After big moves by Apple & Spotify, what is Google’s plan for podcasts? – 9to5Google
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When seeing podcasts from a news angle, there’s Subscribe with Google that publishers today can use to make paywalls friction-less by having Google fill-in payment details and keeping you signed-in throughout devices.
Similarly, it’s tough to see Google buying initial podcasts. The company does not have a solid track record of directly financing material as seen by the pullback from making eminence television and motion pictures for YouTube Originals (in favor of material from existing Creators) and the end of Stadia Games & & Entertainment. That said, if Google’s podcasting effort was more carefully lined up with YouTube– rather than the open web– things might play out in a different way.
Again, Google has actually been peaceful about its prepare for podcasting in the face of huge completing relocations. From a market point of view, the most apparent would be for the company to start supporting paid subscriptions by leveraging its current payment facilities. It would tie-in with Google’s push to assist news publishers.
It might also provide another method to generate income from podcasts through marketing. YouTube in 2015 revealed audio ads to “connect your brand name with audiences in engaged and ambient listening on YouTube.” It’s mainly targeted at reaching music fans however might also apply to podcasts offered the familiarity of sponsor breaks during episodes.
On the item side of plans, podcast discovery in Google Search might be more increased by connecting to “essential minutes” like YouTube does today. It would be something for searchers wanting to find a more nuanced response or conversation about a query.
During the relaunch in 2018, the business talked about how “Google Podcasts will be a launchpad for constructing an even better podcast listening experience using AI.” The example cited then was automatic subtitling thanks to improvements in speech-to-text to allow audio usage in loud areas without earphones, along with increased availability. The feature is much easier than ever to execute, however Android already offers Live Caption for all playing media on your gadget. Another use of that would be to translate content and make podcasts readily available in more languages.
In general, Google has a steady structure with wide access throughout a number of platforms. However, because of increased competitors, Google Podcasts needs to announce what’s next in the plan earlier than later on.
The greatest benefit for Google Podcasts today is its integration with Search. In 2019, as announced at I/O, the online search engine started surfacing playable episodes “based upon Google’s understanding of what’s being talked about on a podcast.” The company is going beyond episode name and description to index and transcribe.
Quickly, you will not always need the term “podcast” in your search to see episodes, making podcast discovery easier throughout Search.
This offers users a natural intro to Google Podcasts. On Android, the Podcasts experience is technically part of the main Google app– much like Assistant. Given the pre-installed nature of the Search app, all Android users have a podcast gamer out of the box to start listening to things they simply discovered. You can download “Google Podcasts” from the Play Store, however that basically puts an app icon on your homescreen.
Somewhere else in the landscape, Spotify decided to go the old Play Music path by just integrating podcasts into the main music client. Once again, this is substantiated of the majority of people’s hesitancy to download a brand-new app. From anecdotal observation, I’ve seen people brand-new to the world of podcasting just use Spotify– over Apple Podcasts– due to familiarity since it’s currently their streaming service of choice.
For Google, the job is keeping listeners that experience its app through Search. One method it achieves that is through cross-device combination. Play progress is synched throughout the mobile and desktops apps, in addition to Smart Displays and speakers. Resuming playback is simple through Assistant voice commands. The Google Podcasts customer is among the easiest apps out there with the primary screen being a feed of all your episodes, while “Explore”/ search is the next tab over and the last section reveals your queue and offline downloads. It’s intended at those simply entering into podcasts and
is unencumbered by music or an entire social media. Going the other direction Podcasting, by nature of being based on RSS, has constantly been open. This continuous boom may change that in the long run. Spotify is leading the charge with exclusive content that can only be listened to in its app with multi-million dollar deals to protect big names and personalities. On the other end of the spectrum, it owns integrated and user friendly creation tool Anchor.
Meanwhile, Apple this month is making it very simple for podcasters to begin charging for programs and use special material simply for paying listeners. Apple Podcasts Subscriptions leverages the company’s huge payment facilities that currently has your card details from App Store and iTunes purchases to permit very straightforward subscriptions. This technique of offering extra or perk audio for those paying includes submitting that material directly to Apple, rather than RSS.
The Search-aligned nature of Google Podcasts brings a specific level of openness that might distinguish it and continue the open web nature of audio. That said, Google is also in the position to make it simple for podcasters to quickly get paid memberships. At least on Android, it can take advantage of the Play Store/Google Pay infrastructure to make sign-ups simple.
Activity and financial investment in the podcasting industry is currently at an all-time high after Facebook, Apple, Spotify, and others detailed their latest efforts last month. One major player that has yet to react with brand-new strategies of its own is Google Podcasts.
Google Podcasts launched on Android 3 years back and then came to the web, as well as Search outcomes, in 2019. The biggest advantage for Google Podcasts today is its integration with Search. On Android, the Podcasts experience is technically part of the main Google app– much like Assistant. The Google Podcasts client is one of the simplest apps out there with the main screen being a feed of all your episodes, while “Explore”/ search is the next tab over and the last section shows your queue and offline downloads. It’s tough to see Google investing in original podcasts.
A relatively early start
Google relaunched its podcast offering in 2018 after a failed start two years prior that involved surfacing shows and episodes in Play Music. The present effort is far more of a dedicated experience and closely aligned with Google Search and, by extension, Assistant.