In 2001, Steve Jobs unveiled the iPod, a game-changing music player that enabled people to carry their entire album collections in their pockets. This was followed by the emergence of “podcasting” – a narrative audio genre that took the device’s name – which became a thriving mini-industry. From politics to sports, literature to comedy, there was something for everyone. However, by 2009 or 2010, the podcast scene seemed to wane, with download numbers falling and interest waning. People began to turn to online video and streaming music services instead.
Fast-forward to today and the podcasting landscape looks very different. We are now in the midst of a ‘golden age’ of podcasting, with 39 million people tuning in last month alone – the highest number on record. From true-crime dramas such as ‘Serial’ to design-themed shows like ‘99% Invisible‘, there are now a plethora of podcasts to choose from. Even celebrities such as Ice T, Snook.
The resurgence of podcasting has been a remarkable phenomenon in recent years. Alex Blumberg, the host of the “StartUp” podcast, attributes this to the huge audience of radio listeners now consuming audio on-demand. Emily Condon, the production manager of “Serial”, believes that the convenience of consuming media in transit, while cooking, or in other parts of life has caught on. John Lee Dumas, host of the popular business podcast “Entrepreneur on Fire”, has seen the trend spread like wildfire. Roman Mars believes that when Ira Glass goes on The Tonight Show to talk about podcasting, something is different.
The quality of today’s podcasts is one possible explanation for the resurgence. While some are still amateurish, many of the top podcasts are full-scale productions with real staff, budget, and industry expertise. Furthermore, the economics of podcasting are compelling; producing an average podcast costs far less than producing a TV show or a radio show, and the advertising rates on a successful podcast are substantial.
However, the largest factor behind the podcast renaissance has nothing to do with the podcasts themselves or the advertisers funding them. It is, in fact, about cars; the ubiquity of smartphones and the ability to access podcasts on the go has been a major contributor to the success of the medium.
Commuters have long been the lifeblood of the radio industry, with an estimated 44 percent of all radio listening taking place in the car. This is largely due to drivers’ loyalty to the AM/FM spectrum, with 91 percent of Americans aged 12 and over tuning in on a weekly basis, according to the Pew Research Center and Nielsen Audio.
However, the rise of internet-connected cars is set to revolutionize the industry. Google and Apple have both released connected-car platforms, with GMSA estimating that 50 percent of cars sold in 2015 and 100 percent by 2025 will be internet-connected. This presents a huge opportunity for the streaming audio industry, and in particular for podcast makers, whose shows are perfectly suited to in-car listening.
Software makers have also contributed to the growth of podcasts, with Apple providing a dedicated, non-deletable app on the latest version of its mobile operating system, and several third-party apps such as Stitcher, Overcast and Castro offering more robust functionality.
“With iTunes it was always a matter of plugging in your phone and syncing it,” Mars said. “There’s still probably a couple steps too many for it to really be widespread, like TiVo. But I think it’s improved.”
The emergence of on-demand audio and connected cars has enabled a new breed of entrepreneurs to make a living through podcasting. Alex Blumberg’s podcasting start-up has raised over $1 million, while Roman Mars has also found success in the field. As the potential of long-form audio storytelling becomes increasingly apparent, advertisers may soon be persuaded to invest in the genre.
“Radio has been saved the disruption that has happened to other media. It’s been frozen in time for 50 years,” Blumberg said. “Now that everyone is walking around with a radio in their pocket at all times, and now that all cars are going to be connected, the form can flourish again.”
