We need to think of a new term for what sports radio describes as a podcast. The term itself was born during the rise of Apple’s iPod, combining iPod with broadcast to make ‘podcast.’ Since the early 2000s, consumption, production, and digital revenue have all risen to heights never imagined when you used to bootleg MP3s on your favorite peer-to-peer sharing platform. The podcast has simply become more than it ever has been, or maybe ever thought would be.
For years, podcasts have been the go-to way of finding audio-first content for the younger generation. Today, podcasts are all grown up as YouTube is fully embracing podcasting and smart TVs becoming a bigger source for podcast listening. Now, Netflix is reportedly preparing for its own push into the podcasting world. The worldwide video streaming platform is quietly searching for an executive to lead its podcast initiative, according to a report in Business Insider.
What began as a simple download to your iPod has now morphed into a content giant—where Netflix and YouTube are becoming the major players as opposed to Spotify, iHeartRadio and Apple. Does this positioning for podcasting with video consumption taking over completely knock out any concept of local sports radio being a player in the podcast space?
Let’s be honest first and foremost. Very few local sports radio options become big-time players in the podcast space to begin with. There’s almost an argument that if local radio stations wanted to be more of a player in the podcast space, they should look to do licensing deals with podcasters with built-in audiences instead of hiring a traditional radio broadcaster.
That’s basically what ESPN and FOX Sports have gotten into the model of already with their deals with Pat McAfee, Rich Eisen, and Barstool Sports. Why wouldn’t iHeartMedia, Audacy, Cumulus, and others simply copy the formula to keep their radio business alive?
The Game Has Changed, Have You?
Too often, local sports radio talent consider the on-demand portion of their show as their podcast. As a former radio talent, I can understand the notion.
I put in my prep time, executed my game plan to a live audience, and recorded it for those to consume later. Why would I give more of my time and energy to crafting out something different than what my audience already knows me for?
I get it—fair question.
The issue is in how the content is packaged and how it’s viewed by the younger generation of consumers. It’s also in how people find it in the first place. If you don’t model or market your product to a younger demographic, how can you expect your content to be found by them? If you don’t have a video component first and foremost, how can you even compete where more young people are discovering podcasts today than ever before? This affects discoverability, longevity, and revenue if you plan on making it more than a hobby.
The game has changed.
However, when you look at the podcasting space, video presentations for consumption are becoming more the norm than the exception. Many podcast companies such as Locked On, Barstool, The Volume, and Sinclair all deliver a video element to accompany the audio presentation. Digital giants like Jomboy Media are not only creator-first but video-first before audio.
Why doesn’t traditional sports radio think this way when it comes to podcasting?
From YouTube to Netflix to What’s Coming Next
Here’s some data to chew on: YouTube says viewers watched over 400 million hours of podcasts monthly on living room devices last year. That figure means that YouTube now gets more consumption on television sets in the United States than on mobile devices.
The CEO, Neal Mohan, calls podcasts on YouTube “thriving” and is investing in more tools to support podcasters, improve monetization for creators, and make it easier to discover podcasts than ever before.
The latest Nielsen data shows YouTube leading in share of TV streaming for June with a 12.8% share of TV, and Netflix at 8.3%. Streaming television consumption is up 6% year over year, while cable and broadcast are both down. Streaming television consumption continues to rise, and now it’s angling to play into the podcasting space to drive more viewership.
While there is a lane for the old, reliable audio methods of consuming podcasts, follow the trend. How much longer can audio survive in a video age of podcasting?
Earlier this year, the Share of Ear study showed that 67% of podcast listening was done in the home. If you were to wager how that podcast listening was done, would you lay it on a smart speaker or a smart TV? Most people aren’t reliant on their mobile devices when they’re not mobile.
Those figures will grow over time, while consumption of traditional methods of audio content will continue to dwindle. Much like cable and broadcast television, sports radio faces the same challenges.
Now Netflix is getting involved.
Another worldwide audience on another streaming platform to take away attention and focus from how your local sports radio station can market your on-demand content. Advertisers will now have a new shiny object that they will throw their marketing dollars toward, leaving many podcasts based only in audio to die on the pike.
The podcast pool may already be too big to play in for local sports radio. If YouTube isn’t already in the podcast development business, they will be. Netflix too. And what’s to say Amazon Prime, Disney+, and others aren’t next?
Get in the Game Before It’s Too Late
A simple truth for local sports radio talent is this: if you haven’t developed a strategy to get on video and create outside of your show, the hourglass is running out of sand. If sports content television networks can cut talent only to lease out broadcasting time to creators with built-in audiences, sports radio isn’t far behind.
If YouTube and Netflix are going to be on the hunt for talent, you need to find a way to get into the playground. The on-demand game that’s been played isn’t a long-term play for growth, and traditional radio ratings are becoming less significant in the advertising age.
Sports radio is—and has been—the underdog in the podcast fight. It’s the tenth round in a twelve-round battle for survival. Sports radio is bloody, beaten, but not throwing in the towel just yet.
Can it make one last gasp and follow the trend—investing where the audience is going and how content is consumed?
Or is it time for traditional sports radio to throw in the towel on podcasting altogether?
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
