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Number of new podcasts drops by 80%

Podcasts in pivotal moment as number of new shows drops by 80%

Analysts uncover dramatic worldwide decline, even though demand for content remains high


It’s a very dramatic headline, but the reality is more nuanced. In 2020, 1,109,000 podcasts were launched – but last year only 219,000 shows debuted. Now, would I like to believe that’s a result of people recognising how difficult producing a podcast is? And coming to heft me on their shoulders and carry me through the streets in celebration of Media Voices? Absolutely. Is that going to happen? No.

Instead, the research suggests that the fall is probably due to a confluence of different long-term trends. “Glynn and Taylor both detect another contradictory trend, undercutting this move towards popular, established podcasts. Deeper, better researched, even ‘niche content’, is still in demand. These shows may reach small audiences but they still help commercial sponsors and advertisers to reach specific consumers.”

A smaller number of podcast launches (if 3m ongoing podcasts globally can be considered ‘small’) is no bad thing, honestly. For one thing, vanishingly few podcasts ever get beyond their seventh episode and the majority are just lying fallow. The bigger ones will continue to be valuable and attractive to advertisers, sponsors – and more importantly audiences.

Microsoft to incorporate ChatGPT into Bing very shortly

Microsoft to update Bing with faster version of ChatGPT next week: Report

Microsoft could soon roll out ChatGPT-4 powered Bing search engine with faster response time.


This was always the end goal of Microsoft’s investment in OpenAI. What’s interesting here is the implication this has for the future of search – with Google likely to follow suit with Apprentice Bard. Lots of shaking up to happen in this space, and as ever it’ll be on the publishers to adapt to change imposed from above.

Twitter API nonsense continues

Elon Musk says Twitter will provide a free write-only API to bots providing ‘good’ content

Elon Musk said that due to feedback Twitter will provide a write-only API for “bots providing good content that is free.”


‘Chaos’ is too cool a word for anything to do with Elon Musk, so instead I’ll just say ‘nonsense’. How are publishers supposed to be planning their Twitter strategy if it keeps doing these flip-flops and increasing ambiguity: ‘Elon Musk said that after getting feedback from developers, Twitter will provide a write-only API for “bots providing good content that is free.”’ What counts as ‘good content’, who decides that… etc.? It’s all just such a faff.

The Bureau of Investigative Journalism launches community pilot project

Growing community-led investigations: the Bureau’s new pilot project

We want to put journalism at the heart of communities, equipping them to commission and shape investigations that leave a legacy for others to access.


This is a fun way to look at bringing communities into the reporting process, right from the start. It builds upon the work that the Bureau undertook in 2020 called Change the Story, where it worked collaboratively with a group of people from across the UK to re-imagine local news that could serve marginalised communities. More, please!

NEW EPISODE: Word in Black COO Andrew Ramsammy on the opportunities of news collaboratives

This week we hear from Andrew Ramsammy, Chief Operating Officer of Word in Black. The publication was founded in the aftermath of the murder of George Floyd, and brings together 10 of the nation’s leading Black publishers in a news collaborative. He discusses how the collaborative came together, how they’ve tripled revenue since launching, and other areas of opportunity for publishers to come together.

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