By Paul Field – CEO @ Improved Apps
This fairly innocuous BBC article ‘Can Podcasts Turn A Profit?‘ highlights a change in the commercial potential of podcasts:
For most of its short history, podcasting has been a largely amateur business, with few signs that it might become a mass medium that would prove attractive either to advertisers or subscribers. Then Serial changed all that.
The true-life crime series about a murder and a possible miscarriage of justice attracted hundreds of millions of downloads – and transformed the way advertisers saw podcasting.
This year, in the UK, a podcast called Untold: The Daniel Morgan Murder has been another unexpected hit, telling the story of the unsolved 1987 killing of a private detective, and allegations of corruption among police officers and newspapers. This 10-part series took six months to put together and only got off the ground due to a crowdfunding effort which raised nearly £10,000.
But as it became clear that it was going to be a hit, its creator Peter Jukes was approached by a firm called Acast, which has a bold mission to revolutionise the economics of podcasting. Founded in Sweden three years ago, Acast has rapidly become a leading global platform for podcasts, used by the likes of Buzzfeed and the Financial Times. [read more]
When it was just a case of creating lots of free content then podcasts were regarded as ephemeral worthless throw-aways. Now that content is being produced that has been the recipient of more time and effort there is a perception of worth.