1/ There’s been a lot of discussion recently about the future of podcasting. Are we in a bubble? Is it bursting? I don’t think so. It’s never been a better time for podcasts, and I’d like to explain why:
2/ Audiences are growing.
The latest report from @edisonresearch shows that awareness is up 10%, monthly listening is up 5%, and the average number of podcasts listened to in a week has gone up to 7 over the past two years. That is healthy growth.
The latest report from @edisonresearch shows that awareness is up 10%, monthly listening is up 5%, and the average number of podcasts listened to in a week has gone up to 7 over the past two years. That is healthy growth.
3/ Creators are flocking to audio, and doing their best work.
Looking outside of @voxmediainc, the top podcasts are high quality shows that deserve your attention. The best podcasts are as good as an incredible book, or a fascinating documentary, and there will only be more.
Looking outside of @voxmediainc, the top podcasts are high quality shows that deserve your attention. The best podcasts are as good as an incredible book, or a fascinating documentary, and there will only be more.
4/ Platforms are removing barriers to these great shows.
Podcast apps are getting easier to use while adding functionality. There are more places to enjoy podcasts than ever before – from your phone to your home to your car – and those experiences are only getting better.
Podcast apps are getting easier to use while adding functionality. There are more places to enjoy podcasts than ever before – from your phone to your home to your car – and those experiences are only getting better.
5/ And podcasts represent an exciting business opportunity, despite some publishers choosing to reprioritize resources.
Radio is valued at $17B+ largely on brand advertising, while podcasting is roughly $315M built on direct response. That’s changing.
Radio is valued at $17B+ largely on brand advertising, while podcasting is roughly $315M built on direct response. That’s changing.
6/ We’ve seen a similar story with print vs. digital and are witnessing the same transition between cable and online video.
As audiences shift and engagement deepens with great content, brand advertising will follow.
As audiences shift and engagement deepens with great content, brand advertising will follow.
7/ We don’t think the bubble is bursting. Podcasts are a growth business for @voxmediainc, which is why we announced that we’re doubling our programming with new shows from @recode, @eater, @sbnation, @voxdotcom and more launching for free this fall.
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