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
Apple and Spotify recently opened the door to helping podcasters set up paid subscriptions on their platforms. Meanwhile, though it went largely under the radar on this side of the ocean, Bauer Media in the UK rolled out a paid subscription package for radio, offering super fans of its Scala Radio, Jazz FM, Planet Rock
What Kind of Audio Will Listeners Pay to Subscribe to? Read More »
Part of the podcast explosion of the past few years has been the rise of branded podcasts. Done right, branded podcasts can be incredibly powerful. Not only do podcasts reach young, affluent consumers who favour ad-free content, but no other form of content marketing can deliver the deep engagement of podcasting and keep the audience
3 Lessons We’ve Learned from Top-Testing Branded Podcasts Read More »
One of the biggest challenges facing podcasting is discovery. It cuts both ways. Where can podcast listeners go to find their next great obsession? And, if you’re a podcaster, how do you get your podcast discovered among the 2 million or so podcasts crowding the playing field? We put our microscope on this a few
One in Two Million: How Listeners Discover New Podcasts Read More »