Podcast advertising has grown dramatically over the past few years, outpacing all other digital media. The most recent IAB U.S. Podcast Advertising Revenue Study 2023 predicts ad revenue will hit nearly $4 billion in 2025, more than 2x that of 2022. As new advertisers come into podcasting, it’s critical that they approach podcasts with a …
What Makes Podcasts a Unique Ad Medium: Two Foundational Learnings Read More »
What do habitual podcast listeners – the true blue podheads – get that other listeners don’t? That’s an important question. If podcasting is going to continue to grow year after year, the industry not only needs to encourage more people to listen to their first podcast, but it also needs to understand how to get …
Helping More Podcast Listeners Get the Podcast Habit Read More »
Every content provider knows how fundamentally critical it is to understand your audience. This is beyond true for podcasts. With hundreds of thousands of active podcasts to choose from, success depends on how to get your podcast audience and your advertisers to choose your podcast. The benefits are clear. The more you know about your …
Closing the ‘Know Your Audience’ Gap for Podcasts Read More »
One of the privileges of working on the biannual Cumulus Media / Signal Hill Insights’ Podcast Download Report over the past four years has been the opportunity to keep a close eye on changes in podcast platform usage in the US. In particular, we have been able to track YouTube’s emergence as a leading podcast …
Let’s Think about Podcast Consumers, Not Just Listeners Read More »
A decade ago, one year before the launch of Serial, you could be forgiven for thinking podcasting was destined to be another casualty along what we used to call the “information superhighway.” Monthly podcast listening had stalled at 12% among Americans aged 12+ in the Edison Research Infinite Dial – down 2 points from 2012. …
One of the most under-reported data points about podcasting is the popularity of news podcasts. Lost amid all the stories about Joe Rogan and true crime podcasts is the fact that a whole lot of people get their news from podcasts. The question is, why? And, more importantly, in today’s news-saturated media environment, what makes …
What Makes Podcasts a Powerful and Unique Medium for News Read More »
Recently, Triton Digital released their 2022 U.S. Podcast Report, and it’s chock full of tasty data and overall positive news for podcasting. The top headline is that overall downloads are up 20% over 2021. Moreover, the average listener downloaded 1.1 more hours of content a week, too. The report also reveals some very strategic demographic …
Digging the Demos in Triton’s 2022 U.S. Podcast Report Read More »
I vividly remember when Bryan Barletta first pitched me his idea for Sounds Profitable. It was August 2020, and I was heading up podcast research at Stitcher, just a couple months before the company was acquired by SiriusXM. Being the height of the pandemic, of course we were on a Zoom call, but I barely …
A Partnership that Sounds Profitable for the Podcast Industry Read More »
I am very excited to join the Signal Hill Insights team, especially right now. I think there is some vital work to do in support of growing podcasting, and Signal Hill is in a central position to do this. I cannot overstate the importance of independent third-party research in the development of any media platform. …
Ready to (Third) Party for the Future of Podcasting Read More »
Being a researcher is always most rewarding when we get to collaborate with smart people who want to learn something—not just checking off the research box, but really getting to some kind of truth. This happened most recently in a brief research survey that came about in a rather out-of-the-box way. The study was a …