Podcasting’s Netflix moment: the global battle for domination

With big public raise foreshadow, the hasten is on to lead podcast distribution

Podcasting is knowing a Netflix moment. Global makes- from the ground-breaking Serial to Up and Vanished, and Tv crossovers such as Dirty John- and Spotify’s plan to spend up to $500 m on heading producers have impelled podcasts a hot media property.

Global monthly podcast listener chassis are forecast to grow more than six-fold, from 287 million in 2016 to 1.85 billion in 2023, according to the Ovum research company Ovum. In the UK, Ofcom says that virtually 6 million people tune into a podcast every week, double the number of five years ago.

podcast listeners

” A Netflix moment is a very accurate characterisation of what happens to podcasting ,” says Hernan Lopez, the founder of the podcast studio Wondery, creator of hits including Dr Death and Over My Dead Body.” I would say we are reaching an inflection site. Huge numbers of individuals are realising that there is great material available that isn’t offered by traditional musicians .”

This moment has not been lost on Spotify. This week, it splashed more than $100 m on true-blue atrocity podcast manufacturer Parcast. It was the Swedish music and audio streaming company’s third acquisition in quick succession after expending $230 m on Gimlet, the house behind favourite podcasts including Homecoming, represented into an Amazon TV series stellar Julia Roberts, and the podcast pulpit Anchor.

Spotify has $200 m more to spend on improving the same position in podcasting this year. The firm has said it is a” safe assumption” that over period more than 20% of all listening on the service will be non-music content.

Q& A

Top 5 most influential podcasts

1. Serial
The true-blue violation series by This American Life launched in 2014 and became a phenomenon that apply podcasting on the global planned. The three series to time have attracted more than 350 m downloads.

2. The Daily
The New York Times’ tremendously popular give has been the breakout stumble in the weekday news instruction sector. It has helped stir podcasting a daily , not just weekly, dres.

3. Homecoming and Dirty John
Two podcasts that have managed high-profile crossovers to Tv, with sequence on Amazon and Netflix respectively, captivating -Alist Hollywood endowment Julia Roberts, Eric Bana and Connie Britton.

4. WTF with Marc Maron
The standup comedian started his podcast in his Los Angeles garage in 2009. Among star-studded interviewers, President Barack Obama exerted the N-word to make a moment about intolerance in the US.

5. Joe Rogan Experience
In terms of major podcast word instants, Tesla’s Elon Musk smoking a joint on the streamed podcast is claim up there. Two senior managers cease and the electric car maker’s share price slumped 6 %.

Source : Podnews, Guardian

Like Netflix, moving into owning original material is a tactical requisite for Spotify, which prepares low-pitched perimeters from the music licensing bargains it has with the big three record labels.

The battle to be a big player in podcasting rationing, preceded globally by Apple, is intensifying with Google last June propelling its own services and the BBC, one of the biggest creators in the nations of the world, launching the BBC Sounds platform. This week, it emerged that the BBC has plucked its podcasts from Google, accusing the Silicon Valley giant of leading beings to its own service.

Lena Dunham has signed up to work with the podcast platform Luminary. Photo: Stephen Lovekin/ Variety/ Rex/ Shutterstock

The biggest topic remains how to make money out of podcasts. In 2015, the year after the first succession of Serial propelled- the first global smash that applied podcasting on the digital media map- worldwide ad revenues from podcasts totalled time $171 m. This year the figure will be about$ 1bn, and will almost double-faced by 2022, according to Ovum.

Traditionally, podcasts have been free, sometimes with ads, but now paid-for examples are surfacing. The biggest move is being made by the US newcomer Luminary, which has secured $100 m in backing and forms itself as the” Netflix of podcasts “.

Luminary has been depleting serious money to secure big names for exclusive podcasts, from the Girls creator Lena Dunham to Malcolm Gladwell and Conan O’Brien, and had any plans to open in June with an$ 8 a few months, ad-free sit. It will also volunteer a free tier, where listeners can play non-exclusive, ad-supported podcasts from innumerable third parties.

podcast ad receipt

However, the restrictions placed on listeners’ tolerance of ads and inclination to money could well keep the business viability of podcasts constrained. Unless, of course, the content can be manipulated more widely. Netflix has turned Dirty John( 52 m downloads) into a theatre performing Eric Bana and Connie Britton. Dr Death( 36 m downloads) is also being adapted into a scripted succession by Universal Cable Productions, producer of Mr Robot and The Sinner.

” I don’t believe that a podcast needs a Tv remake to be successful, but I do believe it can benefit from it ,” says Lopez.” The Tv launching of Dirty John effectively sacrificed the podcast a new handout, a new wave of millions of listeners .”

Read more: https :// www.theguardian.com/ media/ 2019/ spoilt/ 30/ podcastings-netflix-moment-the-global-battle-for-domination

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