Podcasters Ditch Short Episodes in Favor of Four-Hour Conversations

In a newsletter for Bloomberg, Ashley Carman discusses the rising trend of long podcasts and their surprising popularity among listeners. “By today’s standards of interminable podcast discussions, a nearly three-hour recording isn’t even particularly notable,” she writes, highlighting recent episodes from Joe Rogan (2 hours; 16 minutes with Adam Sandler), Lex Fridman (8 hours; 37 minutes with Elon Musk), and the Acquired podcast (3 hours; 38 minutes with Lockheed Martin). “Increasingly, podcasters are pushing the outer limits of episode length while stress testing the endurance of their audiences. Popular podcast gabfests can now run on for half a workday or longer.” From the report: One might assume such marathon episodes must be the result of a hands-off approach to editing. But this is not the case, said Ben Gilbert, co-host of the Acquired podcast. Every month, he and his co-host David Rosenthal release a three- to four-hour podcast, detailing the story of a specific company. The in-depth histories, he said, are the result of nine-hour recording sessions and a month of research.

“It’s not important to ship every good minute,” Gilbert said. “It’s important to ship only great minutes. If you’re actually intellectually honest with yourself, that’s how to release a really good product.” Even with the longer runtimes, he said, their audience listens to the vast majority of each episode. Consider their deep dive on Lockheed Martin, which runs for three hours and 38 minutes. On Apple Podcasts, the average listener consumed 70% of the show, he said. An episode on Nike, which clocks in at upwards of four hours, had an average consumption rate of 68%. “Every time we made something longer… people only seemed to love it more,” he said. On the show’s website, the hosts describe the episodes as “conversational audiobooks.” […]

[Jack Sylvester, executive director at Flight Studio, the Bartlett-founded podcast company behind Diary of a CEO] said the team can view data around how much of the audience consumes episodes on YouTube’s TV app versus on a phone, tablet or computer. TV usage, he said, is ticking up. To give viewers a reason to keep the show on as their primary viewing experience, they’re now making sure the videos have a top-quality polish. Still, in a world in which people scoff at the prospect of a three-hour movie — and short-form video is the dominant consumption trend in entertainment — these podcasters are eagerly meandering in the opposite direction. “The short-form obsession ended up creating white space for us,” said Gilbert of Acquired. “Whenever you have a trend, that means there’s people who feel left behind and want to flock to something new. This sets us apart.”

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Apple Vision Pro’s Content Drought Improves With New 3D Videos

More than a dozen new Immersive Videos are coming to Vision Pro, with the first, titled Boundless, launching last night. “The announcement follows a long, slow period for new Vision Pro-specific video content from Apple,” writes Ars Technica’s Samuel Axon. “The headset launched in early February with a handful of Immersive Video episodes ranging from five to 15 minutes each. Since then, only three new videos have been added.” From the report: Tonight’s Boundless episode will allow viewers to see what it’s like to ride in a hot air balloon over sweeping vistas. Another episode titled “Arctic Surfing” will arrive this fall, Apple says. Sometime next month, Apple will publish the second episode of its real wildlife documentary, simply titled Wild Life. The episode will focus on elephants in Kenya’s Sheldrick Wildlife Trust. Another episode is in the works, too. “Later this year,” Apple writes in its newsroom post, “viewers will brave the deep with a bold group of divers in the Bahamas, who come face-to-face with apex predators and discover creatures much more complex than often portrayed.”

In September, we’ll see the debut of a new Immersive Video series titled Elevated. Apple describes it as an “aerial travel series” in which viewers will fly over places of interest. The first episode will take viewers to Hawaii, while another planned for later this year will go to New England. Apple is additionally partnering with Red Bull for a look at surfing called Red Bull: Big-Wave Surfing. In addition to those documentary episodes, there will be three short films by year’s end. One will be a musical experience featuring The Weeknd, and another will take basketball fans inside the 2024 NBA All-Star Weekend. There will also be Submerged, the first narrative fictional Immersive Video on the platform. It’s an action short film depicting struggles on a submarine during World War II.

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Hulu Content Will Be Added To Disney+

Disney CEO Bob Iger said the company will add Hulu content to its Disney+ streaming app, adding that it will also raise the price of its ad-free streaming service later this year. CNBC reports: CEO Bob Iger said the company would soon begin offering a “one app experience” in the U.S. that incorporates Hulu content into its flagship streaming service, Disney+. Standalone options for all of Disney’s platforms, including ESPN+, will remain. “This is a logical progression of our DTC offerings that will provide greater opportunities for advertisers, while giving bundle subscribers access to more robust and streamlined content resulting in greater audience engagement and ultimately leading to a more unified streaming experience,” Iger said during Wednesday’s earnings call.

Iger attributed the move toward a one-app location for both Disney+ and Hulu content to the “advertising potential for the combined platform.” While Hulu has long offered an ad-supported option for subscribers, Disney+ launched the cheaper tier last year. Disney will begin to roll out the one-app offering by the end of the calendar year, and Iger said the company would share further details at a later time. In the company’s fiscal second quarter earnings, the company reported $21.82 billion in revenue, up 13% from the same period last year and beating estimates. It did, however, shed 4 million Disney+ subscribers.

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New Winamp Update Adds Features, Fixes, and (Sigh) Support For ‘Music NFTs’

The release candidate for Winamp version 5.9.1 builds on the groundwork laid by August’s 5.9 update to fix some bugs and add new features to the reanimated music player. “Most of these are straightforward updates or improvements to existing features, but because it’s 2022, one of the only new features is support for music NFTs,” reports Ars Technica. From the report: “Winamp’s latest version lets music fans link their Metamask wallet via Brave, Chrome, or Firefox to Winamp. It then connects their favorite music NFTs to their tried-and-true player,” the company said in a press release provided to Ars. “Winamp supports audio and video files distributed under both the ERC-721 and ERC-1155 standards, and is launching this new feature for Ethereum and Polygon/Matic protocols.” To directly display websites needed to download these NFT playlists, according to the release notes, would require an updated rendering engine for Winamp’s in-app browser, which is currently based on Internet Explorer 10.

There’s still plenty here for legacy Winamp fans to like, and it’s nice to see that all the modernization work done in the 5.9 update is paying off in the form of faster updates. Among many other fixes, the new release includes a “memory footprint reduction,” a bandwidth increase for streamed music, an update to OpenSSL 3.0.5, and a few other updates for the underlying codecs and other software that Winamp uses to do its thing. As for the NFT support, Winamp developer Eddy Richman (who goes by the handle “DJ Egg” on the Winamp forums) wrote that people who don’t want it can remove it, either during the install process or after Winamp is installed.

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Google Wants To Take On Dolby With New Open Media Formats

An anonymous reader quotes a report from Protocol: Google is gunning for Dolby Atmos and Dolby Vision: The company is looking to introduce two new media formats to offer HDR video and 3D audio under a new consumer-recognizable brand without the licensing fees hardware manufacturers currently have to pay Dolby. Google shared plans for the media formats, which are internally known as Project Caviar, at a closed-door event with hardware manufacturers earlier this year. In a video of the presentation that was leaked to Protocol, group product manager Roshan Baliga describes the goal of the project as building “a healthier, broader ecosystem” for premium media experiences. The company’s primary focus for Project Caviar is YouTube, which does not currently support Dolby Atmos or Dolby Vision. However, Google also aims to bring other industry players on board, including device manufacturers and service providers. This makes Project Caviar one of Google’s most ambitious pushes for open media formats since the company began working on royalty-free video codecs over a decade ago.

Google’s open media efforts have until now primarily focused on the development of codecs. The company acquired video codec maker On2 in 2009 to open source some of its technology; it has also played a significant role in the foundation of the Alliance for Open Media, an industry consortium that is overseeing the royalty-free AV1 video codec. Project Caviar is different from those efforts in that it is not another codec. Instead, the project focuses on 3D audio and HDR video formats that make use of existing codecs but allow for more rich and immersive media playback experiences, much like Dolby Atmos and Dolby Vision do. Baliga didn’t mention Dolby by name during his presentation, but he still made it abundantly clear that the company was looking to establish alternatives to the Atmos and Vision formats. “We realized that there are premium media experiences where there aren’t any great royalty-free solutions,” he said, adding that the licensing costs for premium HDR video and 3D audio “can hurt manufacturers and consumers.”

Dolby makes most of its money through licensing fees from hardware manufacturers. The company charges TV manufacturers $2 to $3 to license Dolby Vision, according to its Cloud Media Solutions SVP Giles Baker. Dolby hasn’t publicly disclosed licensing fees for Atmos; it charges consumers who want to add immersive audio to their Xbox consoles $15 per license, but the fee hardware manufacturers have to pay is said to be significantly lower. Still, in an industry that long has struggled with razor-thin margins, every extra dollar matters. That’s especially true because Dolby already charges virtually all device makers a licensing fee for its legacy audio codecs. A manufacturer of streaming boxes that wholesale for $50 has to pay around $2 per unit for Dolby Vision and Dolby Digital, according to a document an industry insider shared with Protocol. “For lower-cost living room devices, the cost may be prohibitive,” Baliga said during his presentation.

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