Jottings of note:
Speed Test
Podcast the fastest growing audio medium, listening is highest among young people, driven by young people trending toward daily listening. Those are key takeaways of the PodPoll Report 25 reports, produced by audio strategy and production firm Deadset Studios. All of this pertains to the Australian consumer sudience, where younger listeners over-index as podcast onsumers. Things have changed in the last decade, notably in frequency: Podcast lisening is a new daily habit in this population — especially among men. Audiobooks get a mention in this report as well — a brief note that book listening has “lifted slightly.” See the summary HERE, and order a free full report there too … or watch a presentation video. Lots of options.
It’s About the Revenue
“Have you noticed that all podcasts have video now? There’s a reason for this.” So begins a short explainer from podcast guru Ashley Carman, in a quick and informative video. (HERE.) She recollects the 2014 start of the podcast goldrush when Serial launched, and collected over 300 million downloads. That was a word-of-mouth phenomenon, which can still work… but there are too many podcasts for word-of-mouth to be hte main driver. So: Video stepped in with its has a greater volume of discovery pathways. powerful algorithms, and clips — plus, celebrity endorsements. And most importantly: More ad revenue … “There’s just more money to be had.” On that critical point she includes a chart, which we reproduce below. See Carman’s short, concise, and insightful bideo HERE.
August 25, 2025
