Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives

  1. Pérez-Alaejos, María-de-la-Peña-Mónica 1
  2. Terol-Bolinches, Raúl 2
  3. Barrios-Rubio, Andrés 3
  1. 1 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

  2. 2 Universidad Politécnica de Valencia
    info

    Universidad Politécnica de Valencia

    Valencia, España

    ROR https://ror.org/01460j859

  3. 3 Universidad Nebrija
    info

    Universidad Nebrija

    Madrid, España

    ROR https://ror.org/03tzyrt94

Erakutsi afiliazioak +
Aldizkaria:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Argitalpen urtea: 2022

Zenbakien izenburua: Digital audio communication

Alea: 31

Zenbakia: 5

Mota: Artikulua

DOI: 10.3145/EPI.2022.SEP.22 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: El profesional de la información

Laburpena

Fifteen years after the term was coined, the podcast is now consolidated as a sound format with a specific identity within the digital media ecosystem. The practice of podcasting is none other than radio, but one encompassing diverse production on both expressive and thematic levels whose properties (mobility, narrative fragmentation, and the integration of multiple devices) and personalized consumption generate a very different listener attitude compared with traditional radio. After an initial period of independent amateurism strongly conditioned by the technologies available, the podcast has achieved significant global popular recognition, as well as an increasingly important professional dimension thanks to the emergence and spread of new distribution platforms (podcast networks) designed to serve as alternatives to the dominant feeds (such as Apple Podcasts, Google Podcasts, iVoox, and Spotify) that rely on different catalogs and business models. This investigation identifies, describes, and systematically orders the main management and marketing models for podcasts on these platforms on the basis of a comparative analysis of fourteen of them, two in each of the eight countries in Europe, North America, and Latin America where this format is most widespread: Acast (Sweden); Podimo (Denmark); Binge Audio and Majelan (France); Podimo Spain and Podium Podcast (Spain); PodcastOne and Luminary (USA); Convoy Network and Puentes (Mexico); Posta and Parque Podcast (Argentina); and Pia Podcast and Podway (Colombia). The study measures and compares the offerings of each of the studied platforms using different quantitative and qualitative variables (age, territorial reach, content categories, dominant genres, funding, and consumption). The objective is to start to draw up a global map of the main operators in the podcasting industry, and to identify the production trends and marketing strategies of a format with increasing impact and demand, destined to become the future heir of broadcast radio.

Erreferentzia bibliografikoak

  • AIMC (2020). Marco general de los medios en España. Asociación para la Investigación de Medios de Comunicación. https://www.aimc.es/a1mc-c0nt3nt/uploads/2020/01/marco2020.pdf
  • Arense-Gómez, Alfredo; Terol-Bolinches, Raúl; Pedrero-Esteban, Luís-Miguel (2019). “La indexación del podcast en las plataformas de audio digital: criterios y estrategias de categorización”. Textual & visual media, n. 12. https://dialnet.unirioja.es/servlet/articulo?codigo=7771041
  • Barredo-Ibáñez, Daniel (2015). “El análisis de contenido. Una introducción a la cuantificación de la realidad”. Revista San Gregorio, pp. 26-31. https://revista.sangregorio.edu.ec/index.php/REVISTASANGREGORIO/article/view/113
  • Benghozi, Pierre-Jean (2011). L’économie de la culture à l’heure d’internet: le deuxième choc. Dossier “Acteurs des nouvelles technologies et économie des contenus culturels”. Editions Esprit, pp. 111-126. https://hal.archives-ouvertes.fr/hal-00657999/document
  • Berry, Richard (2006). “Will the iPod kill the radio star? Profiling podcasting as radio”. Convergence, v. 12, n. 2, pp. 143-162. https://doi.org/10.1177/1354856506066522
  • Berry, Richard (2015). “A golden age of podcasting? Evaluating Serial in the context of podcast histories”. Journal of radio & audio media, v. 22, n. 2, pp. 170-178. https://doi.org/10.1080/19376529.2015.1083363
  • Blasco, Teresa; Otero, Laura (2008). “Técnicas cualitativas para la recogida de datos en investigación cualitativa: la entrevista (II)”. NURE investigación: revista científica de enfermería, n. 34. https://www.nureinvestigacion.es/OJS/index.php/nure/article/view/379
  • Bonet, Montse; Sellas, Toni (2019). “Del flujo al stock: el programador radiofónico ante la gestión del catálogo digital”. El profesional de la información, v. 28, n. 1, e280109. https://doi.org/10.3145/epi.2019.ene.09
  • Bonini, Tiziano (2015). “La “segunda era” del podcasting: el podcasting como nuevo medio de comunicación de masas digital”. Quaderns del CAC, v. 18, n. 41, pp. 23-32. https://www.cac.cat/sites/default/files/2019-01/Q41_Bonini_ES.pdf
  • Calvignac, Cédric (2019). “Les nouvelles frontières du travail à l’ère numérique”. Patrice Flichy, Paris: Seuil, 2017. Revue d’anthropologie des connaissances, v. 13, n. 3, pp. 929-933. https://www.cairn.info/revue-anthropologie-des-connaissances-2019-3-page-929.htm
  • Cebrián-Herreros, Mariano (2008). La radio en internet: de la ciberradio a las redes sociales y la radio móvil. La Crujía. ISBN: 987 601063 8
  • Chen, Tingyi (2018). “Ximalaya, Dedao y más: El auge de los contenidos de audio de pago en China”. Walkthechat, julio 1. https://walkthechat.com/es/ximalaya-dedao-boom-chinese-paid-audio-content
  • Clares-Gavilán, Judith (coord.); Merino-Álvarez, Cristina; Neira, Elena (2019). La revolución over the top. Del vídeo bajo demanda (VOD) a la televisión por internet. UOC. ISBN: 978 84 9180 396 6
  • Edmond, Maura (2015). “All platforms considered: contemporary radio and transmedia engagement”. New media & society, v. 17, n. 9, pp. 1566-1582. https://doi.org/10.1177/1461444814530245
  • Espinosa-de-los-Monteros, María-Jesús (2020). “Ya hay un millón de ‘podcasts’ en el mundo”. El País, 30 abril. https://elpais.com/elpais/2020/04/30/dias_de_vino_y_podcasts/1588248912_950535.html
  • Fernández, José-Luís (2018). “La vida con sonido. Auriculares para pensar”. Revista anfibia. Universidad Nacional de San Martín, Buenos Aires. https://www.revistaanfibia.com/auriculares-para-pensar
  • Gallego-Pérez, J. Ignacio (2010). Podcasting: Nuevos modelos de distribución para los contenidos sonoros. UOC. ISBN: 978 84 9788 857 8
  • Gallego-Pérez, J. Ignacio (2012). “Podcasting in Spain: A new business model or a reflection of traditional radio?”. Radio journal: international studies in broadcast & audio media, v. 10, n. 1, pp. 23-34. https://doi.org/10.1386/rjao.10.1.23_1
  • Gallego-Pérez, J. Ignacio (2021). “The value of sound: datafication of the sound industries in the age of surveillance and platform capitalism”. First Monday, v. 26, n. 7. https://doi.org/10.5210/fm.v26i7.10302
  • García-Marín, David (2020a). “Del zine al podcast. Repensar la cultura de la participación desde un análisis comparativos de los medios alternativos”. Doxa comunicación, n. 30, pp. 107-125. https://doi.org/10.31921/doxacom.n30a5
  • García-Marín, David (2020b). “Hacia una lingüística de la interacción mediática. Aproximación al diseño de la participación significativa medio-usuario desde el podcasting independiente”. Profesional de la información, v. 29, n. 5. https://doi.org/10.3145/epi.2020.sep.05
  • Gelado, José-Antonio (2020). “Distribución de podcasts: opciones, exclusividad y ventanas”. En: Día del podcast como negocio. Primera edición.
  • Guevara-Alban, Gladis-Patricia; Verdesoto-Arguello, Alexis-Eduardo; Castro-Molina, Nelly-Esther (2020). “Metodologías de investigación educativa (descriptivas, experimentales, participativas, y de investigación-acción)”. Recimundo, v. 4, n. 3, pp. 163-173. https://recimundo.com/index.php/es/article/view/860
  • Hammersley, Ben (2004). “Audible revolution”. The Guardian, February 12. http://www.theguardian.com/media/2004/feb/12/broadcasting.digitalmedia
  • Heshmat, Yasamin; Yang, Lillian; Neustaedter, Carman (2018). “Quality ‘alone’ time through conversations and storytelling: podcast listening behaviors and routines”. In: Graphics interface conference, 8-11 May. Toronto, Ontario, pp. 76-83. http://graphicsinterface.org/wp-content/uploads/gi2018-11.pdf
  • IAB Spain (2019). Estudio anual de audio online 2019. https://iabspain.es/estudio/estudio-de-audio-online-2019
  • Izuzquiza, Francisco (2019). El gran cuaderno de podcasting. Cómo crear, difundir y monetizar tu podcast. Kailas. ISBN: 978 84 1724 841 3
  • Jie, Jiang (2018). “Chinese netizens say ‘yes’ to pay-for-knowledge apps”. en.people.cn, January 30. http://en.people.cn/n3/2018/0130/c90000-9421671.html
  • Kischinhevsky, Marcelo (2017). Radio y medios sociales: mediaciones e interacciones radiofónicas digitales. UOC. ISBN: 978 84 9180 011 8
  • Kishigami, Jay (2004). “Triple A (any device, anytime, anywhere): services in ubiquitous networks and their impacts on the architecture and systems”. In: All star network access workshop. Geneva, 2-4 June 2004. https://studylib.net/doc/13242444/triple-a--any-device--anytime--anywhere--
  • Marolla, Jesús (2019). “La difícil tarea de la interculturalidad desde la didáctica de las ciencias sociales. Análisis comparativo de los programas de Argentina, Colombia y Chile”. El futuro del pasado, n. 10, pp. 159-186. https://doi.org/10.14516/fdp.2019.010.001.006
  • Martín, Alberto (2019). “Ciudad de México es la capital del streaming y, por ello, Spotify celebrará allí sus premios”. Hipertextual, 22 noviembre. https://hipertextual.com/2019/11/cuidad-mexico-spotify-premios
  • Morris, Jerimy-Wade; Patterson, Eleanor (2015). “Podcasting and its apps: software, sound, and the interfaces of digital audio”. Journal of radio & audio media, v. 22, n. 2, pp. 220-230. https://doi.org/10.1080/19376529.2015.1083374
  • Mulligan, Mark (2021). Global music subscriber market shares Q1 2021. Midia Research. https://www.midiaresearch.com/blog/global-music-subscriber-market-shares-q1-2021
  • Murray, Simone (2009). “Servicing ‘self-scheduling consumers’: public broadcasters and audio podcasting”. Global media and communication, v. 5, n. 2, pp. 197-219. https://doi.org/10.1177/1742766509341610
  • Newman, Nic; Gallo, Nathan (2019). News podcasts and the opportunities for publishers. Oxford: Reuters Institute for the Study of Journalism. https://reutersinstitute.politics.ox.ac.uk/news-podcasts-and-opportunities-publishers
  • Nieborg, David B.; Poell, Thomas (2018). “The platformization of cultural production: Theorizing the contingent cultural commodity”. New media & society, v. 20, n. 11, pp. 4275-4292. https://doi.org/10.1177/1461444818769694
  • Nielsen, Ramus-Kleis; Fletcher, Richard; Newman, Nic; Brennen, J. Scott; Howard, Philip N. (2020). Navigating the ‘infodemic’: How people in six countries access and rate news and information about coronavirus. Reuters Institute for the Study of Journalism, University of Oxford. https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2020-04/Navigating%20the%20Coronavirus%20Infodemic%20FINAL.pdf
  • Orrantia, Andoni (2019). Diez claves para contar buenas historias en podcast. O cómo producir contenidos en un entorno digital cambiante. UOC. ISBN: 978 84 9180 591 5
  • Perse, Elizabeth M.; Butler, Jessica S. (2005). “Call-in talk radio: compensation or enrichment”. Journal of radio studies, v. 12, n. 2, pp. 204-222. https://doi.org/10.1207/s15506843jrs1202_3
  • Podtail (2020). Los 100 podcast más populares en este momento. https://podtail.com/es/top-podcasts/us
  • Quah, Nicholas (2019). “We’re entering the era of big podcasting”. NY Magazine vulture, September 30. https://www.vulture.com/2019/09/podcasting-history-three-eras.html
  • Ribes-Guàrdia, Francesc-Xavier; Pérez-Alaejos, María-de-la-Peña-Mónica; Porta, Carles (2019). “Producción para el consumo bajo demanda: el podcast nativo”. En: Pedrero-Esteban, Luís-Miguel; García-Lastra, Juan-María (eds.). La transformación digital de la radio. Diez claves para su comprensión profesional y académica. Tirant, pp. 175-195. ISBN: 978 84 17973 26 1
  • Rodríguez-Canfranc, Pablo (2019). “Podcast, la potencia del mercado del audio”. Telos, 10 junio. https://telos.fundaciontelefonica.com/la-cofa/podcast-la-potencia-del-mercado-del-audio
  • Schmitz, Simon (2015). Developing a business model for a podcast streaming service: case study analysis of online streaming businesses and identification of success factors. https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A824301&dswid=-3954
  • Sellas, Toni (2009). La voz de la web 2.0. Análisis del contexto, retos y oportunidades del podcasting en el marco de la comunicación sonora. Tesis doctoral, Universitat Internacional de Catalunya. https://www.tdx.cat/handle/10803/9351
  • Sellas, Toni; Solà, Sergi (2019). “Podium Podcast and the freedom of podcasting: beyond the limits of radio programming and production constraints”. Radio journal: international studies in broadcast & audio media, v. 17, n. 1, pp. 63-81. https://doi.org/10.1386/rjao.17.1.63_1
  • Singhal, Arvind; Kim, Do-Kyun-David (2021). “The role of the communication discipline to tackle Covid-19: interrogating positive deviations and critical discourses”. Journal of creative communications, v. 16, n. 2, pp. 135-138. https://doi.org/10.1177/09732586211002930
  • Sojka, Mati (2019). “What’s up in European podcasting? A status assessment”. Mateuszsojka.com, October 19. https://www.mateuszsojka.com/post/what-s-up-in-european-podcasting-a-status-assessment
  • Sullivan, John L. (2018). “Podcast movement: aspirational labour and the formalisation of podcasting as a cultural industry”. In: Llinares, Dario; Fox, Neil; Berry, Richard (eds.). Podcasting. Cham: Palgrave Macmillan. https://doi.org/10.1007/978-3-319-90056-8_3
  • Sullivan, John L. (2019). “The platforms of podcasting. Past and present”. Social media + society, v. 5, n. 4. https://doi.org/10.1177/2056305119880002
  • Terol-Bolinches, Raúl (2016). Radio 3.0 en el entorno municipal: valores, herramientas y recursos. El caso de la emisora municipal Llosa FM. Tesis doctoral. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/67930
  • Terol-Bolinches, Raúl; Pedrero-Esteban, Luis-Miguel; Pérez-Alaejos, María-de-la-Peña-Mónica (2021). “De la radio al audio a la carta: la gestión de las plataformas de podcasting en el mercado hispanohablante”. Historia y comunicación social, v. 26, n. 2, pp. 475-485. https://doi.org/10.5209/hics.77110
  • Toro-Jaramillo, Iván-Darío; Parra-Ramírez, Rubén-Darío (2006). Método y conocimiento: Metodología de la investigación. Editorial EAFIT. ISBN: 958 8281 11 3
  • Torras-Segura, Daniel (2020). “‘Digital sonosphere’. Diagnosis of its current analytical applications and terminological meanings”. Digital creativity, v. 31, n. 1, pp. 29-43. https://doi.org/10.1080/14626268.2020.1722709
  • VoiceUp (2021). 2021, el año del podcast. https://www.voiceup.es/2021-el-ano-del-podcast
  • Voxnest (2020). The state of the podcast universe. https://vizual.pollackmedia.com/pmg/news/files/Voxnest_2020_Mid_Year_Preview_Report.pdf
  • We are social; Hootsuite (2022). Digital 2022: Global Overview Report. https://datareportal.com/reports/digital-2022-global-overview-report
Datuen iturria: Dialnet