Audily Launches Pinwheel: New Platform for Premium Chatcast and Interview Content Production.
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🏆 Audily Launches Pinwheel: New Platform for Premium Chatcast and Interview Content Production. Employee-owned production company Audily has launched Pinwheel, a specialized platform dedicated to producing high-quality chatcasts and interview-driven content for brand leaders, joining their existing brands Rococo Punch and Pop Ups Studio to deliver impactful brand storytelling across audio and video formats.
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Edison Research Reveals Critical Gaps in Audio Media Planning: Why Podcasts Matter More Than Ever
Edison Research's Q4 2024 "Share of Ear" study shows that audio media plans that exclude AM/FM radio miss about two-thirds of American audiences. Podcasts have become the second most significant ad-supported audio medium, accounting for 19% of ad-supported audio consumption in America.
Podcasts and AM/FM radio together represent approximately 90% of all ad-supported audio listening minutes in the US. Understanding this evolving audio landscape presents opportunities for podcasters and producers to position podcasting as an essential component of comprehensive media strategies.
The Key Points:
In a typical day, ad-supported digital audio (including streaming services and podcasts) reaches less than one-third of Americans, while AM/FM radio reaches two-thirds
Podcasts represent 11.1 minutes in an hour of U.S. ad-supported audio listening, making it the second most consumed audio medium, after AM/FM radio.
Media plans that include only streaming services like Spotify or Pandora miss 95% and 96% of Americans, respectively
The combination of podcasts and AM/FM radio accounts for 87% of U.S. ad-supported audio consumption
Nielsen has begun marketing Edison's audio planning tools, including "Share of Ear" and "Edison Podcast Metrics," to agencies and advertisers, enhancing the visibility and utilization of podcast metrics.
Why It Matters
These findings fundamentally challenge how marketers should approach audio advertising budgets. The data starkly contrasts the audience gaps left by solely relying on streaming platforms for audio advertising with the significant enhancement in reach and engagement that comes from effectively leveraging podcasting. For everyday listeners, this means the podcasts they enjoy are increasingly valuable to advertisers, potentially leading to higher quality content as more advertising dollars flow to podcast creators.
The Big Picture
For podcasters and podcast producers, Edison's research presents a compelling case for positioning podcasts as essential components of comprehensive media strategies rather than optional add-ons. With podcasts now firmly established as the second most significant ad-supported audio medium, producers have a stronger case when pitching to advertisers. This data directly supports the higher valuation of podcast inventory and serves as a justification for premium rates, highlighting the unique position of podcasting in the audio landscape.
To capitalize on these findings, podcasters should:
Reference these statistics when negotiating with advertisers, emphasizing podcasting's growing share of audio consumption
Create advertising packages that highlight how podcasts complement AM/FM radio campaigns
Develop audience profiles that demonstrate the incremental reach podcasts provide beyond traditional radio
Partner with radio networks to create cross-platform advertising opportunities
Invest in tools that provide advertisers with metrics comparable to traditional radio to facilitate easier media buying decisions
The podcast industry is at a pivotal moment, with data now solidifying what many producers have long believed: podcasts have transitioned from an experimental medium to a fundamental component of the audio advertising ecosystem. By leveraging these insights strategically, podcasters can secure a more significant portion of advertising budgets and play a crucial role in driving the industry toward the $5 billion revenue mark highlighted in companion research..
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The Podcast Audience Shift: Political Demographics Evolving in Podcast Listenership
Podcast audiences are transitioning from being predominantly left-leaning to having a more equal distribution across the political spectrum. Edison Podcast Metrics shows that the 17-point gap between Democrat and Republican listeners in 2019 has narrowed to just 7 points in 2024, showing that podcasts are becoming more widely accepted across different political beliefs, providing content creators with opportunities to cater to a diverse audience, encouraging more engagement and inclusivity.
Based on data from Edison Podcast Metrics, the political demographics of podcast listeners are undergoing a notable shift, with the disparity between Democrat and Republican listeners decreasing from 17 percentage points in 2019 to only 7 points in 2024. This shift is evident in content consumption patterns, with conservative shows rising in the top 50 rankings, suggesting that podcast listening is increasingly mirroring the demographics of the wider U.S. population.
The Key Points:
The partisan gap among weekly podcast listeners has decreased from 17 points in 2019 (40% Democrat, 23% Republican) to 7 points in 2024 (37% Democrat, 30% Republican)
Conservative podcasts like Candace, The Matt Walsh Show, and The Ben Shapiro Show are climbing the Edison Podcast Metrics Q4 2024 rankings
The political change signifies the progression of podcast adoption towards better reflecting the demographics of the general population.
Additionally, there are shifts in other demographic factors like education and household income.
Edison Research offers additional insights through their Podcast Metrics service and upcoming panels at Podcast Movement Evolutions
Why It Matters
This demographic evolution matters because it signals that podcasting has moved beyond its early-adopter phase into true mainstream adoption. For podcasters and producers, this means the opportunity to reach new audience groups with diverse perspectives, interests, and listening habits. Understanding these shifts enables content creators to develop more focused programming and marketing strategies that connect with a growing diverse audience, potentially increasing monetization opportunities across different political views.
The Big Picture
The political diversification of podcast audiences represents a pivotal moment for the podcasting industry. As listener demographics increasingly mirror the general population, podcasters and producers face both challenges and opportunities. This evolution allows for a wider range of content, potentially increasing advertising revenue by attracting brands targeting particular political demographics. Forward-thinking podcast creators can capitalize on this shift by developing content that resonates with multiple political perspectives or by creating more targeted offerings that serve specific audience segments with authenticity. For the industry as a whole, this mainstreaming signals healthy growth and sustainable expansion beyond niche audiences, positioning podcasting as an increasingly influential medium in the broader media landscape.
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