All Podcast Roads Lead to Video

The trouble with podcasts is that they are difficult to grow: while text can be shared and consumed quickly, a podcast requires a commitment (which again, is why advertising in them is so valuable).

This gives the companies more control over hosting and distribution of podcasts, which will allow for better targeting and dynamic insertion for ads. Under this new paradigm, advertisers can achieve the same level of targeting and scale available on the Facebooks and YouTubes of the world.

Trade-offs Since adopting RSS saves podcast listening apps an enormous amount of time and money by not forcing them to reinvent the way content flows through the podcasting ecosystem, it means the barriers to finding an audience for these apps is lower. As a result, many of these apps exist, and thus a tremendous amount of market fragmentation has ... See more