Podcasting may be going through a renaissance, but a reliance on downloads for distribution now seems like renaissance-era technology. Part 1 outlined how measurability is undermined in the podcast download model. Part 2 focuses on how streaming actually frees up more ad inventory that can deliver higher revenues and greater audience engagement.

Podcasts were born in a download era, but we now live in a streaming world. When podcasts arrived on the scene, streaming wasn’t an option. Today we have ubiquitous LTE and nearly ubiquitous WiFi. The high-speed mobile bandwidth should make it easy to stream audio such as podcasts on demand instead of waiting for a time when you can download a large file.