The end of podcasting, chapter 58

In chapter 57, Joe Rogan had just done his licensing deal with Spotify. In today’s chapter, John Sullivan writes for The Conversation (via NiemanLab and Stephen Downes) about other recent (meaning 2021-2022) corporate attempts to corral podcast listeners into silos. Here are the final paragraphs:

On the one hand, the traditional, scrappy, upstart version of podcasting will survive thanks to the open architecture of RSS. Podcasting still has relatively low barriers to entry compared with other media, and this will continue to encourage independent producers and amateurs to create new shows, often with hyperniche content. Crowdfunding sites like Patreon and Buy Me a Coffee allow creators to make money off their content on their own terms.

As companies like Spotify, Amazon, NPR, SiriusXM and iHeartMedia aggressively monetize and market exclusive podcast content on their platforms, they’ve positioned themselves as the new gatekeepers with the keys to an ever-expanding global audience.

Independent podcasting isn’t going away. But with the promotional power concentrated in the hands of the very biggest tech firms, it will be increasingly challenging for those smaller players to find listeners.

My response: WHO CARES! I started two podcasts (Convocast and Thinking About Tools For Thought) without any media empire support. Did I make any money? No, but that wasn’t why I created those podcasts. I did it for fun and to share information/perspectives with others. Yes, “money talks”, and people will do anything to make money (think “streaming services”). For my recommendations on how to address this, read chapter 57.

I wish people like John Sullivan and Andrew Bottomley (professors of media) would create their own podcasts instead of spending time saying “podcasting is dead” (in so many words).