Netflix is expanding its podcast initiatives, report Anousha Sakoui and Wendy Lee of The Los Angeles Times. The company is “taking pitches from outside producers and is looking to hire an executive to lead its audio push.” Up since March, the posting for head of audio/podcast programming suggests big plans.
Now that the company is taking pitches for new podcast ideas, it seems that audio-first IP may be incubated into streaming content. The leadership role includes managing a small internal podcasting team. Still, “podcasts sit firmly within Netflix’s marketing division,” largely to promote its TV shows and movies.
Sakoui and Lee mention Netflix’s audio-only function that quietly rolled out for Android last winter. Earlier this month, Protocol reported that Netflix was surveying the creation of a “future online space” called N-Plus. Podcasts were specifically called out as a feature, along with user-generated streaming playlists.
This week’s update announces the second round of Podcast Movement 2021 speakers. We’ll welcome PM alum Shannon Cason (Homemade Stories, The Trouble), Ossa founder and CEO Marla Isackson (Mind of a Mentor) and many more voices to the stage in August. Round three arrives next week.
With over 100+ breakout sessions, there’s something for everyone. Twila Dang, founder and CEO of Matriarch Digital Media, will speak about BIPOC women in podcasting and making the industry’s tech space gender inclusive. In March, Dang wrote a terrific article on the topic in Sounds Profitable.
In other news, Podcast Movement University is hosting several live sessions this month. Tomorrow, Maximillian Piras of Headliner Video will present “Listen to your Listeners: How to Better Understand, Cultivate, and Grow your Audience.” It’s free to join the conversation or stream on-demand.
Podcast and streaming audio marketing is growing more powerful by the day. As the industry changes and innovates, how do marketers ensure their ad dollars are working their hardest? A recent episode of The Marketing Insider: A Claritas Podcast delivers inside knowledge from campaign performance experts.
How can marketers determine if a consumer made a purchase because of a podcast-promoted campaign? How should they evaluate audio measurement partners? Sergei Peysakhov, Senior Director of Measurement and Insights at Audacy (formerly Entercom), and Omer Jilani, Vice President of Sales at Claritas, take listeners deep into essential trends. Listeners will learn to calculate campaign lift rates, gauge how they compare to other channels, and more.
Listen now to power your ROI and learn the three elements of successful campaign management.
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