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Publicado em 05/05/2021
Não é segredo para ninguém o quanto gostamos da mídia podcast e o quanto acompanhamos de perto a sua grande virada nos últimos anos. Após conseguir furar a bolha e aparecer na grande mídia, saindo de um nicho para um público muito mais amplo e variado, com novos programas sendo lançados diariamente em uma escalada exponencial, os podcasts parecem estar maduros o suficiente para entrar em uma nova era, a da monetização.
Historicamente os podcasts eram mais um hobby, que com o tempo conseguiram algum rendimento com a ajuda dos ouvintes e ações publicitárias, mas de forma ainda muito restrita a poucos programas de maior destaque. Para a imensa maioria ainda é, ou era, uma questão de fazer por amor.
Por mais que seja esperado um faturamento de 1,33 bilhão de dólares em publicidade nos podcasts dos EUA em 2021 (crescimento de mais de um terço por ano), o ritmo de surgimento de novos podcasts é ainda maior, dobrando nos últimos onze meses (de 1 para 2 milhões na plataforma da Apple).
Por isso se tornam necessários sistemas que possibilitem lucratividade a um número maior de programas, de forma estruturada. Pelo menos é o que parece ao analisarmos os movimentos de grandes players do mercado do som e digital como um todo. O Spotify, que ao lado do Google teve grande participação na popularização dos podcasts no Brasil e já se consolida como um hub de podcasts exclusivos, anunciou em fevereiro e começou os testes recentemente para a sua plataforma de podcasts paga, sem dedução de comissão durante os primeiros dois anos, após os quais ficará com 5%.
Praticamente ao mesmo tempo, a Apple, que lidera o gigantesco e mais desenvolvido mercado norte americano, também anunciou seu serviço concorrente, onde cobra inicialmente 30% de taxa, diminuindo para 15% após um ano de .
Nesta corrida para ser a “Netflix dos podcasts”, um outro gigante, que até então não apresentava muitos interesses na mídia, abriu seus olhos para o potencial de lucratividade dos podcasts. O Facebook anunciou, ainda sem muitos detalhes, os planos de criar um player próprio dentro da sua plataforma. Mesmo saindo atrás dos concorrentes, é inegável que o gigante da publicidade digital tem know-how para fazer um grande barulho e possivelmente mudar a cara do mercado.
Só que os postulantes ao cargo de principal marketplace de podcasts não terão vida fácil. De acordo com a pesquisa YouGov, 83% dos ouvintes rejeitam a possibilidade de pagar para ouvir podcasts. Muito diferente da relação quase afetiva de longo prazo que motiva fãs a apoiarem seus programas favoritos em sistemas como APOIA.se, Piay e Patreon, o desafio é oferecer algo de valor para um público mais “frio” neste sistema massificado e impessoal.
Programas exclusivos são o primeiro o já praticado por boa parte dos grandes programas que tem público suficiente para de fato lucrar com este modelo. Porém, para realmente mudar a cultura de consumo, será necessário um grande esforço, tanto geral do mercado de podcasts, quanto estratégico de cada player que queira sair vencedor da acirrada disputa que se apresenta.
Nós, como sempre, acompanharemos de perto mais esta etapa do nosso xodó, observando irados seu amadurecimento e, claro, trazendo as novidades aqui para vocês.
Fontes: GZH e Olhar Digital
