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This Week in Podcasting (TWIP)
This Week in Podcasting (TWIP)

Episode 74 · 2 years ago

Deep dive into industry reactions to the Rogan Spotify experience, including Apple, Amazon, and YouTube moves.

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Psssst. Before we get started, we want to let you in on a little secret about Sounder. We are officially coming out of Beta! To help podcasters and listeners connect, we’re launching our Discovery Suite, packed with a new embedded player, in-audio search and share, a beautiful listener show page, upgraded analytics, and more. Thank you for being part of this journey! We’re building Sounder with you, not just for you.


First up, Joe Rogan really shook up the podcast industry with his recent Spotify licensing deal rumored to be between 100 and 200 million dollars. The Joe Rogan Experience is still available to everyone until September, when it will become a Spotify exclusive, meaning only Free and Premium Spotify users can listen (and watch). Yes, his videos are leaving YouTube too. Spotify randomly tested video podcasts early in May, seemingly to make sure everything runs smoothly for Rogan’s onboarding. YouTube is understandably irked by losing Rogan’s channel with 8.5 million subscribers and is readying a full launch of something called YouTubeMusic.

It looks like a few other audio technology giants are looking to stake their claim in podcast exclusivity. Apple is ramping up its push into original podcasts mainly to support its TV and movie titles, reports Bloomberg. “(QUOTE) In the industry, podcast producers are waiting for Apple to put more of its money into the medium. So far, it’s just dipping its toe into original podcasts -- nothing like the massive bet that Spotify is placing on the category (UNQUOTE),” writes Bloomberg reporters.

Amazon is also said to be adding podcasts to its digital storytelling vertical, Audible. According to Bloomberg, Audible has already purchased shows from documentary producer John Battsek and comedians Kevin Hart and Tiffany Haddish. The acquisitions are part of a new multimillion-dollar “shopping spree” to help establish Audible as a destination for podcast fans (and fend off growing audio-storytelling competition like Spotify).

Leaders in the podcast industry have a lot of opinions. Some say the Rogan-Spotify deal is detrimental to podcasting. Some say it’s positive. Ashley Carmon of The Verge writes, “(QUOTE) There’s never been a single podcasting company that sells ads, makes shows, has an already-popular podcast player, and offers the tools to make new series…. Podcasting was once equal across all platforms, but it now seems like there will be two podcast worlds: Spotify versus everybody else. (UNQUOTE).”

Podcast Consultant Brett Johnson has a positive take. He says, “(QUOTE) It shows the amount of money that is moving into this industry to compensate talent. It also opens opportunities for podcasters. JRE moving from an open-source RSS leaves a void that will be filled with new talent (UNQUOTE).” A lot is changing in the podcast space, but there’s one thing we can agree on: it’s growing....




Welcome to this week in podcasting, where we discussed this week's most exciting podcasting news and tips, all in under ten minutes. Episode thirty seven is provided by sounder, the smarter way to podcast. Before we get started, we want to let you in on a little secret about sounder. We are officially coming out of Beta. To help podcasters and listeners connect. We're launching our discovery suite packed with a new embedded player in audio search and share, a beautiful listener show page, upgraded analytics and more. Thank you for being part of this journey. We're building sounder with you, not just for you. First up, Joe Rogan really shook up the podcast industry with his recent spotify licensing deal, rumored to be between one hundred and two hundred million dollars. The Joe Rogan experience is still available to everyone until September, when it will become a spotify exclusive, meaning only free and premium spotify users can listen and watch. Yes, his videos are leaving youtube to spotify. Randomly tested video...

...podcasts early in May, seemingly to make sure everything runs smoothly for Rogans on boarding. Youtube is understandably irked by losing rogan's channel with eight point five million subscribers, and is readying a full launch of something called YouTube music. It looks like a few other audio technology giants are looking to stake their claim in podcast exclusivity. Apple is ramping up its push into original podcasts, mainly to support its TV and movie titles, reports Bloomberg. Quote in the industry, podcast producers are waiting for apple to put more of its money into the medium. So far it's just dipping its toe into original podcasts, nothing like the massive bet that spotify is placing on the category. Unquote, Rights Bloomberg reporters. Amazon is also said to be adding podcasts to its digital storytelling vertical audible. According to Bloomberg, audible has already purchased shows from documentary producer John Batsac and comedian's Kevin Hart and Tiffany Haddish. The acquisitions are part of a new...

...multimillion dollar shopping spree to help establish audible as a destination for podcast fans and fend off growing audio storytelling competition like spotify. Leaders in the podcast industry have a lot of opinions. Some say the Rogan spotify deal is detrimental to podcasting. Some say it's positive. Ashley Carmen of the Verge Rights, quote. There's never been a single podcasting company that sells, AD makes shows, has an already popular podcast player and offers the tools to make new series. podcasting was once equal across all platforms, but now it seems like there will be two podcast worlds, spotify versus everybody else. Unquote. Podcast consultant Brett Johnson has a positive take. He says, quote, it shows the amount of money that is moving into this industry to compensate talent. It also opens opportunities for podcasters. Jre moving from an open source rss leaves a void that will...

...be filled with new talent. Unquote. A lot is changing in the podcast space, but there's one thing we can agree on. It's growing. Moving on, smart speaker listening is increasing. Edison research and NPR recently publish their annual smart audio report. Three quarters of adults are experiencing a change in their typical routine due to the outbreak of Covid nineteen, and smart speaker usage is part of that. In fact, thirty six percent of US adult smart speaker owners say they are using their device more to listen to music and entertainment since the outbreak, and fifty two percent of eighteen to thirty four year olds say the same. Smartphones and tablets, namely head phone listening, still beat Smart Speaker Listening by eight percent. As one surveyed woman puts it, quote, I don't really want to listen to the big game, even if he does, and he says if he has to listen to one more minute of my true crime podcast he's going to lose it. Unquote. According to NPR vice...

...president of New Platform Partnerships, Joel Superman, quote, some of the slow growth in the listening to podcasts on smart speakers is exactly that. It's such an intimate experience where I like this and you like that. Unquote. What are you using to listen to this episode of this weekend podcasting? Next up some creative ways to organize in write your show notes. Jacqueline shift of Podreacher does a case study breakdown of the Popular Entrepreneurship podcast side Hustle School. Among other elements, she digs into their successful show notes. Shift rights. Quote. In fact, calling these notes feels a bit misleading. In about four hundred to six undred words, the audience gets a text version of the episode. Unquote, not quite a transcript. Their show notes follow each ten minute episode closely, creating an exciting narrative. The really genius part links mentioned in the episode go under one heading. Old mentioned in this episode. Other relevant...

...episodes of their podcasts are listed under see, also helping listeners navigate to another episode of interest. Finally, the show notes always end with the host trademark phrase and signature to make them feel personal. How do you organize your show notes? And, last but not least, are random podcasting thought of the week is media getting more authentic due to the COVID nineteen lockdown, Steve Pratt of Pacific content and Scott Newman, the creator and organizer of on Air Fest, thank yes, Pratt rights. Quote. Throughout the lockdowns, musicians around the world have been staging intimate shows from their living rooms and connecting with fans and new ways, without the distance of a host being on stage and performing to a crowd. We are connecting with late night television hosts much more intimately. Unquote. What does this have to do with podcasting? Pratt shares quote. Authenticity and intimacy are what podcasting does best. This is a moment when audiences crave real people sharing their real lives and real stories. This is the...

...time to be one hundred percent you, and this is a time for you to own it.

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