Longform vs. shortform audio: Is there room for both?

shortform vs. longform

How long should a podcast be? Is there such a thing as too long or too short? And what about the impact on podcasting from smart speakers and the growth of shortform audio? Plus an interview with Glenn the Geek of The Horse Radio Network, and headlines from podcasting and on-demand from Podnews…

  • The recent surge of interest in shorter length podcasts (shorform audio)
  • John Rosso of Triton reports on podcast data measuring growth in podcast listenership on smart speakers
  • The possibility of native applications and content from major players in response to that growth
  • Discovering the typical conversation arc timing at 45-60 minutes
  • Increasingly shorter attention and concentration spans conflicting with robust listening habits of podcast audiences
  • What an unscientific review of the top two ranked shows in each major iTunes category reveals about typical show length of the “top podcasts”
  • The numerous potential implications to the podcast industry of a growth in popularity of shorter length podcasts
  • An example of creative repurposing of longform audio into shortform formatting with an upcoming podcast #MOSMGOTTHIS from MouthMedia Network
  • Contrasting an interview about the Cambridge Analytics and Facebook scandal and why it should remain longform
  • What is the right length for a podcast?
  • Is there room for both longform and shortform podcasts


In this episode:

Are podcasts a medium of opportunists or thoughtful content creation?

gold mic

Why podcasts, advertising, and podcast players need to change to grow listenership — plus an interview with Dave Jackson of School of Podcasting, and headlines from podcasting and on-demand from Podnews…

  • The impact of the recent podcasts stats on listenership from Edison research report
  • More monthly actives than Twitter
  • The number of people engaged, listening
  • A lack of differentiating content impacting the growth rate of podcast listenership
  • The need to recapture the people not showing interest in listening to podcasts, requiring reengaging and retraining
  • Are the importance of podcasting and where you can listen to podcasts both shifting?
  • The way people are listening has changed, as radio is also shifting and changing
  • More podcasts are listened to in the car than satellite radio
  • Why we have not reached a saturation point with podcasting
  • How podcast consumption habits are similar to radio without skipping sponsorships
  • A rich audio experience will allow ads
  • Listeners have been prove to take action because of call to action in a podcast player
  • Long-form audio and the willingness of audience to consume ads
  • Content partnerships, giving the listener what they need for their life in return for mindshare as the next level of advertising
  • A push to native content in podcasts
  • Where trust starts, stops, and breaks with advertisers and shows
  • Do ads that are long form shows break trust similarly to influencers who hock clothes and don’t report it
  • The challenge of how to activate Americans who don’t listen and the people who tried podcasts and denied it is not for them
  • Are podcasts a medium of opportunists? Or thoughtful content creation?


In this episode:

The Age of Active Audio – Long-form

longform audio

Long-form audio as a looping conversation…

We in the podcast — or long-form audio — community sometimes think of podcasts as a passive audio experience. We create an hour or more of audio and then people listen to it. Outside of writing in response, this seems to be the current extent of the creator-listener relationship.

However, there is more to the world of audio than this. More and more interaction with devices is through voice. In fact, 22% of searches on Google are being done by voice. App creators are starting to understand their apps in relationships to others. Content creators are also understanding the context in which their audio is being listened to. We approaching an age of Active Audio, if we don’t live in it already.

What does it look like when audio becomes ambient and ubiquitous, search becomes a conversation, and we start to change how we interact with the world? What is this new audio age, this new audio world? Continue Reading