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One-third of Americans over 12 listen to podcasts. But just as the business gets booming, are there already too many podcasts?

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The face of audio media is changing and it is all because of podcasts.

Audio media has always been prominent as it was the first true form of entertainment to exist before television came into being, and quite genuinely, I have to say I am beyond thankful radios have not yet fallen from the face of the earth.

Audio media is a key component of both traditional and contemporary technology. But, more personally, it is something that has been in my life since the day I became capable of retaining memories. With podcasts becoming increasingly popular, I believe radios will go out of style, and I will have to adjust accordingly.

complete article

Podcast listeners make for an interesting audience segment for B2B brands. According to recent reports on podcasting, 74% of podcast listeners want to learn new things, and they are more likely to be active on social media and follow companies. That means podcasts pose a unique opportunity to generate qualified leads and brand advocates.

complete article

Podcast measurement company Podtrac has recorded mostly negative week-over-week download and unique audience growth since social distancing measures began. The declines were most severe in mid-March when major cities began shelter-in-place requirements and nonessential American workers began working from home. As of the week of April 27, however, weekly download and audience growth are slowly ticking back up.

But it is not all bad news: Podtrac found that for the shows it measures, year-to-date growth overall is still positive with major download growth in categories like news, comedy and business.

Theres good news on the horizon for podcast revenue growth, and presumably for radio organizations that are active in that space.

With expected growth of 14.7% through 2020, the stage has been set for podcast revenues to hit $1.1 billion in 2021, according to the IAB/PwC report.

While it remains to be seen what long-term impact the pandemic has on podcast revenues, IAB/PwC still predicts a 15% jump in 2020. This comes after podcast ad revenues soared 48% between 2018 and 2019, a stunning growth rate.

Podcasting is increasingly seen as a reliable channel for long-term ad investments, new data from the Interactive Advertising Bureau (IAB) shows: Annual ad buys, where ads are bought for the entire year, nearly doubled in the US from 24% to 47% of podcast ad revenues between 2018 and 2019.

US Podcast Ad Revenue Share, by buy type, 2018 and 2019

Meanwhile, quarterly ad buys and scatter ad buys, where ads are purchased closer to the time they air, declined — making up 31% and 21%, respectively. According to the IAB, podcast ad revenues totaled $479.1 million in 2018 and $708.1 million in 2019.

This is a sign that more advertisers are including podcast ads in their long-term marketing plans, rather than just using podcasts to experiment with. It's a testament to the rise of the podcasting industry: Listeners are increasing rapidly — eMarketer expects US podcast listeners to grow by nearly 15% to surpass 100 million this year — and podcasting platforms have responded by working to meet the technological needs that advertisers have come to expect from digital formats.

The COVID-19 restrictions that many countries had to endure forced many people to seek alternative forms of entertainment. One such form is podcasting which has grown in popularity over recent years. According to the most recent financial reports, Spotify reported that 21% of the monthly active users (MUA) have engaged in at least one podcast in the past month.  Data presented by Stockapps.com breaks down the rise of podcasting.

Spotify Records 5% Increase in Podcast Engagement between Q4 of 2019 and Q2 of 2020

The Joe Rogan Experience – the title of Rogans podcast, was the highest-earning podcast of 2019 with revenue of $30M. In September 2020, Joe Rogan officially began his podcasting contract with media giants Spotify, which will eventually see his entire library of content migrate to the platform. The deal is reported to be over $100M.

Spotify has been expanding its podcasts catalogue as they continue to see strong growth in that particular segment. The rate of consumption of podcasts has been growing by triple-digit percentage numbers for the last few years. In Q4 of 2019 16% of Spotifys monthly active users engage in podcast content, by Q2 2020 that number had jumped to 21%.

Podcast-listening has skyrocketed over the past couple of years. In fact, it’s quickly becoming one of the fastest-growing mediums, with forecasts predicting the number of podcast users to exceed 160 million by 2023.

Do you have a niche?
Podcasts that focus on a specific niche or subject matter tend to perform better and garner more regular listeners than those covering broad topics.

Do you have the time?
Although the best podcasts come off as being off-the-cuff conversations, the truth is that a lot of time and commitment are involved in bringing them to life.

Do you want to raise your profile or make money?
Podcasts can be great tools for raising your thought leadership profile, but if monetization is your primary goal, you will probably want to invest your time and money somewhere else.

Spotifys $100 million-plus Anchor acquisition is seemingly paying off. In data released today as part of its annual Wrapped look-back on the year, the company says Anchor, which makes podcast creation software, powered 80 percent of new podcasts on Spotify this year, meaning the software contributed more than 1 million shows to Spotify’s catalog in 2020 alone. Overall, Anchor powers 70 percent of Spotifys total podcast catalog, or around 1.3 million out of over 1.9 million shows.

Amazon has long owned Audible, the audiobook titan that dabbles in podcasting, but only very recently began to work its way into the podcast arena. Just this September, Amazon Music launched podcasts, in an effort to boost one of the truly struggling arms of the company. For whatever reason, Amazon Music streaming has not been able to maintain a foothold as a competitor to Spotify for Apple Music, in the same way that Prime Video contends with other top video-streaming services.

Spotifys $100 million-plus Anchor acquisition is seemingly paying off. In data released today as part of its annual Wrapped look-back on the year, the company says Anchor, which makes podcast creation software, powered 80 percent of new podcasts on Spotify this year, meaning the software contributed more than 1 million shows to Spotifys catalog in 2020 alone. Overall, Anchor powers 70 percent of Spotifys total podcast catalog, or around 1.3 million out of over 1.9 million shows.

Anchor-hosted shows account for more consumption of third-party podcast content on Spotify than any other podcast hosting or distribution provider
Spotify says Anchor’s top five markets in 2020, by total number of shows, were the US, Brazil, Indonesia, Mexico, and Great Britain. In Indonesia, Spotify signed nine shows to become exclusives. Meanwhile, the fastest-growing markets, looking at the average monthly increase in new shows, are India, Mexico, Brazil, Argentina, and Indonesia. India accounts for nearly 40,000 Anchor-made shows and has been growing at an average of 22 percent month-over-month increase in 2020.

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