How does audio cast work?
What is Audio Casting?
Audio casting, also known as podcasting, is a method of publishing audio content online in a digital format that allows users to subscribe and automatically receive new episodes over the internet. The term podcasting was first coined in 2004 and is a portmanteau of the words “iPod” and “broadcasting”. The technology behind audio casting enabled on-demand internet distribution of audio content (Definition).
Though the method was initially popularized through Apple’s line of iPod media players, audio casts can now be listened to on a wide variety of devices including smartphones, tablets, computers, and dedicated media players. Users can subscribe to audio casts through services like Apple Podcasts, Spotify, Google Podcasts, and more. New episodes are automatically downloaded to the user’s device when available.
The genesis of audio casting traces back to the early 2000s when improvements in internet speeds and compression formats like MP3 allowed for digital audio files to be easily distributed online. Enabling technologies like RSS feeds allowed users to automatically receive updates from audio cast publishers. This eliminated the need to manually check for new episodes (Brief History).
How Audio Casts are Created
Creating an audio cast requires some basic tools and equipment. At minimum, you need a microphone to record your voice and audio editing software to edit the recordings. Many podcasters also use mixers, audio interfaces, headphones, and pop filters to improve sound quality.
Some popular audio editing software options include Audacity, Adobe Audition, GarageBand, and Pro Tools. These programs allow you to record, edit, and mix multiple audio tracks.
Once your audio cast episode is edited, you need a hosting platform to publish it. Some top podcast hosting services are Buzzsprout, Libsyn, Captivate, and Omny Studio. These platforms allow easy uploading of audio files and take care of distributing the podcast to various directories and apps.
Audio Cast Delivery Methods
There are two main methods for delivering audio casts to listeners: downloading and streaming. With downloading, the audio file is saved locally on a device for offline listening. With streaming, the audio is played directly from the internet without being downloaded (Source).
Downloads allow listeners to access audio casts anytime, even without an internet connection. This makes it a convenient option for situations like commuting or traveling. However, streaming provides more immediate access and doesn’t take up storage space on devices. Streaming also allows for analytics on when and how much of an episode is listened to (Source).
Audio casts can be downloaded or streamed on various devices like smartphones, tablets, computers, smart speakers, car entertainment systems, and more. Most audio cast apps and services support both delivery methods. Listeners can choose whether to download an episode for offline listening or stream it directly based on their needs and internet connectivity (Source).
Audio Cast Formats
The most common audio cast file format is MP3. MP3 provides a good balance of sound quality and file size. According to Buzzsprout, the average length of a podcast episode in 2021 was 38 minutes long[1]. However, episode length can vary greatly depending on the podcast genre and host preferences. Some podcast episodes are only 5-10 minutes long, while others exceed an hour or more.
Other common audio cast formats include AAC, WAV, AIFF, FLAC, Ogg Vorbis, and WMA. AAC and WAV provide better sound quality than MP3 but result in much larger file sizes. FLAC, AIFF, and WMA are lossless formats that preserve all the original audio data for optimal sound quality. Ogg Vorbis is an open source audio coding format. Hosts choose formats based on their priorities for sound quality, file size, device compatibility, and internet streaming performance.
Audio Cast Hosting
Podcast hosting platforms provide the storage, bandwidth, and tools needed to publish and distribute audio casts. Popular podcast hosting providers include:
Blubrry – Offers scalable storage and bandwidth, customizable sites, and statistics. Plans start at $5/month.
Libsyn – A long-standing podcast host known for reliability and extensive distribution. Plans from $5/month.
Buzzsprout – An easy-to-use host with free distribution to major platforms. Free plan available.
Podcast hosting platforms provide the storage, bandwidth, publishing tools, and distribution needed to get an audio cast in front of listeners. Choosing a host involves weighing factors like cost, ease of use, storage space, and distribution reach. Many popular platforms offer scalable plans to suit shows of any size.
Audio Cast Directories
Most audio casts are distributed through directories like iTunes, Spotify, Google Podcasts, and others. Getting listed in these directories is crucial for reaching a wide audience.
The largest podcast directory is Apple Podcasts (formerly iTunes Podcasts), with over 2 million podcasts listed. To submit a podcast to Apple Podcasts, creators must have a valid RSS feed and fill out the Podcasts Connect submission form. Once approved, the podcast will appear in Apple’s directory. Listing in Apple Podcasts allows access to millions of iPhone users and is key for podcast discovery (Source 1).
Other major directories include Spotify, Google Podcasts, Stitcher, iHeartRadio, and TuneIn. Most directories require an RSS feed and have a submission process. Getting listed expands reach and enables new listeners to find the show (Source 2). Staying active by releasing new episodes regularly helps maintain rankings in podcast directories.
In addition to major platforms, niche podcast directories like Podchaser cater to specific interests. Listing in relevant niche directories aids discovery by targeted audiences.
Audio Cast Monetization
There are several ways podcasters can monetize their audio casts through advertising and sponsorships. The most common method is having sponsors that pay for verbal mentions, promotions, and ads read by the host during the cast. According to Podbean, repetition of these ads enhances brand recall and drives conversions for sponsoring businesses.
Podcasters can approach potential sponsors directly or work through a podcast advertising network like Midroll or Megaphone. Typical sponsors relevant to a podcast’s niche tend to be direct-to-consumer brands, software/SaaS companies, and ecommerce sites. Podcast sponsorship packages can range anywhere from $500 to $50,000 depending on listenership size and production value.
In addition to advertising, some podcasters offer premium subscriptions through services like Patreon, allowing fans to pay for bonus or ad-free content. Overall, monetizing through advertising and sponsorships allows podcasters to earn steady revenue and scale their shows through increased production value.
Promoting an Audio Cast
There are several effective strategies for promoting an audio cast to attract new listeners and grow an audience. Social media platforms like Facebook and Twitter are essential for sharing episodes and clips, as well as engaging with listeners. Promoting on relevant online communities and forums can also help reach potential listeners. Many audio casters invite prominent guests or influencers onto their shows as a form of cross-promotion. Search engine optimization strategies, like transcribing episodes and optimizing titles, descriptions and shownotes, can help new listeners find the audio cast through search engines like Google.
According to Effective Press Releases for Podcast Promotion: Insider Tips, press releases can be an effective audio cast promotion strategy. Podcasters can send releases to targeted media outlets when launching a new show or releasing notable episodes. This increases the SEO authority and reach of the audio cast.
Strategic guest booking was noted in How to Create Podcast Audiograms That Drive Traffic as an impactful promotion tactic. Having relevant, high-profile guests appear on the audio cast not only provides interesting content but also exposes the show to the guest’s audience. Followers of the guest may tune in to hear the episode and potentially become regular listeners.
According to Maximize your Podcast Reach with SEO, optimizing audio cast content and metadata for search engines is key for discovery. Transcripts and shownotes allow search engines to index the spoken content. Titles, descriptions and tags should include relevant keywords and be compelling to listeners.
Listenership Analytics
Tracking downloads, reviews, and engagement metrics is a crucial part of growing a successful audio casting show. Analytics provide valuable insights that audio casters can use to improve their content, reach new listeners, and better engage with their existing audience.
Services like Riverside, Voxalyze, and Cohost offer free and paid tools to track downloads across platforms like Apple Podcasts, Spotify, and more. This data shows which episodes perform best and how listener numbers change over time.
Monitoring reviews, comments, and listener feedback is crucial for improving your audio cast. Analytics give you visibility into reviews left on podcast directories like Apple Podcasts. Social media monitoring can also provide insights into what listeners appreciate or want to hear more of.
Audience engagement metrics like click-through rates on links in episode descriptions demonstrate how interested listeners are in learning more. Statistics on shares, likes, and comments help creators tailor content and better promote episodes that resonate most with their community.
Overall, analytics empower audio casters to create more meaningful content, grow their audience, and build loyalty with listeners over time.
Future of Audio Casting
The future of audio casting looks bright as new technologies emerge that aim to enhance the listening experience. According to one source, engineers are developing new podcasting technology that will allow the living to communicate with the dead via AI and deepfakes (https://medium.com/@larchuk/a-32-year-timeline-for-the-future-of-podcasting-bcde9ae8755b). Additionally, podcasting 2.0 is being built on the Bitcoin Lightning Network to enable micropayments and decentralization (https://bitcoinmagazine.com/technical/bitcoin-lightning-and-podcasting-2-0).
Other emerging trends include the proliferation of smart speakers, allowing more hands-free listening, as well as integration with virtual assistants like Alexa or Siri for easier content discovery. Personalization technology may tailor podcast recommendations and ads based on listener data. Interactive podcasts could become popular, featuring audience polls, live Q&As, and gamification. Platforms like Clubhouse point to potential for social audio casts. As technology advances, audio casts will likely become more immersive, responsive, and integrated into daily life.