{"id":558071,"date":"2023-03-01T15:45:00","date_gmt":"2023-03-01T12:45:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/pivot-to-something-the-blurry-future-of-podcasting\/"},"modified":"2023-03-01T15:45:00","modified_gmt":"2023-03-01T12:45:00","slug":"pivot-to-something-the-blurry-future-of-podcasting","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/pivot-to-something-the-blurry-future-of-podcasting\/","title":{"rendered":"#Pivot to \u2026 Something? The Blurry Future of Podcasting"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a28a842abaa0\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a28a842abaa0\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/pivot-to-something-the-blurry-future-of-podcasting\/#Pivot_to_%E2%80%A6_Something_The_Blurry_Future_of_Podcasting\" >Pivot to \u2026 Something? The Blurry Future of Podcasting<\/a><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Pivot_to_%E2%80%A6_Something_The_Blurry_Future_of_Podcasting\"><\/span>Pivot to \u2026 Something? The Blurry Future of Podcasting<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<div>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    As top podcast executives and creators gathered at the Wythe Hotel in Brooklyn for the Hot Pod Summit on Feb. 23, a question seemed to underlie each conversation: As the industry seeks an injection of new energy amid an advertising market correction and creators experiment with formats like video, what really <em>is<\/em> a podcast these days \u2014 and how will people make money? <\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    In various conversations with studio executives and creators, a common refrain were the difficulties of turning a profit on podcasting alone. Even Spotify, which recently revised its podcast leadership (again) and had layoffs and show cancelations in its podcast division, is reevaluating its spending after pouring more than $1 billion into licensing deals and acquisitions in the past few years.<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    As such, repackaging audio content and seeking out derivatives like film and TV adaptations could be the key to actually making good money in podcasting, especially now that the megadeals of recent years are getting rarer and podcasters are feeling the pressure to seek out more ad dollars from bigger buyers to keep the lights on long term. And all of this isn\u2019t even to acknowledge the creative ambitions around podcasting, where creators want to produce expensive, buzzy narrative projects that can have a tangible impact on policy or public conversation but may have a harder time receiving funding and support compared to the more assured successes of cheaper, always-on chat shows. <\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    But the move toward new formats was hard to ignore, especially as Spotify\u2019s main presence at a summit for podcast executives was about, well, audiobooks. Featuring Nir Zicherman, the co-founder of the podcast hosting service Anchor who now leads up Spotify\u2019s audiobooks business, author Gretchen Rubin and Penguin Random House Audio content executive Dan Zitt, the discussion didn\u2019t avoid the blurring lines between podcasts and audiobooks and the multiple business models that could exist within that mix.<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    \u201cEverybody\u2019s scared to call a podcast an audiobook and an audiobook a podcast. But if you really squint, it\u2019s harder to differentiate \u2014 and that is only accelerating over the course of the next few years,\u201d Zicherman said at the summit, noting that Spotify was seeking to target the \u201ccasual listener\u201d with its audiobooks offering.<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    Zitt was even less precious about a delineation between the two. \u201cWhy does there have to be a line drawn at all? This is all audio entertainment to some extent. If there are different models for distributing it, which there are, why not just find the best models to distribute it where people get fairly paid?\u201d Zitt said. \u201cI mean, there are podcasts that are basically now taking all 15 episodes, combining them into one, and selling them in the audiobook space, so it\u2019s not really like these things are working independently now.\u201d<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    But the audiobooks debate paled in comparison to the trend du jour: how video can be incorporated into audio creators\u2019 workflow and boost business for executives. \u201cLast year when we were all in this room, we could not stop talking about Spotify,\u201d <em>The Verge<\/em> editor Nilay Patel said in a talk with iHeartMedia Digital Audio Group CEO Conal Byrne. \u201cThis year, all in this room, we\u2019re all talking about <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> and video.\u201d\u00a0<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    Despite podcasting being known as an audio medium, there\u2019s been growing interest around the role of video podcasting \u2014 a format most notably seeing interest from players like Spotify, where top creators including Alex Cooper (<em>Call Her Daddy<\/em>) and Emma Chamberlain (<em>Anything Goes<\/em>) now regularly release video podcasts as part of their exclusive partnerships with the company. For Cooper, her video podcasts focus on her weekly guests who sit down to tape an interview at her West Hollywood studio, though the creator released a documentary-style video on abortion last October; Chamberlain, who only recently joined Spotify, has so far released two static videos of her recording her podcast in front of the mic.<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    The <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> sentiment is that video podcasts can help drive more views, especially if a podcast host has a notable guest on for an interview, and can more easily be shared and have a chance to go viral on popular social platforms like TikTok. And with more views means more ad impressions and money going into the pockets of creators and executives. <\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    The prevalence of video podcasts on YouTube has seemed to support that bullishness, as some polls have found a growing number of listeners \u2014 46 percent, per a January <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/morningconsult.com\/2023\/01\/11\/podcasts-listen-watch-with-video\/\">survey<\/a> from Morning Consult \u2014 who prefer to watch their podcasts and see YouTube as the preferred platform to do so, over rivals like <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>le Podcasts and Spotify.\u00a0<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    But will video really be what injects new energy into a maturing medium? It\u2019s a yes and no, as some Hot Pod audience members who spoke with <em>The Hollywood Reporter<\/em> say the fervor feels reminiscent of the so-called pivot to video that digital publishers fell victim to in the early 2010s to meet the demands of Facebook. Even YouTube isn\u2019t placing all its bets on video podcasting. At the summit, YouTube\u2019s head of podcasting, Kai Chuk, said the Google-owned company recognizes that \u201cpodcasting is generally an audio-first medium\u201d and is implementing new features to better label audio-only podcasts on the service. Appearing onstage, Chuk and Steve McClendon, the podcasting product lead at Google, said that podcasts will be added to the YouTube Music streaming service \u201cin the near future,\u201d making the listening experience seem more similar to platforms like Apple and Spotify.<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    Conal Byrne, in his discussion with Patel,\u00a0also cautioned against\u00a0creating content specifically for one platform or format. \u201cTo some extent, you kill creativity and true innovation when you start to reverse engineer where assets should be for the content platform that it\u2019s going to be distributed on,\u201d he said. \u201cIn fact, you almost certainly kill true creativity when you hit that moment.\u201d<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    Reaching that admirable goal of creating for creativity and innovation won\u2019t always be the same for each studio and creator; iHeart\u2019s massive-reach business model reliant on ads won\u2019t necessarily work for a smaller studio prioritizing prestige content and banking on future adaptations to bring in the cash. But the industry will keep experimenting and, just maybe, something will stick.<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    \u201cIdeas are what we should be investing in and thinking about,\u201d Kaleidoscope evp Kate Osborn said. \u201cBecause if the conversation is only about, \u2018Where can I put all of my energy into the thing that\u2019s already working,\u2019 then we\u2019re 15 steps behind what is going to be the future. \u2026 This industry has changed every year for the last 10 years, so if we\u2019re only going to cater to the now, then where are we?\u201d<\/p>\n<p class=\"paragraph larva \/\/  a-font-body-m     \">\n    <em>A version of this story first appeared in the March 1 issue of The Hollywood Reporter magazine.\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/subscribe.hollywoodreporter.com\/sub\/?p=THR&amp;f=saleb_2&amp;s=IH2205THRS\">Click here to subscribe<\/a><\/em>.<\/p>\n<\/p><\/div>\n<p><script type=\"text\/plain\" class=\"optanon-category-C0004\">\n!function(f, b, e, v, n, t, s) {\nif (f.fbq) return;\nn = f.fbq = function() {n.callMethod ? n.callMethod.apply(n, arguments) : n.queue.push(arguments);};\nif (!f._fbq) f._fbq = n;\nn.push = n;\nn.loaded = !0;\nn.version = '2.0';\nn.queue = [];\nt = b.createElement(e);\nt.async = !0;\nt.src = v;\ns = b.getElementsByTagName(e)[0];\ns.parentNode.insertBefore(t, s);\n}(window, document, 'script', 'https:\/\/connect.facebook.net\/en_US\/fbevents.js');\nfbq('init', '352999048212581');\nfbq('track', 'PageView');\n<\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more Like this articles, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/social-media\/\" target=\"_blank\" rel=\"noopener\">Social Media category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/www.hollywoodreporter.com\/business\/digital\/podcasts-hot-pod-summit-2023-1235337983\/\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pivot to \u2026 Something? The Blurry Future of Podcasting As top podcast executives and creators gathered at the Wythe Hotel in Brooklyn for the Hot Pod Summit on Feb. 23, a question seemed to underlie each conversation: As the industry seeks an injection of new energy amid an advertising market correction and creators experiment with&#8230;<\/p>\n","protected":false},"author":1,"featured_media":558072,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/www.hollywoodreporter.com\/wp-content\/uploads\/2023\/02\/8rep_podcasting_MAIN.jpg?w=1024","fifu_image_alt":"","footnotes":""},"categories":[17],"tags":[23498,23504,49],"class_list":["post-558071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-mediaa","tag-podcasts","tag-spotify","tag-youtube"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/558071","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=558071"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/558071\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/558072"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=558071"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=558071"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=558071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}