In a recent interview on the Digiday Podcast, Jason Hoch (Chief Content Officer of How Stuff Works) discussed the future of podcasting and the continued publishing of ever higher quality content. He made a point to highlight the immense growth of investment and attention to podcasting over the last 2 years in particular. He predicted a sustained growth in an industry that is just only beginning to mature. One of the biggest advantages that he sees podcasting having as a content medium is that there is a large value in the back catalogs of many shows and series. As a matter of fact, Hoch notes that a significant number of their 6,000 episodes of published content over 12 shows in the last few years are downloaded months and even years after their initial publication.
How Stuff Works’ marquee shows such as Stuff You Should know make a point to create ‘evergreen’ content that is just as interesting and engaging for listeners years after it’s initial publication. Hoch tells how many listeners will start out by listening to the most recent podcast pushed live on the company’s website, Spotify, for Apple Podcasts and will then start to search through older episodes. Developing content that is insightful, well thought out, and interesting means that listeners don’t always have to wait for the latest releases to stay engaged with the show. This is where many observers view the difference between terrestrial radio and podcasting. There will occasionally be segments of a live radio show that future listeners will go back and play, but more often than not radio is addressing current affairs and has a limited shelf-life.
This ability for podcasters to capitalize on their back catalogs means that they can develop a diverse revenue stream that is not solely predicated on the amount of live listeners. Here is where podcasting draws more parallels to video content mediums as opposed to other audio platforms. Back catalogs of television content and online videos continue to be profitable enterprises for their producers through ads, syndication, and digital downloads. Podcasting has this same ability to take advantage of their back catalogs and create an on-demand audio culture that allows publishers to take advantage of listeners downloading and streaming podcasts at their leisure.
To check out the entire interview with Jason Hoch and hear more of his take on the future of podcasting, you can download or stream the Digiday Podcast here: