Podcasting in a Platform Age: From an Amateur to a Professional Medium

In Podcasting in a Platform Age, John Sullivan examines how the rise of legacy and new media interest in podcasting is injecting professional and corporate logics into what was once an amateur media form. He highlights how highly skilled media professionals, media corporations, and platform giants are acquiring content producers and hosting platforms, challenging the definition of podcasting as an independent and grassroots medium.

Format: Paperback / softback
Length: 296 pages
Publication date: 22 February 2024
Publisher: Bloomsbury Publishing Plc

In the era of platforms, podcasting undergoes a remarkable transformation, as it embraces the influx of legacy and new media interest. This shift introduces professional and corporate logics into what was once predominantly an amateur media landscape. While many of the most popular podcasts today are created by skilled media professionals, some of whom are part of media corporations, legacy radio and new media platform giants such as Google, Apple, Amazon, and Spotify are also making significant investments in the medium by acquiring content producers and hosting platforms.

This book delves into three crucial aspects of this transformation: formalization, professionalization, and monetization. Through a comprehensive analysis of online and press discourse, an in-depth examination of podcasts themselves, firsthand observations at podcast trade shows and conventions, and insightful interviews with industry professionals and individual podcasters, John Sullivan provides a detailed account of how the efforts of industry players to transform podcasting into a profitable medium are beginning to redefine the very essence of podcasting itself.

The rise of professionalization in podcasting has led to the creation of dedicated podcast production studios, where skilled audio engineers and producers work to create high-quality content. Podcasts have also become more organized, with standardized formats, episode lengths, and release schedules. This has helped to create a sense of continuity and consistency for listeners, who can easily follow their favorite podcasts and stay up-to-date with the latest content.

Furthermore, monetization has become an increasingly important aspect of podcasting. With the rise of advertising revenue and subscription models, podcasters can generate income from their content and support their creative endeavors. This has led to the development of innovative advertising strategies, such as sponsored episodes, product placements, and crowdfunding campaigns, which have helped to fund the growth of the podcast industry.

However, the transformation of podcasting has also raised concerns about the loss of authenticity and community. As podcasts become more commercialized, there is a risk that podcasters may prioritize profits over the quality of their content or the interests of their listeners. This has led to a debate about the balance between commercialization and independence in podcasting, with some podcasters advocating for a more decentralized and community-driven model.

In conclusion, podcasting in a platform age represents a fascinating and dynamic transformation of the media landscape. While it has brought about new opportunities for professionalization and monetization, it has also posed challenges to the authenticity and community of podcasting. As the industry continues to evolve, it will be important for podcasters and industry players to strike a balance between commercialization and independence, ensuring that podcasting remains a vibrant and relevant medium for years to come.

Dimension: 216 x 140 (mm)
ISBN-13: 9781501380693