{"id":4456,"date":"2015-11-05T03:38:37","date_gmt":"2015-11-05T03:38:37","guid":{"rendered":"http:\/\/www.mediapartnersworldwide.co\/?p=4456"},"modified":"2015-11-05T03:38:37","modified_gmt":"2015-11-05T03:38:37","slug":"google-steps-up-to-podcasting","status":"publish","type":"post","link":"https:\/\/www.mediapartnersworldwide.com\/google-steps-up-to-podcasting\/","title":{"rendered":"Google steps up to podcasting&#8230;"},"content":{"rendered":"<p>\t\t\t\t<![CDATA[\n\n<h1>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<a href=\"http:\/\/www.mediapartnersworldwide.com\/wp-content\/uploads\/2014\/08\/MPW-Logo_Cropped.jpg\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-11\" src=\"http:\/\/www.mediapartnersworldwide.com\/wp-content\/uploads\/2014\/08\/MPW-Logo_Cropped-300x73.jpg\" alt=\"MPW Logo_Cropped\" width=\"300\" height=\"73\" \/><\/a><\/h1>\n\n\n<a href=\"http:\/\/www.mediapartnersworldwide.com\/wp-content\/uploads\/2015\/11\/GoogleM.jpg\"><img decoding=\"async\" class=\"wp-image-4457 alignright\" src=\"http:\/\/www.mediapartnersworldwide.com\/wp-content\/uploads\/2015\/11\/GoogleM-300x105.jpg\" alt=\"GoogleM\" width=\"346\" height=\"121\" \/><\/a><strong>The Download on Podcasts:\u00a0<\/strong><strong>Google steps up to podcasting, but not enough<\/strong>\nPosted on\u00a0<a href=\"http:\/\/rainnews.com\/the-download-on-podcasts-google-steps-up-to-podcasting-but-not-enough\/\">October 28, 2015<\/a>\u00a0by\u00a0Brad Hill\n&nbsp;\nThe\u00a0<a href=\"http:\/\/rainnews.com\/podcasts-coming-to-some-of-google-play-music\/\">announcement\u00a0<\/a>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\u2019s a relatively dim ray of light compared to the bold discovery paths that Apple provides to its audio users.\nMost 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\u2019s gigantic first-mover advantage with podcasts has widened its lead in the mobile era.\nThis column has\u00a0<a href=\"http:\/\/rainnews.com\/the-android-podcast-problem\/\">complained\u00a0<\/a>before of Android\u2019s 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 \u2014 in other words, they are already podcast fans with some fluency in how discovery and acquisition work.\nWhile 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.\nBack to Google\u2019s 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\u2019s music subscription product is a smart move, roughly in parallel with Deezer\u2019s acquisition of Stitcher, Spotify\u2019s intent to add podcasts, and Rivet Radio\u2019s recently announced build-out of podcast shows. Elias Roman\u2019s unique selling point is that Google Play Music will leverage (Songza\u2019s) content discovery algorithms to recommend podcasts based on user habits.\nThis 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.\nSo, while we\u2019re eager to see how Google Play Music\u2019s podcast library develops (and happily, loading in a podcast is much easier for podcast owners compared\u00a0to Apple\u2019s daunting set of requirements), we\u2019re doubling down on our memo to Google: Make a podcast portal, and bolt it into Android. Help bring podcasts into the mainstream.]]>\t\t<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\t\t\t\t<![CDATA[]]>\t\t<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43,51],"tags":[42,44],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google steps up to podcasting... - Media Partners Worldwide<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediapartnersworldwide.com\/google-steps-up-to-podcasting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google steps up to podcasting... - Media Partners Worldwide\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediapartnersworldwide.com\/google-steps-up-to-podcasting\/\" \/>\n<meta property=\"og:site_name\" content=\"Media Partners Worldwide\" \/>\n<meta property=\"article:published_time\" content=\"2015-11-05T03:38:37+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.mediapartnersworldwide.com\/wp-content\/uploads\/2014\/08\/MPW-Logo_Cropped-300x73.jpg\" \/>\n<meta name=\"author\" content=\"Media Partners Worldwide\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Media Partners Worldwide\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediapartnersworldwide.com\/google-steps-up-to-podcasting\/\",\"url\":\"https:\/\/www.mediapartnersworldwide.com\/google-steps-up-to-podcasting\/\",\"name\":\"Google steps up to podcasting... - 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