Study: is video worth doing for your podcast?

• Measured by the cost of an “hour of attention”, producing video as well as audio for your podcast costs +77% more than audio alone. Producing video increases staffing levels by around +50%, and increases production costs 3.6x. But is video worth it? A new study from the Podcast Marketing Academy with Lower Street, using data from more than 300 respondents, suggests that audio remains a powerful tool for maintaining attention; but adding video can drive additional consumption for both video and audio versions. It’s a helpful, detailed report, worth your time.

• Facebook’s Twitter-like clone, Threads, has announced that it is testing support for linking to podcasts. The test is rolling out, with “plans to support more platforms soon”. It appears that it only supports Spotify: here’s an example of a post, and an example of a profile. You can link anywhere anyway so this tool currently only appears to make it look prettier, or no longer have to pin a post to the top of your profile. Still, Threads apparently has 400mn monthly active users - so prettier links are nice.

• TuneIn has been acquired by Canadian broadcaster Stingray for as much as US $175mn. TuneIn maintains live radio and podcast databases used by companies like Apple, Google and auto manufacturers, but has made multiple layoffs over the past few years, and removed the ability for podcasters to submit new podcasts into its database in February 2024.

• A true-crime podcast has led to a murder being solved, and given a family closure. The American Nightmares podcast, from Gamut Podcast Network and WTOP News, was credited by the family with helping to keep the case alive.

• Transistor has added another dozen free music tracks that any podcaster can use for their intro music.

• Using Android? Wondered what Apple Podcasts is showing for your transcript, and what timed links it’s picked out for your show? It turns out that Apple Podcasts Connect can now show you, like this. To find this view, log into Apple Podcasts Connect, choose “Episodes” for your show, click into the episode, and finally click the bit marked “Audio and transcripts”.

Moves and hires

• Ross Tilley has started as Podcast Community Manager at Audio Always in Manchester, UK. He joins from a radio career at Bauer Media.

• Liam Bateman has been appointed CTO at digital audio advertising trade desk audioadpro.

• In Dubai, Next Broadcast Media has announced a set of new senior commercial appointments. They include James Flint, who will lead commercial efforts across the Americas and European markets; he joins from mowPod.

Tips and tricks

• If you’re using search engine optimisation tools to monitor your podcast - just be aware that search results for Apple Podcasts differ depending on which country you’re in. A search result on Apple Podcasts in the US looks quite different to the same search query on Apple Podcasts in Australia. (Our podcast search page uses the US results).

Podcast News

Dedicated to the wireless and telecom industry, The Boon of Wireless has joined B2B wireless tech platform Wirelo. Jon Horovitz will continue as host of the show, for professionals across MVNOs, 5G, wireless innovation, and telecom strategy.

Reality Life with Kate Casey has joined True Native Media’s exclusive roster for ad representation. The show pulls back the curtain on the most talked-about shows in reality television and documentary storytelling.

The Content Creator’s Accountant knows whether you need to form an LLC and how to pay yourself; he knows the truth about tax deductions and write-offs, and how to grow a creator business without financial chaos. It’s a new weekly show launching soon from Ralph Estep Jr., a licensed Delaware Public Accountant.

All throughout November, TED Tech is releasing a special series for curious futurists. Host Sherrell Dorsey shars in-depth conversations with speakers at the forefront of climate and technology from their event, TED Countdown in Nairobi, that explore how innovation is fueling and fighting the climate crisis.

Brian Newman and Angie Pontani have spent their careers building stages, elevating stars, and finding beauty in the grind it takes to make something unforgettable. In their new podcast, Showing Off, you’ll hear their own adventures in the industry, as well as conversations with the people who make shows happen: producers, choreographers, designers, musicians, photographers, drag artists, and more.