Original subtitles

mr. checkmark is a new podcast and we

have a new podcast very first podcast

when Sir celebrities journalists random

friends of yours

everyone has a podcast Spotify plans to

spend five hundred million dollars on

podcast related acquisitions this year

alone but why is this happening now

podcasts have been around for over a

decade to understand what change to make

podcasts the phenomenon they are now we

have to hold on this is better okay we

have to look at the big picture

so yeah podcast came about because of

Apple iTunes and iPod we recently

announced something new for iTunes and

iPod and it's called podcasting Apple

brought podcast to iTunes in 2005

podcasting of course is a concatenation

of ipod and broadcasting Steve Jobs

called podcast TiVo for radio which is

an insanely dated reference but can help

us contextualize this whole shift before

podcasting you had the radio with its

ads unpredictable content and your

favorite host time to specific days with

specific shows but with podcast you can

download radio shows and listen to them

on your computer or put them on your

iPod anytime you want and you can

subscribe to these shows too so you

never miss an episode

Plus podcasts are free just like the

radio with the release of internet

connected smart phones people could

download podcasts onto their phones

directly instead of having to load the

audio onto their phone from their

computer and that made listening to

shows even easier still in 2009 only 11%

of the US population had listened to a

podcast in the last month but then a

podcast arrived in 2014 that changed

everything from this American life and

WBZ Chicago its serial one story told

week by week I'm Sarah Koenig serial

broke with established podcast rules it

was a narrative mystery crime show that

told a single story over many episodes

versus just one and that new format drew

listeners in

it became the fastest podcast to ever

reach five million downloads and streams

on iTunes around the same time that

serial and other highly produced shows

became popular cars were becoming more

connected to which gave commuters an

opportunity and place to listen plus new

directive consumer companies had money

to spend on podcast ads the confluence

of all of these factors push the podcast

business to new heights this week's show

is brought to you by Casper this episode

is sponsored by Dell turn your great

idea into a reality with Squarespace

last year podcasts created nearly half a

billion dollars in revenue maybe you've

heard hosts read ads and give you a

promo code that's a main way shows make

money and that code helps advertisers

know which show sold their product shows

make money in other ways to some adapt

their story for TV and others host live

events other than the reporting costs

audio is relatively cheap to capture

particularly compared to video so it can

be a lucrative business media companies

and individual creators can try out

podcasts without risking a ton of cash

and they can publish their shows in the

same places that major publishers do now

that there's so much money in podcasts

companies want more control and

visibility into how well their ads

actually work so podcast technology is

becoming more sophisticated and the

field is changing promo codes might not

be needed anymore

advertisers want a more robust way to

track ads similarly to how they do with

banners online that's why the

Interactive Advertising Bureau

established its podcast measurement

technical guidelines in December 2017

with this new standard advertisers now

know what counts as a download or play

and they can get a real sense of how

many people heard their ad the ads

themselves are becoming smarter and

dynamic too which means one ad doesn't

have to live inside the same episode

forever they can be swapped out with

other ads as time goes on and podcasters

can improve their ad offerings by

guaranteeing timeliness

everything is formalizing in an effort

to make the fields even more lucrative

some podcast players are experimenting

with exclusive content to

which is a fundamental change to the

open world podcasts have traditionally

lived in podcasts are starting to be

tracked more like the rest of the web

and the content is starting to be

distributed more like movies or TV shows

so why does everyone have a podcast now

because they're cheap to make the stakes

are low and the opportunity to make some

cash could be big plus who doesn't love

the sound of their own voice so now that

you've just watched this video on

podcasts wouldn't you know it I have a

podcast too and you should check it out

it's called why'd you push that button

we'll put a link below and you should

click it

see what it's all about check it out all

right we'll see you later bye