What is Open Podcasting? (And why is the foundation of this exploding industry)

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What is Open Podcasting? (And why is the foundation of this exploding industry)
What is Open Podcasting? (And why is the foundation of this exploding industry)

I miss the office, I miss seeing our teams around the world, just as I miss discussing every juicy new episode with the members of My father wrote a pornoor read copies of the latest magazine Pod bible with Scroobius Pip.

You see, Acast was founded on two equally important principles that have guided us in everything we have done since then. First of all, we firmly believe in the open podcasting ecosystem and will defend it. Second, the creator is the most important player in all of this and should always come first. And right now I miss seeing ours.

Podcast creators live and breathe this fabulous and fast-paced audio world that we all live in. You are the soul who beating heart, of Podcasting.

Needless to say, an open model isn’t pursued in every corner of the podcast industry, but I’d also like to add that not all steps taken recently are in the best interests of the makers.

I want to explain a little why we think open podcasting and a creator-first approach are so important, why sticking to that strategy is the best way to go for an industry that is growing explosively.

“In the contemporary media environment, viewers have more choices than ever before as to what they consume and how they consume it. We believe our job is to create engaging, innovative, and relevant content for our audience, wherever they are. Overcoming the barriers between the makers and the people who consume their work is the most important thing. All of us working in podcasting need to focus on that rather than building an ecosystem that makes it difficult or difficult for audiences to interact with the content they want, “said Rebecca Costello, CEO of Schwartz Media.

The importance of open podcasting


“Open” podcasting is the foundation on which the entire industry is built: in short, an ecosystem exists that allows content creators to share their work with listeners anywhere, across all apps and podcast players.

The magic of podcasting is discovering a new show that you would love to share with friends or watch for long enough to make you feel part of family. All of this is made possible by the openness of the industry. There are no concerns about the “Awg, I’m an Android user, so I can’t join the party” or “I don’t have this service” obstacles.
Quite the opposite of what’s happening in the television industry right now. I don’t have to be a member of six different streaming platforms to enjoy all of the different shows I want. Podcasting makes it wonderfully easy to have all of the podcast content you want in one place.

At Acast, we call ourselves “platform agnostic” to reflect the fact that everything we do, all the tools we create, and all the partnerships and integrations we agree to work on any podcast listening platform. Of course, this only applies if that platform explicitly decides not to support a product, although this is clearly beneficial for the developer.

This also applies to our monetization approach. For example, open podcasting doesn’t necessarily mean that all content should be free. Rather, all developers should be able to monetize their program in the way that suits them best.

We believe every podcaster should be able to make money from their craft in as many places as possible, whether it be through advertising, branded content, member-only features, or even ad-free shows soon.

This means that we are not locking podcasters and listeners to a single platform or excluding anyone. This is the only sustainable way to build an engaged and consistently monetizable audience for our podcasters. Acast is not a “walled garden,” which also means that we creators can pay wisely and fairly, regardless of where or how its content is consumed.

While other platforms in the podcasting ecosystem have announced great strides in recent weeks, we’ve started a new collaboration with Patreon that enables just that: Any developer of any size can make money from their content across the board. the platforms that support it.

“I really believe in the open podcast ecosystem, to the point where we recently turned down a lot of money to make all of our content exclusive. You have to keep people where they are and to do that you have to be available on all podcast hosting platforms like we could through Acast. When you put your business in one basket, you may like the initial payout, but that short-term gain can limit your long-term opportunities if no one else can find you. And most importantly, if you’re doing work that benefits underrepresented communities, like ours, you need to make it easy for those communities to find you, “said Chris Colbert, CEO of DCP Entertainment, home of podcasts, which includes podcasts Touring show, WokeAF and say Your name.

Our first step in democratizing podcast monetization was almost seven years ago in what seems like living in pod years. We invented True Dynamic Ad Insertion (TDAI) for podcasts, which allows advertisers to modify the ads inserted in podcast episodes according to their desired audience, or to insert new news or products. For example, regardless of how long the episode aired was originally posted.

Every time a person listens to a podcast, be it a new episode, an old one, or one they’ve already heard, we add a series of customized announcements and sponsor messages that are added to the episode’s streaming in real time. This means that two people can listen to different commercials even if they are listening to the same episode at the same time, and we can give millions of parallel listeners their own unique combination of commercials that it takes in a split second to “play” to press.

No other podcasting ad provider can do this on the server side. This is why we call our technology dynamic ad insertion, which supports open podcasting by allowing advertisers to reach the target audience within the application of their choice. He listens instead of limiting himself to smaller groups of people using a particular platform. And most importantly, it supports the developers by helping them make money from all of the listening and downloading of their content around the world.

Keeping this approach open is crucial for the creative economy to continue to be as successful as before. You can have all of the ad dollars in the world, but without a podcaster and without a listener there are no podcasts.

“I started Acast about six years ago and despite many options along the way, when different companies tried different approaches to how best to present and actually benefit from podcasts, I haven’t done it once I’ve been tempted to go elsewhere as I think they got it right from the start. Focusing on ensuring that podcasts have a wide audience and then capitalize on it without compromising what the listeners get and how easily they get it is really at the heart of what podcasting is and should remain. . First, reach and audience as well as important, but absolutely secondary advantages and profits. “Scroobius Pip, host of Distractors.

Put the creators first

Image: CoWomen via Unsplash

Acast has grown to be the largest podcast company in the world. With this position at the top of the industry, we know that we have a responsibility towards the developers. It is up to us to ensure that they are treated fairly and make a living from what they love, and we fulfill this obligation by always putting their interests above others.

Since the beginning of our relationships with podcasters, we’ve worked closely to ensure ads are right for them. We insist on high quality ads and sponsorship or host news, rejecting brands if necessary, and protecting the ad load so that listeners are not overwhelmed with branded messages.

We’ve also worked with our platform partners across the industry for many years, be it Apple, Spotify, Google, Pocket Casts, or one of the dozen other companies interested in podcasting, to advocate the interests of the creator and ensure their needs come and come before any new technology or partnership.

When the pandemic first hit, we realized the impact this could have on ad revenue, and therefore our creators as well. So we immediately went to work designing, developing, and launching our supporter tool to create a new source of income for creators from the ground up in record time.

“The Acast Supporter feature changed the game for our podcast. By simply asking our listeners to donate a few dollars to help us pay our sound engineer, if they have the financial means, we have been able to get non-commercial support to keep our podcasts two episodes each week can produce in custody almost all year round. We love the messages that come with employee donations. We are comforted to know that this incredible community that we have built considers us their friends just as we consider them. The Acast Supporter feature only strengthened the connection with our listeners. “Kate Jones and Mandy Hose, hosts of About peas in a podcast.

Additionally, over the past few months we’ve added new ways for developers to make money, including monetization options for podcasters of all sizes. Very soon we’ll have some really interesting products in the works.

In our eyes it is very clear that we need to drum especially for podcasters of all shapes and sizes. We will continue to do everything we can to help you keep creating and making money from content in an open, diverse, and inclusive podcasting ecosystem.

We will do everything we can to support and improve this ecosystem. In the meantime, I will continue to look forward to real interactions with our teams and our brilliant podcasters.

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