US podcast ad revenue growth slowed in 2023

• Breaking: A slow-down at mid-tier companies has resulted in US podcast ad revenue growing 5% in 2023, according to the eighth annual US Podcast Advertising Revenue Study from the IAB and PwC, published minutes ago. The figure hit $1.9bn, missing a widely-expected $2bn figure; growth was out-paced by digital overall (+7.3%).

  • Comedy, Sports and News were the three highest genres for revenue, the study says, with comedy taking 17% of all ad revenue.
  • The study notes that more than a quarter of total podcasting revenue was in niche categories, showing that diversity remains a key strength of podcasting.
  • The IAB predicts a market of $2.6bn by 2026; though predictions are hard - previous IAB predictions for 2023 revenue were $2.2bn (predicted in mid-2021); $3.1bn (predicted in mid-2022); and $2.3bn (predicted in mid-2023).

• iHeartMedia reported its Q1/24 financial results. Podcast revenue was up 18% year-on-year to $91mn, 11.3% of the company’s overall revenue.

• Bandrew Scott reviews the Shure MV7+ microphone.

• HigherEdPods is a new directory of podcasts about higher education.

• D’you make podcasts about the paranormal? The ParaPod Podcast Awards have returned for a second year, with an expanded category list. You can enter now.

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• In the UK, Essex-based Studio 808 announced a Podcast Kickstarter programme for aspiring podcasters.

• Mumbler, a podcast hosting and monetisation platform, has launched full support of transcripts. The transcripts, in 85 languages, are visible in apps like Apple Podcasts and PodcastAddict, and uses the Podcasting2.0 podcast:transcript standard.

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Moves and hires

• Kattie Laur has joined Bumper as a Podcast Growth Specialist. She also writes Pod The North, a newsletter on Canadian podcasting.

Tips and tricks - with Ausha 🚀

• Ausha suggests: "Uncover which metrics to track for your YouTube podcast’s success

• Ausha suggests: Dive into the essentials of launching a podcast on YouTube with Ausha’s exhaustive resource"

• Don’t know your CPM from your CTA? Your soft end date from your hard end date? Your prefix URL from your pixel URL? RedCircle helps us all out with Podcast Advertising Terms You Need to Know

• Where did the word ‘podcast’ come from? You might think you know; but you probably only know half the story.

Podcast News - with Airwave

With Airwave: Southern Gothic’s Brandon Schexnayder says: “Airwave is the first network where I feel like I am part of a community of shows trying to grow and succeed together, rather than just being a number in their lineup!”

Audacy launches Women Talkin’ ‘Bout Murder today - an improvised comedy podcast series starring writers, producers, and actresses Liz Cackowski and Emily Spivey as true crime podcast hosts Donna and Jobeth. The show is the third installment in a three-season improvised comedy franchise from Audacy and Amy Poehler’s Paper Kite Productions, under the Paper Kite Podcasts banner.

Adalyst Media has added Minimalist Moms to its shows available to advertisers. The show, with over 360 episodes to date, gives Diane Boden’s take on all things related to minimalism, intentionality and simple living.

The Missing Campers Trial is new from 9Podcasts, following the current high-profile trial of Gregory Lynn, an airline pilot who has been accused of being involved in the disappearance of two campers in Victoria, Australia. Episodes will be weekly during the trial.

What really happens when you go viral? You get internet famous, sure, but you also get little money, unwarranted attention and a confusing blurred line of consent. Sixteenth Minute (of Fame) is new from iHeartMedia’s Cool Zone Media - a new weekly podcast hosted by Jamie Loftus that takes a closer look at some of the internet’s most viral main characters.

The Singers Talk is new from Double Elvis and Volume.com, taking the acclaimed book and transforming it into a podcast series with interviews from legendary vocalists like Thom Yorke, Roger Daltrey, Norah Jones, Bryan Adams, Emmylou Harris, and Belinda Carlisle among others. It’s hosted by the author, Jason Thomas Gordon.

Hot Pastrami with Alex Canter and Lily Rosenthal is a podcast recorded in an LA deli - but not just any deli: Canter’s Deli in Los Angeles, with fourth-generation owner Alex Canter and author Lily Rosenthal. It’s new today from Cloud10, containing the occasional guest, a look at the LA restaurant scene, and tales of memorable meals.

Balderton Capital – the VC firm behind industry leaders like Wayve, Revolut, and Zoe - has launched What’s Next today. In the first episode, Balderton partner James Wise sits down for an exclusive interview with Alex Kendall, CEO of Wayve, to unpack the revolutionary world of self-driving vehicles and the potential impact it will have on our lives.

Everything I Know About Me returns for a second series today - which, each season, features one person telling their life stories. This season, Gemma Collins tells us moments from her youth, the harsh realities of romance, reality TV and online trolls.