AMP Accords released, including podcast definition

• The AMP Accords published what it calls “the first cross-platform measurement standard in history”. The document defines a podcast, and aims to set implementation standards for attribution and exposure metrics. It argues that these standards are required to grow the industry further - and could, potentially, unlock a billion dollars in extra revenue. The document, which has been produced by twelve different companies, will now be taken to standards bodies, including the IAB.

  • The document itself is gated content, and the website requires your email address to read it. As a service to our readers (and to protect our own business) you can download the document directly here.

• “It’s time that we take ourselves seriously and we create some legitimate standards that make it a little bit easier for all of us to do our jobs,” Oxford Road’s Dan Granger, who has been driving the agreement, tells us in the Podnews Weekly Review this week. He’s interviewed with Giles Martin, who is positive about the “play” definition in the document. “Spotify and YouTube both being in that ballpark, that’s very meaningful for the industry and perhaps encouraging for others in the sense that already parts of (the AMP Accords) are getting some some meaningful traction.”

• Opinion: The “exposure metrics” section of the AMP document asks for podcast apps to share a large amount of data every thirty seconds of content played - including, from consenting users, a hashed email address and a mobile ad ID. As our Editor James Cridland says, it’s another example of podcast app developers being asked to implement features or data collection, at their own risk, without being given any share in podcasting’s success. In an opinion piece today, he argues: for better measurement, give podcast apps a cut of the revenue.

• In feedback so far:

  • Adopter Media’s Glenn Rubenstein has published a blog post in response to the AMP Accords, supporting the Accords “as an excellent first step”, and suggesting it’s a workable start, though making a set of suggestions. (Rubenstein is an advisor to Podscribe, an AMP task force member).
  • In an email to Podnews, Podtrac’s Robert Freeman points to an existing definition of a podcast within the IAB’s specification - “We’ve had a definition out in the market for a decade now, since Sept 2016” - meanwhile Mark McCrery is not positive, telling us: “When the sun rises in the West, and Apple, Spotify and YouTube decide to share client-side podcast play data with IP addresses, the AMP doc will all be doable.” He does add, “There are nuggets worth the IAB’s consideration in its ongoing measurement guidelines discussions.” (Both are involved in the IAB’s spec).
  • Oxford Road’s Media Roundtable features Sounds Profitable’s Bryan Barletta, who describes the definition of a podcast as “a defensible, strong way to kick things off.” (Barletta is described as “an advisor to the AMP group”). (This episode isn’t yet published as an audio podcast, so please watch the YouTube video and close your eyes…)
  • Creator Frank Gullo loves the short-hand “if it works with your eyes closed, it’s a podcast” definition. “That’s what I’ve always strived for as an audio storyteller. Audio is my go-to when I’m outside in nature or lying in bed in the dark. No screen. Just story and voices.”
  • Apple Podcasts didn’t give us a comment. The company does have a history of listening to feedback, though, and the addition of video is probably a good example of that. We would hope they harmonise their play count, which is wildly different to the rest of the industry.
  • Writing something about the AMP Accords? We’re at editor@podnews.net

• “Video-first, cross-platform podcast company” The Roost has rebranded as Podium. The company publishes This Past Weekend w/ Theo Von among others, and has announced the signing of Just Trish. The company is a long-time supporter of Podnews.

  • The rebranding of this podcast company to Podium has come as a surprise to podcast company Podium, which works with a number of mission-driven and higher-education podcasts. Neil McPhedran from Podium told us: “We couldn’t help but notice a podcast company launching this week under the name Podium, with a word mark that looks a little familiar too. We’ve been a proud, long-time supporter of Podnews, so we can’t help but wonder where they first came across the brand idea. We’re reviewing our options.” Podium didn’t respond to a request for comment.

• Independent podcast apps are not growing as a category, says Dustin Bluck, the developer of Castro. He says the growth of podcasting has occurred almost entirely on platforms like YouTube, and independent podcast apps have just stood still. He’s concerned that some are interfering with creator content as a way to differentiate themselves, and asks how to move the industry forward.

  • The piece is published at the same time as our Editor suggests that indie podcast apps should share in the industry’s revenue. Oh, he’s emailed Dustin, don’t you worry.

• The Critics Choice Association has announced the Critics Choice Creator Awards. There are a set of podcast awards to enter; submissions open in October, and close in February next year.

• The winners of the Higher Ed PodCon Awards were announced. The international awards program is the first to exclusively recognise excellence in higher education podcasting.

• In the UK, the Audio Academy Festival has announced its first set of speakers. The event is in London on Oct 1.

• The June US Podcast Ranker was released by Triton Digital. There’s no change in the top-five sales networks, and Stuff You Should Know is still #1. The ranker measures participating publishers only, and is based on downloads.

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Tips and tricks - with Podcast Movement NYC

• Sound is stickier - and there’s a reason for that. Leital Molad, Head of Podcasts, WaitWhat, spoke at Podcast Movement Evolutions earlier this year.
• Thinking of podfading - ending your podcast before it’s really over? There may be a good way to stop podfading and inject new life into your show, says Ausha.

Podcast News - with Airwave

With Airwave: Blowback is a podcast about the American Empire. The last season looked at the story of Angola, Cuba, and apartheid South Africa’s Cold War showdown.

The podcast industry is broken, says Laura Mayer, interviewed this week in Podcast Perspectives from The Podglomerate.

Apart from Dan Granger and Giles Martin from Oxford Road this week, Podnews Weekly Review also interviews Megan Lazovick from Edison Research at SSRS about the data they’ve worked on over the past few months.

The new season of You’re Dead to Me is out today, with an all new video version! In each episode, host Greg Jenner is joined by a comedian and an expert historian to learn and laugh about the past. This season, Greg is exploring: The epic poems Iliad and Odyssey to celebrate the movie release; the swashbuckling lives of pirates Anne Bonny and Mary Read; the hidden history of underwear with comedian Vic Michaelis; the history of tea and how it became Britain’s national drink; and so much more.