Who really wins the podcast wars – and how how

The tip of the podcast charts may not look as if they have changed a lot in recent years, but do not make a mistake: there was a big change in the currents of what is popular in the medium. Narrative style podcasts have fallen out of favor. Chat shows and the efforts of the week of the week. And being in front of the camera is no longer optional.

“There is no question that there has been a change and what works is what is more affordable or cheaper,” says Steve Goldstein, CEO of Amplifi Media and Podcasting Professor of New York University.

Just take a look at the charts: Theo von's Last weekend Podcast has been around for almost a decade, but now it regularly places in the top 10. Self-help guru Mel Robbins has reached the upper rows, while a clip of conspiratorial right experts such as Megyn Kelly, Candace Owens and Tucker Carlots ammanders and the publication to Rive Ogival OG, and the tracks of Rivern Ogival Ogival and Rivern Ogival Ogival has accumulated Rivern Ogival.

All are essentially low-fi chat show-with video. “The dominant modality for podcast consumption is still audio -and not a little -but the shows that are currently making the greatest noise are powered by YouTube,” says Tom Webster, partner Tom Webster. “And it's really YouTube that we talk about [not just] 'Video.' “

In fact, Apple was the No. 1 method a few years ago, with which podcasts were consumed, followed by Spotify. However, a current study by Coleman Insights and Amplifi showed that YouTube is now No. 1, Spotify is the second and Apple third. “It is expected to live all content on YouTube,” says Goldstein. “And I was shocked how much podcasting is now consumed in large screens at home.”

However, the rise of YouTube has taken care of some in the industry that podcasts – along with their independent advertising flows – could effectively become another Google daughter. “What worries me is that if the 'podcast industry' only becomes an unclear sub-group of YouTube video machines, then we no longer have a podcast industry,” we say, “we say” Podnews Editor James Cridland. “We are literally just a few YouTubers.”

The chat show comes at a time when the traditional talk show models collapsed after years of podcasts that gradually undermine their audience. The cancellation of The late show with Stephen Colbert It may have been as a industry shock, but it is a long -planned first pillar to fall.

“When Conan O'Brien started a podcast [in 2021]People thought it was a consolation price compared to a late night show. Now the late night shows are canceled and everyone wants to build what Conan already has, ”says Chris Balfe, head of Red Seat Ventures.

Alex Cooper, who has become popular Call her dad The podcast into a network of shows brings it up: “On-demand podcasting has completely disturbed the talk show area. Podcasts are the new talk shows.”

And just like traditional talk shows, they also draw live, personal audience and sell quickly. The Acquired The podcast – which tells the stories of successful companies – is not even in Nielsen's quarterly top 50 not even in the Radio City Music Hall for an event where the guests of Financial Powerhouse Jamie Dimon, Barry Diller, Meredith Kopit Levien, Howard Schultz and Andrew Ross Sorkin were sold out in the Radio City Music Hall. Here is the kicker: the event of the podcast was sold out before the guests were even announced.

The consolidation was another trend in which Amazon was annoyed by Wundy to audible and recently staff. “I think it is audible that you need a video drategy, and Wonnyy adds this, but it was connected to a longer story in many time, which in turn is not scaled particularly well,” says Goldstein.

In other words, the podcasts that signal the mature of the medium and the increasing dominance. However, the types of shows that have been made so special for a long time-a random civilian with a microphone that is not camera-bathed and without the help of the company wins a follow-up support. It has never been harder to break through in the independent action.

“The average person hears eight podcast episodes a week,” says Goldstein. “So it is really difficult to get on the shelf. If you add a podcast, you have to get rid of something.”

And in contrast to shows on CBS, nobody is canceled these charts.

This story appeared on August 13th of Hollywood Reporter Magazine. Click here to subscribe.