This story was initially revealed on the E-Commerce Times on Feb. 2, 2018, and is delivered to you in the present day as a part of our Best of ECT News sequence.
User engagement with podcasts has been steadily growing, and lots of listeners truly choose longer-format content material, primarily based on outcomes of Apple’s Podcast Analytics reported this week. The service, which Apple launched late final yr, provides podcasters a solution to observe efficiency metrics together with variety of listeners, complete time listened and time per machine.
The viewers for podcasts has elevated as content material has turn into extra specialised in nature, the analytics present. Listeners interact with podcasts for for much longer durations than with different varieties of on-line content material, which tends to be shorter.
Podcasts have been round for practically 15 years. Originally they have been radio-like programming that could possibly be downloaded for later playback on Apple’s iPod. Today listeners can entry podcasts on a plethora of units.
The reputation of podcasts in a manner mirrors the adoption of radio within the 1920s, because it took time for sufficient units to be on the market for there to be a sizeable viewers.
“The answer to the popularity today of podcasts lies in the fact that they have been around for a long time, and that it took time to catch on,” mentioned Greg Sterling, vice president of the Local Search Association.
“Part of this is timing, as people have embraced streaming media in audio and video,” he informed the E-Commerce Times.
“This plays into the ability to choose when and where and even how to listen to the content,” added Sterling.
“The explosion of smart speakers is also playing into this as well,” he identified.
“The podcast industry has been silently riding the wave of smartphone adoption over the last decade, and it’s been a good thing for the artists and businesses in the industry,” famous Josh Crandall, principal analyst at Netpop Research.
“After riding the rollercoaster of VC hype in the early 2000s, the industry settled into the long haul of building awareness, trial, and finally audiences,” he informed the E-Commerce Times.
As a radio various, podcasts have different advantages. One key issue is that they are often downloaded for playback at a consumer’s comfort, in contrast to conventional radio programming.
“People suffering longer commutes started to explore the different types of content available on the pocket-sized multitool media devices they carried around 24×7,” recalled Crandall. “Bluetooth and USB connectivity to audio systems in cars enabled more people to listen to podcasts more easily.”
Podcasts are akin to “narrow casting” — reaching smaller audiences than typical radio broadcasts.
“Podcasts are suddenly hot because now more mainstream media celebrities are podcasting,” mentioned gross sales and advertising know-how coach
Examples embrace the multitude of podcasts NPR places out, he informed the E-Commerce Times. “They’re very well done, and they have helped bring podcasting into the mainstream.”
In addition, radio reveals reminiscent of Radiolab and This American Life have utilized podcasts to broaden their attain via podcasts with out an excessive amount of effort, famous Netpop Research’s Crandall.
“Add to this evolution the superstar podcast performances of
Barack Obama on WTF, and other people lastly took discover,” mentioned Crandall.
“Curious people found niche programming available on podcasts that enabled them to learn, laugh, or simply lean back during their boring commutes,” he added. “It was just a matter of time that the trickle of listeners would become sufficient for businesses, producers and artists to begin to reap what they have sown.”
Where podcasts additionally differ from radio and far of conventional on-line content material is in size. Text-based tales on-line are typically concise, and even movies on streaming providers reminiscent of YouTube favor the less-is-more mannequin. Podcasts have damaged from that components, nevertheless.
“There is the ability to deliver niche content that drives longer-form programming,” mentioned Jake Shapiro, CEO of podcast aggregator
“Podcasts are something that is good for driving, exercising, walking the dog or washing the dishes,” he informed the E-Commerce Times.
“This content works well in the connected car where it can be streamed from a USB device or smartphone, or in the home via a connected device,” he famous.
“Most people probably don’t even consider the length, and while this is long-form content, it is much like listening to the radio,” LSA’s Sterling noticed.
“What makes this content different is that the host and personalities can be very engaging, and podcasts can be habit forming, where audiences listen all the way through — something that doesn’t always happen with publishing on the Web,” mentioned Shapiro. ”
The analytics findings ought to come nearly as good news to advertisers, who have confronted elevated fragmentation from conventional supply challenges lately.
Podcasts may have the potential to achieve goal audiences in a manner that radio and different broadcast mediums have been unable to perform.
“Many podcasts are sponsored already so there is that opportunity. That is straight-up advertising. But companies can also create podcasts that are relevant to them,” prompt Sterling.
“We could see a company like Expedia, for example, create podcasts on places to go, things to see, and ways to get there, and make the podcasts all around travel,” he prompt.
“They (Expedia) could generate it and get placement where the content is tied into their websites,” Sterling famous.
The problem is that it might have to be significant content material that might interact customers.
“There are many times that marketers have a great idea but don’t have the commitment to build it so that it connects with the audience,” mentioned Sterling.
“Content that is created by brands is already an evolution of this,” famous Shapiro.
“It is primitive right now — but done right, this can allow advertisers to reach the niche audiences that have been largely unreachable by other means,” Shapiro maintained.
The thought could possibly be taken even additional.
“Companies can use podcasts as advertisements — not only by advertising on a podcast, but by creating a podcast that highlights people using and enjoying their products or services, and by telling their story on other podcasts as guests,” prompt Gerbyshak.
“When accomplished effectively, promoting is content material — content material that folks need to take heed to that drives consciousness and income,” he mentioned.
The challenge could possibly be considered one of worth. The Super Bowl is the uncommon event throughout which the commercials typically outshine the programming.
“You have to make something interesting,” Sterling mentioned. “In the end, building a podcast audience is a commitment. It is not something that is “simply going to occur tomorrow.”