James Cridland: From our daily newsletter, the latest from podnews.net,
with CoHost's advanced
audience demographics.
Podscribe released its Q3 24 performance benchmark report.
Among the findings in US podcast advertising, while host-read
ads do work better because
they cost more, the cost per acquisition is actually the same as
running produced spots,
and longer reads are more cost-effective.
It also says that all advertisers only reach 25% of total
monthly podcast listeners, so
there's significant potential for growth.
Here's the company's Amelia Coomber.
Amelia Coomber: Audio is not a medium to be taken lightly.
With all the stuff going on in the industry right now, I think
it's a shining light to
again speak to the exciting opportunity that is in front of us.
James Cridland: In the US, YouTube is the service used most often to listen to
podcasts, according to
new research from Edison Research.
51% of weekly podcast listeners aged 13 and over choose YouTube
as the service they use
most to listen to podcasts, Spotify's at 27%, and Apple podcasts
at 15%, according
to the data.
Attribution and analysis company Magellan AI has successfully
joined the list of companies
compliant with IAB Podcast Measurement Guidelines version 2.2.
A number of companies haven't recertified since 2021, although
the IAB Tech Lab tells
us that annual recertification remains a requirement.
However, a few companies will be removed by the end of the year
after choosing not to
recertify, the company said, but they wouldn't confirm who.
BBC Studios used Triton Digital for audio advertising and
analytics tools for podcasts
outside the UK, making the broadcasters' podcasts available to
over 50 ad exchanges
on Triton's global audio marketplace.
The BBC continues to work with Acast, who are "excited to
continue working together to
grow the podcast market globally".
Meanwhile, The Guardian has renewed its global podcast contract
with Acast.
The two companies have worked together since 2017.
There have been a number of job cuts at Canada's Rogers Sports
and Media.
Among wider cuts through the company, casualties include Jordan
Heath-Rawlings, the host and
EP of The Big Story, alongside Mary Jubran, an editor and
audience development specialist,
and producers Robin Simon and Joseph Fish.
Earlier this year, Rogers closed Pacific Content.
The company's strategy appears to be a focus on a shrinking
radio business.
Scott Galloway writes a blog post today saying that his ProfG
podcast portfolio will register
2025 revenue of around $10 million.
He says he employs five producers, two analysts and a technical
director and sound engineer,
and he spends 8 to 12 hours total per week on the podcasts.
Also blogging today, DWNLOAD Media's Chris Peterson, who says
that Spotify's video
strategy feels completely one-sided, focused on growing Spotify's
premium product rather
than growing the podcast industry.
Like YouTube, Spotify is now displaying auto-generated wide 14x9
thumbnails for video podcasts for
some users of the app.
Tomorrow is the last day to submit your entry to the Ambies.
The ceremony is in Chicago on March 31st and submissions are
open for the fourth edition
of the Ondas Podcast Awards.
They're awards for the Spanish-language sector, divided into
three categories - general,
specific and special.
And popular iOS podcast app Overcast has received an update that
adds listening stats and four
to 48-hour listening history.
The app has also received a price increase.
Overcast Premium is up from $9.99 to $14.99 a year.
You absolutely don't need premium to use Overcast, but
supporting your developers is
always a good idea.
And in podcast news, The Podglomorate has shared predictions for
podcasting in 2025
from 18 industry leaders in its popular Podcast Perspectives show.
And Puma Green Flags launches today, hosted by Manchester United
captain and lioness Maya
Le Tissier, fashion and lifestyle guru Oli Bromfield and pro-footballer
turned content
creator Moses Duckrell.
It's a five-part video podcast to showcase how even small
changes can make a big difference
in reducing our environmental footprint.
It's made by Mags creative; and veteran radio DJ David Hamilton
has launched a new podcast
aimed at over 65 year olds.
Wise words talks about maintaining friendships, cooking
traditions, learning in later life
and navigating modern technology.
The podcast was launched following research that revealed that
the average over 65 spends
less than an hour a day talking to other people.
And this podcast is sponsored by CoHost.
Get in-depth insights into who your podcast audience is,
including income, family members,
social media habits, age and more with CoHost's advanced audience
demographics.
You can book a demo today, you'll find the link in our show
notes and that's the latest
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