Tom Webster’s Post

One of the highlights of PodCamp Toronto yesterday was hearing Tom Webster explain how to use video for podcasts. I work in the business but it really opened my eyes to how behind the times I was (especially when combined with the excellent report of the Canadian Podcast listener from Signal Hill Insights ) Key changes: 1. YouTube is now the #1 discovery platform for new podcasts - even for people who don’t listen to podcasts on the app. 2. Video is for deeper engagement with the show, but it doesn’t have to be the whole show. 3. The majority of podcast listeners still are what Tom calls “audio primes” who listen to audio only podcasts 75% or more of the time. 4. Apple Podcasts is losing the platform wars. In Canada only 15% of people use it primarily. Spotify is double that - and YouTube bigger still. My guess is these trends will continue. As Tom says, the truth is the apple podcast app is really dated. On YouTube you can listen live, leave comments, and instead of static series art you get a thumbnail of the person you’re going to see. Clearly the folks at Spotify are adding video furiously partly because the visuals help you find and navigate content. In the end, podcasts are a loss leader for Apple. You need to align your long term strategy with the platforms like YouTube and Spotify that make our content a business. Want to thank the organizers of Podcamp - they do it in a shoestring for the love of the medium. And the folks at George Brown College host it - which is such a great gift to our little community. Here’s Tom on video - sort of all you need to know about why you need a YouTube strategy these days. #podcast #video #discoverability https://lnkd.in/g7KpMQG6