How to avoid the corporate takeover of podcasting

In the past two weeks, there have been quite a lot of postings on the startup Luminary and its predatory practices toward podcast creators. Dave Winer, John Gruber, Marco Arment, and Smokey have voiced concerns, among others. The main benefit of Luminary is getting premium audio content for a fee, as well as regular (free) podcasts. The main concern, as I see it, is that Luminary is messing up the information from the free podcasts, and also hoping to capture listeners within their app/ecosystem, so that users would use Luminary as their podcast app of choice.

Content providers trying to lock in users is not a new concept. All of the major video streaming services (Netflix, Hulu, Amazon) are producing original content that can only be viewed through their service. Apple and Google through iTunes and Google Play are gateways that people access podcasts, and Apple has been called out before for controlling podcast distribution through its extensive directory.

To me, these are the two ways of avoiding the takeover:

1. Innovate on features and discoverability
2. Find ways to help podcast producers know more about their listeners

Marco Arment took a nice step on point 1 with his clip feature that he added to the Overcast podcast app. Other innovations might be to support more distributed directories to assist in podcast discovery (OPML inclusion, anyone?).

Progress on point 2 might be difficult (requiring collaboration, between podcast app makers and other groups of people), but it might be better to band together to create new standards/processes/protocols than to be “picked off” one by one.