Whenever I record some chapter related to greater or lesser extent to the present.
I end up repenting and today is precisely one of these episodes. While I
recorded this chapter on Sunday, June 2. Yesterday, June 3, Pod
News revealed that Megaphone, not Spotify Eye, but Megaphone, was working to
re- enact its certification. And ab this doesn' t mean that everything
I' m talking about in the episode you' re going to hear next
is false or it has to be corrected, because for the moment it hasn
' t become official And, above all and something very important, it'
s not Spotify who' s working on coming back, but Megaphong. The
ad part of Spotify, but well, I don' t get involved anymore.
We' ll see if I don' t have to re- update
the streaming audio platform. Your Excellency. Spotify has abandoned the statistical measurement system
and ab for a few months and so far it had not been made public
because the IAB itself had not removed Spotify as one of its partners. But
this is already a reality and what consequences it has, because let me tell
you, because it is quite dangerous for the podcast industry. We welcome you
across the microphone. On the other side of the microphone, a project by
Jorge Marín Nieto in which you will find your daily ration of metapodcasting, casting
with news, events, tools or episodes of opinion in just ten minutes.
Ten minutes, ten minutes. It is a pleasure to be on the other
side of the microphone, as every day, to continue to break down all
the secrets, all the events, news, tools, curiosities, recommendations and
everything that crosses my path around podcasting. I am Jorge Marín, since eb
producer, and today Tuesday I want to talk to you about the abandonment of
Spotify in the system of measurement and statistics and ab As reported to us pot
News on April 22, although they have already advanced it long ago, specifically
they say that it was not subscribed, it no longer had this certification since
the beginning of two thousand twenty. It has not been so far, when
the IAB platform has removed Spotify from its membership list on its clear Spotify website.
Well, some statements made by the ceo of the good c the press
manager of Spotify said that well that in this two thousand twenty- four have
made a small pause to ensure that they can continue to participate actively and that
they go to the next, next months, next year, they will reassess
their membership, their association through IAB And good that they will continue to defend
the efforts and that they will continue to connect with the industry and with this
work to the digital advertising that they do thanks to this certification of IAB.
Remember that neither Megaphone, nor chart tabole, nor four p do not have
certification and a b today when they wrote this, but they do meet all
the standards required by the platform itself and ab in its version two one remember
that it is about to leave if the version two has not already come out
with new improvements to continue measuring effectively how they count or how they count the
downloads and listens of podcast. Let' s say in this standardization of podcast
platforms to be heard wherever you hear it, your podcast or your program count
in the same way, whether you' re staying in eBox, in Spreaker,
in Spotify, well wherever it is. Let' s say it'
s a standard way to count each download or listen to podcast. They say
that pod Bin has also been removed from the list of companies that comply with
the i AB certificate and that they were last certified also in two thousand twenty,
so they advance here inpond News to be certified for the first time go.
It' s twelve thousand five hundred dollars a year' s renewal.
That' s six hundred and fifty dollars. The non- partners who aren
' t partners are seventeen- five hundred dollars? And renewing this certification to
the non- partners is eight seven hundred and fifty dollars, which may seem
like a barbarity for a podcast like this that you are listening to, in
fact it is and for many of you it is, but for a company
like Spotify or pod b or many of those that I have named previously,
because this surely is nothing, especially if you take into account that in this
way you certify that all your listeners are subject to a say global measurement,
a joint measurement to which the big podcast platforms undergo to certify that their downloads
are as realistic as possible or at least every year, as they are updating
the IABE. In addition to the link to last April' s Pod News
news. I' m going to leave you a link to a thread that
Frantzuz published last December perhaps referring to the types of downloads that Spotify offers.
And it is that for some time there have been some Spotify statistics that do,
that are certified by iab but, on the other hand, there are
others that do not. And this is because it' s because Spotify there
are two ways, so to speak, to insert ads, on the one
hand, if you download the episode or, on the other hand, if
you listen to it on streaming, depending on how you do it. Let
' s say it adds to one statistic or adds another to another forgiveness,
because the way to insert advertising, if you do it via streaming or if
you do it through downloading, is different. In this way, Spotify counted.
Now not anymore, but I counted in two different ways and only one
of them was certified by iab this I imagine, I want to think that
is one of the reasons why we say that they have decided to separate from
this certification, added to the fact that they also control Megaphone, which is
one of the largest advertising agencies of digital audio and audio streaming. And this
is precisely where one of the biggest problems that comes from this exit is that
you abandon this certification and see and mount your own system, mount your own
statistics system, well, you wouldn' t have a bigger problem if it
' s a small company. And well, if at the end of the
day, let' s say you want to separate from how you measure the
rest of the people or the rest of the companies, the downloads and listening
statistics from podcasts. But of course, what' s going on here that
Spotify has become the largest or one of the biggest histing or podcast hosts in
the world. I think it' s over Apple Podcast. Despite carple Podcast,
it' s not a lodger, it' s not a husting as
such. Spotify yes, but well, you know what I mean, that
Spotify has gained so much weight, that it has already outranked Apple Podcast.
And of course, if you' re the biggest husting, you' re
the biggest podcast host in the world. And if it' s or,
you add it up that you' re avoiding or starting to avoid being audited
by a company or an external agency, as in the case of IAB,
and you' re the one who makes your own statistics, because of course,
it makes you think, it makes you think, because in addition,
now, for example, those we host in Spreaker or in eBox. I
think they don' t count Spotify statistics well, but good at Spaker they
did. So far, they won' t be able to count your podcast
statistics along with the rest of the statistics from other platforms. That is,
the podcast multi- distribution is going to be truncated, not because you can
' t distribute your podcast in Spotify, but because it won' t be
able to count in the same way. And this is a real problem,
because, of course, so far You, with your FITRSS, can distribute
per podcasts to Spotify. There you even go to YouTube, and here is
precisely the great example that You bring. The sums of the downloads or better
said, YouTube visualizations you have to count. Besides, those YouTube visits don
' t count within your statistics, but from now on, Spotify visits aren
' t going to count either, because they won' t be able to
synchronize with your statistics system that you do have the certification and now see this
clear, they' re going to disentangle and they' re going to start
riding it on their own. And this is a little dangerous hooking up with
what I said before if you' re the biggest podcast host in the world,
because if you' re going to start making or moderate your own statistics
and you have the biggest market control, wow is a little dangerous. But
if you add to that, you add the fact that they have Megaphon behind
one of the largest advertising agencies or advertising systems of a digital audio in the
world, that they will count their own statistics, that they will control advertising
and that also controls accommodation. Of course they' re already doing everything,
let' s say the podcasting ecosystem. Now maybe it' s very nice
that they start giving us the accommodation. Then they start giving us a gift
or paying well for advertising. And everything is very nice, everything very wonderful.
But when you already have all the control of the market and start lowering
advertising prices, or it sounds. This is because web site creators with Google
auts sound and a lot when previously Google' s Vanness advertising paid off very
well. But once they took the whole market and removed Google Reader from the
equation so that people could not use blog fixes, little by little they started
to lower prices until they threw them down the floor. And that' s
what it looks like. Here I allow myself to dust my crystal ball.
Looks like they' ll end up doing this with Spotify. First they'
ve done the podcast accommodation. Now they are going to be done with the
statistics system and then with the control of the ads, because now for what
we want more. Luckily, podcasting or at least it' s what we
do. Podcasts we like a lot. We prefer to multidistribute our content across
all other podcast platforms. But of course, if Spotify is the one that
lets us host it, for free, we can advertise it and then we
distribute it to the rest of the platforms. Well, after all, we
' re going to start giving in, giving in, giving in, giving
in? We' re going to a bunch of clients I' m talking
to. I' ll show you the different options to host your podcasts and
many of them go straight to Spotify. Not by Spotify by the great Swedish
brand with the Green logo, but by the missing Andcore, now transformed into
Spotify Ford Podcaster and the advantages it gives. But of course, you have
to know a little bit about the options and see the dangers in the future,
like this one I was telling you about. If little by little we
give you our content, because they offer us everything for free and they start
to put everything very nice and very wonderful, once they are done with the
market taking small steps like the one that I have brought you today, which
will happen in the future. So think about it and don' t put
all your eggs in the same basket, because it' s a little dangerous,
as I said. I' m going to leave a link to last
April' s Pod News news, where they announced Spotify' s departure from
certification and ab, and in addition, the link to Francis us Quiza'
s thread, where he explains the two Spotify ad distribution models and why they
are not accounted for in the same way or not accounted for in the same
way. Because this thread is from last December and this news from last April.
We will see if, when the new season of the microphone begins,
I bring no more news on this topic and more abandonments by the podcasting industry,
global podcasting, free podcasting and multi- distribution podcasting. Too bad,
but well, listen thanks to you guys for being on the mike for you
and now I say goodbye and how every day I go back to that place
where you guys are right now on the other side of the mike or