Podcasting is developing differently across the world. In America, where there is a well developed independent commercial audio production industry, the development of podcasting is largely being led by independents.
In Australia, there are independent production companies such as Branded Podcasts and others, but podcasting is fast being consolidated by the larger established radio networks.
Across Asia, there is a mixture of both the American and Australian models, although podcast development is generally slower across Asia than it is in Australia and America.
In Australia, ABC Radio has strategically combined its mobile broadcast apps with its podcasting platform, in a new app called ABC Listen. This allows the national broadcaster to republish its long-form pre-produced programs from Radio National as podcasts, to give listeners access to its live local station, and to deliver newly produced podcasts that are not heard on any of its radio stations, all on the one platform.
Commercial networks have also embraced podcasting, but with slightly different delivery models. Some networks have aligned with international podcast platforms, such as Southern Cross Austereo’s alliance with the American platform PodcastOne. SCA has a two pronged strategy: one aspect of that strategy is to deliver catch-up versions of its live radio programs on its radio station websites and apps, while the other aspect of the strategy is to develop new content and deliver it on a different platform, in this case PodcastOne.
Nova and the Australian Radio Network have also allied with independent platforms rather than creating services from their own radio station brands. Due to its longstanding business relationship with iHeartRadio, ARN is using the iHeart platform, while Nova has aligned with Acast. All companies are also publishing on other platforms, the big gorilla in the room still being iTunes.
Newspapers are also crossing the media divide, with Australia’s two big newspaper groups, Fairfax and News Limited both publishing award winning investigative journalism podcast series about cold case crimes. These are being published on multiple platforms, most notably iTunes.
There is a fast growing enthusiasm for podcasts in Australia, but no one yet knows which platforms will dominate and which will fade away, so networks are testing the waters with a variety of strategies to see how audiences will respond. I have no doubt that, in time, some of the platforms will disappear, while others will consolidate the smaller ones into the larger players.
There are also some innovative independent platforms such as Whooshkaa and Omny, which are developing combining production and distribution technology in one place, making it easier for independent podcast producers to record, deliver and measure their episodes.
Measuring listens and monetising these platforms is still in its early stages, with both sponsorship of specific series, and ad insertion, all being tried to see which produces the best return for the producer and publisher. The jury is still out, but the trend appears to be moving away from sponsored podcasts with live read advertisements inside them, to strategically inserted, timely, geo-located ads inserted from the podcast platform at the time of download, using services such as Acast or Triton Digital.
Asia is developing at different rates, but generally slower than Australia. Where mobile smart phones and cheap data plans proliferate, such as Singapore and Malaysia, broadcasters are leading the way in podcasting. In Singapore, Mediacorp is including podcasts in its online platforms, and rival SPH is dipping its toe into podcasts and catch up radio on its new integrated radio app and other podcasts, notably sport and business topics, being published by its newspaper arm via iTunes and other platforms.
In Malaysia, BFM is leading the way in innovative podcast production on its own BFM app and via iTunes. Smart ad-insertion is only just beginning in Asia, but if listenership numbers increase then Asia’s huge population may provide the critical mass for successful monetisation that smaller size markets such as Australia, with its population of less than 25 million, cannot provide.
The proliferation of new commercial FM stations in India is taking up most of the radio industry’s energy in India, however, the big networks are using podcasting for catch-up programs and other publishers, including newspapers, are publishing business talks, inspirational lectures, comedy and traditional stories.
Where apple iPhones proliferate, iTunes is still the dominant podcast platform, but throughout Asia iPhones are not the norm, they are too expensive and outlets for purchase are limited. Andriod operating systems dominate in most of Asia, so podcasts are more often consumed via Google or one of the podcast apps available on the Google Playstore.
Data costs and bandwidth are also an issue in Asia holding back the spread of podcasting in some countries. 3G is often unreliable and not everyone has an unlimited data plan. The less well off in the population carefully monitor their data usage and don’t ‘waste’ data unless they are really convinced of the benefit of the offering they want to download. No doubt as smartphones spread further and data costs reduce, Asia will be the next area of the world to experience the podcast boom, following similar trajectory as either the Australian or the American experience.
With Radio Days announced as coming to Asia in 2019, there is bound to be enthusiastic discussion of podcasting as one of the many ways that radio and audio will reinvent themselves during the coming decade.
Steve Ahern is an international broadcasting consultant and trainer, and editor of the trade publications www.radioinfo.com.au and www.asiaradiotoday.com.