Buying a house and finding a new podcast have a lot more in common than you think.
Speaker:You aren't always in the market for both, and there's a problem
Speaker:if you have too many of either.
Speaker:Can lessons from one inform the other?
Speaker:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Speaker:For years now, there has been a snipe hunt or a Holy Grail quest or
Speaker:a Fountain of Youth pursuit, pick your metaphor, for someone building
Speaker:the YouTube of podcasting, or maybe even the Netflix of podcasting.
Speaker:I'd like to offer a different Eldorado quest for you to
Speaker:consider - the Zillow of podcasting.
Speaker:Now, hear me out on this, I know that sounds weird.
Speaker:Before Zillow, buying a house was pretty much fueled by chance or proximity or
Speaker:took the help of a professional guide.
Speaker:That means you either saw a sign in the yard as you were driving by, you were
Speaker:flipping through the listings in your local paper, or you called up and used
Speaker:the services of a real estate agent.
Speaker:What you couldn't do, and I couldn't do, was access the MLS.
Speaker:That's the Multiple Listing Service, and it connects lots of different private
Speaker:databases together so that the agent you call can show you more offerings, more
Speaker:listings than just the one they have.
Speaker:You as a buyer and me as a buyer, back in the day, we had no way to
Speaker:access that database that showed every single house for sale in a given area.
Speaker:So if we wanted everything available in a given area, we couldn't get to it.
Speaker:At least not on our own.
Speaker:Zillow changed all that.
Speaker:Now, anyone with an internet connection can view almost every
Speaker:single property for sale, almost anywhere in the entire country.
Speaker:I wouldn't be surprised if they're planning on going international.
Speaker:All right, all right, all right.
Speaker:"What does this have to do with podcasting?"
Speaker:I can hear you asking.
Speaker:Rightly so.
Speaker:Especially in podcasting, we have databases right now that do show almost
Speaker:every single podcast, at least the podcasts that are freely available
Speaker:to anybody, all you have to do is search in an app and a directory.
Speaker:And that's true, but here's the thing, Zillow does more than just show
Speaker:the address of a property for sale.
Speaker:Zillow's service, much to the chagrin of some real estate agents out there,
Speaker:unpacks and exposes data, lots of data, on every property listed in Zillow.
Speaker:It's that data that help would-be home buyers make better decisions on which
Speaker:house they actually do want to buy.
Speaker:And that is what I think a Zillow-like service could bring to podcasting
Speaker:because, right now, our directories and our apps do little more than just
Speaker:show the address of a podcast property.
Speaker:"So what about Podchaser?"
Speaker:You're probably saying, "Isn't that what they're doing?"
Speaker:Sort of, yes.
Speaker:And I'm a big fan of Podchaser, have been since the beginning, and I don't
Speaker:have any insight or info of what's going on over there, but maybe they're
Speaker:thinking around the lines of this anyhow.
Speaker:I see a new service offering that gives a different set of benefits than what
Speaker:you might be thinking about right now.
Speaker:Here's a couple of them.
Speaker:New podcasts available near you!
Speaker:Well, here "near" isn't a physical distance thing, here "near" is
Speaker:what you'd like to listen to.
Speaker:Because the recommendation engines we have right now in podcasting are
Speaker:pretty rudimentary at best, which is partly why word of mouth continues to
Speaker:reign supreme in podcast discovery.
Speaker:But imagine a system that ingested and analyzed podcasts, all podcasts.
Speaker:Think how that might be much better positioned to make better
Speaker:recommendations than just what's in another subscription list.
Speaker:I see a system that's crunching through all the available data points possible
Speaker:like length of the episodes, the tone and the style of that particular
Speaker:episode, the subject, how long it's been there, there are dozens, if not
Speaker:more, factors that could be analyzed.
Speaker:Someone's listening behavior, and also other people's listening behavior.
Speaker:By atomizing the podcast itself, the whole thing, atomizing the podcast down
Speaker:to disparate points, as opposed to looking at it as one overall show, discovery,
Speaker:specifically pushed discovery, could get a whole lot better than we have today.
Speaker:Or how about an open house but for podcasts?
Speaker:Now, podcasters don't see it like this, but getting someone to follow or subscribe
Speaker:to your podcast is a really big ask.
Speaker:Is this really the kind of content that the listener wants to hear
Speaker:just by looking at a listing?
Speaker:Is that enough to tell them will your episodes be overloaded with
Speaker:commercials and they won't like that?
Speaker:Is the content coming out often enough for that listener, or maybe
Speaker:is the content coming out too often and they don't have room for it?
Speaker:There are loads of little decisions that make a podcast right for some
Speaker:people and not right for other people.
Speaker:Kind of like a house!
Speaker:So a well-built service for podcast listeners might let
Speaker:them experience what it's like to " live" in a podcast for a while.
Speaker:I'm talking about more than just "start here," guide-post episodes,
Speaker:which I think are a great idea.
Speaker:Also, it's going to be a different level of commitment than subscribing
Speaker:or even just sampling an episode.
Speaker:For many listeners, it's a hassle to unsubscribe or follow something
Speaker:if it wasn't a perfect fit.
Speaker:An open house for podcast listeners.
Speaker:Now, that's just two benefits for the listeners of those.
Speaker:And I think there really are many more.
Speaker:But there are also a slew of challenges to the system.
Speaker:The good news is that all of these datasets that this service would need
Speaker:to ingest and analyze are public.
Speaker:The bad news is that the data sets are public, but they're woefully lacking
Speaker:because we've never really concerned ourselves with anything more than just
Speaker:listing an address of a podcast property.
Speaker:So this isn't something that will be solved in a weekend hackathon project.
Speaker:This requires an investment, probably lots of investments in time and resources
Speaker:to create new complimentary data sets.
Speaker:And who's going to pay for that, right?
Speaker:Heck, which platforms are even going to enable this?
Speaker:I also think a service like this is going to be wading into very treacherous waters.
Speaker:Zillow pissed off, and continues to piss off, a lot of the real estate
Speaker:industry from what I understand.
Speaker:So big networks, powerful podcasters, dominant platforms, they may also
Speaker:see this new service as a threat.
Speaker:That would need to be mitigated or mollified as much as possible.
Speaker:But I think the biggest hurdle here is going to be listener adoption.
Speaker:Zillow wasn't just useful to people who wanted to buy a house.
Speaker:It was so vastly better than the other option that people loved it and it got
Speaker:so much mass adoption that agents didn't really have a choice whether or not
Speaker:they wanted to participate with Zillow.
Speaker:They had to deal with it.
Speaker:I think podcast listeners have got plenty of ways of finding podcasts today.
Speaker:The discovery process isn't broken, it's just not great.
Speaker:But again, it's their process.
Speaker:It's their habits.
Speaker:They've got those habits.
Speaker:And those habits of finding podcasts are going to be hard to break if this new
Speaker:offering is only incrementally better.
Speaker:But, if this experience is not just better, but orders of magnitude better,
Speaker:then the shift is going to happen.
Speaker:People will start using the fantastic product.
Speaker:All right, I know it's another crazy thought experiment from me.
Speaker:What're ya gonna do?
Speaker:But I think it's important that we think not just of podcasting today, but the way
Speaker:that podcasting might be in the future.
Speaker:With millions of podcasts available today and no signs of stopping,
Speaker:someone is eventually going to build the Zillow of podcasting.
Speaker:And I think listeners are going to love it.
Speaker:With that, I shall be back tomorrow with yet another Podcast Pontifications.
Speaker:Cheers!
Speaker:Podcast Pontifications is written and narrated by Evo Terra.
Speaker:He's on a mission to make podcasting better.
Speaker:Links to everything mentioned in today's episode are in the notes
Speaker:section of your podcast listening app.
Speaker:A written-to-be-read article based on today's episode is available at
Speaker:podcastpontifications.com where you'll also find a video version and a corrected
Speaker:transcript, both created by Allie Press.
Speaker:Podcast Pontifications is a production of Simpler Media.