19.7m people will pay for podcasts in the US
This article is at least a year old
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Almost 1 in 5 US podcast listeners (17%) have paid or donated money to listen to a podcast - and almost 1 in 5 (19%) say that they plan to in the next twelve months, says a piece of research for Variety. 19% of podcast listeners is, if you use Edison Research’s Infinite Dial numbers, equivalent to at least 19.7m people willing to pay for podcasts.
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An addition to our story about TuneIn’s generic useragents yesterday, which unveiled that the podcast app is eight times larger than your stats are telling you - it could be costing podcasters money, too. We hear from one company that: “Ad systems will often only deliver ads to user agents on their allow-list - that means publishers may not make as much money if people are listening on an app with a generic user agent from a library such as “Lavf/57.25.100” or “okhttp/3.14.6”
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The President of Singapore, Halimah Yacob, has demanded an apology for misogynistic comments made by a Spotify show called OKLETSGO. After initially defending the language used as just echoing comments made in the Malay community, all three hosts have since posted a statement saying they are 'truly sorry’.
Aug 25 2023: This broken link now points to the Internet Archive.
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The latest Australian Podcast Report has been released by Triton Digital. ARN’s iHeartPodcast Network Australia is the #1 publisher, with 8.4m downloads in May. Audioboom and West Australian Newspapers are new publishers in the report. The ABC, the country’s largest podcaster, was promised to be joining “in a few months” back in October, but is still absent. They did not respond to our request for comment. The ranker only measures participating publishers.
- Podtrac has also released their US Podcast Ranker. Call Her Daddy moved up eleven places after the return of the show. It, too, only measures participating publishers.
Aug 25 2023: This broken link now points to the Internet Archive. -
Aussie podcasters should also note that The Wheeler Centre’s mentorship scheme Signal Boost is still open for applications, and is now open until late Monday, June 22.
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CNN interviews Spotify’s Chief Content and Advertising Business Officer Dawn Ostroff; while The Drum interviews Rak Patel, Spotify’s Head of Sales for UK/EMEA. Both focus on podcasts, talking about changing habits in lockdown.
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Hilary Ross, VP of Podcast Media for Veritone One, is interviewed in MarTechSeries. “There are immense opportunities for endorsements and host-read ad reads in the podcasting space.”
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“If we survived the last 3 months, there isn’t much else the future has in store that would worry me,” says Wondery’s Hernan Lopez in a wide-ranging article about the podcasting business by Howard Homonoff in Forbes.
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Edison Research is hosting an AMA for digital audio on Thursday lunchtime, NY time: answering your questions about smart speakers, podcasts, streaming, online radio listening, and more. Here’s where to sign up.
This link is no longer available, as at Aug 25 2023 -
Pocket Casts has released a new version of its popular podcast app for iOS, including standalone Apple Watch playback, a new theme, and “we even replaced Google’s Chromecast dialog with our own because we, like you, got sick of them not being able to dark theme their way out of a wet paper bag.” Ouch.
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GBoard, the keyboard app produced by Google, now includes podcast titles in its autocomplete bar.
Tips and tricks
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Sean Howard has written part II of Podcast Marketing That Works, focusing on 'getting to know our audience’, using surveys and social media.
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ThePodcastHost has some tips for optimising your website for growth.
Podcast News - with The Jordan Harbinger Show
This link is no longer available, as at Aug 25 2023
Companies mentioned above:
Apple
Audioboom
Edison Research
Google
Pocket Casts
Podtrac
Spotify
Triton Digital
Veritone One
