This Week in Podcasting - 20th September

Podcasting is moving beyond the traditional audio feed, as platforms, technology companies and investors look at new ways to help creators build, distribute and grow their shows. This week brought several developments that show where the industry is heading.

Here are the biggest podcasting updates from the week.

1. Steven Bartlett launches OBSN with plans to invest up to $400M in creators

Steven Bartlett and Authentic Brands Group have launched OBSN, a new venture focused on helping creators turn their audiences and intellectual property into larger media companies, products and brands.

The venture plans to deploy up to $400 million into creator-led businesses over the coming years. Bartlett will lead the media, technology, data and audience-growth side, while Authentic brings its experience in brand building, licensing, product development and global distribution.

The idea is to give creators access to the capital and infrastructure needed to build businesses around the audiences they have already built, including media, products, licensing and live experiences.

For Bartlett, the model builds on his own experience with The Diary Of A CEO, which has grown from a podcast into a wider media business. OBSN now aims to take elements of that playbook to other creators.

2. Amazon Music takes video podcasts into six countries

Amazon Music is expanding its video podcast offering into six markets: the US, Canada, UK, Mexico, Brazil and Japan.

The expansion also adds more hosting providers, with shows from ART19, Omny Studio and Flightcast now available on the platform. SiriusXM, Megaphone and Libsyn are expected to follow.

The move gives creators and publishers another major platform for distributing video podcasts as the format becomes a bigger part of podcast consumption. Amazon is also adding shows from publishers including iHeartMedia, SiriusXM, Spotify, NBC Sports and Headgum.

3. Threads is building a discovery layer for podcasts

Threads is rolling out new tools to make podcasts easier to discover and share on the platform.

Creators can now add podcast banners to their profiles and posts, highlight individual episodes and turn podcast links into tappable cards. They can also share transcripts, video moments and guest cards, while listeners can save episodes they find in their feeds.

The platform is also introducing Podcast Insights, giving creators data on reach and engagement, including clicks and saves.

4. Podeo launches AI tool that turns podcast audio into full-length video

Podeo has launched an AI tool that can turn an existing podcast episode into a long-form video without requiring creators to film a separate version.

The tool analyses the audio, creates a visual plan and adds elements such as captions, stock footage and generated visuals before producing the video. Podeo says a 60-minute episode can be processed in around 20 minutes.

Unlike tools focused mainly on short clips, the product is designed to create a full-length video that creators can edit and publish to platforms such as YouTube. For audio-first podcasters, that could make the move into video less demanding, particularly for creators who want the reach of video without having to record and produce a separate visual show.

5. Spotify is taking its podcast monetisation model into 35 new markets

Spotify announced that its Partner Program is expanding to 35 additional markets, with the new rollout beginning October 19. Eligible creators can earn from Premium video engagement, advertising and their own sponsorships. Spotify says video podcast consumption in Brazil, for example, has grown 60% over the past year and now represents about one-third of podcast hours consumed there.

The bigger picture

The podcast is increasingly becoming the starting point rather than the finished product. Creators are looking for ways to build businesses around their audiences, platforms are investing in discovery and video, and AI is making it easier to turn one recording into multiple formats.

The result is a podcasting industry where the show itself is only one part of the business.This week, several moves across the industry showed how that shift is taking shape