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Evolution of Podcasts

The document discusses the evolution of podcasting from its origins to current popularity and trends. It begins by contrasting podcasts with terrestrial radio in terms of time constraints, niche audiences, and programming style. It then describes Apple's role in popularizing podcasts through the iPod and how mobile devices further increased accessibility. Statistics show dramatic growth in podcast listenership and downloads from 2013 to 2015. Challenges to revenue growth include a lack of ratings system. The document outlines various genres and revenue models as well as trends like growing audio audiences and niche programming.

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The Evolution of Podcasting
Podcasts vs. Terrestrial Radio • Podcasts free from time constraints • Podcasts fill niche & rarified market effectively • Podcasts are programs that listeners opt into • Most radio programs are obligated to attempt to please wide and varied audience • Radio programs are mostly occur in real time
Apple Leads the Revolution • Apple’s first generation iPod becomes most popular mp3 player in history • Medium always shapes the message (Printing press, Youtube, etc.) • Popularity sustained by the advent of mobile device products and subsequent flooding of market
Current Popularity • 3.3 billion downloads in 2015, an increase of nearly 50% from 2013 • In 2016, 21% of Americans listened to a podcast within the past month, up 9% from 2013 • As of 2015, 50% of Americans familiar with “podcasting” as a term • Lack of ubiquitous rating system cited as prohibiting rapid revenue growth in the field
Current Popularity • $34 million in estimated ad spending on podcasts – 2015 • Lack of ubiquitous rating system cited as prohibiting rapid revenue growth in the field • Podcasters have turned to new forms of revenue streams • Direct support (Kickstarter, Patreon, etc.) • Grants • Subscriptions • Staging live events (Webinars, concerts, etc.)
Current Popularity • 3.3 billion downloads in 2015, an increase of nearly 50% from 2013 • In 2016, 21% of Americans listened to a podcast within the past month, up 9% from 2013 • As of 2015, 50% of Americans familiar with “podcasting” as a term • Lack of ubiquitous rating system cited as prohibiting rapid revenue growth in the field
Types • Audio • Enhanced – May include images with synchronized audio, chapter markers, hyperlinks, artwork • Video (Vodcast) • Novels and audiobooks – Can allow authors to reach wide audience without traditional publishing
Genres • Comedy – Comedians are particularly adept at storytelling, thus make for better than average hosts • Political – Host-Guest interview usually in a relaxed tone & follows news cycle • Instructional – Organizations (IBM, EMC) use for training purposes • News
Trends • Audience for audio growing overall, mostly online • Content is easier to digest than terrestrial radio • Vast niche collection (only 30 FM channels) • Easy to create and distribute • Social media is a form of free advertising
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