The Media Club · 29 March 2024 · 28 min

Live in LA! Podcast Movement: Evolutions 2024

With Tom Webster, Sangeeta Pillai, James Cridland, Aled Haydn Jones

Listen at themediaclub.com →AppleSpotify

• Podcast Advertising
• Podcast Platforms
• BBC Radio 1
• Podcast Discovery
• Independent Podcasting
• In-Car Listening
• Live Radio
• BBC Licence Fee

In this special edition recorded live at Podcast Movement Evolutions 2024 in Los Angeles, host Matt Deegan speaks with industry figures about the state of podcasting. Tom Webster of Sounds Profitable discusses the challenge of convincing media buyers that podcasting is a safe advertising bet, highlighting its attention metrics and the need to educate buyers. Sangeeta Pillai, host of the Masala Podcast, talks about her successful US-focused season and the differences in audience behaviour, offering advice to independent podcasters. James Cridland of Pod News shares findings from a survey on podcast platforms, criticising YouTube's approach and discussing algorithmic discovery. Back in Europe, Paul Robinson interviews Radio 1 controller Aled Haydn Jones about the BBC youth brand's strategies, including a dramatic off-air stunt and the importance of live radio.

Key takeaways

• Tom Webster argues podcasting is a safe advertising bet due to its attention metrics, but needs better education of media buyers.
• Sangeeta Pillai's US-focused season of Masala Podcast outperformed UK numbers, with listeners consuming via Chrome.
• James Cridland's survey shows podcast platforms are generally well-regarded, but YouTube scores low due to its approach.
• Aled Haydn Jones discusses Radio 1's successful off-air stunt and the importance of live radio and in-car listening.
• The BBC announced plans to put ads on RSS-delivered podcasts, a move seen as positive by some in the industry.

In this episode

• Intro and news round-up0:00 · Matt Deegan introduces the LA special and gives a brief news round-up.
• Interview with Tom Webster1:30 · Discussion on podcast advertising and persuading media buyers.
• Interview with Sangeeta Pillai8:00 · Sangeeta discusses her US-focused season and advice for independent podcasters.
• Interview with Aled Haydn Jones15:00 · Paul Robinson interviews the Radio 1 controller about the past year.
• Interview with James Cridland25:00 · James discusses platform survey results and podcast discovery.
• Outro35:00 · Matt wraps up the episode and thanks listeners.

Notable quotes

“podcasting is really one of the safest bets in advertising because it actually delivers attention, which so many other media platforms really don't.”

Tom Webster · 0:00

“don't hit publish unless you're 100% sure this is the best you can make it.”

Sangeeta Pillai · 0:00

“we are not versus podcasts. We are not versus on-demand. Audio, the strength of audio hours growing is the strength for all of us.”

Aled Haydn Jones · 0:00

“It's a victimless crime, to be honest with you.”

Tom Webster · 0:00

Discussed

BBC · BBC Radio 1

Also mentioned: Paul Robinson · Tim Davie · Greg James · Amy Poehler · Molly King · Charlie Hedges · Matt Edmondson · Katie Thistleton · Alex Holcombe · Spotify · Apple · YouTube · Sounds Profitable · Pod News · Edison Research · Ofcom · Acast · John Lewis

Mentioned or recommended

• Podcast Movement Evolutions 2024 · event
• Masala Podcast · other · Sangeeta Pillai
• The Media Podcast · other · Rethink Audio
• Radio Days Europe · event
• Infinite Dial · publication · Edison Research
• Diary of a CEO · other · Steven Bartlett
• Serial · other · This American Life
• The 1975 · other · The 1975
• Paramore · other · Paramore
• Reading and Leeds Festivals · event
• Coco Melon · other · Moonbug Entertainment