When people talk about “podcasting” vaguely, they are speaking about an industry that is so packed with tools, platforms, agencies, and technology, it is hard to encapsulate.
Here’s a map to show you what I mean. I've been using it to make sense of the landscape.
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For a sharper overview, copy this into your LLM and ask it:
1. Who controls distribution to listeners in this map? How?
2. Show me how each segment makes money?
3. Which companies appear multiple times? Why does that matter?
Have fun 😄
What Apple has done is reshuffle the map to stop the conversation about whether video matters, and make it a norm, that will need to be bundled into measurement.