The report is divided into four main observational sections corresponding to podcast business sectors:
Business Trends: Here, Voxnest recognizes the growth of emerging podcast networks, what the report calls “a precise layer between individual podcasters and massive enterprises.” This is a trend and a phenomenon we have observed as well, and which is reflected to some extent in our Pod Drop series. Also in the business section, Voxnest ruminates over Spotify’s apparent effort to take the lead in podcast distribution, and notes that Apple appears to have slacked its efforts: “Over the last 15 months, it’s gone from a tug-of-war to a conqueror steadily taking claim of territory each month.”
Listening Trends: We are not surprised to see Listening Trends as the biggest, most data-stuffed and chart-decorated section of the report. Voxnest loves measuring insights and trends from its big aggregated audience. One headline here is that Spotify is leading Apple in serving podcasts in 80 markets (including some U.S. states) — 33% more, Voxnest finds in its audience, than Spotify itself claims (they say 60 markets). The details are too numerous to quote here (see below for the report download link). There is a great deal of fascinating measurement reported in this section (would you guess that Turkey is the fastest-growing podcast listening country?). There is a chart of podcast listening in Italy. Also Spain. Voxnest loves to crunch them some metrics.
Content Trends: Here, we see that Latin-language podcasts grabbed a headline — Spanish and Portuguese podcasts, specifically. This section also describes the importance of a podcast strength: Real-time storytelling.
Looking forward, the report ends optimistically, with a cautionary note that 2020’s many uncertainties make prediction risky. But, this: “We think there’s a lot of potential for the industry to remain on track to fulfill the IAB’s 2019 projections of podcast ad revenue reaching $1 billion by 2021.”
The report is free. GO HERE to get it.