YouTube isn’t Podcasting King
In this episode of “The New Media Show,” hosts Todd Cochrane and Rob Greenlee discuss the evolving landscape of podcasting, with a focus on the interplay between audio and video content, especially addressing the question of whether YouTube is dominating the podcasting space.
The episode opens with Todd welcoming Rob back from a trip to Seattle. They briefly mention that there were applications for Rob’s job while he was away.
They delve into the theme of the episode, highlighting the mixed perceptions around video and audio content in podcasting. Todd refers to an article by Paul Riismandel, stating that it presents a balanced view on how YouTube does not overshadow audio podcasting, which he insists remains strong. Rob echoes this, noting that amidst the hype surrounding video, audio podcasting remains a significant player and has its own audience.
The discussion touches on Apple Podcasts and new features they announced at WWDC, which they feel did not fully address the needs of podcasters. Rob adds that there is a need to understand audience expectations and how new creators are feeling overwhelmed by the emphasis on video, even as they believe in the enduring value of audio content.
As they explore the challenges faced by new creators, Todd acknowledges that many feel disenfranchised and are unsure about integrating video into their workflows. They discuss the complexities of personal branding and the challenges of building an audience in an environment that seems to favor larger shows over smaller ones.
Todd emphasizes that creators should focus on building their audio content and finding their voice without being distracted by the demands of video. He believes that great content is vital to growth, even though many creators are concerned about their ability to monetize early on. Rob highlights that the primary focus for most podcasters remains growth at this stage, rather than monetization.
They also examine the troubling trend of new podcasters seeking to transition to video for quick success, which complicates their journeys in podcasting. Discussion returns to the significant contributions that existing audio creators are making while struggling with the pressures of social media and audience engagement.
Todd and Rob emphasize the importance of hard work in growing a podcast, as the landscape has not become simpler over the years. They discuss how AI tools can help streamline specific processes, but these solutions also come with their challenges.
Towards the end of the episode, they touch on the Podcast Hall of Fame and its plans, including the inclusion of international nominations. Rob shares thoughts about increasing nominations and expanding the voting base for the Hall of Fame, emphasizing transparency in the nomination process.
In conclusion, both hosts reaffirm the enduring viability of audio podcasting and encourage new creators to start with audio first, advising them to build their unique brand and content strategy. The episode wraps up as they share their social media handles and express enthusiasm for the next show, marking the end of a lively discussion on the current state and future of podcasting.
Podcast: Play in new window | Download | Embed
Subscribe: Spotify | RSS | More
Podcast (audio): Play in new window | Download | Embed
Podcasting’s Future: Are We Losing Sight of Creators?
In this episode titled “Podcasting’s Future: Are We Losing Sight of Creators?” Todd Cochrane hosts the New Media Show solo, as Rob is not present. Todd acknowledges Rob’s potential transition away from the show and reflects on their long history together in podcasting, indicating a willingness for change.
Todd discusses the current landscape of podcasting, particularly regarding the future direction of the medium amidst rising discussions about video and AI. He raises concerns that the industry might be neglecting crucial issues that affect both new and experienced creators. The episode explores topics such as the safeguarding of open RSS standards, the realities of innovation in the industry, and the importance of ensuring that the needs of podcasters, particularly content creators, are being met.
As the episode progresses, Todd engages in technical discussions about HTTP Live Streaming (HLS) and shares insights from recent conversations surrounding the Pod Standards Project and its possible implications for podcasting’s open ecosystem. He emphasizes that the industry must advocate for audio creators and strike a balance between innovations and preserving the openness that defines podcasting.
Through a series of listener comments, Todd addresses feedback on the show’s format, including discussions about the balance between audio and video content, as well as the perceived push for video content. He argues that audio remains a powerful medium and expresses a commitment to supporting podcasters’ independence and open RSS standards.
The episode concludes with Todd inviting listeners to provide feedback on the show and consider what creators truly need in this evolving landscape. He expresses a goal to continue advocating for podcasters and assures the audience that he will strive to maintain a focus on supporting creators, not just monetization. Todd concludes by encouraging audience engagement, stating that he will return for the next episode, regardless of the changes ahead.
Podcast: Play in new window | Download | Embed
Subscribe: Spotify | RSS | More
Podcast (audio): Play in new window | Download | Embed
New Media Show – Is this the End?
In the episode titled “New Media Show – Is this the End,” hosts Todd Cochrane and Rob Greenlee discuss the state of the podcasting industry, particularly in light of recent changes and trends. Todd opens the conversation with a metaphor about everything being “on fire” in the podcasting space, emphasizing a sense of urgency and concern surrounding the future of audio content creation.
Rob acknowledges the anxiety in the medium and points out that change often leads to such feelings. Todd shares insights from his recent experience at the podcast show in London, where he noted a significant presence from Apple and discussions about the industry’s growth trajectory. He expresses that while concerns exist, audio podcasting still has a large audience and continues to grow globally despite the hype surrounding video content.
The hosts discuss the perceptions that new creators feel pressured to produce video content, sharing anecdotal evidence that many are hesitant to embrace video due to privacy concerns or a lack of resources. Todd mentions that while video production can be costly, audio remains an accessible entry point for many creators.
A significant theme of their conversation is the potential danger to the podcasting landscape if newer creators are discouraged from starting due to the overwhelming emphasis on video content. Todd stresses the importance of recognizing that audio podcasting is not going away and advocates for more support and encouragement for those who wish to start with audio.
Rob adds to the discussion by stating that as podcasting becomes more professionalized, a greater number of creators gravitate towards larger shows, potentially sidelining independent podcasters. He agrees that nurturing new creators is essential for the longevity of the medium.
Throughout the episode, both hosts reflect on the challenges the industry faces, including marketing hurdles for new creators and the slow pace of innovation from podcast platforms. They voice their concerns about the lack of new entrants into the space, which could lead to a narrowing of content variety and a decline in overall podcast engagement.
As the conversation progresses, Todd and Rob acknowledge the media’s tendency to focus on negative narratives, suggesting there is a need for cheerleaders for audio podcasting to highlight its ongoing relevance and value. They lament the lack of trust in podcasting metrics and express frustration over how the podcasting space may be perceived as declining or “dying,” when, in reality, audio podcasting still has viability.
In the latter part of the episode, they contemplate the future of the New Media Show itself, weighing whether it should continue, pivot, or evolve given the changing landscape. They invite audience feedback to determine the show’s direction and emphasize the critical importance of ensuring that new creators feel empowered to enter the space without being deterred by the increasing focus on video.
The discussion wraps up with reflections on AI’s impact on media and the evolving dynamics of content creation, reaffirming their commitment to protecting the integrity of audio podcasting while remaining open to innovation and change within the medium. The episode concludes with a call for audience engagement to share thoughts on the future of the show and podcasting at large.
Podcast: Play in new window | Download | Embed
Subscribe: Spotify | RSS | More
Podcast (audio): Play in new window | Download | Embed
Is the Podcasting Industry Really Worth 7.4 Billion? #629
In this episode titled “Is the Podcasting Industry Really Worth 7.4 Billion?”, hosts Todd Cochrane and Rob Greenlee discuss their experiences with the upcoming Podcast Show 2025 in London, Todd’s travel plans, and his preparations for the event. Todd describes his recent return home and the updates he had to undertake in the studio after being away for over two months. They talk about the high costs of staying in London, with Todd noting that the hotel prices are extraordinary at $400 per night.
The conversation shifts to their concerns about the profile of attendees at the event, expressing worries that it may resemble past events like Podcast Movement, which saw a predominance of industry professionals rather than actual podcasters. Todd mentions that many profiles in the app for the event belong to producers and industry executives rather than content creators, which he finds concerning.
They also discuss the low number of American podcasters attending given recent sentiments around travel and concerns about interactions between nationalities.
As they explore the state of the podcasting industry, Rob shares findings from Hernan Lopez’s company, which estimates the global podcast economy at $7.4 billion, broken down into direct ad revenue, programmatic ad revenue, branded work for hire, and consumer revenue. Todd expresses skepticism about the consumer revenue portion, questioning the accuracy of the number claimed to be contributed by consumers to podcasters annually. They analyze the statistics by calculating the average earnings per podcaster in relation to the number of active shows in the industry and discuss the discrepancies in revenue claims.
The hosts further debate the evolving nature of podcasting, particularly the merging of audio and video formats. They emphasize the importance of understanding the distinction between traditional audio podcasts and video content, arguing over whether the current narrative in the industry is placing too much emphasis on video at the expense of audio.
As they wrap up, both Todd and Rob acknowledge the need for the industry to better serve niche audiences and content creators. They highlight the opportunities for podcasters to band together to create networks around specific topics and stress the value of community engagement to ensure the sustainability of the podcasting medium.
In closing, Todd gives recommendations on content relevant for deeper understanding and encourages listeners to engage with niche podcasts, while also prepping for their upcoming interactions at the Podcast Show 2025. They bid farewell and mention their social media handles for listeners to follow.
Podcast (audio): Play in new window | Download | Embed
The Shift from Word-of-Mouth to Social Media in Podcasting #628
In this episode, “The Shift from Word-of-Mouth to Social Media in Podcasting,” hosts Todd Cochrane and Rob Greenlee discuss the evolving landscape of podcast discovery, particularly how social media is becoming a primary driver rather than traditional word-of-mouth.
The episode opens with Todd and Rob greeting listeners and mentioning the upcoming return to their regular afternoon schedule. Todd shares that he was unwell the previous week and talks about recent electromagnetic storms potentially affecting health, leading to discussions about how these events might influence sleep.
Rob introduces the main topic, referencing research suggesting that podcast discovery is increasingly driven by social media rather than word-of-mouth. He emphasizes the importance of people discussing podcasts online, which he argues aligns closely with traditional word-of-mouth. They also reflect on YouTube’s classification as a social media platform, debating whether podcasts could similarly be considered a form of social media. Todd expresses skepticism about social media being an effective means of discovering new podcasts. He cites his limited exposure to unknown content through platforms like Facebook and his preference for actively searching for specific podcasts rather than relying on algorithms.
The conversation shifts to the role of apps like TikTok and Instagram in modern podcast discovery, highlighting how podcasters utilize these platforms to reach broader audiences. Todd mentions his experiences with YouTube content, where he is served predictable recommendations based on his viewing habits, but he finds it challenging to discover podcast content through the platform.
As they discuss YouTube’s effectiveness in surfacing content and the sometimes overwhelming nature of predictive algorithms, both hosts share their viewing preferences and frustrations with fast-paced content. Todd indicates that he watches survival and van life-oriented content on YouTube rather than traditional interview-based podcasts. Rob counters that more visually stimulating shows do attract larger audiences.
They delve into broader issues concerning copyright challenges in content creation, particularly with images and videos in online content. Todd expresses concern over getting copyright strikes for even minor infractions, while Rob shares his experiences using videos in his productions without facing similar repercussions.
Bringing the conversation back to social media, they agree that it offers new paths for engaging audiences. Rob points out that tech advancements and AI tools have significantly impacted how podcasters create and distribute content, citing their increasing reliance on audio clips for promotion.
In conclusion, Todd and Rob summarize the key points discussed, including the implications of the trends they’ve identified regarding podcast discovery, social media’s evolving role, and the dynamics of content consumption across platforms. They also highlight the importance of community support among podcasters and the potential for creative collaboration to navigate the industry’s challenges. The episode wraps up with a plan to return to their normal schedule next week, followed by Todd promoting his upcoming “Mythbuster” YouTube series focused on debunking common podcasting myths.
Podcast: Play in new window | Download | Embed
Subscribe: Spotify | RSS | More
Podcast (audio): Play in new window | Download | Embed
The Growing Ad Revenue in Podcasting
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
Women in Podcasting and the Rise of Female Listeners
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
Podcast Movement Insights and Survey Trends
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
What is a Podcast Today?
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
The Infinite Dial Insights & HLS Streaming Explained
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