Apple helps you download fewer podcasts
Acknowledgment: I have stopped automatic downloads on Apple Podcasts because I am ruthless with my data and have certainly let podcast downloads eat my phone on more than one occasion. I love having back episodes of Things you missed in history class for the subway as much as the next guy, but I must also be able to save and send my husband I think you should go GIFs of your choice (♫ these are the little things you do together ♫). Anyway, the point is that Apple’s new update that allows users to limit downloads to five episodes at a time feels like it was tailored for me.
Also in print today, Spotify is experimenting with NFTs, highlights from Podcast Upfronts, and how the podcast grew from its namesake.
Apple makes it easier to distribute subscription podcasts, manage podcast storage
Creators that are part of the Apple Podcasters program no longer need to take the extra step of uploading podcasts through the Apple Podcast Connect dashboard – as long as they use a designated distribution platform. The first group of partner hosts includes Acast, Libsyn, Buzzsprout, Omny Studio, RSS.com, Blubrry and ART19. Podcasts that create subscription podcasts on one of these platforms will be able to publish applications on Apple directly from the host’s dashboard using a new feature known as “Delegated Delivery”. The feature is set to launch “this fall.”
Among the host platforms that are not in the first group is Spotify’s Anchor, although Apple Podcast spokesman Zach Kahn said it could become a partner host if the company chooses to do so. Spotify did not respond to a request for comment if it did. Spotify already has its own designated partner hosts that have streamlined subscription program publishing through the Open Access program, including Supercast, Glow.fm (owned by Libsyn), and Apple partner Acast. (Note: Vox Media is also a partner in Spotify’s Open Access program).
Apple Podcast users will also have a new tool available with a new software update for iPhone, iPad and Mac already out. Listeners can now specify how many podcast episodes they want to keep downloaded in the offline listening app, with options such as “last five episodes” or those published during the “last 14 days”. Older episodes that were not manually downloaded will be automatically removed. The new download configuration should make a big difference for heavy podcast listeners (especially me !!) who can quickly pick up downloads that eat up your device’s storage space.
Spotify tests musicians NFT galleries, even when the crypto market cools down
Celebrity nonfungible tokens, or NFTs, have seen better days, but Spotify is implementing a test that lets artists like Steve Aoki and The Wombats show off their own. The new feature, which is available to some US-based Android users, was first reported by Music Ally.
The experimental update allows participating artists to display their NFT galleries prominently on the Spotify pages just below their song lists. But Spotify has not said whether the feature will go wide. “We routinely conduct a number of tests in an effort to improve the artist and fan experiences,” the company said. Music Ally. “Some of these tests end up paving the way for a broader experience, and others serve only as important learning.”
Promoting NFTs can seem like a strange time, just as the crypto market is on the rise and the number of NFT transactions is plummeting. But Aoki talked to Verge Editor-in-Chief Nilay Patel in March on how NFTs can be a lifeline for musicians who are at the mercy of streaming’s low payouts per stream. He said the NFT business “provides a revenue stream and a conversation in a way that has never happened before.”
If you do not have an Android and want to see what Aoki is whales NFT looks, check out my colleague Emma Roth’s piece.
Podcast Upfront Highlights
While Pete Davidson’s appearances are lacking, the Interactive Advertising Bureau’s Podcast Upfront last week hosted a number of podcasting’s biggest players, highlighting their best programming and statistics for advertisers. While the IAB put high estimates on a podcast industry of $ 4 billion by 2024, studios and publishers put forward why they deserve a piece of the growing pie. Here are some of the highlights:
- SiriusXM conducted its own study of who the latest listeners to podcasting are and what they want. Recent podcast listeners are younger and more diverse in terms of race and gender than longtime podcast listeners. They also prioritize true crime and celebrity talk shows more than traditional listeners, who flock to news and sports. Comedy is still the number one genre for both.
- Wondery, which is owned by Amazon, announced a number of new advertising representatives and distribution agreements. The company already has distribution agreements with chart-toppers such as My favorite murder and SmartLess, where new episodes are released a week early exclusively on Amazon Music and Wondery Plus. The new deals mean that Wondery is looking forward to the next series of shows, including Men in blazers, Something was wrong, four programs from the Ten Percent Happier network, and two podcasts from the Shut Up and Give Me Murder network. Everyone has a week’s exclusive window, except Men in blazerswho does not want the window, and Twenty percent happierwhich will be completely exclusive.
- Companies announced programming updates, including Sony Music, which debuted Bedtime Stories with Adam McKay, where the author and director improvise soothing stories; Slate, which increases the frequency of shows What’s next: TBD, Mom and Dad fightand Jobs from once a week to twice a week; and iHeartMedia, which will launch a new LGBTQ + vertical with shows this summer in the form of the Black Effect Podcast Network and My Cultura.
Although not terribly groundbreaking, it seems that the programming direction is in line with the core of SXM’s findings. The podcast audience is younger and more diverse than they were just a few years ago, and the greater focus on multicultural and entertainment content reflects that. The True crime train also does not slow down in the first place. That’s not my thing, but the people have been talking.
Businesses are increasing the advertising costs of podcasts a lot
The biggest users have been pretty much the same, but podcast advertising budgets are increasing with a clip. The virtual mental health services company BetterHelp is once again the number one advertiser in podcasts, and it’s not even close. According to Magellan AI’s first-quarter ad spend, BetterHelp spent more than $ 21 million on podcasts between January and March this year, more than double what it spent in the same period last year.
That budget is almost three times what the second HelloFresh spent in the first quarter, and it is not the case that HelloFresh saved. With $ 7.7 million in advertising spending on podcasts, the company’s direct to consumer meal sets nearly doubled its budget from year to year. ExpressVPN and Progressive (ranked number four and five, respectively) have also increased advertising costs significantly since last year.
The findings underscore IAB’s study of how the podcast industry will grow. While an increase in programs and listeners plays a role, companies’ willingness to spend more will be the key to making podcasting an industry of $ 2 billion this year and an industry of $ 4 billion by 2024. You can download Magellan’s Q1 Benchmark Report here.
The iPod is dead, but the podcast lives on
This is a bit of a remake for Insiders, but I will shamelessly disconnect my part from this weekend on how the iPod played a fleeting, but crucial, role in the development of the podcast. And would you not know, two people claim to have combined “iPod” and “broadcasting” independently to name the medium we all know and love and sprout over today. In addition, Leo Laporte’s fateful struggle to rename it “netcast” (as in “internet broadcast”). My sincere sympathies to Leo, it did not catch on.
See you next week, readers! For Insiders, I’ll be back on Thursday with the last podcast.