Audio and podcasts are growing fast, the biggest reason for this is that they are easy to consume. You can’t read an article while running or driving a car. Last week Joe Rogan announced he closed an exclusive deal with Spotify worth more than $100 million.
Some people think he made a bad deal. Where stories like this make a convincing argument, I think there is a lot we don’t know and that Joe and Spotify are working on something big.
Only the future can tell.
The Airpods made it even easier to consume audio. And for this reason, we will see many new developments in this space.
On the streets – especially in Asia – you see Airpods everywhere. They are so comfortable that people don’t even take them out while having a conversation. When something is always there, the friction to use it almost disappears. When voice control will advance, the friction is completely gone.
Where today scrolling is the new smoking, in the future scrolling will be replaced by constant audio consumption.
In most cases, people start a podcast to reach a new audience. Podcasts in most cases are created for niche audiences. But why shouldn’t teachers or businesses start a podcast to teach their current audience?
Information is what we understand, not what we’re told. You communicate clearly when it resolves uncertainty. This makes audio a great way to communicate. The engagement is high, but participation is low.
Also in a remote world, audio can play an important role. Since meetings are the enemy of freedom, more people will move to asynchronous communication. Audio can reduce the friction, it’s easier than recording a video and it holds more information (e.g; emotion) than the written word.
We will see a lot of new startups in the audio space. For example; how cool would it be if you could follow certain meetings of companies that inspire you to learn more in-dept how they come up with certain decisions?
Audio can be a gateway to the process, instead of the final product.