In this episode titled “The Growing Ad Revenue in Podcasting,” hosts Todd Cochrane and Rob Greenlee discuss various insights related to the podcast industry’s current state, including recent earnings reports and trends in advertising revenue.

The episode begins with a casual greeting between Todd and Rob, where Todd shares that he is sleeping late due to late meetings. Rob then brings up an upcoming podcast event in Madrid that Todd has been invited to, which piques their interest.

They shift the conversation to recent news that the podcast industry has surpassed the two billion dollar mark in ad revenue, with Rob clarifying that the figure is for 2024 and reflects previous years’ performance. They discuss how podcast advertising revenue compares with other forms of online advertising, noting that podcasting remains a small segment of the overall ad revenue pie.

Todd expresses skepticism regarding the presented figures, citing concerns that only a small percentage of shows receive ad revenue. He notes that many new creators are coming in with clear strategies rather than as hobbyists. Rob agrees and suggests that the podcasting space is trending toward professionalism.

Rob mentions a well-known podcaster, Stephen Bartlett, who turned down a significant offer due to concerns over increased ad loads. Both hosts reflect on the challenges of balancing monetization with audience experience.

They explore the complexity of current advertising dynamics, including host-read versus automated ads, and discuss the fluctuating ad loads across different platforms. Todd highlights that much of the industry’s growth may stem from digital video intersecting with podcasting.

The conversation then turns to the importance of data analysis in understanding podcast metrics, including drops in audience and engagement. Todd shares insights on how creators can leverage existing data to improve their shows.

Rob and Todd also delve into the fast-evolving landscape of video podcasts, mentioning the challenges creators face when transitioning to video content, including time and resource constraints. They discuss how companies like Netflix explore video podcasting but recognize that not all shows fit this model, emphasizing that creators should focus on what works best for their content.

The episode concludes with Todd and Rob reflecting on their podcasting journey, their experiences with equipment and production, and the technical aspects involved in creating high-quality audio and video content. They wrap up by thanking their listeners and encouraging engagement with their show’s resources.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More

In this episode of the New Media Show, hosts Todd Cochrane and Rob Greenlee come together to discuss various topics including growth in podcast listening among women, deep fakes, and AI assistants. The episode opens with Todd welcoming Rob back, explaining that he has been on vacation.

Todd mentions a recent situation involving deep fakes, referencing a listener’s suggestion to discuss a post from the Rich Roll podcast where the host’s voice was used in a deceptive deep fake video. Todd expresses concern over the lack of responsiveness from platforms like Facebook and YouTube when such false content is reported, prompting questions about self-protection against deep fakes.

Rob notes that while deep fake technology has been prominent in celebrity culture, its entry into podcasting is concerning. The discussion continues on how the rapid advancements in AI could complicate the landscape of content authenticity and individual rights.

The hosts then shift focus to the significant growth of women listeners in podcasting, referencing a report that indicates women’s podcast listenership has tripled over ten years. They highlight that 45% of women in the U.S. are monthly podcast listeners, with Rob observing a noticeable increase in female creators in the industry. Todd agrees, suggesting that women might be dominating the creation of new content, but acknowledges that perception still exists regarding men holding a more significant presence.

Todd expresses the idea that many listeners, including women, might still be drawn to male-hosted shows, particularly within popular genres like true crime. Rob counters that he recognizes a trend of female-led teams in the podcasting platforms and that there’s an increasing number of women creators entering the field.

The conversation then circles back to deep fakes, with Rob mentioning a new U.S. bill aimed at protecting individuals’ likenesses and voices. They both agree on the complex challenges presented by unauthorized reproductions through deep fakes and the difficulties in ensuring entities are responsive when such violations occur.

Next, Rob brings up emerging AI tools related to podcasting efficiency, specifically focusing on one called Podcast Prepper that claims to reduce guest preparation work significantly. However, he raises concerns about the potential for these tools to create more work rather than efficiencies, highlighting the importance of careful oversight and validation of AI outputs.

Todd agrees on the necessity of validating AI-generated content, reflecting on the challenges of relying on AI for podcast summaries, which may not always accurately represent the discussions held during episodes. The hosts deliberate on how AI could effectively be integrated into the podcasting workflow while maintaining authenticity.

They discuss various platforms and tools available for AI and podcasting and the potential for an all-in-one solution to emerge in the industry. As they conclude, they transition to lighter discussions about their experiences and reflections on the podcast space, including a recent controversial bug in the Descript tool affecting audio transcription.

Finally, Todd and Rob wrap up the episode, sharing their plans for an upcoming trip to London and highlighting changes in entry requirements for U.S. citizens visiting the UK. They exchange contact details and invite listeners to reach out before ending the episode.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More

In this episode, “Podcast Movement Insights and Survey Trends,” hosts Todd Cochrane and Rob Greenlee discuss Todd’s team’s experiences at the recent Podcast Movement conference, share insights from various panels, and explore trends in the podcasting industry, particularly regarding video and audio convergence.

The episode begins with Todd and Rob welcoming listeners and noting their show’s successful troubleshooting of audio issues. Todd provides an overview of his team’s perspective on the Podcast Movement event, stating that it was unfavorable from an exhibitor standpoint due to poor traffic and layout. There were concerns about the attendance, with Todd mentioning his team’s estimate of only 800 to 900 attendees, while the official count was allegedly around 1,600. Rob adds that the event may need to pivot to a more networking-focused format as it no longer attracts many new podcasters.

They discuss key topics from the event, including commentary on industry figures like Jared Easley and trends observed regarding attendance and participation from new creators. Rob emphasizes the ongoing convergence of audio and video in podcasting, referencing studies indicating a strong engagement of podcasts in both formats among listeners.

Next, Todd mentions reports from Coleman Insights and Amplifi Media about the audio and video consumption trends, citing that a significant percentage of consumers now engage with both formats. Does the growth in video consumption represent a fundamental shift, noting that audio remains strong? The report indicates high engagement rates of Gen Z with audio and video content. They question how accurately platforms like Apple and YouTube are facilitating podcast visibility and how metrics from these platforms compare.

As they discuss the challenges and opportunities for podcasters regarding video content, Todd shares his observations on Apple Podcast data, noting that we do not know if Video on Apple Podcast is being watched despite its potential. They express concern about the industry’s current focus on monetization and how it affects content creation and creator relationships.

Todd and Rob dive into insights from a Podnews report, highlighting how various podcast platforms rank in terms of user satisfaction regarding discoverability, monetization, and overall usability. Rob expresses disappointment in the chaotic state of the podcast ecosystem, while Todd emphasizes that feedback from hardcore podcasters may not represent the general creator community.

Throughout the episode, they touch on the problems with automated metrics and how platforms need to improve their services to better support podcasters. They also criticize the disconnect between listener engagement and platform metrics.

As they wind down the discussion, they exchange ideas about advancements in AI tools for video editing and content creation, explicitly mentioning various platforms and their associated challenges. They conclude with light-hearted banter about their personal experiences, including potential social gatherings over the following week.

Todd and Rob thank their listeners and confirm their commitment to bringing valuable insights into the podcasting landscape in future episodes.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More

The episode begins with hosts Todd Cochrane and Rob Greenlee discussing technical issues that led to a late start, including audio problems that were eventually resolved. They welcome the audience back to the “New Media Show.”

Todd shares his recent experience at Podfest Asia, discussing its growing attendance, which he estimates to be double the previous year, and mentions the evolving content landscape in the Philippines. He highlights a session featuring a provocative podcast called “Too Hot to Podcast,” which caused discomfort among conservative participants. Todd notes significant investments in the Philippine podcast market, with a new sports network that is planning to launch, suggesting a dedication to funding quality content. He also comments on the disappointing absence of Spotify and the dissatisfaction expressed by local podcasters regarding Spotify’s support.

Rob pivoted the conversation to the Podcast Movement Evolutions event in Chicago. He shares that attendance seemed lower than expected, and insights from others suggest that the event does not cater well to independent podcasters due to its timing and structure. The hosts agree that many attendees appear to be industry professionals rather than creators, complicating the event’s aim to support independent voices.

Transitioning topics, Rob mentions the Ambie Awards, which were held alongside Podcast Movement, emphasizing the distinction between audio as a primary medium and the broader scope of what constitutes a podcast. He shares AI-generated definitions of podcasts, highlighting views that classify them primarily as audio content while acknowledging the presence of video versions. Todd concurs that RSS feed support for video podcasts is crucial but recognizes that the broader perception may not align with this.

Todd recounts a survey he conducted in which many attendees at Podfest Asia were unaware that video podcasts could exist via RSS, underscoring the need for ongoing education in the podcasting community.

Rob references recent discussions in a three-part audio series by Media Roundtable that also sought to define what a podcast is today, noting that the series concludes that video will play a growing role. They discuss how many platforms overlook the potential of video in the podcasting landscape.

Throughout the episode, Todd emphasizes that while the definitions of podcasts may evolve, the key idea remains that they should ideally have an RSS feed for distribution. The hosts express the sentiment that audiences, in general, are indifferent to the technical underpinnings of how podcasts are delivered, and they share anecdotes about their experiences navigating podcast distribution platforms.

As the conversation progresses, they delve into the tensions introduced by platform algorithms and their impact on listener engagement. Discussions about success metrics on platforms like YouTube and the changing nature of engagement reveal a broader conversation about the podcasting ecosystem’s future.

The episode wraps up with a reiteration of Todd’s practical experiences with streaming technology and a shared understanding of the complexities of the podcasting industry today. They encourage listeners to consider the importance of both audio and video in their content strategies, underscoring the need for continued discussion and innovation in podcasting.

Finally, Todd and Rob thank their viewers and encourage feedback and questions via email. They confirm their commitment to resuming the show at the same time next week.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More

In this episode of the New Media Show, hosts Todd Cochrane and Rob Greenlee discuss key insights from the 2025 Infinite Dial report and delve into HLS (HTTP Live Streaming) video streaming.

The episode begins with Todd and Rob introducing the program, noting the late afternoon timing, and discussing the recent activity within the podcasting industry. They acknowledge that while it may not seem eventful externally, significant discussion is happening among industry insiders.

The hosts then segue into a deep dive on the Infinite Dial, mentioning its history as a crucial nationwide survey about media consumption before the podcasting era. They highlight that 91% of people now own smartphones and provide statistics on the increased ownership of smart devices, with Rob commenting on the stable figures across several metrics.

They explore social media usage, revealing substantial percentages of Americans are familiar with various platforms. The hosts discuss the increasing saturation of smartphone and social media usage while noting how these platforms compete for attention. They identify Facebook and Instagram as leading platforms for user awareness and engagement.

Todd and Rob further analyze shifts in audio consumption. Statistics show that 79% of Americans engage in monthly online audio listening. They see a noticeable increase in the older demographic’s online audio consumption like podcasts. The conversation transitions to the differences in brand awareness versus actual usage of audio streaming services.

When discussing podcasting specifically, the hosts note a slight increase in awareness, with 85% of people being aware of podcasts. They also touch on the differences between audio and video podcast consumption, emphasizing the growing video trend as a delivery format.

Rob introduces the topic of HLS streaming and discusses its benefits compared to traditional video delivery methods. They explore potential growth for implementing HLS in the podcasting space and how it might enable podcasters to gain better control over their content distribution.

As they conclude, Todd and Rob reflect on the challenges and costs associated with implementing HLS and maintaining video streams, including the financial implications for creators and hosts in delivering high-quality content.

The episode wraps up with the hosts encouraging listeners to explore the Infinite Dial report and share their thoughts on the current landscape of podcasting and streaming media. They emphasize ongoing inquiries into competition against large platforms and the future of podcasting in both audio and video formats.

Todd and Rob sign off, asserting that they will continue to provide insights into the evolving podcasting industry in future episodes. They remind listeners of their next live show and thank their audience for tuning in.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More

In this episode titled “Harnessing Superfans for Podcast Success,” hosts Todd Cochrane and Rob Greenlee engage in a lively discussion covering various podcasting topics. The episode opens with Todd humorously admitting he overslept, leading to their usual banter about their long-standing podcasting journey.

Rob introduces the idea of podcast superfans, referencing an article that illustrates how heavy podcast listeners, who listen for over eight hours per week, are significantly more engaged with advertised products. They mention statistics about superfans and their purchasing behavior, highlighting the effectiveness of podcast ads on these dedicated listeners.

The conversation then shifts to the state of podcast advertising, with Rob noting recent drops in CPMs (cost per thousand impressions) shared by an acquaintance in the industry. Todd and Rob discuss the reliance on programmatic versus dynamically inserted ads, with Todd expressing skepticism regarding the effectiveness and transparency of current advertising methods.

As they explore the concept of superfans further, Todd mentions the importance of listener engagement and how podcasters can build relationships with their audiences. The hosts reflect on how personal donations from fans can often be a better indicator of superfans than mere listenership.

Rob emphasizes the need for a diversified revenue strategy for podcasters, advocating for creators to explore avenues like merchandise and direct fan contributions rather than just relying on big-name advertisers.

The episode progresses into discussing the impact of AI on podcasting, with Rob highlighting a case where a guest managed to increase downloads simply by changing the publication date of an old episode, effectively marketing it as a new release. They delve into the ethics of such practices and the potential repercussions for podcast creators who use similar tactics.

Todd offers insights into the challenges of maintaining a podcast’s audio quality and how technology sometimes complicates the process, referencing his recent technical issues with OBS. They acknowledge the importance of understanding audience engagement metrics and how the industry evolves with new tools and platforms.

Towards the end of the episode, Todd and Rob reflect on the changing media consumption landscape, including the rise of YouTube as a primary device for audiences. They reiterate the importance of building one’s brand through direct engagement channels like websites and email newsletters while also discussing how AI and technology can further assist in understanding audience behavior and improving content strategy.

The episode closes with Todd sharing thoughts on leveraging AI tools for enhancing podcast content and project management. Both hosts express optimism about the future of podcasting and the continuous need to adapt strategies in response to evolving technologies and audience expectations. They bid farewell, with Todd promising to improve technical aspects for the next broadcast.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More

In the episode titled “Navigating the Podcasting Landscape in 2025,” hosts Todd Cochrane and Rob Greenlee discuss the evolving landscape of podcasting, particularly focusing on the challenges and opportunities for podcasters in the coming years.

The episode begins with Todd mentioning some difficulties related to using OBS for streaming and recording, contrasting it with his experiences with other audio equipment like the Rodecaster and TriCaster. He seeks help from the audience regarding an issue with his Elgato Facecam Pro that isn’t being recognized by his Macbook Pro.

Rob responds to Todd’s audio issues, discussing the differences in audio quality across platforms like Zoom, OBS, and the Rodecaster. They engage in a conversation about the frustrations of tech setups and audio routing challenges as they attempt to enhance their show quality. Todd expresses his interest in finding someone knowledgeable in OBS for consultation.

Transitioning into the main theme, Rob poses the overarching question of whether podcasts are ready for the future, citing feedback from the community indicating a fatigue with discussions surrounding AI and video versus audio content. They explore the division within the industry regarding preferences for audio-only or video content, suggesting that many creators are resisting change while also grappling with emerging technologies.

Rob highlights a news piece about a new AI tool called Audio Shake that claims to separate overlapping voices in podcasts, and they question its effectiveness, debating how overlapping conversations affect listener experiences. Todd expresses skepticism about audio quality when using such tools and their value in editing.

The conversation shifts to references made in industry articles. Rob shares that some listeners are tired of the ongoing conversation around audio versus video and highlights how platforms like Pocket Casts are launching features for better web listening experiences. Todd notes that users of WordPress PowerPress see higher web listening ratios compared to those with simple landing pages.

Rob mentions that listener engagement can vary and emphasizes the importance of making content easily available. They also discuss the importance of being indexed and discoverable while aligning it with audience needs, further elaborating on the mixed landscape of audio and video podcasting experiences across platforms.

Throughout the episode, they discuss their own personal experiences in podcasting, technical challenges, and market dynamics. They recognize the influences of societal changes, tech advancements, and podcasting industry trends on the future of content creation, with an understanding that successful podcasting in the future will hinge on adaptability to these shifts.

As they wrap up, Todd shares that the Blueberry team will be attending the upcoming Travelcon event and other podcast-related conferences, while both hosts highlight their engagement with listeners and their desire to continue serving the podcasting community. The episode concludes with an invitation for listeners to join them live for future discussions.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More

In this episode of “The New Media Show,” hosts Todd Cochrane and Rob Greenlee welcome Mark Webster, the Head of Adobe Podcast.

Mark expresses his excitement about being on the show and describes Adobe Podcast’s growth and features, mentioning that he joined Adobe in 2018 after his company, SaySpring, was acquired. The discussion transitions into developing the Adobe Podcast platform, emphasizing the importance of creating a user-friendly interface for new and experienced podcasters. Mark shares that Enhanced Speech, an AI-driven feature, has gained immense popularity, with many users improving their recordings.

Todd and Rob delve into how Enhanced Speech enhances audio quality and how the platform simplifies the podcasting process. They touch upon text-based editing, which makes editing audio feel more intuitive for users. Mark highlights that Adobe Podcast is designed for ease of use, allowing creators to focus on content instead of getting lost in complicated editing processes.

The hosts also discuss types of microphones and their relevance to the advancements made by Adobe Podcast. Mark asserts that even lower-quality microphones can still produce good audio when paired with the right software tools. While starting with high-quality audio is ideal, Adobe Podcast’s features mean that creators do not need expensive setups to achieve professional results.

As the conversation evolves, Mark highlights the potential future developments of Adobe Podcast, including the integration of video recording and editing, to support creators’ growing needs. He emphasizes the importance of making podcast creation accessible and efficient.

The hosts touch upon different features of Adobe Podcast, including the free and premium plans available for users. Mark explains the benefits of both plans, highlighting the unlimited recording and editing capabilities offered in the premium version for a budget-friendly price.

Using Adobe Podcast’s AI-driven features, creators can enhance their audio, edit efficiently, and mix high-quality audio with video without complex software. Todd endorses Adobe Podcast, noting that it offers a streamlined experience for newcomers to podcasting.

Before concluding the episode, Todd and Rob mention the exciting developments in the podcasting landscape and how tools like Adobe Podcast make a difference for creators. Mark is thanked for his participation, and he shares contact details for listeners to reach out to the Adobe Podcast team.

The episode wraps up with a brief discussion about future shows and topics, including changing trends in the podcasting space and the excitement surrounding new audio and video content creation technologies.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More

In this episode titled “Reaching for Five Billion in Podcast Advertising,” hosts Todd Cochrane and Rob Greenlee engage in a detailed conversation with guest Steve Goldstein, delving into the podcast advertising industry’s challenges and goals.

The episode begins with Todd and Rob introducing the show and humorously addressing technical issues with the video display. Todd then invites Rob to introduce their guest, Steve Goldstein, the founder and CEO of Amplifi Media and an experienced figure in audio ventures. Rob establishes the context by discussing how the podcast industry has stagnated at a $2 billion revenue level for several years and outlines the quest to reach a $5 billion revenue goal.

Steve shares his insights from teaching a course at NYU on the business side of podcasting. He emphasizes the need for a unified rating system for podcast advertising, similar to Nielsen for television. He highlights the potential growth in podcast ad revenue, contingent on a better understanding of audience metrics and targeting brand advertisers who wish to build their brands rather than just drive sales with promotions like coupon codes.

The conversation shifts to the issues of brand safety and comprehension, with Rob voicing his skepticism on whether brand safety deters advertisers from investing in podcasts. Todd concurs, suggesting that it could be more of an excuse than a substantive reason for their hesitance. Steve emphasizes that without comprehensive metrics, advertisers are unwilling to invest heavily in a broad spectrum of podcasts.

As they discuss metrics, they explore how important it is for the industry to evolve from traditional measures like downloads to more nuanced engagement metrics that include audience composition and consumption habits. Both Rob and Todd express concerns that small shows struggle to gain the attention of advertisers, who tend to focus on more prominent, well-known podcasts, thereby overlooking many quality shows that could attract significant listener engagement.

The episode touches on various challenges podcasters face, including maintaining a balance between moderate ad frequency and ensuring their content remains engaging. Todd argues that despite the numerous efforts to satisfy brand advertisers, the podcasting industry has often not met their expectations.

Steve then reiterates his belief that podcasting is currently underreceived in ad spending, especially considering how impactful it can be in reaching younger audiences largely absent from traditional media. However, he acknowledges that the industry needs to get organized to present a coherent narrative and platform for advertisers.

The discussion continues about the complexities of programmatic advertising and how it’s become an alternative for advertisers looking to simplify their buying processes. Todd and Rob express concerns about the evolving focus toward programmatic advertising, noting that many small shows are overlooked in these processes despite having listenership and engagement.

As the episode winds down, Todd explains his openness to working with various advertising models but expresses frustration at the ongoing struggles of smaller shows to gain traction in the advertising ecosystem. They conclude the episode with reflections on the significance of authentic content creation while the landscape continues to shape itself around AI and other emerging technologies.

The hosts provide their contact information and encourage listener engagement, highlighting their ongoing commitment to discussing relevant issues in the podcasting world. Todd grants permission for AI tools to analyze and use the podcast’s content, inviting further interaction with the audience. The episode wraps up with the promise of returning for future discussions.

Podcast: Play in new window | Download | Embed

Subscribe: Spotify | RSS | More

Podcast (audio): Play in new window | Download | Embed

Subscribe: RSS | More