Industry Leaders Predict Podcasting’s Near Future


PodMov Daily: Monday, December 13

Episode 554: Your Monday Mix

Industry Leaders Predict Podcasting's Near Future

For the seventh year in a row, Pacific Content asked thought leaders and friends across the podcast industry: What’s next? Part one of the prediction post (it’s a two-part kind of year) covers eight trends and themes that emerged. Over 75 experts offered their thoughts on what’s to come. Here are a few highlights:

  • “Facebook, Netflix, and YouTube very firmly step into podcasting and one of them will get to a double digits share of podcast listening faster than Spotify did.” –Sharon Taylor, Managing Director, Triton Digital
  • “As Latinos continue to ascend the creative and professional ranks thanks to their demographic prominence, Big Podcast (e.g., the titans in our space) will scramble to secure Latino talent and leadership.” –Juleyka Lantigua, CEO, LWC Studios
  • “Be it for real or perceived reasons, perhaps it’s time to remove the confusion and let the ‘podcast’ label go. Instead, some will simply promote audio, drawing audiences in with ‘hear the moment when…’ instead of ‘listen to this podcast.’” –Corey Layton, Head of Digital Audio, ARN/iHeartPodcast Network Australia
  • “The exponential increase in celebrity podcasters seems to have spurred the indies to grow their shows with intention, through avenues including networking and education.” –Shreya Sharma, Inside Podcasting, Sounds Profitable

Reaching Podcast App Subscribers on YouTube

YouTube isn’t the app people use the most to listen to podcasts. But it’s used a lot, says Edison Research SVP Tom Webster. Even by those who prefer not to. “Why would so many people who otherwise use Spotify or Apple or Pocket Casts or Overcast or any other made-to-measure podcast app ever use YouTube?”

The discovery algorithm is an “easy button” for instant gratification, Webster explains. It may not be designed to help users subscribe to a podcast, but there’s no better system for surfacing relevant content. As your target listener consumes video after video on autoplay, your goal is to become part of their queue.

Imagine watching two videos in a row about your passion. “What aspects or elements of your show would naturally slot in between those two things? Make that thing,” Webster suggests. It may not be your show itself, but a well-adapted piece of YouTube content that attracts a new subscriber on Pocket Casts.

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Find out who you are and do it on purpose.

Here's what else is going on:

  • Treasure box: “I’m going to try to tweet a podcast marketing tip for every day of #Tweet100. Can I do it?,” asked Lauren Passell in August. The Tink Media founder has succeeded, and the resulting megathread is certified “GOLD” by Snap Judgment host Glynn Washington.
  • Heavy rotation: On Wednesday at 2:00 pm ET, “Super Listeners 2021” will reveal in-depth analysis of those who listen to five or more hours of podcasts weekly. The third annual webinar will be presented by Edison Research, iHeartMedia, and Ad Results Media. Free registration.
  • Big picture: Also Wednesday at 4:00 pm ET is “Building an Editorial Vision,” from Podcasting, Seriously. Held on Twitter Spaces, the organization’s third weekly meetup will feature a conversation with Amy S. Choi (The Mash-Up Americans, Sunstorm). No account needed to join.
  • On pause: The five-star rating system tends to be misused, writes Lindsay Harris Friel of The Podcast Host. “People tend to fall into the trap of leaving a five-star rating for anything good, or a one-star rating for anything bad.” Here’s how to think critically about one-click feedback.

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