Skip to content
[email protected] | 800-579-3031
  • Facebook
  • LinkedIn
Media Partners Worldwide
MENUMENU
  • Home
  • Media
    • Media
    • Radio
    • TV OTT
    • Streaming Audio
    • Influencer
    • Hispanic
    • Podcasting
    • SiriusXM
  • About Us
  • News
  • Contact

Google steps up to podcasting…

Posted on November 5, 2015 by Media Partners Worldwide

                                                    MPW Logo_Cropped GoogleMThe Download on Podcasts: Google steps up to podcasting, but not enough Posted on October 28, 2015 by Brad Hill   The announcement from Google that it would add podcasts to its Play Music interactive music service shines a light into the gloomy and under-competitive realm of podcast discovery in Android devices. But it’s a relatively dim ray of light compared to the bold discovery paths that Apple provides to its audio users. Most podcast listening is mobile. Most podcast discovery, downloading, and streaming occurs via the podcast category in iTunes, which is carved out in the Podcasts app which appears on all iOS mobile desktops. Apple’s gigantic first-mover advantage with podcasts has widened its lead in the mobile era. This column has complained before of Android’s gaping lack in this department. Android is, by far, the global leading mobile operating system, and offers no built-in acknowledgment or discovery of podcasts. Existing third-part apps like Pocket Casts and Podcast Addict provide solutions, but users must seek them out, download and install them — in other words, they are already podcast fans with some fluency in how discovery and acquisition work. While the podcast category has grown dramatically, with 33% of the 12+ U.S. population having listened to a podcast at least once, and 10% listening weekly, according to Edison Research, consumption is dramatically skewed to Apple products. Back to Google’s announcement, posted by Elias Roman, who headed Songza when it was acquired by Google, and now is Product Manager of Google Play Music. Adding podcasts to Google’s music subscription product is a smart move, roughly in parallel with Deezer’s acquisition of Stitcher, Spotify’s intent to add podcasts, and Rivet Radio’s recently announced build-out of podcast shows. Elias Roman’s unique selling point is that Google Play Music will leverage (Songza’s) content discovery algorithms to recommend podcasts based on user habits. This is all good for Google Play Music subscribers, but is not the solution that the immense population of Android users needs. The competitive thrust is aimed at other music services, not at Apple. It is the Android operating system which needs a podcast solution, not a Google app within the operating system. So, while we’re eager to see how Google Play Music’s podcast library develops (and happily, loading in a podcast is much easier for podcast owners compared to Apple’s daunting set of requirements), we’re doubling down on our memo to Google: Make a podcast portal, and bolt it into Android. Help bring podcasts into the mainstream.]]>

Posted in Podcasting, StreamingTagged podcast, podcasting

Post navigation

Pandora gets exclusive streaming distribution for Serial’s 2nd season
Radio Continues to Show Strong ROI

Recent Posts

  • Utilizing Radio Advertising for Dental Practices
  • Choosing The Right Marketing Channel
  • The Power of Short-Form Video
  • The Benefits of Social Media Ads
  • The Future Of Audio Advertising – From The Agency Perspective.

Archives

  • January 2023
  • February 2022
  • January 2022
  • January 2021
  • December 2020
  • November 2020
  • October 2020
  • July 2020
  • June 2020
  • March 2020
  • February 2020
  • January 2020
  • October 2019
  • May 2017
  • April 2017
  • March 2017
  • February 2017
  • November 2016
  • October 2016
  • September 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • December 2015
  • November 2015
  • September 2015
  • August 2015
  • June 2015
  • April 2015
  • March 2015
  • February 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014

Related Articles

Is Your Target Audience Feeling Tech-Fatigue?

All great things come to an end. Even the hyper-connected tech savvy consumer will eventually get tired of being on their phone constantly. A recent study from iHeartRadio sheds light on media consumption trends. The results highlight the effects of “tech-fatigue”. This refers to consumers scaling back phone usage. This

Read More

READ MORE

Three Tips to Optimize Audio Ads

When advertisers are preparing a new spot for an audio advertisement, a lot of time is spent on deciding how long the spot should be. Westwood One wanted to see if spending a significant amount of time on deciding spot length had a strong enough impact to justify the time

Read More

READ MORE

9 Reasons to Include Podcasts in your Marketing Budget

1) It’s Targetable
Podcasts give advertisers the luxury of nailing down their target audience. Podcasters have the freedom to talk about any topic. From “new moms”, “wine and good food”, “health hacks”, “fancy cars” to “wilderness survival tactics”, you can find a plethora of podcasts that will reach your perfect customer.

Read More

READ MORE

Get In Touch

133 The Promenade North Unit 106
Long Beach, California 90802
800-579-3031
[email protected]

About Us

Media Partners Worldwide offers media planning, buying and creative for Radio/Audio, TV, Outdoor/Print and Digital. Our buying team can save you 30 to 70 percent off your media costs!

  • Facebook
  • LinkedIn

Useful Links

  • About
  • Media
  • News
  • Contact
  • Accessibility
  • Privacy Policy

Latest News

  • Utilizing Radio Advertising for Dental Practices
  • Choosing The Right Marketing Channel
  • The Power of Short-Form Video
  • The Benefits of Social Media Ads
  • The Future Of Audio Advertising – From The Agency Perspective.
Copyright © 2023. All rights reserved. Media Partners Worldwide.