has been the case for every other year. A few very large shows will find some sales revenue from this, but very few shows that convert to premium audio will generate significant revenue like has been done for many years around audio books and music.  That will continue into 2017 because the tools for doing this really need some technological innovation and should be based on open RSS with password protected episodes and open feeds.

8. Interactive Advertising Bureau’s (IAB) continued march towards podcasting download metric standards.

The IAB Podcasting working group that represents most of the largest players in podcasting today will continue to take a leadership role around creating foundational advertising best practices and measurement standards.  This group has put out a guidelines document in 2016, but in 2017 we should see more technical standards recommendations.

https://www.iab.com/guidelines/podcast-ad-metrics-guidelines/

7. In-car dash consumption of podcasts will continue to replace radio listening in the car.

Some will tell you that In-Car entertainment systems are not important to the growth and development of on demand audio and podcasting because these systems are generally disliked by consumers and are just glorified Bluetooth audio player devices. At this stage, these in-dash systems are integrating complete and software updatable solutions and are being deployed in all new cars.  This wave of change is in full deployment that will take many years to be fully realized. The impact and significance of it will grow in importance and be felt more the new year as more of these cars will be sold every day.  Internet data connections in these cars will continue to get cheaper and software upgrades will continue to improve these experiences. This evolution will truly start to replace radio for many drivers with terrific on-demand audio podcasting content.

6. Personal voice agents (Alexa/Echo, Google Home, Siri and Cortana) devices will enable more in-home listening growth.

Smart voice agents will have a larger impact on podcasting in 2017 as these devices and services get integrated into all sorts of devices, including car in-dash, kitchen appliances, and living room and bathroom devices with internet connections. The biggest impact will come from the Amazon Echo with Alexa skills that enable server side voice services to include search and play of audio podcasts by voice request.

5. Dynamic ad insertion partnered with Programmatic Advertising Buying and Trafficking tools technology will improve.

Dynamic ad insertion technology enables audio advertising and other segmented audio to be dynamically inserted by servers into mp3 audio files in pre-roll, mid-roll and post-roll in a specified location in the mp3 audio file, much like a book being slid onto a bookshelf of books.  In the coming new year, we will see more use of this technology to enable all levels of shows to better monetize.  This tool will be combined with online programmatic ad buying and campaign trafficking tools to more easily distribute commercial advertising messages.

4. Some host read advertising will morph into more host-like “Talent Reads”.

Podcast advertising was built on what is called “Host Endorsed Advertising Reads” and, in the new year, it will continue to grow in importance to the increasing advertising revenue in podcasting today.  The issue is related to talent and time needed to record these host-endorsed reads. Thus, we will see a shift towards having talented voice-over artists record more host reads. We will see two tiers of host reads: ones done by the actual show host and those done by talented ad readers that produce the advertising message in the same method as the show host would record them.

3. Short-segment social media sharing and playback growth.

Podcasts today grow audiences by word of mouth. We will see more platforms support the social media sharing of short segments from audio programs on social media platforms such as Facebook and Twitter.

2. Live audio recording to podcasting grow.

One of the leading trends online has been and will continue to be enabling Live video and audio.  An example of this is the recent decision on the part of Facebook to enable Live audio streaming on its closed platform.  Some podcasting distribution platforms combine live audio streaming and recording to then be encoded into mp3 files.  Content creators and listeners like the interactivity of Live. Therefore, this will continue to grow in 2017.

1. Android takes a larger share of the podcasting listening market.

Mobile devices, including Smartphones running Android OS, will continue to progressively and more rapidly expand podcast listener audiences in 2017.

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Finding Podcastings’ Listening Simplicity https://robgreenlee.com/2016/08/15/finding-podcasting-simplicity/ https://robgreenlee.com/2016/08/15/finding-podcasting-simplicity/#comments Tue, 16 Aug 2016 00:28:23 +0000 http://www.robgreenlee.com/?p=347 By Rob Greenlee
Every time I step into a car with an AM/FM radio, I am reminded about the concept of simplicity and ease of use as key reasons why radio grew to have such a large listening audience.

When I contrast the current in-car radio experience with present podcast usability, the AM/FM radio experience is still winning the simplicity test and audiences today.

We have seen usability and simplicity gains of on demand audio and podcasting technology over the past 10 years. This adoption has started to erode the listener base of in-car radio and is causing a gradual increase in on demand audio podcasts usage. The iPod synchronization model using a cable of the past has been replaced by always internet connected smartphones and mobile computing devices that has driven the improvements in simplicity and access to on demand podcast audio content to more and more people.

The power of radio is linked to creating a more lean back type of experience around getting the content, but the content we are getting via radio just may not always be what we really want at that moment. Over the past 30 years, we have expected audio content to be managed for us by human curation.

Human curation of audio and original content creation has always been strength of broadcast radio stations, but over time we have seen the gradual erosion of the content quality and originality at radio stations as the cost of curation and creation has gone up. This drove increased need to monetize radio stations businesses and thus causing radio listeners to dislike the amount of commercial advertising spots.

Smartphones and smart agent technologies like Siri, Cortana and Alexa/Echo are pushing into a new era of machine learning, voice interaction and artificial intelligence that will understand our interests and favorites to better deliver podcasts we want when we want them anywhere. This machine learning and artificial intelligence will drive understanding that is contextual to location and interests in the car center around things like music, local news, traffic, weather and local sports events. These mobile technologies will also know and correlated with other data from searches and other media consumption patterns.

This direction seems complex and potentially confusing to podcast listeners, but I think it will bring ease of use and more simplicity to listener consumption of podcast content as we look into the future.

The best example of this is the Amazon Alexa/Echo interactive voice platform and its move to becoming an internet of things platform with podcasts being available upon voice request and management from many types of devices in our homes, work and cars.

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Podcasting Metrics Debate moves to War of Words with Public Radio https://robgreenlee.com/2016/02/19/podcasting-metrics-debate-moves-to-war-of-words-with-public-radio/ https://robgreenlee.com/2016/02/19/podcasting-metrics-debate-moves-to-war-of-words-with-public-radio/#comments Sat, 20 Feb 2016 02:43:55 +0000 http://www.robgreenlee.com/?p=330 Some podcasting platform players are getting all upset with many large Public Radio groups putting out Podcasting Measurement Specs that give the impression to some that they are declaring war on the long established podcasting space.

“I don’t entirely agree they are “Declaring War on Podcasting Space“.

We just need to agreed on podcasting metric standard fast via IAB Podcast Working Group or this type of stuff will keep happening out of frustration.

“No one can own this podcasting standard.”

They did put it out public and, whether right or wrong, it is a reality that many in the podcasting space do not see consistency in metrics in the podcasting space.

“This public radio doc is a symptom of the problem and not the problem.”

We all know what needs to happen (RadioInk) to avoid this and keep it out of the press. Declaring it a war just brings more negative attention to the problem that does exists that is being referred to as the “Wild West”.

Here are my thoughts on the above topic with the help of Elsie and Jessica of ShePodcasts.com

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Spreaker Live Show #39: Podcasting Down Under w/Joel Zammit, Host SansPantsRadio.com https://robgreenlee.com/2015/12/31/spreaker-live-show-39-podcasting-down-under-wjoel-zammit-host-sanspantsradio-com/ https://robgreenlee.com/2015/12/31/spreaker-live-show-39-podcasting-down-under-wjoel-zammit-host-sanspantsradio-com/#respond Thu, 31 Dec 2015 22:26:54 +0000 http://www.robgreenlee.com/?p=324 Here is another episode of the Spreaker Live Show #39 for Dec 30th, 2015.  My guest this week is Joel Zammit, Business Manager and Host at SansPantsRadio.com in Australia.  Joel is co-host of the “”Plumbing The Death Star” podcast from SansPants and is also an Media Lecturer/Tutor at La Trobe University in Melbourne, Australia.

He has been operating SansPants Radio since 2011 and is part of Spreaker’s Adore.fm Podcast Network. SansPants produces 5 podcasts out of a studio in Austraila called “Plumbing the Death Star”, which is a flagship show from the group, others are “Shut up a Second”, “D&D is For Nerds”, “Movie Maintenance” and a new show called “It’s Just Good Business”.

Show Discussion Topics:
– Joel talks about his background, how SansPants start creating shows?
– Discussion about their Melbourne studios and the team of great co-hosts in shows
– We run through each show and give a run down on what is interesting about each show?
– iTunes selected “Plumbing The Death Star” and “D&D is For Nerds” as a Top podcast in 2015
– What is SansPants approach to podcasting on the content side, what are you trying to do?
– What is “Cool” now about podcasting as younger people are not typically interested in podcasting?

Show Links:
http://SansPantsRadio.com
http://Adore.fm
http://blog.spreaker.com
http://SpreakerLiveShow.com
https://Spreaker.com
Video Demo of “Spreaker Podcast Radio” App for Android

Send Questions and Comments to:
@Spreaker on Twitter using #SpreakerLive
Tech Support: support at spreaker.com
Rob Greenlee: Rob at Spreaker.com and http://twitter.com/robgreenlee

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