As it stands at the moment, in the near future each person will have their 15 minute podcast. What until relatively recently was a field reserved for media, radio and celebrities, has in recent years become a status symbol. A must-have product that anyone who is someone must maintain. Even if it doesn’t always have a really interesting story to tell, or a concept strong enough. According to the website Podcastinsights.com, the collection of data after what in Israel gave it the name "Haskat", as of mid-2021, about 50 million people listen to podcasts on a daily basis. In the last two years (and considerably late, it should be noted), Israel has also entered the field significantly, with various media outlets finally realizing that this is uninhabited territory, a genre that is gaining momentum with each passing day and another person buying wireless headphones.
It also took Spotify, the popular streaming platform, some time to understand the power of the podcast. Even in relation to competitors such as iTunes, which have allowed listening to consents on their platform since 2005.
But better late, and in October 2018 Spotify opened up the possibility of listening to podcasts through it - and within a few months led to a 175 percent increase in listening to podcasts through its service. In the time that has passed since then, the service - which until recently was mostly associated with music - has become a podcast monster that attracts more and more creators. These gain exposure that is difficult to achieve elsewhere, taking into account the 345 million monthly users it has. Even if they entered the game a little late, Spotify has long understood that this is a market that must be explored.
"I believe the future of audio is boundless," said Eduardo (Edo) Alonso, 33, director of Spotify's podcast division in southeastern Europe, in an interview with Israel This Week. He has been working in the entertainment industry, content and marketing for ten years. But if until recently he was mainly involved in VOD content, he too has in recent years realized the power of the listening field. "My job is to formulate podcast strategies based on three pillars: original production, acquisition of distribution rights and accompanying companies to join Spotify." Yes, these terms should not tell you much, and Alonso sometimes has a tendency to recite to the integrity of corporate mantras. When he does not tell about the power of Spotify and the possibilities it offers to creators of podcasts, he reveals quite a bit of interesting data, about a field that tells his listeners no less than he tells them.
First of all, please ask what podcasts you are listening to.
"I listen to a lot of podcasts, and I have great revelations every few days. If I had to name a few shows that I've been more interested in lately, I would say I now listen a lot to the New York Times 'Daily,' which provides me with news effectively. "There's also '99% Invisible, 'which is a design and architecture podcast. And, of course,' The Joe Rogan Experience, 'which is a must-listen for podcast enthusiasts around the world."
What actually makes a podcast successful? It seems that sometimes it does not just depend on quality.
"There's no single formula for creating a successful podcast. 'The Joe Rogan Experience' is the most balanced podcast in the world and is quite long. But there are quite a few news podcasts, like 'NPR' 'Up First', which last no more than a few minutes, which is why "People love them. They provide the most important daily content in a concise but precise way. So when you create a podcast, you have to consider the audience, the genre and the theme, and decide how to tell the story in the most interesting and engaging way."
You also need to take into account the competition and the fact that the market is currently saturated.
Do you think inflation in the field is hurting him at this point?
"I do not feel that way, I am actually excited to see the increase in the number of podcasts. The more options there are, the more people will find the ones that suit them best and can enjoy podcasts in the long run. While podcasts are a relatively small business today, this field is growing rapidly and we recognize We believe that in the end, more than 20 percent of all Spotify listening will be to non-musical content. And new formats that have not been produced before. "
Americana colors.
Obama on the show with Springsteen // Photo: From Twitter,
Still, it probably makes your job harder.
"The market is growing, which means more and more podcasts are being uploaded to the platform, making it richer in content. That's actually a positive thing, because it means every listener can find something that appeals to him. When looking at our platform, we'm in a unique position. "Our range, the user experience and the content pipeline. I believe that the special combination we have between targeting and innovation for listeners, but also for podcast creators, is what separates Spotify from other content platforms."
Training as a Zeitgeist
Even if you can find podcasts that existed two decades ago, as in everything - the Corona came and changed the rules of the game. In Israel, 2020 the saturation of closures is considered the year in which the podcast officially broke out. According to data from the same Spotify, the length of stay at home (and the tension, as we will discover in a moment) have led to a huge increase in listening to conspiracies around the world. In Israel alone, there has been a 148 percent jump in the number of listeners to podcasts compared to the previous year. Among Spotify users worldwide, there has been a 206 percent increase. This is a logical figure, given the free time created for many, but the really interesting data (like the one that reveals that in Israel there was an increase of more than 301 percent last year in listening to podcasts on meditation, mental health and mental well-being) - tell us a fascinating story about us.
“This is a challenging time for the whole world, and we have noticed some significant changes in habits,” Alonso says. "For example, we've noticed more listeners at home than gaming consoles and smart speakers. In addition, we've seen an increase in streaming podcasts on mental health, chill music and content for children. We've seen changing habits, and our belief is that some changes Will be determined. "
In a sense it is a field of content that reflects the spirit of the period.
"Of course, the content we consume is very indicative of these times. The time we spend listening to audio content these days is roughly equal to what we spend on video content, and there are two main reasons for this: The first is that we can listen to music and podcasts while doing other activities, like running. "Driving, cooking, etc." .
Are there any listening patterns that surprised you?
"It's always very interesting to see how different markets can behave, in terms of podcast consumption. Alongside different levels of maturity, each country has its own behaviors. For example, in Southern and Eastern Europe we see that favorite shows are talk shows, comedies and culture. Fiction not really fiction. Popular there still, while it is very popular in markets like Northern Europe or USA. Attempting to run predefined models may result in failure. We are aware that each country is different in cultural terms, so the manner and nature of content consumption varies from one to another. We always take into account that each country has its favorite genres, and some programs are better than others at creating a huge fan base. For example, comedies are a very popular genre in Spain, while Italians are very interested in programs that we categorize as 'culture and society' or 'education'. Very Turkish in the matter of podcasts on music,Podcasts that help listeners discover and understand the world of music. In Israel, Spotify users listen to a lot of podcasts on education, business and technology. These data may indicate that Israelis consider podcasts a medium for enrichment, and one that allows for deeper professionalism. All in all, it proves how much Spotify is really a mirror of local culture, and reflects cultural preferences and trends. "
Are there areas that you feel the gospel has not yet reached?
"Podcasts are a global phenomenon. The essential differences we identify are in the maturity levels of the field everywhere, and in the preference for different genres in different markets. "The proliferation of smart cars and smart speakers is also promoting the listening trend. The popularity of these new technologies, such as portable or Bluetooth speakers, puts the field of attention at an even more central place in people's daily lives."
Most played.
Joe Rogen // Photo: GettyImages,
"Better to hang out with us"
And indeed they have strong voices. Among them, as mentioned, is Joe Rogen's podcast, which tops the list of the most played shows on Spotify. Rogen's program has been running for almost 12 years, but last May its distribution rights and archives were acquired by Spotify for a hefty sum of more than $ 100 million. Another podcast that made noise last year is "Renegades: Born in the USA," a podcast painted in bright American colors (and also somewhat troublesome, it should be noted), which features talks between singer Bruce Springsteen and former U.S. President Barack Obama.
“In the case of Michelle Obama, her production company sought to produce powerful stories to entertain, convey information and inspire diverse voices in the entertainment industry,” Alonso explains. "Michelle was looking for a platform to discuss the different relationships that shape us and touch on the issues we all face on a daily basis. The collaboration between 'Higher Ground' (Michelle Obama's production company) and Spotify, allowed us to create the best conditions for it, and develop Content with her. As for 'Renegades: Born in the USA', I absolutely loved it. Springsteen and Obama met in 2008 and became friends. Over the years they have found that they share the same America. They decided to add a microphone to their conversations and the result was amazing. "
Do you think the popularity of podcasts will die out like any other phenomenon? Or is it a way of consuming entertainment and information that will take root like literature, movies, television?
"Over many years we've seen the way we consume content change, but it's not that when television came into our lives we stopped going to the movies or reading books. It's the same with podcasts and streaming. I absolutely believe that streaming will be the big winner, even more than now, and I "On-Demand" will expand. The significant thing will always be to capture the amount of time people spend listening to other places, and prove to them that it is better for them to spend that time with us.
"Daniel Eck, founder and CEO of Spotify, said in an interview with CNBC that 'if you think about the amount of people who listen to radio in the US today, it's much higher than 80 percent of the population. These things go online and this is the opportunity we're looking for. "We still think we are relatively early in the growth process. I agree with him. Listening habits are still evolving, and we barely scratch the surface when it comes to this issue."
