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.”