Podcasting

Comprehensive coverage of the podcasting industry and its business ecosystem.

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Steve Goldstein: Podcasts: It’s Not One Thing Or The Other

Posted on by Steve Goldstein

A key metric: 85% of podcast consumers say a podcast can be audio or video. That number has been growing for years. In this edition of Steve Goldstein’s guest column, we learn that 77% of podcast listeners alternate between video and audio. “Video is a significant and growing force, especially with younger audiences.” And YouTube dominates podcast discovery. But there is a head-snapping surprise in this piece, and it’s about smart TV consumption. Continue Reading →

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“The core definition of podcasting must evolve” — but not too much

Posted on by Brad Hill

Keep what’s good; change what’s wrong. That’s the message of a 21-page research manifesto produced by podcast ad agency Oxford Road with data from Edison Research. The premise? “Podcasting has reached a pivotal moment where its next phase of growth depends on how clearly we define and measure it.” A densely packed, powerfully informed rumination follows, and solutions. We extract key points and link to the full presentation. Continue Reading →

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iHeart plans push into Asian Pacific podcast market; Mammoth Media partners

Posted on by Brad Hill

iHeartMedia, which never fails to remind its press contacts that it is “the No. 1 podcast network globally according to Podtrac,” is dropping news of a dramatic expansion of its global podcast presence. iHeart is partnering with Mammoth Media Asia to create and launch a slate of shows targeted “across the region” in Asia. It’s a cross-continental effort based on APAC’s potential for growth. Click for details.
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ABC News shifts overall podcast strategy to True Crime

Posted on by Brad Hill

ABC News, known in podcasting for its morning show Start Here and others, is reported to shift its overall podcast strategy to the TrueCrime genre. ABC’s current flagship morning news podcast, Start Here, hosted by Brad Mielke, is an important lynchpin in the new endeavor. RAIN News has confirmed that Mielke will continue with Start Here, while also expanding to a weekend edition called Start Here Weekend. Continue Reading →

Connected audio leads UK listening metrics (RAJAR)

Posted on by Brad Hill

RAJAR (Radio Joint Audience Research), the radio/audio measurement organization of the UK, released its Winter 2024 MIDAS report. It is designed to “provide context and insight into how, when, and where audio content is being consumed.” The mission is to show and quantify how listeners are embracing the multi-platform and multi-device offering, as well as how on-demand audio is contributing to listening behaviour. The report also reveals consumer location and behavior while listening, how listening happens in groups, and how audio makes listeners feel. Click for detailed coverage and download link.
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Steve Goldstein: How Podcasting Reaches $5 Billion

Posted on by Steve Goldstein

In his latest guest column, Steve Goldstein interviews Pierre Bouvard, Chief Insights Officer of Cumulus Media. It is a deeply detailed conversation, the thrust of which is how to grow the podcast category to its next major revenue level, 2.5 times more lucrative than its current position in the online audio advertising realm. The questions ask for details, and Bouvard is a fount of expertise. Continue Reading →