Where is podcasting moving fastest?

Where is podcasting moving fastest?

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  • Voxnest has published The State Of The Podcast Universe Report (pdf). It looks at the podcast marketplace across the globe, and reports that podcasting is growing fastest in India; while the podcast market in China is “huge”: earning at least ten times more revenue than the US.

    • “Most would classify [Google Podcasts] as a big disappointment”, says the report, placing the app at #5, and noting that Android is responsible for only 23.7% of all podcast listens (and smart speakers just 1.3%). Spotify, the company’s data shows, is a strong second - responsible for 25% of the downloads of Apple Podcasts.
    • The company says that it’s already paid over $1m to podcasters who use their dynamic ad platform. They saw a 21% increase in new podcast episodes on their own platform during the year.
  • Omny Studio has indicated it is applying for IAB Certification. They join Voxnest/Spreaker, Megaphone, Libsyn, and ART19.

  • The Amazon Alexa smart-speaker service struggled to cope with new registrations on Christmas Day. According to AppAnnie, the two smart-speaker apps, required to set Alexa or Google devices up, appeared high in the charts throughout the day, though:

    • The Amazon Alexa app was a top 10 app in 11 countries (iPhone); and in 6 countries (Android).
    • Google Home was a top 10 app in 9 countries (iPhone); and in 12 countries (Android).

Stats and data

  • After their invention in 2004, the total amount of available podcasts is estimated at 609,000. The total amount of books published just this year… is over four times larger.
  • Longer, customized version of ads have 43% greater recall compared to a shorter, more conventional ad for the same product, says Nielsen’s Ad Effectiveness study.

  • Aug 9 2023: This broken link now points to the Internet Archive.


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