Amazon's actions suggest a strategic adjustment in the podcasting space, reflecting the challenges of monetizing heavily produced narrative shows. The move is influenced by the growing importance of video podcasting, which demands different strategies for discovery and monetization. While the audiobook market is significantly larger than that of podcasting, this shift points to evolving priorities within the podcasting ecosystem, emphasizing scalable formats and creator-led content. Audible's prior activities hinted at an intention to adapt early to these market changes.
More than a year ago, conversations with Audible's business development team revealed they were considering podcasting's future and alignment with Audible's strengths.
Amazon's internal memo indicates that as video podcasting has gained popularity, creator-led, video-integrated shows require distinct growth and monetization strategies.
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