The Main Problems of Podcasting in Russia

Abstract

Purpose. The article presents the results of the analysis of the podcasting market in Russia. It highlights the main problems of the industry, the types of podcast producers, and their monetization models developed in the Russian market. The revenues and expenses of podcast studios are also in focus of study.Results. The research is based on the study of the platforms themselves, scientific papers in the field of podcasting, Internet resources, company reporting, and expert interviews conducted by the authors. The authors have carried out the study in the autumn-winter of 2020.Conclusion. The authors identify five main industry monetization models (which can be combined): advertising, podcasts for companies, podcasts for streaming platforms, donations, and subscriptions. The authors come to the conclusion that despite the main modern problems of Russian podcasting – the absence of regular audience measurements, a single platform, and, as a result, difficulties with monetization – the conditions for launching a podcast studio in the Russian market are favorable.