Media consulting firm Owl&Co has released the latest podcast metrics report in a season of many. Called The Global Podcast Economy: A Complete Picture, and subtitled Beyond Ads: Mapping Revenue Across Audio and Video Podcasts, this piece of work defines, characterizes, measures, delineates markets, asks questions, and provides answers.
The global podcast economy can be (and is, here) broadly divided into three groups: Advertising Revenue, Consumer Revenue, and No Yet Measured. That last one is an interesting collection of fringe podcast markets not often discussed, e.g. TV shows, books, consumer products, live touring, academic courses (e.g. an NYU course run by Amplifi Media founder Seve Goldstein).
Each is subdivided into bulleted categories:
But What Is It?
Following up on revenue details, the existential question of definition gets a similar three-part answer:
The Breakdown
Owl&Co provides a simple breakdown of podcast revenue, affirming that direct ad revenue dominates, mainly with ad-supported businesses. However: “Programmatic is bigger han you think,” he report (somewhat presumptuously) informs the reader. And, doubling down, consumer revenue is also bigger than we think. We’re feeling a little stupid at this point, but another graphic puts us on the right path:
Following these introductory stage-setting graphs, we see six detailed slides diving into global statistics, an assessment of the video opportunity in podcasting, a comparison with IAB data, a detailed breakdown of he U.S. market, and more.
As always, the original is recommended. It’s free. Get it HERE.
