There’s been a lot of talk lately about hit podcasts. There’s of course the controversy surrounding podcasting’s megahit, The Joe Rogan Experience. And last month, a Bloomberg article caused a stir in the podcast industry by suggesting that the podcast business has reached an impasse because it isn’t producing enough new hits. The problem, according
Investing in the Longtail of Podcasts Read More »
The podcasting industry has, a little uncomfortably, found itself in the spotlight the last couple of weeks with daily developments in the Joe Rogan/Spotify saga front and centre across all media outlets. First, a quick rewind. The story dates back to December when the Spotify exclusive podcast The Joe Rogan Experience (JRE) featured the controversial
Rogan & Spotify: The Public Weighs In Read More »
The neck-snapping growth of podcast ad revenues is good news for podcasters, but it also presents some fundamental challenges as we look ahead. The U.S. ad spend on podcasting has nearly doubled every two years since 2015. From an estimated $69m in 2015 to more than $1b in 2021, the IAB/PwC’s U.S. Podcast Advertising Revenue
How Can the Podcast Industry Best Manage the Ad Revenue Boom? Read More »
It’s an uncomfortable truth for podcasters and publishers who have built their business on downloads. But it doesn’t make it any less true. A lot of podcast listeners go to YouTube for podcasts. As a podcaster, you can choose to ignore that reality or embrace it. Wishing it away isn’t a workable option. We’ve been
YouTube: The Elephant in the Podcasting Room? Read More »
Like many people, in the depths of the first COVID-19 lockdown I picked up a new hobby. Nothing too wild, but with no real excitement week to week and nothing much to spend money on, I belatedly got into listening to vinyl. I listen to a lot of music, but in the past I’d avoided
Changing the Record: How Vinyl Illustrates our Different Listening Habits Read More »
While insulated from much of the disruption of the pandemic, podcast listening has been facing its own set of changes over the past couple of years. It was only a year and a half ago—two months into lockdown—that Joe Rogan took his $100 million payday from Spotify. Since then the pace of consolidation and acquisition
Podcast Listening Post-Pandemic: Some Early Observations Read More »
Data has often been called ‘the new oil.’ And, like oil, it has more value when it’s been refined. IDC projects that the world will create 163 zettabytes by 2025, 10 times the amount generated in 2017. How big is a zettabyte? Put in an audio context, a single zettabyte of storage could store 7.5
Integrating Big Data with Survey Data to Help Fill Gaps in Podcast Measurement Read More »
A curious thing is happening as new opportunities for audio are capturing the attention of advertisers. Instead of looking to invest new dollars in audio, it seems that most advertisers and agencies are shuffling dollars from one type of audio to another. Sadly, many of us working in audio are enabling this. Audio is hot
Helping Brands Think Outside the Audio Box: A Manifesto Read More »
The sands are shifting under the feet of digital marketing as we march towards an online future that promises less personal tracking. The good news for audio is that the increased data privacy controls provide a window for audio to catch up in the data arms race and pick up a bigger share of ad
Increased Data Privacy Controls = New Opportunities for Audio Read More »
Facebook, Google and the like have changed a big part of the conversation around buying and selling advertising. At some point as you negotiate the ad buy, the agency or advertiser will say: “We need a Brand Lift Study.” That hasn’t typically been an easy ask for podcasts. With a lot of listening happening outside