Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives

[EN] Fifteen years after the term was coined, the podcast is now consolidated as a sound format with a specific identity within the digital media ecosystem. The practice of podcasting is none other than radio, but one encompassing diverse production on both expressive and thematic levels whose prope...

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Autores: Pérez Alaejos, María de la Peña Mónica, Terol Bolinches, Raúl, Barrios Rubio, Andrés
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2022
País:España
Institución:Universidad de Salamanca (USAL)
Repositorio:GREDOS. Repositorio Institucional de la Universidad de Salamanca
OAI Identifier:oai:gredos.usal.es:10366/161382
Acceso en línea:http://hdl.handle.net/10366/161382
Access Level:acceso abierto
Palabra clave:Podcast
Podcasting
Digital audio
Platforms
Digital production
Marketing
Digital business models
Monetization
63 Sociología
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spelling Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectivesPérez Alaejos, María de la Peña MónicaTerol Bolinches, RaúlBarrios Rubio, AndrésPodcastPodcastingDigital audioPlatformsDigital productionMarketingDigital business modelsMonetization63 Sociología[EN] Fifteen years after the term was coined, the podcast is now consolidated as a sound format with a specific identity within the digital media ecosystem. The practice of podcasting is none other than radio, but one encompassing diverse production on both expressive and thematic levels whose properties (mobility, narrative fragmentation, and the integration of multiple devices) and personalized consumption generate a very different listener attitude compared with traditional radio. After an initial period of independent amateurism strongly conditioned by the technologies available, the podcast has achieved significant global popular recognition, as well as an increasingly important professional dimension thanks to the emergence and spread of new distribution platforms (podcast networks) designed to serve as alternatives to the dominant feeds (such as Apple Podcasts, Google Podcasts, iVoox, and Spotify) that rely on different catalogs and business models. This investigation identifies, describes, and systematically orders the main management and marketing models for podcasts on these platforms on the basis of a comparative analysis of fourteen of them, two in each of the eight countries in Europe, North America, and Latin America where this format is most widespread: Acast (Sweden); Podimo (Denmark); Binge Audio and Majelan (France); Podimo Spain and Podium Podcast (Spain); PodcastOne and Luminary (USA); Convoy Network and Puentes (Mexico); Posta and Parque Podcast (Argentina); and Pia Podcast and Podway (Colombia). The study measures and compares the offerings of each of the studied platforms using different quantitative and qualitative variables (age, territorial reach, content categories, dominant genres, funding, and consumption). The objective is to start to draw up a global map of the main operators in the podcasting industry, and to identify the production trends and marketing strategies of a format with increasing impact and demand, destined to become the future heir of broadcast radio.EPI SCP202520252022info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10366/161382reponame:GREDOS. Repositorio Institucional de la Universidad de Salamancainstname:Universidad de Salamanca (USAL)Inglésinfo:eu-repo/semantics/openAccessoai:gredos.usal.es:10366/1613822026-06-07T06:28:51Z
dc.title.none.fl_str_mv Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives
title Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives
spellingShingle Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives
Pérez Alaejos, María de la Peña Mónica
Podcast
Podcasting
Digital audio
Platforms
Digital production
Marketing
Digital business models
Monetization
63 Sociología
title_short Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives
title_full Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives
title_fullStr Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives
title_full_unstemmed Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives
title_sort Podcast production and marketing strategies on the main platforms in Europe, North America, and Latin America. Situation and perspectives
dc.creator.none.fl_str_mv Pérez Alaejos, María de la Peña Mónica
Terol Bolinches, Raúl
Barrios Rubio, Andrés
author Pérez Alaejos, María de la Peña Mónica
author_facet Pérez Alaejos, María de la Peña Mónica
Terol Bolinches, Raúl
Barrios Rubio, Andrés
author_role author
author2 Terol Bolinches, Raúl
Barrios Rubio, Andrés
author2_role author
author
dc.subject.none.fl_str_mv Podcast
Podcasting
Digital audio
Platforms
Digital production
Marketing
Digital business models
Monetization
63 Sociología
topic Podcast
Podcasting
Digital audio
Platforms
Digital production
Marketing
Digital business models
Monetization
63 Sociología
description [EN] Fifteen years after the term was coined, the podcast is now consolidated as a sound format with a specific identity within the digital media ecosystem. The practice of podcasting is none other than radio, but one encompassing diverse production on both expressive and thematic levels whose properties (mobility, narrative fragmentation, and the integration of multiple devices) and personalized consumption generate a very different listener attitude compared with traditional radio. After an initial period of independent amateurism strongly conditioned by the technologies available, the podcast has achieved significant global popular recognition, as well as an increasingly important professional dimension thanks to the emergence and spread of new distribution platforms (podcast networks) designed to serve as alternatives to the dominant feeds (such as Apple Podcasts, Google Podcasts, iVoox, and Spotify) that rely on different catalogs and business models. This investigation identifies, describes, and systematically orders the main management and marketing models for podcasts on these platforms on the basis of a comparative analysis of fourteen of them, two in each of the eight countries in Europe, North America, and Latin America where this format is most widespread: Acast (Sweden); Podimo (Denmark); Binge Audio and Majelan (France); Podimo Spain and Podium Podcast (Spain); PodcastOne and Luminary (USA); Convoy Network and Puentes (Mexico); Posta and Parque Podcast (Argentina); and Pia Podcast and Podway (Colombia). The study measures and compares the offerings of each of the studied platforms using different quantitative and qualitative variables (age, territorial reach, content categories, dominant genres, funding, and consumption). The objective is to start to draw up a global map of the main operators in the podcasting industry, and to identify the production trends and marketing strategies of a format with increasing impact and demand, destined to become the future heir of broadcast radio.
publishDate 2022
dc.date.none.fl_str_mv 2022
2025
2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10366/161382
url http://hdl.handle.net/10366/161382
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv EPI SCP
publisher.none.fl_str_mv EPI SCP
dc.source.none.fl_str_mv reponame:GREDOS. Repositorio Institucional de la Universidad de Salamanca
instname:Universidad de Salamanca (USAL)
instname_str Universidad de Salamanca (USAL)
reponame_str GREDOS. Repositorio Institucional de la Universidad de Salamanca
collection GREDOS. Repositorio Institucional de la Universidad de Salamanca
repository.name.fl_str_mv
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