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Video Podcasting Revolution: YouTube Leads as Top Platform in 2024 | CoHost Analysis
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👋 Hi, Podsky!
It's Wednesday, December 25, and I wish a very Merry Christmas 🎅 to everyone who's celebrating! Today is the last issue of Podwires for this year, and I'm so excited to celebrate this time of year with our loved ones.
We'll be back in January with another exciting event in the podcast industry, and I can't wait! I'd like to thank our sponsors, advertisers, and subscribers who always believe in our mission to provide the latest news and insights into podcasting without compromising journalistic integrity.
I'd also like to thank the Podwires marketplace community for continuing to support the marketplace, giving podcast producers a platform to showcase their skills.
Before I go, I would like to thank our editor Miguel for his hard work and our editorial team for their best efforts to provide quality content. I'm also grateful to our podcast management team for their hard work with different clients.
🎄 Merry Christmas and happy New Year! See you next year. - Miko Santos
In today’s podwires:
🔥 Edison Podcast Metrics Reveals 5-Year Industry Growth: From Unknown to Top 10 Success Stories
🚨 Podcast Insight: Global Podcast Industry Worth $5 Billion: Comprehensive Market Analysis Reveals True Size
🏆 PodBusiness : Podcast Publisher Crowd Network Celebrates Award-Winning Year, Plans 2025 Live Tours.
🛠️ 3 New Podcast Toolbox to boost your productivity
Today’s issue takes 5 minutes to read.
🔥 Edison Podcast Metrics Reveals 5-Year Industry Growth: From Unknown to Top 10 Success Stories
Edison Podcast Metrics™, a podcast measurement tool, has surveyed over 72,000 weekly listeners and found some incredible success stories over the past five years.
While podcasts like Joe Rogan and Crime Junkie have maintained their dominance, "New Heights with Jason & Travis Kelce"'s meteoric rise from outside the Top 500 to #10 highlights the dynamic nature of podcast growth and audience engagement.
The analysis, based on Edison Podcast Metrics™'s quarterly rankings data from Q3/Q4 2019-2020, involves a survey of weekly podcast listeners aged 13+, measuring actual listening behavior rather than download metrics.
The Key Points:
Edison Podcast Metrics™ has surveyed over 72,000 weekly podcast listeners across five years
Shows like "This Past Weekend w/Theo Von" climbed from #128 to #9
"Bad Friends" made an impressive journey from #413 to #16
"Club Shay Shay" and "New Heights with Jason & Travis Kelce" both rose from outside Top 500 to #12 and #10 respectively
Why It Matters: Understanding podcast rankings based on how people listen, instead of just looking at download numbers, gives a more accurate view of what audiences prefer. This approach benefits creators in creating better content, advertisers in targeting the right audience, and industry professionals in making informed decisions about content strategy and investment.
The Big Picture:
For podcasters and producers, these success stories demonstrate that significant growth is possible even in a crowded market. The success of shows like "New Heights" demonstrates that new entrants can indeed achieve top-tier status in the podcast industry.
Edison's detailed measurement method provides important information on how listeners behave and what they like, helping the industry make smarter decisions about content and business.
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🎙️Global Podcast Industry Worth $5 Billion: Comprehensive Market Analysis Reveals True Size
The yearly revenue of the global podcast industry is estimated to be between $3.94 billion and $4.95 billion, according to Justin Jackson, co-founder of Transistor.fm. This is a significant departure from the $20 billion that was previously proposed.
Based on information from reliable sources such as the WARC Global Advertising Trends Report, IAB Australia, IAB U.S. Podcast Advertising Revenue Study, and financial statements from significant industry participants, this analysis highlights the significance of data-driven decision-making in this quickly changing market.
The Key Points:
Podcast advertising dominates the industry with $3.0 - $3.4 billion in global revenue
Direct listener support through platforms like Patreon generates $400 - $450 million annually
Podcast hosting services contribute $100 - $150 million to the market
Equipment and production services combined account for roughly $405 - $480 million
The U.S. market accounts for 60-65% of global podcast advertising revenue.
Why It Matters: This research offers a reality check for the podcast industry, revealing that the market size is considerably smaller than previously believed.
This accurate understanding is vital for businesses and investors to make informed decisions regarding resource allocation and growth strategies, mitigating the risks of overinvestment and unrealistic expectations that may destabilize the market.
The Big Picture:
For podcasters and producers, this data highlights various revenue streams beyond traditional advertising, such as direct listener support and production services.
The industry's confirmed smaller size indicates the necessity for strategic, measured growth rather than rapid expansion. This comprehension aids stakeholders in crafting sustainable business models and uncovering unexplored opportunities in different market segments.
🚨Video Podcasting Revolution: YouTube Leads as Top Platform in 2024 | CoHost Analysis
In her analysis of the podcast landscape in 2024, Tianna Marinucci, Marketing Manager at Quill Inc. & CoHost, found that the industry has changed due to technological innovation, consumer trends, and monetization tactics. Despite challenges such as iOS 17 changes and industry consolidation, podcast listenership reached record highs in 2024, with a 12% year-over-year increase and 47% of Americans aged 12 and over tuning in monthly.
The Key Points:
Podcast listening hit record highs with 47% of Americans (12+) listening monthly
Video podcasting surged, with YouTube becoming the top platform at 34% consumption
AI integration expanded across production and distribution workflows
Politics emerged as a major podcast category with high-profile guest appearances
Listener-supported monetization models gained traction as ad revenues faced pressure
Why It Matters: This comprehensive overview provides crucial insights into the podcast industry's resilience and evolution. Despite challenges, the medium continues to attract new listeners and innovate in content delivery and monetization, making it an increasingly vital platform for creators, brands, and advertisers.
The Big Picture:
The podcast industry is showing remarkable adaptability, with producers and platforms embracing video integration, AI tools, and diverse revenue streams. The medium's growing influence in political discourse and consistent audience growth suggests podcasting is cementing its position as a mainstream media channel, offering new opportunities for creators and advertisers alike.
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🚀 New Research Shows How Length, Placement, and Voice Impact Podcast Ad Success
The IAB Media Center just released a guide to podcast creative best practices, wherein successful podcast advertising strikes a balance between timing, authenticity, and strategic placement for maximum listener engagement and brand recall, according to industry leaders like National Public Radio, SiriusXM Media, and Veritonic.
It presents key takeaways from industry leaders on creative testing from NPR, SiriusXM Media's findings around Studio Resonate, and the Podcast Listener Insights Series by Veritonic. Other key figures to watch include Chelsea Campbell, Shalya Forte, and Scott Simonelli-CEOs highly valued for their contributing efforts toward the podcast advertising industry.
The Key points:
Short-form ads - 15 seconds - work best for brand recall; longer formats - 60 seconds - drive better intent lift
Host-read ads perform better than all other formats due to the pre-existing trust between listeners and hosts.
Audio logos and frequent brand mentions in the ad make them more memorable and engaging.
Female voices perform as well or better than male voices in podcast ads.
Ad placement-strategy-pre-roll, mid-roll, post-roll-impacts how listeners engage with and convert from ads.
Why It Matters: Understanding these best practices is crucial as podcast advertising continues to evolve into a sophisticated marketing channel. These insights help advertisers create more effective campaigns that respect the unique "leaned-in" nature of podcast listeners while maximizing return on investment through strategic creative choices and placement decisions.
The Big Picture:
This guides podcasters and producers to better create more value in inventory, both through thoughtful placement options and format options. It establishes professional guidelines for the industry, essential to sustaining the efficacy of podcast advertising while protecting the listener experience. The focus on authentic, non-intrusive ad approaches signals a maturing medium-a medium that values long-term relationships with listeners over near-term gains.
🎙️ PODCAST NEWS
⏭️ Christmas Countdown Podcast Launches Holiday Song with Super Simple Songs Star. The Christmas Countdown podcast hosts collaborated with Caitie from Super Simple Songs to create a new family-friendly Christmas song called "Pun Time For Christmas: A Holiday 'Wrap'"
⏭️ Dax Shepard's 'Armchair Expert' Tops Canadian Podcast Charts as French Shows Hold Strong. Triton Digital's November 2024 report shows CBC/Radio-Canada leading Canadian podcast networks with 1.85M weekly downloads, Dax Shepard's show topping individual rankings, and French-language shows maintaining their positions.
⏭️ Sounder Launches Overview Analysis Tool for Advanced Podcast Content Insights. It gives podcast publishers the best way to sell targeted advertising with a guarantee for brand-safe content, introducing a raft of new AI-powered analysis tools within its Sounder platform that will help them understand content trends and metrics around brand safety.
📢 PODBUSINESS & MARKETING
⏭️ Podcast Publisher Crowd Network Celebrates Award-Winning Year, Plans 2025 Live Tours. Crowd Network, a podcast company, celebrated 80% revenue growth in 2024 through brand partnerships, video content expansion, and live shows, winning industry awards and planning growth in 2025.
⏭️ The Trade Desk Integrates Barometer's AI-Powered Podcast Brand Safety Technology. Barometer launched the first programmatic brand safety tool for podcasts, integrating with The Trade Desk platform, to let advertisers choose which episodes their ads appear on before campaigns run.
⏭️ The Moment: Canadian Business Leaders Share Pivotal Success Stories in New Podcast. Featuring interviews with founders of companies such as Wattpad and Spin Master, the new podcast "The Moment" tells the stories of successful Canadian business leaders about the crucial choices and experiences that led to the success of their companies.
🎧 FROM THE COMMUNITY
⏭️ Comedian Aida Rodriguez Launches 'Say What You Mean' Podcast with AdLarge's fwd. Network. Launching a new podcast called "Say What You Mean" on AdLarge's fwd. network, comedian and author Aida Rodriguez will interview guests about events they wish they had spoken out about, so combining humour with important discussions about courage and truth-telling.
⏭️ Oxford Road Media Roundtable: Industry Leaders Predict Podcast Trends for 2025. To discuss key podcast trends for 2025, such as Spotify's video focus, AI advancements, and shifting listener demographics, industry experts from Oxford Road, Sounds Profitable, and Podscribe convened.
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