How can podcasting conquer the other 83%?

Podcasting is growing, professionalizing, and gaining interest — but what will it take to move beyond the 17% of US podcast listeners? Do we choose broad listenership, or squabble over an increasingly competitive space with thin margins?

  • A collective sigh after Podcast Movement and Voice Summit –  a growing adoption, professionalism
  • New products and tools entering the marketplace that change the way we think about stats and reports
  • More use of IAB Standards
  • At least $200M invested in podcasting in last year
  • Yet only 17% of US is listening
  •  Significant growth, professionalism – yet why is huge untapped market untapped
  • How to grow and expand?
  • Change in content types, adjusting to listening habits
  • Market  for podcast players is fractured
  • If Google Podcast App is in Top Ten apps but only .5% of the marketplace, what can that tell us?
  • Massive competition for the same people as listeners?
  • Do listeners have too many choices, causing paralysis?
  • Too many players?
  • So many barriers to entry accumulating because of competition
  • should be deeper than 17% – mobile is available, content is free, most content speaks to broad audience
  • Need deeper penetration across the country, user types
  • Having trouble reaching ears of people
  • Incredible amount of adoption, growth, professionalization, content is fresh, endless opportunities in ways people an adopt podcasts into lives
  • Going back to storytelling and spoken word
  • Our strategic choices as an industry impact ability to conquer and grow
  • Broad listenership, or squabble over increasingly competitive space with thin margins?

MouthMedia Network CEO Rob Sanchez shares thoughts and insights on the future of growth within the podcast industry.

Plus: the latest headlines in podcasting and on-demand from Podnews.

The problem of continuing friction for new podcast listeners

radios

Thoughts on adoption rates of podcast players and reducing friction for new podcast listeners, an interview with podcast veteran, consultant and Head of Content for podtopod Mathew Passy, and headlines from top news on podcasting and on-demand from Podnews…

  • The adoption rate of podcast payers and how people think about them
  • Most players are so difficult to search with
  • Google’s podcast player will likely capture people who aren’t as adopted to podcasting
  • “Search and response” people are not the same as superfans
  • Radio show Car Talk was a favorite and nothing has captured Sanchez since the same way
  • Transitional listeners – testing podcasts, just came over from radio, new to podcasting – it is a different experience
  • Most players are encapsulated in apps, not a lot of ways to listen without investment of time or money in adopting
  • Adding a player often feels like a purchase
  • New listeners may not be sure how this is different than other mediums
  • The cult-like nature of podcast industry feels exclusive in a way that pushes away people who are new to podcasting
  • The problem with newcomers not realizing there is a native podcast app on the iPhone
  • The importance of the podcast industry thinking about what we’re describing, and — is it just radio on demand?
  • The level of intimacy matters – radio being a push mechanism and a podcast being a pull mechanism
  • How do we get people to enjoy light experiences before they fully adopt to create less friction?
  • The podcasting industry is in a bubble that hasn’t hit fully mainstream despite the large numbers
  • Entire segments of the population still need to adopt podcasting and be trained

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