podcasts

Google Podcasts

Without an enormous amount of fanfare, Google yesterday launched Google Podcasts for Android yesterday, with the possibility of being game changing. I’ve long argued that for the Android/iOS podcasting gap to be closed, Google needed to get involved and create a generic app.

Apple Podcasts is a pre-installed app on every iPhone sold, and with strong backing of podcasts from the outset via the iTunes store, Apple users have consumed podcasts at a far greater rate than Android. Even today, with iOS share slipping slightly, the proportion of podcasts consumed by iOS devices is massively out of kilter with smartphone ownership. In most countries in the world, there is a higher Android user base than iOS.

All of this means that, unless we somehow infer that your choice of smartphone is a strong indicator for how you listen to audio, then there is a massive untapped Android market out there.

Previously Google has only played a little in the podcast arena. They added podcasts to Google Play Music. But only in the US. And podcasters themselves had to add their podcasts into Google Play Music themselves. A combination of those two things meant that that ex-US podcasters who wanted to list their podcast with Google had to go out of their way to employ VPNs to even get their podcast registered. Furthermore, Google Play Music cached audio meaning that podcasters couldn’t see a comprehensive picture of their podcasts’ performance across a range of platforms. Furthermore, newer technologies like dynamic advertising wasn’t possible. The advert baked into the podcast when it was captured by Google remained there in perpetuity.

Google just wasn’t taking podcasts seriously. But that was obviously changing and when Pacific Content published their series of articles on Google’s new podcasting drive earlier this year, things Google had been doing began to come to light. Although the scale of podcasting continues to grow, with more people and organisations releasing more podcasts, and more revenues being derived from them, it was perhaps the growing importance of audio to Google itself that has really pushed things along. Google’s Home and Home Mini devices have been massive sellers, with the company locked in a battle with Amazon’s Echo for grabbing market share in Voice (Despite Apple’s Siri being first to market, Apple is playing a massive catch-up game in this market).

Voice control has come to be an important way we interact with technology with both our phones and our devices in our smart homes. Machine learning has meant that voice comprehension and contextual analysis has rapidly improved. And from there music and speech are perhaps growing in importance. So podcasts fit in neatly.

All of this explains why Google’s new podcast app, isn’t actually an app at all. It’s really a view of Google Assistant. For quite a while now, you’ve been able to ask your Google Home device or your phone to play a podcast. This “app” therefore just makes this a little cleaner.

In fact the app is actually pretty basic. The average podcast app you can download on the Play store is likelier to be much better featured than Google Podcasts. Even something as basic as downloading podcasts for offline listening – the absolute bare minimum you need for any podcast app – requires you to change permissions in a truly bizarre way. Instead of getting a pop up permissions dialog box as you’d expect from recent Android iterations, you’re taken to a user-unfriendly App info page where you have to choose Permissions and then turn on Storage. It really isn’t very obvious, and I suspect many will fall at the first hurdle.

The rest of the app is very basic. The “Top Podcasts” are all very obvious and popular US ones: This American Life, Serial etc. And then all the usual suspects are in each of the category selections. The only two non-US podcasts I saw were the BBC’s World Cup Daily and The Guardian’s Football Weekly podcast. There was a Five Live section for me, which may have been because I subscribed to a Five Live podcast through the app in testing.

Now to be fair, this isn’t necessarily a terrible idea to highlight the podcasting big hitters. If you’re just discovering podcasts, then you probably want to listen to all the favourites. And equally, I don’t really know of any app that is very smart at selecting podcasts for you. Indeed, for all it’s revered elsewhere, I find even Netflix misses much more than it hits with selections for me.

Obviously a key benefit that Google Podcasts does have is that if you start listening on, say, your Google Home Mini and then leave your house and listen via your phone, you can carry on where you left off. But in the time I’ve tried the app, I’m unlikely to leave PocketCasts as my podcasting app of choice, which also lets me move between phone and its desktop web app. For smart speakers, I tend to use Cast to keep things in sync and stay on top of which episodes of which podcasts I’ve listened to. It has other much deeper functionality that Google’s offering lacks. This is probably purposeful on Google’s part, and other app developers will probably be relieved.

None of this is to say that Google Podcasts isn’t very important. Any podcast creators should build links to Google Podcasts as soon as possible, include their badges and generally make sure they’re listed correctly. Podnews has a decent FAQ about what you need to do. At the very least, when people share a podcast socially, they can now include a Google URL as well as an iTunes one (NB. They should still really share a link to a website where a range of options are available including the podcast’s unique RSS feed).

However, I’m not sure this is going to be quite the game changer it might have beene. I don’t see the app being pre-installed on phones, and I suspect that most of those who’ve installed already are those who are already very familiar with podcasts. Yes, it’s true that the podcast functionality will be pre-installed in that it forms part of Google Assistant. But it’s not clear that Google is pushing a page as a destination, in the way you might go to the YouTube homepage to see what new videos have been published, or you would open Spotify to purposefully listen to music.

That said, podcast usage is going up – there are some good global numbers in the most recent Reuters Digital News report (Interestingly, the UK is at the lower end of the range with 18% listening to podcasts a month. In South Korea for instance, it’s 58%!), and this initiative can’t but help drive that listening upwards.

One really interesting area Google is planning to tackle is the idea of creating subtitles (or captions) for podcasts using Google’s AI. Relatively few podcasts have transcripts of their programmes, and that makes searching the content within them very hard. If Google can auto-create these, as it does for many YouTube videos, then that makes the power of its search that much better even if the original podcast doesn’t have good meta-data. Users could jump straight to relevant section within a podcast. However this does raise questions of accuracy, and perhaps more so, intellectual property in ownership of those virtual transcripts (Cf All the arguments surrounding Google’s book-scanning initiatives). That all said, I’m unaware of anyone raising those issue with YouTube videos.

In summary then, a good first proper move by Google. They’re going to treat podcasts as essentially search assets, but using their Assistant to ensure that you keep track of what you have and haven’t listened to. However, I wouldn’t expect a significant overnight increase in the number of podcasts served. But podcasting overall continues to see steady growth, and this will undoubtedly help.

Podcasts and Paywalls

There seems to be something of a brouhaha* just now in podcasting land over the idea that some podcasts might live behind a paywall, and I thought it was worth thinking about that a little more.

It was reported at the end of last week, that Amy Schumer has signed a $1m deal with Spotify to make a podcast for them. Furthermore, this is likely to be first of many comedy podcasts that the audio streaming business is looking to create.

This created a certain amount of uproar. Nicholas Quah (of Hotpod) writing for Vulture asked “How Will Amy Schumer’s Huge Spotify Deal Change the Podcast Industry?

Meanwhile Kevin Goldberg at Discoverpod thinks it could be bad for future podcast distribution. While examining the logic behind such costs, Goldberg fears a little for the medium:

“Podcasts were created to be openly distributed through an RSS feed. Exclusivity ultimately threatens one of the basic tenets of podcasts. Though I think most listeners realized this free ride wouldn’t last forever — and with every “Netflix for podcasts” analogy I see online in my heart I knew it as well — it’s still a bit upsetting to see the stake in the ground (again, I’m assuming Schumer’s new podcast will only be available on Spotify).”

What I would say is that all that makes a piece of audio a “podcast” is its RSS delivery mechanism. Yes, there have been great leaps in the range and quality of audio production, driven in large part by the explosion of podcasts. But there has always been a wide range of audio available, and different delivery mechanisms for that audio. An open RSS feed is only one.

The earliest forms were cylinders, shellac discs (e.g. for 78 rpm records), and via radio stations. In time, a variety of improved delivery types became available until today’s landscape which includes broadcast (analogue and digital), physical media, streaming and downloads – some of it free, and some of it behind paywalls of varying types. Audiences have become more used to listening on demand, but the models remain varied.

We may listen for free, programming supported by advertising (or a licence fee or a donation). Or we pay a subscription to “rent” access to the audio. In yet other instances, we buy our own copies of the media – either physical or download.

Changing tastes, fashions and business models mean that that distribution methods ebb and flow.

Podcasts tend to fall into the category of downloads or streams that are often advertising supported. But by no means are they alone.

Comedy is a particularly interesting area to explore, because disseminating comedy – and comedy audio in particular – has a long a varied history. Once upon a time, you would have had to go and see a comedian to hear them. Until well into the last century, vaudeville and music halls reigned with their variety acts including comedians. Bigger names toured countries and built followings. They rose up the bill, and could demand bigger cuts from houses.

Beyond that, radio helped them build out their popularity. Radio shows helped make some comedians household names. Before the advent of television, they might have made a few films to cash in on their success, but you could expect radio and variety shows to provide the bulk of their income.

Yet the recording industry played a role from the outset. Even as Thomas Edison was introducing his cylinders to an eager public, he was recording perhaps the first “comedy albums” with Cal Stewart and his Uncle Josh recordings.

As recordings moved to disc, comedy records went with them, and during the post-war period as recorded music grew significantly in popularity, comedians worked in the medium. There were “party records” – with material too blue or risque to be broadcast anywhere that might be sold under the counter. But beyond them, popular comedians of the time recorded albums. Among them Lenny Bruce, Woody Allen, Bob Newhart, Peter Cook and Dudley Moore, Beyond the Fringe, Bill Hicks and Eddie Murphy.

These albums sold in great numbers; these comedians effectively working “behind a paywall.”

We don’t know yet what Spotify will do with their Amy Schumer programme. It may well remain a Spotify exclusive – another reason for you to subscribe to Spotify. Perhaps it will be Spotify exclusive for a limited period of time before being made available on every platform – ‘windowing’ in the parlance. There may or may not be advertising. Time will tell.

But in effect, this is no different to a record label in years gone by signing a comedian up to release a comedy album. The form may be different; the material more contemporaneous. However, the similarities are there.

And this is hardly unique. In 2015, Russell Brand did an exclusive deal with Audioboom. He got payed a sum that may have been adjacent to the $1m Schumer is reportedly getting.

Amazon’s Audible has been busy signing up dozens of exclusives to offer as part of its membership scheme. The most successful so far, has perhaps been Jon Ronson’s The Butterfly Effect, which was kept exclusively on the Amazon platform for 6 months before becoming more widely available on podcast platforms. Other Audible exclusives (free to subscriber programming, as distinct from their regular audiobooks) have largely remained on the Audible platform alone.

Ricky Gervais, who did a lot to popularise podcasts back when The Guardian was a backer of his early podcast series, later moved the show behind a paywall by selling episodes in the ‘audiobooks’ section of the iTunes store. More recently he has been making series for US satellite radio broadcaster Sirius XM. These episodes are made available free to Sirius XM subscribers, but again are paid-for episodes for everyone else.

Many of Slate’s podcasts contain extra segments exclusive to paying Slate Plus subscribers. In the case of the popular Slow Burn podcast, entire additional episodes were exclusive to those subscribers.

Many podcasters who use donation funding as part of their model record exclusive episodes for those backers (including The Cycling Podcast, for which I am a producer). Often Patreon is used a way to facilitate this.

All of these are legitimate business models, and it’s not really clear to me why anyone would worry. Generally speaking the biggest audiences will only be available free to air as regular RSS feeds that will work across all podcatching software. Even going ‘app-exclusive’, will instantly see audiences fall. Recall that something like 55-60% of podcast listening still comes from Apple apps. It’s instructive to see that the music industry has tended to move away from significant platform exclusives.

Once you add paywalls, then potential audiences fall. On the other hand, the economics may make sense for the podcast’s producers or a specific platform.

On the most recent Recode Media with Peter Kafka podcast, 99 Per Cent Invisible’s Roman Mars said he doesn’t want to go down the subscription podcast route.

“Right now, I don’t think we have the overall mass to support that change,” Mars said. “We had 70 years of broadcast television to get to a point where we could hone it to people’s [needs]: They need it in their lives and pay a certain amount so they can have ‘The Sopranos.’ I don’t think we’ve had that period of time with podcasts.”

Except, I don’t think that’s true. We’ve been selling comedy since the dawn of recorded music, while also making it available free of charge, via radio broadcasts and latterly podcasts.

If paywalls are too confusing, then they will fail. But particularly with comedy, history suggests otherwise.

I do appreciate that, as with Netflix, a certain amount of this is just stealing a march on competitors and gaining market share at cost. Recall that Netflix is not yet in profit. They become profitable when they have enough subscribers to sustain their investment in programming. They’ve made a bet that they will reach this tipping point. Similarly, Spotify is not yet profitable. They too are chasing increased subscriber numbers in the hope of reducing costs overall. In the meantime, they are looking for a means to drive those subscribers.

In general, I would always want my podcast to reach the widest possible audience. Podcasting is still in a growth phase after all. Think of all those people who have yet to discover podcasts (particularly Android phone users). But if someone wants to go subscription only, then that’s for them. And I don’t think it damages podcasting overall.

I would argue that they’re probably not podcasts however.

*What an excellent word.

**Netflix doesn’t release ratings, but I think I’m on safe ground here, if you look within countries

Google and Podcasts – Stuck in Draft #3

This is another of my Stuck in Drafts series – where I dig into things I had largely written months or even years ago – and get around to publishing them. This one is a little unusual in that it was penned back in April 2016, and I’ve left it alone. However, I’ve added some extra notes detailing where things have moved on a little, or where they haven’t.

So finally, months after first announcing that they were coming, podcasts have landed at Google Play Music – the inelegantly named platform that Google uses to distribute audio.

As a matter of fact, podcasts have arrived in the US and Canada. For the rest of us, they’re a way off. Nobody quite knows how far off though. December 2017 update: They’re still now here.

So if you live in North America, or can fire up a VPN to make it look like you live in North America, you get a new look Google Play Music website. Actually, everyone gets a new look GPM (can I shorten it to that?) because they’ve adopted a new logo.

Regular readers will know that I use GPM for my general music playing. As well as offering a music store, and a Spotify-a-like £9.99 all-you-can-eat streaming service, they allow you to store your music collection of up to 50,000 tracks in the cloud.

GPM has also adopted Songza quite widely. In the US, you can listen to free “radio” services based on time of day, location and genre of music. Outside the US, these stations are only available to paid subscribers, but they’re smart and are well tailored to what you might be looking for – Party Music on a Friday night, or Soundtracks to get through the work day.

As well as gaining an extra tab on the left labelled Podcasts, North American users now also have a choice of podcast playlists/”radio stations. These might be labelled “Learning Something New” or “Getting Lost in a Story,” and pull together individual episodes of podcasts into a playlist of thematically related material.

You can also subscribe to podcasts as you do regularly with other providers. Discovery of podcasts remains a major issue, with often static iTunes charts being the key way to surface new material. But the range and breadth of podcasts being made is far wider than those charts often show users. So the opportunity for Google to point listeners in new podcasts directions is not to be under-estimated.

That all said, I was a little underwhelmed by the whole thing, and it felt a little like a soft-launch of a product. So while I might be sitting in the UK slightly miffed at not being able to shift to a Google platform just yet, I’m not sure I’d be ready to anyway.

As ever, the real issue with a potentially massive inventory is finding a way to reveal your wares to customers in a way that doesn’t overwhelm them. It’s the same issue that iTunes and Netflix have, and Google hasn’t cracked this nut yet.

Initially you see just a handful of podcasts available. A drop-down reveals a selection of familiar categorisations, each of which reveals a further limited selections of offerings within those categories.

What you quickly notice is that the vast majority of podcasts visible are American.

This is perhaps unsurprising for a number of reasons:

– The majority of podcasts in English are probably American
– The new service is targeted at North Americans
– The portal for podcasters to list their podcasts is geo-blocked to North American IP addresses

Of course that doesn’t mean that there aren’t workarounds including keen non-American podcasters using VPNs to get their shows listed, but it certainly mitigates against the wider world.

Given that most podcasts find significant audiences in North America, that means that American users probably aren’t in a position to migrate to Google from their current suppliers unless they’re happy to have an incomplete experience.

But Google is perhaps looking at the bigger picture and not really trying to replace services that already exist. I couldn’t say with any certainty that I will be ditching PocketCasts as my preferred podcasting solution anytime soon, even if podcasts are made available in the UK, and the “catalogue” is as complete as iTunes’/PocketCasts one one is.

The bigger opportunity is for those who don’t currently listen to podcasts, and find the situation complicated and confusing. For those new users, this might be open up a new world of audio.

And putting podcasts into search could be massive. If a Google search reveals a relevant episode of a podcast, that could be a massive driver of discovery and growth. With speech to text improving all the time, Google might have the ability to index audio and deliver programmes in a smart way.

December 2017 addendum: Podcasts still haven’t found their way into Google Play Music, but there are rumours afoot that that GPM is due a major upgrade and perhaps podcasts will form part of that. There remains a massive opportunity for podcasts were Google to place a standard app on its phones as part of the Android ecosystem. But that’s obviously also a threat for third-party podcast providers.

What Google does now do is surface podcasts in search. If you ask something like a Google Home Mini to play a podcast, it can do so. The same on your phone. It’ll remember where you are and let you continue. It’s by no means a perfect experience, but Google is at least surfacing podcasts for its users, and that can only help even if they’re not really providing a very good overall experience.

This topic deserves a bigger return to it in 2018.

Faster, Faster, Faster!

There was a Buzzfeed piece recently, exploring those people who listen to podcasts at super-fast speed. I don’t just mean 1.2x or something, but some of them listen at 3x speed or even faster.

Elsewhere, a Guardian writer thanked Netflix for allowing him to skip all the intros to TV series and the ability to skip the end credits.

To me, both of these are problematical, and not really to be encouraged. My biggest question would be, what are you trying to get out of what you’re listening to? Are you listening or watching for pleasure, or is it more a list ticking exercise?

“Yesterday, I did Ozark on Netflix, and I burnt through all of S-Town at 3x speed!”

The pacing of these series is important. While I wouldn’t pretend that every series needs all 13 episodes it was commissioned for, I have to wonder what kind of enjoyment you’re getting out of it if you’re racing through. It can be the equivalent of picking up a paperback copy of The Lord of the Rings, and then deciding that the Wikipedia plot summary is all you really need.

Recently I’ve been seeing adverts for a company called Blinkist which claims to boil down the ideas of business books into packages that take 15 minutes to read! While I’ve no doubt that some business books probably do only really contain one idea, and it perhaps should have been boiled down to something simpler, I know too that reading a book for several hours lets the ideas contained within seep into your mind better. The quick hit approach is not going to have that effect, and I wonder whether the ideas taken from such material might stay with you.

It’s like reading the York’s Notes of Julius Caesar rather than the Shakespeare play itself.

TV series introductions are key to setting the tone of the programme you’re about to watch. At their best, they can be beautiful artefacts that lower you slowly into the world that you’re about to enter. They say to, “Settle down and join us, where serial killers/dragons/mafia gangsters reign…” You put down your smartphone, and let the story takeover.

Similarly, at the end, the closing music brings you back to reality slowly once more. Certainly the credits also recognise the dozens or more people who were involved in the programme’s creation, but the tempo is a nice outro from what you’ve been watching. Of course on some network shows, this is instantly interrupted by trailers or continuity announcers desperate to keep the audience from channel surfing. And in the on-demand world, you have perhaps a three second window before the next episode starts automatically. I find myself desperately flailing around looking for the remote – particularly with Star Trek: Discovery where I might have the obnoxious After Trek start streaming. As far as I can tell, Netflix has no setting to let you turn this off. [Update: Thanks to James in the comments pointing out that there is a way to turn this off. Go to https://www.netflix.com/HdToggle and turn off Auto Play. Update 2: I found the same setting in Amazon. In the UK at least, go here: https://www.amazon.co.uk/gp/video/settings?ref=atv_surl_aiv_settings and scroll down to Player Preferences and Auto Play.]

I understand that if you’ve just spend your Sunday afternoon binge watching all 8 episodes of The Marvellous Mrs Maisel back to back, you might be a little fed-up with intro sequences, but I wonder more what that says about you? Perhaps you should take a break between episodes?

And who on earth wouldn’t want to watch the pitch perfect Stranger Things opening credits each and every time it comes on? That series simply couldn’t have had a better opening sequence in all its simplicity.

What about podcasts? Well technology means that we can speed up audio without making every show sound like it’s voiced by people with ADHD on helium. And software will also take out silences – you know, the bits of space where you’re supposed to think about what has just been said. If you’re listening to a podcast with someone who has an especially languorous way of speaking, then that is surely part of the show? Are you listening to ideas and thoughts, or a horse race commentary?

I suspect that for many, this high speed reading/viewing/listening is really to enable them to say that they have “done” such-and-such. Tick another one off the list. You’re a complete-ist and in an age when new works never stop coming, you feel you must run just to stand still.

I say slow down.

Appreciate things for what they are.

You might actually get a little more out of it.

If People Think It – Does It Matter If It’s Actually True?

In this week’s excellent episode of the Reply All podcast, Alex Goldman and PG Vogt explore the question Is Facebook Spying On You?

In particular, a number of people are of the belief that the Facebook app is listening to what you’re saying and that’s the only way to explain why things you were talking about with your friends are suddenly appearing as ads in your Facebook timeline.

Now in fact there are lots of reasons why Facebook could know this information, and the episode digs into the issue of online ad tracking, which is remarkably sophisticated these days – and/or creepy. Facebook tracks your internet behaviours across many sites who use the Facebook Pixel. Essentially it’s tracking code that follows you around vast parts of the web. It’s this technology that also explains why that pair of shoes you were looking at during your lunch break then follows you elsewhere around the web.

Facebook records thousands of pieces of data about each user, and then further utilises location data from the app and location data of your friends’ apps. In turn this means that you might see products that your friends were looking at because it can infer that you might have mentioned them. (Interestingly, just after listening to this episode the Facebook app on my phone performed quite a sizeable update that required me to log in again. The first thing it asked for was permission to turn on location services. Denied!)

This remarkable technology, along with smart algorithms that will make inferences based on people’s behaviours means that as Facebook says, it isn’t actually using the microphone on your phone to listen to you.

But the tracking they manage seems to be practically magical to many people, so they infer that Facebook must be listening in!

So my question is this: Does it actually matter that Facebook isn’t using the microphone on your phone. If their tracking is so exceptional and accurate, that it becomes creepy, people will rationalise it as meaning they must be doing it.

And if people believe something to be true, it really doesn’t matter if it’s not actually the case.

Note: I write all this in the knowledge that I have microphones in my home that do stay live all the time, and report data back to Amazon and Google. The difference is that I trust those organisations more. It’s difficult to put my finger on why that is, but it feels that they’re more up front and honest about what they’re doing.

What I’m Listening To… October 2017

It feels like it has been a long time since I wrote about what I’m listening to, and I thought it might be worth just recording my current listening patterns, for my own interest at a later date, if nobody else’s.

In any event, this week I was a panellist on this month’s Radio Today round-table podcast talking about a couple of these podcasts.

This piece is more about podcasts than radio stations per se, and I am an awful podcast downloader in that I download vastly more than I can actually listen to, later spending a lot of time sweeping off the unlistened programmes in big bouts.

Podcast discovery is still a big issue for the industry, as there’s no really good way to find out and discover new podcasts. Many of the lists you see in other places name all the “usual suspects” and however much Apple tweaks its charts, the same candidates are always riding high. And of course, if you big then you can spin-off another big podcast and so on. Hence This American Life begat Serial which begat S-Town. There are hundreds of thousands of podcasts out there with more launching all the time. Right now, finding the right podcasts for you can often be down to word of mouth. Hence this piece!

You’ll note that there’s basically no music programming here. That’s sort of deliberate, but also I fear, says something about the kind of radio I’ve been listening to of late.

Incidentally, I’ve inserted a link to each of these podcasts and programmes, but this is not an easy thing to do. While many have distinct websites, or pages on larger websites, complete with lots of links to enable the visitor to subscribe, for inexplicable reasons many don’t. In particular there are major providers who consider podcasts as other “content” on a wider site and don’t point people in a direction to subscribe. Or they just embed the audio into a random page and don’t do anything beyond that.

Worse than that are those who rely solely on third party sites – an iTunes “page” often being a ubiquitous link. That’s great if I’m using an iPhone, and next to useless otherwise. I’m not a massive fan on only using something like SoundCloud as your host page either. What happens if something happens to them? Do you have any other web presence? Your own website at least means that if you ever find it necessary to move podcast hosts, you’ve got some continuity.

Make life a little easier for yourself and your potential listeners – build either a no-frills site, or a single page with details of how to access your podcast.

That all said, here’s what I’m listening to right now in no particular order:

  • The Daily. From The New York Times. I probably only listen to one of these per week (they currently published every weekday, with the output due to increase soon), but the range of subjects and the way they cover it is fascinating. Obviously it’s very US-centric, and it’s a shame that Radio 4, for example, doesn’t do something quite the same.
  • Slate Money. This might well really be called Slate Business, because what it’s not about is personal finance. The podcast addresses three stories a week, with the three presenters lead by Felix Salmon being highly opinionated on a range of things. While they can be US focused, it still makes for a great listen, and I eagerly download each Saturday morning.
  • Tweet of the Day. This is less than 90 seconds, and could therefore probably do without the double “This is the BBC” stings at beginning and end. But something that started as essentially an audio guide to the birds of Britain, is now a brief thought from a writer or commentator on a bird. It’s so short, there’s no excuse for not listening.
  • The Media Podcast, The Media Show and Broadcast: Talking TV. All my UK media in three different podcasts (although two share a producer). Between them and the Radio Today Podcast, I’ve got all my media bases covered.
  • The Adam Buxton Podcast. This is an obvious one, but worth stating nonetheless. It’s basically Adam Buxton having extended conversations with people he’s interested in. The subject matter may not always be the obvious ones, and the interviewees tend not to have something to promote. In any case, he often records the interviews some months before they’re edited and broadcast. A good example was the recent episode with Louis Theroux, where they started talking about S-Town and then got into traits of US NPR-style podcasts. Buxton and Theroux referenced an episode of This American Life, which I too had heard, where they took on the sexism of some people who don’t like the “vocal fry” of many female presenters of This American Life. As Buxton and Theroux pointed out, this isn’t necessarily sexism (although it may be in some instances), but partly as a consequence of the stylistics that many podcasts have taken on – often mimicking those of This American Life itself.
  • The Coode Street Podcast. I discovered this when I randomly attended a recording at WorldCon in London a couple of years ago. Essentially its a serious science fiction literary podcast, with the two presenters, each living on different continents, talking about recent books. To say that they’re both voracious readers would be an understatement, but if you’re interested in the genre then they will point you in worthwhile directions.
  • 50 Things That Made the Modern Economy. This has been a big hit and rightly so. Therefore, if you’ve not listened then you really should. The series is nearly over with an online poll currently being used to decide which of six items should be the “51st thing.” Each episode is only nine minutes, with presenter Tim Harford giving a little background on why Concrete, Barbed Wire or Double Entry Bookkeeping have been so important. Great audio snacks!
  • More or Less. If you’re going to listen to Fifty Things, then of course you’ll be listening to this. More or Less, also presented by Tim Harford is simply essential listening, taking apart the numbers in the news, often quite strongly. For example, when Boris Johnson recently raised the £350m a week nonsense again, More or Less explained very simply why it is very very wrong.
  • Fortunately. This is the Fi Glover and Jane Garvey podcast, two of our preeminent radio broadcasters. Fortunately is one of the BBC’s podcast-only programmes, and we’re now into the second series. The first series was mostly a rambling recommendation programme, highlighting things on BBC radio that you might have missed or not even heard. The second series is more interview led, and is as much as anything an excuse for the pair to natter on about anything that really comes to mind, perhaps with an element of how radio works. I did previously complain that the BBC-only focus was a bit of a missed opportunity, and although Fortunately is leaps and bounds better, it would seem to have replicated the service already provided by Pick of the Week. I guess the reality is that unless you’re some kind of audio-butterfly, there are only so many things you can recommend on a regular basis. So while there’s still an opportunity for someone to do a decent podcast/radio-recommendation programme, this is just great fun.
  • Kermode and Mayo’s Film Review. But of course.
  • Seriously. This is really a catch-all bucket to place many of Radio 4’s one-off documentaries. As such it can be a little hit and miss, with the emphasis on the hits. That does mean I pick and choose what I listen to on the feed. The good thing is that when you find yourself reading the review section of Sunday paper the following Thursday and see that they’ve recommended a particular Radio 4 programme, the chances are that it’s already in the Seriously podcast feed. I’m going to duck a little now and just say that the only thing I don’t like about it are the podcast-only wraparounds from Rhianna Dhillon. It’s not Dhillon herself, so much as the tone of the scripts that try hard to personalise everything. It can sometimes feel as though I’m having my hand held too much to get into something. When the programmes are broadcast, the continuity announced it likely to only have time for a couple of lines to set-up the premise of the programme. I don’t feel that I need a great deal more. Now if there’s extra material, or perhaps a chat with the producer, that’s one thing. It’s just the cosiness of it. Sometimes people think there’s a particular “way” to do podcasts, and I simply don’t agree, any more than there’s a single “way” to do any kind of artistic endeavour.
  • Strong and Stable. This political comedy podcast launched during the election, and then disappeared, only to recently start up again. David Schneider and Ayesha Hazarika have different guests each week to take apart what’s happening right now. Even if you’ve “had it up to here” with Brexit, you should still listen.
  • Too Embarrassed to Ask. One of a stable of podcasts that includes the Recode Media podcast with Peter Kafka. The latter can be great when he has someone really good, but occasionally there’s an interviewee who seems more intent on pushing their business model, no matter how untried or untested it really is. So I think I prefer the former podcast which gets its hands a little dirtier with the nuts and bolts of technology. The only other technology podcast I’m listening to right now is an occasional episode of The Vergecast.
  • Slate’s Political Gabfest, Slate’s Trumpcast and the Five Thirty Eight Politics podcast. This is my triumvirate of US political podcasts (with a mention for the NPR Political Podcast which handily timestamps to the minute when it was recorded such is the fast moving nature of today’s politics). Between them, I get as much news about US politics as I need or want. They’re all slightly different in tone, with the Gabfest having a wider ranging take on the political issues of the week. Trumpcast is there to cover Trump, and publishes on a “more than once a week” basis. The Five Thirty Eight Politics podcast has expanded beyond the psephology of analysing polls, and moved into more of a “what this means” turn of its existence. All told, they offer a comprehensive look at the car crash that is US politics, and which I can’t take my eyes off.
  • The PC Pro Podcast. I feel I must be missing a UK technology podcast. I used to listen to The Guardian’s one, but it morphed into something that I became less interested in. There’s Babbage below, and the BBC World Service has its Tech Tent, but most technology podcasts seem to be American. This is an exception, and I’ve been a listener for a long time now. I do wish they’d record it in a room, altogether, but I suspect that the finances of the magazine industry being what they are, that’s a bit too much to hope for.
  • Reply All. Gimlet makes a lot of great podcasts, but Reply All is one of their best. Somehow PJ Vogt and Alex Goldman manage to maintain quality at such a high level for so much of the year. There are so many good episodes including the most recent on a video game that had disappeared, and solving the case of someone’s 800-number being filled with recorded randomness. Over the summer, when they were on a break, Reply All “rebroadcast” some of their most popular episodes. So you’ll find hits all the way in their podcast feed right now.
  • The Two Shot Podcast. This is an interview podcast from the bloke from Line of Duty. That’s rather unfair since this is a terrific listen. In each episode, actor Craig Parkinson has an extended interview with someone, usually from the entertainment and drama world. He tends to really dig into their background and how they got into the business, but does it in a really engaging manner. The episode with Neil Morrissey is absolutely fantastic. I didn’t know his background at all, but I couldn’t stop listening to this particular edition.
  • The Economist: Babbage. This is essentially The Economist’s Tech podcast. While it takes its lead from the technology section of the magazine, it digs into the issues and stories a little further.
  • Twenty Thousand Hertz. If you’re interested in sound, then you may well be interested in this. It addresses all aspects of the medium in short and punchy episodes. 20,000 Hz incidentally, is the frequency above which the human ear can no longer hear audio.
  • Reasons to be Cheerful. We’ve only had one episode of this so far, and I should point out that I’m a friend of one of the presenters. This is podcast with Ed Miliband and Geoff Lloyd, in which they talk about big ideas. So in the first episode they examined Universal Basic Income. This might seem to be a dry subject, but it’s addressed seriously but with a lightness of touch that makes it very accessible. Geoff Lloyd seems to be leading a one-man mission to dominate podcasting since he and Annabel Port have also recently launched their Adrift podcast, following their departure from Absolute Radio earlier in the year. Both are very much worth subscribing to.
  • The Life Scientific. I confess I pick and choose which episodes to listen to based on how interested I think I’ll be in the subject. That’s a shame, but there’s so much science that I could be listening to, along with The Guardian’s Science Podcast and the BBC’s Inside Science.
  • Between the Ears. This could be just about anything on any given week, but all the better for it. Because it goes out on-air on a Saturday night, it again lends itself well to the podcast form.
  • The Danny Baker Show. If you don’t listen on 5 Live on a Saturday morning, then this is always an entertaining listen a bit later. Baker is a natural for radio, and this is my weekly hit. He has another volume of his autobiography due soon.
  • A Twin Peaks Podcast. When David Lynch and Mark Frost brought back Twin Peaks, there was instantly a whole batch of podcasts that swung into operation, dissecting each episode of the series as it aired. For complicated reasons that I’ll get into another time, I ended up binging the first seven episodes, and so it was only after then that I looked for something to listen to. This podcast comes from Entertainment Weekly and frankly I largely picked it at random from the crowd. But it has been an intelligent discussion from the two presenters after each episode, and post- the series, we’ve also had a few interviews with stars and people involved in the series’ production.
  • A Stab in the Dark. This is funded by UKTV and is essentially there to promote the TV channels Alibi and Drama. But as much as anything. it’s actually mostly a crime book podcast with presenter (and crime writer) Mark Billingham interviewing writers of crime fiction. Sometimes there are interviews with actors too, but mostly it’s with writers. And it feels like as the podcast has progressed; the level of interviewees has really gone up a notch. Billingham is such an amiable presenter that makes you think it’s all quite effortless. It really isn’t, and this is an excellent listen.
  • The Business. A KCRW radio programme on the entertainment industry. While it’s not always perfect, and can sometimes be a little ingratiating in the way it deals with subjects, it has a robust structure, opening with a brief chat (they use the hideous term “banter”) about the big entertainment news of the week, followed by a longer-form interviews with writers/directors/talent.
  • The Bike Show. These days it is relatively occasional in its appearances, but presenter Jack Thurston is charming and it addresses elements of cycling beyond the obvious. Indeed it doesn’t really get into the kinds of racing that most media coverage of cycling seems to be.
  • Page 94: The Private Eye Podcast. This isn’t currently “on-air” as it seems to only be commissioned one series at a time. But it’s worth adding to your podcatching software if you want to know the stories behind the stories. Indeed, it has really become quite a news-focused podcast rather than addressing the comic elements of Private Eye.
  • >Wireless Nights with Jarvis Cocker. Another Radio 4 programme, but it suits the medium superbly, especially as the radio programme airs quite late at night, and can be easy to miss.
  • The Butterfly Effect with Jon Ronson. This isn’t strictly a podcast because it’s currently only available to Audible subscribers. But it’s a podcast in tone, in that it follows a story over six episodes, exploring the consequences of something. In this instance, it’s the availability of free pornography online. Indeed my only real issue with the series is that it sometimes feels that pornography gets far more coverage from documentarians than many other subjects. To be completely fair, since this is presented in audio form, there’s not the same titillation that so many TV documentaries can run the risk of (either deliberately or inadvertently), and there are certain areas this series gets into that I never knew about. Clearly there was some significant money put into this project.

This is by no means a comprehensive list, and there are plenty more I subscribe to, but they’re either really obvious podcasts that “everyone” listens to, or I really only dip in and out. Some are “off-air” right now, and therefore aren’t front of mind. Then there are the podcasts that are so occassional, it’s not worth even mentioning them.

Missing from here are plenty of news and current affairs podcasts I subscribe to, mostly actually listening to based on what the subject matter is. The same goes for some arts podcasts or things like Radio 3’s Essays.

I am looking for a good TV related podcast that deals with the industry from a viewer’s perspective (rather than the media industry side of things). I used to listen to KCRW’s The Spin-Off and Vulture’s TV Podcast, but sadly, both ceased production within a few weeks of each other earlier this year. The former did say that it was transitioning into something new, but unless I’ve missed it, that’s not happened yet. Both of those were obviously US-focused, and I wouldn’t mind something more UK-US or international in flavour, but I’ve not really found anything.

Finally, I should also mention The Cycling Podcast, but since I do a certain amount of production work for them, I am enormously biased when I say that it’s the world’s best professional cycling podcast.

Tour de France 2017 Podcasts

Valverde and Quintana ahead of the Sky train including Peter Kennaugh, Chris Froome and Geraint Thomas at the 2015 Tour de France
At the 2015 Tour

Le Tour is back underway, and while I’m sadly not planning to go and visit this year, I am of course closely watching TV, listening to the radio and podcasts and following all the action on Twitter.

And of course, I’m helping out with The Cycling Podcast, the finest podcast covering cycling! Listen in your favourite podcast app!

I’ve been making a few of the KM0 feature podcasts (KM0 indicates the point at which the race actually starts each day, following a warm-up of a few kilometres out of the start town).

Here’s on on the environment and the Tour, with its rolling circus of 2,000 vehicles:

Here’s one on the breakaway kings of this year’s Tour, Wanty-Groupe Gobert, who have been putting their riders in most of the breaks, however much they may be doomed to failure:

And here’s my favourite so far, on Australian Phil Anderson, and in particular his yellow jersey win in the Pyrenees in 1981.

Fortunately…

The first ladies of radio, Fi Glover and Jane Garvey have a new podcast out that’s really quite essential listening: Fortunately…

Glover and Garvey are fantastic radio people, and to a large extent, the joy of this podcast is just to hear them in fairly casual conversation with one another. Episodes are recorded in various non-studio places around the BBC in London.

In fact, the purpose of the podcast is to guide the interested listener to other things they might like across BBC Radio 4 and its sister station Radio 4 Extra (more on this anon). Each presenter takes it in turns to recommend something that they’ve listened to over the last seven days. Often these are current programmes, but sometimes they delve deeper into the archive. The key thing is that they have collated links to all these programmes and you can go back and listen to them in full at your convenience.

Since the primary medium of this programme is as a podcast (it’s not being broadcast on the radio), it’s very easy to either add a new podcast or find something on iPlayer Radio while you’re actually listening to their recommendations.

Now you might think that there’s already a Radio 4 programme that does this – it’s run for years and is called Pick of the Week. And you’d be right. Sort of.

Glover and Garvey are careful not to use the words “pick of the week” in any context where they’re too close together. But I suppose their point of difference is that as people many of us have come to “know” after hearing them so much on the radio, we’ll know the kind of things they’re likely to choose. You do need to know a reviewer to help determine whether what they’re saying will chime with you. Conversely, if I know that your tastes are markedly different from my own, then I will treat your recommendations with caution.

While I’m sure that every presenter of Pick of the Week assiduously listens to vast amounts of BBC Radio output, you do get the feeling that some editions are a little scripted, and that the presenter may not always be quite as diligent as they present themselves.

Fortunately… exists in a podcast-only format, and I suppose it’s a slight shame that three episodes in, they seem to be restricted to national BBC radio output – more specifically the Radio 4 network. Such is the wealth of good radio, guiding listeners to otherwise unknown gems around the various networks is a worthy service, but adding in some third party podcasts might be interesting too.

At one point in an episode, Helen Zaltzman’s name came up, initially described as someone who does a lot of crafting. This was quickly elaborated upon as not being the only thing we’d know her for (she’s a regular guest on programmes like Woman’s Hour, where she has indeed talked about crafting). But it felt like they were avoiding the obvious – she’s actually rather famous for making popular podcasts like Answer Me This and The Allusionist, to the extent that she’s been doing a two-hander live show with Roman Mars of 99% Invisible fame.

I’d hope that perhaps in due course Fortunately… expands its remit to include other radio stations and particularly podcasts. One of the main issues facing both podcast creators and listeners, is discovery. How do you find out about new shows? Some of the broadsheets make a good effort to alert readers, but for the most part, it feels that successful podcasts breed successful podcasts: This American life begat Serial. Serial begat S-Town. And so on.

While the cream is said to rise to the top, I’m not sure that’s always the case if the cup is incredibly deep, and the cream goes rancid before it gets a chance to reach the surface – to enormously overstretch a metaphor.

Incidentally, was I the only person left a little disappointed by the discussion about podcasts on The Media Show a couple of weeks ago? There was a pre-recorded interview with Brian Reed, presenter and producer of the excellent S-Town, before a short state-of-the-nation discussion about UK podcasts with Caroline Crampton of The New Statesman’s SRSLY and Ellie Gibson of Scummy Mummies.

The tenor seemed to be that the UK couldn’t do big podcasts like S-Town because it’s expensive and there’s the BBC here which cripples the opportunity. But I’m not entirely sure that we were comparing apples with apples here. As Reed had pointed out in his interview, much podcasting in the US is still a few people sitting around a microphone plugged into a laptop. A massively successful podcast like Marc Maron’s WTF, for example, is still recorded relatively simply in his garage.

It’s only the very top layer of podcasts that is are at the heavily produced and expensively made level of This American Life, Gimlet, Panoply or Radiotopia. And yes, US scale, and a less well funded public radio system means that there’s more space for podcasts to breathe. But neither of the podcasters in the studio was really in the same market as those big beasts. Indeed, I’m not sure that even the BBC could have put through the resources that went into something like S-Town, where the story germinated for a number of years before finally being made as a standalone series.

But, the aforementioned Allusionist is part of the successful Radiotopia family and is made by a Brit, and the podcasting output of organisations like The Economist, The Guardian and The FT is first rate by any measure, utilising sophisticated sound design and first rate production. However, it’s clear that the UK podcast advertising marketplace has not yet developed to as significant an extent, which means that nobody is getting rich (or even moderately wealthy) just yet. Spin-off live events, books and other merchandising are still a requirement.

There are high quality podcasts being made in the UK. Many of them will be celebrated this weekend at the first British Podcast Awards, and I’m just not sure that was entirely reflected in the piece.

Disclaimer: I am one of several producers on The Cycling Podcast, which is nominated in the sport category at the awards.

RAJAR MIDAS – Winter 2016

It has been a while since I’ve properly looked at RAJAR’s MIDAS survey, and it really does bear some close attention because it gives the most accurate picture of audio consumption in the UK right now.

As a reminder, MIDAS is a separate survey to the main RAJAR measurement, in which over 2,000 respondents are asked in detail about their audio listening habits by platforms, location, device and who they’re with.

It’s there to provide additional listening information and generally add ‘colour’ to the main RAJAR survey. Over time it allows some tracking in behavioural changes.

The full dataset is only made available to RAJAR subscribers, but RAJAR publishes a very good summary, and this provides plenty to get stuck into.

The key measure is Audio Share – the percentage of time spent listening to various types of audio. This is also known as “Share of Ear”, although I believe this is trademarked by Edison Research who carry out similar research in this area in the US.

Of course, simply saying “audio” is too simplistic because, for example, watching YouTube music videos is undoubtably a competitor to traditional audio sources for some audiences. So MIDAS does measure video as well as audio, although in most of the charts below, visual media has been excluded.

Share of Audio % (excluding visual)

The topline results show that live radio accounts for 76% of all audio consumption. The next closest category is digital music (downloads) at 9%. To put this in context, here is how radio’s share has performed over the most recent MIDAS surveys:

Careful examination of this data would seem to suggest a few things:

  • Radio remains vastly important in the audio world. While the last couple of MIDAS releases showed it declining a touch, it seems to have bounced back this time around. I’d be surprised if it didn’t fall some more over time since there are such strong radio competitors. But there’s still only one gorilla in this room.
  • Online Music Streaming (OMS in the above chart – e.g. Spotify, Apple Music) is growing. They seem to be growing as digital music tracks and CD listening is declining. Do you pay 99p at iTunes for a track or £9.99 a month for as much as you like? Consumers are shifting towards the latter.
  • Listen again is growing a bit, while podcasts remain static. The latter in particular definitely suggests something different in the UK, from say, the US.
  • Vinyl and cassette is basically static (although the graph doesn’t really show that it was at less than 1% at the start of the period displayed). You can safely treat all those news stories about vinyl’s resurgence as the hyperbole they truly are. Yes, a few albums are being sold as nice to have items, but in the scheme of things, they don’t amount to much in behavioural changes.

Now this chart doesn’t show the whole story. As I say, only RAJAR subscribers get the full dataset of MIDAS, but RAJAR publishes different aspects of the data in each release. And this time around they’ve published the demographic breakdown of listening. Indeed I think some of this has been presented at the Salon de la Radio in Paris over the last couple of days.

This shows some really clear differences by age group.

  • 15-24s spend 51% of their time listening to the radio (the green bar above) compared with 88% of 55+’s time. Radio is still the clear leader, but in time spent listening there is a competitor on the block.
  • Online Music Streaming is vastly more popular amongst 15-24s than other demographic groups. 15-24s spend 21% of their audio time on these services. This drops to just 9% for 25-34s and right down to 1% for 55+. This is as clear a behavioural change by age as you’re likely to see.
  • If you’d asked me to predict which age group spends the biggest proportion of their time listening to CDs, I have definitely said it was an older group. But in fact, the actual biggest group is 15-24s! Are they borrowing others music, or perhaps they can’t yet afford a Spotify subscription?
  • Podcasts are most popular amongst 24-34s, spending significantly more time than other age groups.

One thing to be careful of is that these are percentages within each age group. It’s important to note that overall volume of time spent listening will be different by different groups. So amongst CD listening, 5% off 55+ listening might be significantly more hours than 6% of 15-24s (the data doesn’t let us see).

What will be interesting to see is future growth of streaming. While there are free/bundeled streaming options – notably Spotify, or Amazon’s free offering for Prime members – there is surely a top limit to those prepared to pay £9.99 a month for music? There are ways to reduce the cost including family plans and logins shared with others; and some will happily bounce around different services taking advantage of free three month trials, creating new disposable email accounts as necessary. But continued growth within the UK market still isn’t clear.

Hours isn’t the whole story of course, and it’s worth looking at reach too. That shows that usage is much closer for most of the platforms. So while 90% of 55+ listen to the radio accounting for 88% of their listening, 82% of 15-24s listen to the radio but it accounts for just 51% of their listening.

Audio Reach % By Age Group

A couple of other charts. Ever wonder what people are doing when they listen to the radio?

Live Radio by Activity

Most radio presenters will recall being told to broadcast as though they were speaking to a single listener. There’s a good reason for that. A slight majority of radio listening is done alone, although this changes for younger listeners who listen more socially.

Live Radio by Who Listened With

Other things of note:

  • While most services are split evenly by sex, podcasts are notable for being significantly more male than female – 61% v 39%.
  • While laptops and tablets are used a lot for live radio, on smartphones the majority of use is for digital tracks and on demand audio.

There’s more in the original presentation which you can download on the RAJAR website.

Source RAJAR/IpsosMori. Sample 2,191. Conducted November 2016.

How Podcasts are Being Listened

Podcast listening metrics have long been seen as something as a bone of contention. In the digital advertising world, they’re seen as inferior to metrics delivered by other parts of the industry, because while you can be pretty sure a podcast advert has been delivered, you can’t be sure that it has been heard.

As a consequence, the emerging podcast sector, especially in the US, has had to battle the advertising industry to gain full acceptance. This has meant that a large majority of current podcast advertising is led by direct response advertisers i.e. coupon or offer codes when you sign up to buy a product or use a service.

Advertisers are happy to go along this route because they can easily track how successful a particular campaign has been on the basis of sales made using the various coupon codes.

That’s great as far as it goes, but it leaves a large chunk of the advertising market on the table. If you watch a TV break or listen to a commercial break on the radio, you won’t normally get quite as much direct response activity, particularly from national advertisers. Ford knows that you’re not going to buy a new car right now, and in any case, the price will be a negotiation between the customer and the dealer, and probably not subject to a 20% off coupon code! They just want you to consider a Ford the next time you buy a new car.

FMCG products (Fast Moving Consumer Goods such as washing powder or chocolate bars, and often referred to as CPG products in the US) make up a significant chunk of consumer advertising, but largely go unheard on podcasts because there’s no easy way for marketers to track whether an ad for a detergent placed on a podcast has been successful and shifted product.

That’s not to say that the success of traditional television advertising is easy to track either, and advertisers continue to happily spend billions on that medium. It’s not for nothing that the most famous quote in advertising is, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Of course, ironically, while digital is supposed to be the ultimate targeting device, it turns out that P&G, one of the biggest FMCG advertisers on the planet, has decided that it has been attempting to target far too much on platforms like Facebook. That’s perhaps not surprising because, well, everyone needs to buy washing powder and toothpaste, so advertising widely would seem to make the best sense (see the Ad Contrarian for lots more on this).

And it’s not as though there aren’t other problems with advertising in the digital space including fraud and ad-blocking amongst others.

Anyway, the US podcast community is trying to gain more acceptance among the advertising community by working to ensure that everyone measures podcasts the same way, which is very sensible. While this might seem straightforward, in reality, counting podcast downloads is actually a case of interpreting server log files.

This week the IAB has released its Podcast Ad Metrics Guidelines, to both explain the challenges and to ensure that everyone counts podcasts the same way.

The document itself is fairly readable and it’s has a few interesting facts that are worth examining in more detail. It’s probably a first iteration of a living document, with a working group sitting behind it.

One interesting piece of information is the detail of how podcasts are consumed. Five groups on the working party submitted data about podcast platforms, and a table was published as a result, which I’ve reproduced below. Note that the data was based on April 2016.

Platform requesting podcast fileRange of market share %
iOS - Apple Podcast App45-52%
iTunes8-13%
Browsers6-14%
Stitcher2-7%
Everything else12-30%

NB. It’s not explicitly clear if these are US-only figures, or global numbers based on a number of firms based in the US. The partners are Podtrac, Blubrry/RawVoice, WideOrbit, Libsyn and PodcastOne, all of whom I believe are available globally to podcasters.

What I found especially interesting is that Apple isn’t quite as dominant as I’d previously thought. At least in terms of apps used to listen, with a cumulative 53-65% share of podcasts which is lower than the ~80% I had previously thought it might be.

That’s not to say that Apple isn’t vitally important in the transmission of podcasts. Many non-Apple apps use the iTunes Search API to populate their apps with a current list of podcasts. If you’re launching a new podcast, there are a lot places you want to list it. But first and foremost, it’s still the iTunes store if you’re trying to maximise audience reach.

The other interesting question is about downloads versus streams. The report goes into some detail about this, and of course different companies can do this differently. While “traditionally” an app has downloaded podcasts in the background for later playback, today apps allow you to “stream” directly as the podcast downloads.

Beyond that, there is in-browser listening where often a podcast player appears on a webpage and is played back from there. The chart above shows that as much as 16% of podcast plays are listened to this way. Depending on the technology being employed, an in-browser podcast player might be a proper streaming solution, or it might in fact be simply pulling an mp3 to a wraparound player. The user will not notice the difference.

What’s interesting is how this compares with other research on podcast listening and the emergence of the “click and listen” model. A recent Edison Research/Triton Digital report showed 59% of podcast users saying they click and listen immediately, as opposed to just 15% saying they subscribe in the traditional manner.

download

These numbers seem to suggest that although people are actually mostly listening through traditional podcast platforms like podcast apps, they’re actually choosing to download and listen at the point of consumption. It’s for that reason that so many podcasts implore listeners to subscribe, because if you’re relying on click to listen, then it’s entirely likely that listeners will miss episodes of podcasts.

But I’d also love to dig deeper into the numbers in the chart above, because the opacity to the regular podcast listener of how podcasts actually work means they may not actually know what they’re doing or how the audio is getting to them.

I say this because the chart above suggests that 38% of people either subscribe or manually download to listen later 42% of people say they listen to podcast two days or later after the podcast has downloaded. Add in a proportion of the large percentage of people who listen with 24 hours of a download, and you have a larger number of people listening via a download-and-listen-later method than say that’s what they do.

download (1)

Separately, the podcast hosting company Blubrry has crunched the numbers of how its own podcasts are delivered as best it can.

Blubrry defines four different categories of distribution:

Mobile apps – which can both download and “stream” (i.e. download to listen instantly)
Desktop apps – mostly for downloads, and most likely iTunes (accounting for 80% of listening in this category)
Desktop browsers – where you can either “stream” from the page (in this instance an HTML wrapper around a hosted mp3 file, as opposed to a properly streamed file as the BBC often provides)
Mobile browsers and TV apps

Blubrry estimate that within the 71.6% of mobile apps consumption, 39% is accounted for by the iOS Podcast app. And half of that is streaming rather downloading. Whereas of the desktop browsers, two thirds is streaming, while a third is downloaded.

All in all, bespoke podcast applications, whether on mobile or desktop platforms, account for 85% of podcast listening.

Returning to the data in the IAB paper, what it also makes clear is that bespoke podcast apps – e.g. apps created for a particular podcast or podcasting company – are not very popular. The advantage to the podcasting companies is clear – they can properly track listenership and advertising consumption. But to the listener the benefits are less clear. It means one more app on your phone, and the app probably won’t let you listen to other podcasts.

All interesting detail about how people actually listen to podcasts.