The podcast industry is growing fast; the industry generated an estimated $479.1 million in revenue in 2018 and is expected to produce more than $1 billion by 2021, according to a new report from the Interactive Advertising Bureau (IAB) and PwC. The latest revenue figure represents an increase of 53 percent in just a year.

The shift to podcast ads backs up what industry titans, like Spotify, have been saying for months. The company plans to spend up to $500 million this year on podcast-related acquisitions.

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As of writing, there are more than 750,000 podcasts in existence and more than 30 million episodes in circulation. This jaw-dropping statistic isn't all that surprising considering podcasts are great resources for new and varied insights, staying educated and informed and a fascinating avenue for entertaining content. That's why a lot of people want to get in on the trend. Not only do they get to share their ideas with a massive audience, but podcasting also allows for raising brand awareness and generating revenue.

With that said, it's not easy setting up your own show.

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Apple is on the prowl. Months after Spotify shelled out $500m on two podcasting start-ups, Apple executives are said to be contacting media companies in the hope of funding original content and brokering exclusive deals.

This new phase for Apples streaming service comes at a time when audiences for voice-based programming are growing rapidly. In the past five years, weekly listeners have doubled in the UK, as have monthly audiences in the US. It is not surprising that technology companies are focusing on podcasting and making the medium easier to access. Apple has introduced full-text podcast searches on its Podcast app and Google has made them appear in search results. Spotify launched a voice assistant.

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In recent months, the tech giant has reportedly reached out to media companies about such deals, per Bloomberg. We do not know what kind of companies Apple is engaging with (indie production studios or established networks), and we do not know what sort of shows they are targeting (hits like Serial or brand new projects), per Hot Pod.

Top Podcast Consumption Apps
Business Insider Intelligence
What this move is about: Apple likely views exclusive originals as a way to protect its dominance of podcast listening, which has slipped in recent years as rivals like Spotify bear down.

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Over the past few years, there have been a number of major developments within the advertising world, but one of the most fascinating is the tremendous growth of the podcast. Podcasting, by many measures, is clearly on the rise. As the fortunes of podcasts rise, so too do those of individual podcasters, who have legions of devoted fans looking forward to their next episodes. Podcasting has created a new type of influencer, one who has the ability to reach people wherever they are, whether it’s at home, in their car, or during their daily commute.

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Let me tell you: it was a journey. Learning how to podcast is easy on the one hand, but keeping it up requires grit. I struggled. I celebrated. I attracted clients. I considered quitting at times. I got fan mail. I stuck with it.

Lather, rinse, repeat.

It has now been over 17 months, and I've learned some things. If you are thinking of starting a podcast, here are a few mistakes I'd recommend avoiding:

1. Spending too much money
You do not need a bunch of fancy equipment to start a podcast. Trust me. I spent $65 on a used Yeti microphone and pop filter from some guy off Craigslist and started recording the next day.

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It seems like only yesterday that this water cooler cliche entered our lives. Twas a simpler time, when people would engage in long-winded conversations without feeling the need to freeze them in time and share them with the masses. But today, thanks to audio editing software and our social media culture, it seems everyone and their mom has taken to the format. Literally.

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Nielsen has launched Nielsen Podcast Listener Buying Power Service, an analytics tool providing insights matching podcast listeners by genre with their buying habits.

The tool is placed to help pair podcasts with advertisers by detailing the interests and expenses of audiences.

The product, from Nielsen Scarborough, launches with iHeartMedia, Cadence13, Stitcher, Westwood One and Cabana as clients.

Clients will be able to profile shows using program titles collected from subscribers. In order to connect specific types of listeners with particular advertisers and specific program-level insights - built from a sample of 30,000 respondents.

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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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Last week, Bloomberg dropped a fascinating scoop that Apple, the long-time impartial steward of the podcast ecosystem, is apparently planning to finance original podcasts that would be exclusive to its platforms, and that it has met with media companies to discuss possible deals toward this end. According to the report, the talks were preliminary and Apple has yet to establish a clear strategy around exclusive audio content, but whatever the actual game plan turns out to be, the company appears ready to do things with podcasting and audio shows that it hasn’t done before.

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Audiobooks and podcasts have been sky-rocketing in popularity over the past three or four years. In 2019, the number of Americans who had listened to an audiobook passed 50%, a first for the medium. Podcasts are also on the rise, with investments from companies like Spotify and Pandora further encouraging a virtious cycle of audience growth and a broadening pool of podcasters.

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NPR is projecting that podcast sponsorship revenues will surpass revenues from broadcast sponsorships next year for the first time.

During NPR’s membership meeting Sept. 5, Chief Financial Officer Deborah Cowan told public radio station leaders that the network has budgeted about $55 million in corporate sponsorship revenues from podcasts in fiscal year 2020.

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To make your search easier, we are going to break down some of the best podcasting microphones you can find right now.

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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.

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Reflecting the fact that 75% of UK advertisers are upping spend in podcasts, Nielsen has unveiled a measurement tool to gauge effectiveness in this growing ad space.

Nielsen believes that the UK’s 6 million weekly podcast listeners will double in the next three years. It is putting the tools in place for brands to “quantify the impact and effectiveness of their podcast ads” with the Nielsen Podcast Brand Effect.

The tool has already been running in the US and so far the results have found that 57% of podcast ads tested outperformed pre-roll video in driving purchase intent and 70% of respondents agreed that the podcast ads increased their awareness of products and services.

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We at Adweek recently announced our new Podcast of the Year Awards, celebrating audio excellence across 20 categories. Since we have assembled an incredible lineup of judges, all with direct podcasting experience, we wanted to take this time while submissions are open (that is, before we flood them with shows to judge) to hit them up for some advice.

First we posed the question all of us with a podcast get asked most often: What should you know before launching a show?

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Adweek is proud to announce the inaugural Adweek Podcast of the Year Awards – honoring the most outstanding podcasts of 2019.

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Podcasts can make one feel less alone. By listening to the stories, anecdotes, or commentaries of others on everything from breaking news to popular TV shows, one can find company in the sometimes overwhelmingly digital world we live in and fill otherwise silent and solitary moments in one’s daily life. In an age when people lose hours to screen time, sometimes aimlessly scrolling on social media, podcasts can provide a welcome respite.

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YouTube might not be the first platform people think of when they’re looking for podcasts, but a growing number of top creators are proving YouTube is a bonafide podcast network.

Several YouTubers — including Logan Paul, Marques Brownlee, and Emma Chamberlain — have launched podcasts in the last year. They are all available through traditional audio platforms, like Apple Podcasts and Spotify, but many also offer video versions that live on dedicated YouTube channels where they’ve become incredibly popular.

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Meanwhile, the biggest advantage management holds up for growing podcasts is improved engagement on the platform. But since Spotify doesn't disclose average time spent per user on its platform, investors may be left guessing how the company is doing. So, what is the best indication of whether or not the podcast investments are paying off?

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iHeartMedia has been the radio industry leader when it comes to podcasting. From purchasing How Stuff Works, to The Ron Burgundy Podcast with Will Ferrell, to slapping a full day of podcasts on its radio stations, iHeart has not been afraid to take risks with this fairly new medium. So what does Bob Pittman think about it all?

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A good podcast starts with compelling material – but according to Tyler Moody, VP & GM, WarnerMedia Podcast Network, that’s just the beginning. To launch a successful podcast, Moody says you need:

1.   Content: In a democratized media world content is still king. Maybe more so than ever. The product you deliver to your audience has to be top quality and deliver on its promise.

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Podcasts are now produced by commercial broadcasters, individuals and companies with no connection to broadcasting. In fact anyone with something to say, and a few pounds to spend on the equipment to say it, can get involved.

The digital audio files are cheap to produce and, thanks to the internet, easy to distribute.

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If you want to test in a channel where early adopters are being rewarded with both attractive CAC and scale, here’s what you need to know:

~ Podcast advertising is used very successfully as a direct-response channel with CAC on par with other consideration-stage activities. It is not just for awareness.
~ Podcast reach is very good, reaching 51% of US audiences aged 12+ monthly.
~ Ads read by hosts outperform canned programmatic ads.
~ Tracking is harder than most digital channels and the cost to test the channel is higher than most digital channels.

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Think about it. When was the last time a new podcast came out that was a mass, mainstream hit? Something that was such a hit that it changed things: brought in masses of new listeners, garnered tons of press, or really altered the perception of what podcasting can be?

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To be a well-rounded business owner today, one must master not only business and finance, but other areas like mental and physical health, family, spirituality and sustainability. And as we approach the next decade, it seems like every self-proclaimed successful entrepreneur has a new weekly podcast offering guidance on these and other topics. So how do you sort through the fluff to find real, honest, useful advice that will help you on your own path?

20 Podcasts That Will Help You Grow in 2020

This year brought seismic changes to the podscape—splashy, big-money acquisitions by companies like Spotify, uneven, big-money débuts by players like Luminary—and, above ground, a healthy crop of reliably good, bountiful content. New daily-news shows arose beside the stalwarts; impeachment podcasts sprang up. History podcasts brought perspective, music podcasts brought joy, and one of my favorite podcast genres—the locally produced NPR-style narrative investigative series—continued to flourish.

Best Podcasts of 2019

Today, the board of the much-esteemed Pulitzer Prize announced that it’s adding Audio Reporting as a new category for its journalism prizes in the next cycle.

Podcasts Can Win Pulitzers Now

One of the more curious growth areas in media has been the rise - largely under the radar - of podcasting. The simple act of voices telling stories, conducting interviews or teaching weird and wonderful things has made it one of the most important communication mediums of the 21st Century. Around 73 million Americans identify as regular podcast listeners, and that number is only forecast to rise. With that in mind, we want to help you get started making your own with our pick of the best podcasting microphones around.

The popularity of podcasting can be largely attributed to communities that form around popular podcasts. So it makes sense that more and more people are looking to podcasting as a way of telling their story.

The good news is that there is a relatively low barrier to entry.

Best Podcasting Microphones

The mighty podcast has had a renaissance over the past decade. Live recordings fill the Royal Albert Hall, the Sydney Opera House and Madison Square Gardens – and that’s just My Dad Wrote A Porno. Just this week it was announced that the Pulitzer Prize Board is adding a new category for audio reporting: you can now win a Pulitzer for podcasting.

As we enter a new era of podcasting, Bazaar look back at those that have defined the past decade.

9 Podcasts That Have Shaped The Decade

It is well-known that podcasting is huge these days. But you might not realize how many educational podcasts are out there.

By educational, we mean shows that focus on some super-focused topic, like a specific period of history or an academic discipline. For instance, there are at least 15 or 20 active podcasts about linguistics, and there are several podcasts out there about conversational Latin (and we were pretty sure that was a dead language that was no longer spoken).

A Podcast for Every Discipline? The Rise of Educational Audio

The U.S. podcast market has been on the rise for years, but 2019 marked an extraordinary year of growth for the space.

At least 90 million U.S. consumers (27% of the population) listen to podcasts monthly, up 23% from 73 million in 2018, which is an acceleration from the 9% year-over-year growth monthly podcast listening experienced last year, according to Edison Research and Triton Digital.

Top 19 Media Trends of 2019: The Podcast Boom

Podcasting is recording strong growth in the UK, with the most recent Ofcom data showing that 7.1m people listen to podcasts each week – equal to one in eight of the total population. Moreover, this figure increased by 24% from 2018 to 2019, and has more than doubled in the past five years. As part of their in-depth survey of media consumption, Ofcom also found that half of podcast listeners began listening in the last two years, and regular podcast users listen to seven podcasts per week, indicating that, for many people, podcasts are now an important part of their daily lives.

Business ideas for 2020: Podcasting

There is an industry trend toward more direct listener monetization and engagement. This includes crowdfunding, membership, tipping, and donations, as well as exclusive and premium content.

This is a healthy development — expanding the range of touch points with listeners beyond the ad impression and helping publishers diversify their revenue and business models. The trend speaks to the depth of experience that spoken-word audio elicits, and it encompasses other podcast engagement strategies such as live shows, email newsletters, fan clubs, surveys, and experiments with personalization and interactivity.

PodPass wants to build the identity layer for podcasting

The audio technology company Voxnest owns the podcasting platform Spreaker. The Italy-based StreetLib is a digital book distributor. Last week, they teamed up for a symbiotic relationship that will let StreetLib’s book publishers create podcasts and Spreaker’s podcasters create and distribute digital books or audiobooks.

The Publishing And Podcasting Industries Are Getting Even Cozier

More than half of the U.S. population over age 12 has now listened to a podcast, according to Edison Research. The medium has fundamentally altered the landscape for audio content, liberating and empowering both listeners and creators. And big acquisitions such as Spotify’s purchase of Gimlet Media signal that the business of podcasting is coming of age, too.

But there remains an economic gulf that some entrepreneurs and investors see as an opportunity. Ad spending on podcasting is around $500 million, by some estimates, but that compares to $17 billion or more for radio.

So where is podcasting heading next? How will speech recognition, smart speakers and other innovations change the landscape for podcasts? Should you start your own show? Could you make any money if you did?

The future of podcasting: Can the business of audio content catch up with the creative revolution?

Last month, the Pulitzer Prize Board announced that there will now be a Pulitzer for audio reporting, further proving that podcasting has become an unignorable cultural force. In the announcement, Pulitzer Administrator Dana Canedy explained that the renaissance of audio journalism in recent years has given rise to an extraordinary array of non-fiction storytelling.

Investigative podcasts are exploding. Here are six great ones to get you started.

Fifteen years after Apple first offered 3,000+ free podcasts on iTunes, the medium has become mainstream.

Basic Facts: According to Edison Research and Triton Digital, there are now 62 million Americans listening to podcasts each week, up from 19 million in 2013. One reason for the growth is the number of choices podcast listeners have today. There are now over 800,000 active podcasts with over 54 million podcast episodes currently available worldwide. Because of a low cost of entry, in the first ten months of 2019, a record 192,000 new podcasts have been launched.

Podcasting Is Going Mainstream

As 2019 moves to a close, Spotify is giving its yearly version of the personalized Spotify Wrapped, as well as a unique one that showcases your listening records through the last decade.

That indicates your Wrapped will add the songs, artists, albums, and podcasts you found on Spotify in 2019, plus the artists you streamed across the past decade, by a My Decade Wrapped option.

Spotify Wrapped extends to add your favorite music from the decade, plus podcaster metrics

On a recent rainy afternoon, a panel featuring a mixture of hip young creatives took place at YouTube’s Manhattan studio space. The topic of discussion? Podcasting. Organized by New York-based podcast hosting platform Simplecast, the event drew a crowd of young creators with a hunger to learn how to produce and distribute their own podcasts.

How Podcasting Became the Next Content Medium Race

I do believe the spike in podcast popularity will be good for its myriad providers in many ways. The rising tide and all of that good stuff. But I do worry that many of its most unique independent voices will get bulldozed as big companies rush to construct skyscrapers. It is our job as listeners, fans and podcasters to make sure those voices are not drowned out.

Independent Podcasts

Last Friday, a group of podcast publishers and related operatives announced the formation of something called the Podcast Academy, which they described as a nonprofit organization dedicated to “elevating awareness and excitement for podcasts as a major media category and advancing knowledge and relationships in and around the business.”

Its various activities will involve things like holding educational webinars, organizing networking events, and publishing white papers. But its flagship endeavor seems to be an awards program to be called the Golden Mics — or, as people are already calling it, the Oscars of podcasting.

Podcasting Is Getting Its Own Oscars. Will It Work?

The soundproof Staples Connect Podcast Studios, developed in partnership with iHeartRadio, will include professional equipment -- a RODECaster Pro control board, RODE microphones and SHURE headphones -- and space for up to four people.

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Starting a podcast is easy. Making one that actually sounds good is another story entirely. We can not help much with the bigger problems facing would-be podcasters -- finding a good topic and getting people to listen -- but we can point you to the best gear to get started. With a few smart purchases, you too can sound like a podcast pro.

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For years, Apple has been the forefront of podcasting. While audioblogging had been around for a while, there is an argument that it was Apple that really invented what we know as a podcast with the introduction of the iPod. Without doubt it was its innovations that sent it mainstream.

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Technologically-enhanced journalism has seen proliferation of online broadcasting channels, blogs and online newspapers. All these are set up in a bid to mainly attract curious millennials, and to offer alternative platforms to the wider content consumers.

In Kenya, online newspapers and TV streaming services have been touted as the next frontier in the media industry.

Legacy media outlets find this both as a challenge and opportunity at the same time. As much as they are a source of new revenue streams, these new digital channels offer tough competition that has seen the traditional media outlets’ earnings substantially shrink.

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Vox Media Podcast Network now generates over $10 million a year in revenue from a roster of more than 200 shows across Voxs 14 brands, including those produced with partners like Stitcher. While president of Vox Media Studios Marty Moe would not disclose revenue figures, he said the goal is to double the eight-figure revenue business. This would mean a minimum of $20 million in 2020. In all, Vox Media worked with over 100 different podcast advertisers last year and he said he expects this number to grow this year, although the focus is on expanding hit podcasts.

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As podcasts continue to grow in popularity, politicians are increasingly using the medium to reach the public without having to go through traditional news media.

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The company behind the hit true-crime podcast Serial is exploring a sale, according to a person familiar with the matter, putting one of digital audios biggest brands on the market as the medium becomes increasingly popular.

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Spotify, the Swedish music and audio streaming giant, has extended its reach further into the growing podcast market with its formal acquisition of the Ringer, a US sports and pop culture platform.

Although Spotify announced the acquisition at the beginning of this month, more details of the deal emerged this week in a filing with the Security and Exchange Commission.

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