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👋 Hey there, I’m Miguel and welcome back to Podwires.

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Today’s issue takes 5 minutes to read.

Let’s dive in on today’s newsletter. - Miguel Bada

• 🔥Understanding Black Podcast Listening Habits and Preferences

• 🚨 Podcast Insight: Australia Surpasses the US in Monthly Podcast Listening Trends

• 🌏 Podcast Elsewhere: It also announced that Audioboom has returned a third consecutive profitable quarter, driven by first-half revenues up 7% at $34.1 million.

• 🛠️Hire a Podcast Producers : Ronald ter Voert

🔥Understanding Black Podcast Listening Habits and Preferences

It has been found that Black Americans are 20% more likely to be listening to a podcast each month than the general trend. As outlined in his latest blog post, Black listening was up 4 points year on year in Q2—10%, said Signal Hill Insights founder Jeff Vidler.

Black podcast listeners are most likely to be new to the medium: 46% of them say they started listening in the last year, compared to 42% of all podcast listeners. More than half of Black women who listen monthly began their listenership in the last year.

Black listeners more likely to listen to podcasts with Black hosts; have different genre preferences. Sports, music, and religion/spirituality were genres where Black listeners showed large differences in comparison with white listeners. Large gender gap in genre preferences among Black listeners: much more Black men than women are listening to sports podcasts (29% vs. 6%), music programs (23% vs. 13%), religion/spirituality (16% vs. 7%).

A slightly higher percentage of black listeners, compared with all podcast listeners, are small business owners, 12 percent versus 11 percent, and this is very true for 18- to 34-year-olds. Recently, Black listeners have shown more interest in Business and Education podcasts, compared with the general audience, according to data—11 percent tuned in to both genres; this is compared to the general audience's engagement at 10 percent.

The Data and Sources :

Longitudinal monitoring of U.S. podcast listeners began in 2021 at Signal Hill Insights to enrich Triton Digital Podcast Metrics Demos+, a service that combines Triton's download data with our survey data to develop detailed socio-demographic and demographic profiles for hundreds of podcasts.

Why is this important?

Because businesses have a need to understand demographic trends in podcast listeners so that advertisements and content are relevant to very specific target audiences, this information is also highly relevant to podcasters seeking ways to grow their listenership and increase audience engagement.

Our Take:

The companies can have complete confidence in the decision of where their ad budget should be, and which podcasts to engage with. The podcast producers can leverage this data to enable better content targeting so that new listeners are attracted and retained by increasing the relevance of the podcast to them.

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🚨Australia Surpasses the US in Monthly Podcast Listening Trends

As such, the Summer Olympics are always an opportunity to size up the audio habits of various nations. Podcast listening contributed to those comparisons, and this was according to Edison Research weekly insights.

The Revelations :

The Infinite Dial Australia, which has been following statistics about podcast listening, found out that in 2022, month-to-month podcast listening in Australia outdid that of the United States by one percentage point.

The number of podcasts listened to in Australia draws near to the levels recorded in the United States. Although Australian podcast listening numbers lagged behind those of the United States in 2017, by 2020 they had decreased by twelve percentage points.

In the most current data, nearly 45% of those Aussies aged 12 and above have listened to a podcast in the past month. Now, this meteoric increase is for a host of reasons, one of which is that radio companies have been touting podcasts so aggressively as almost some proactive measure to take some level of control over media disruption. 

The Sources and Data :

For almost two decades now, The Infinite Dial by Edison Research has been conducting a long-term survey of digital media consumer behavior in the U.S., covering a wide array of different digital media and topics since 1998.

This is important because.

The following proves growing popularity and sway of podcasts within the media landscape and our changing ways of media consumption toward on-demand audio content. Businesses and content creators understand these trends in a better way for modern consumer demand. For instance, the creation of podcast content that is niched or collaborating with popular podcast hosts.

Our Take :

Either by collaborating with international podcasters or localising the content for the respective markets, Australian and American podcast producers should be in a position to understand global trends and hence tailor their content to suit an audience that is much larger. Staying current on data and consumer preferences is paramount in an ever-changing media landscape if one wants to remain relevant.

• Tom Webster from Sound Profitable launched a book about podcasting called The Audience Is Listening. It's available now on Amazon in paperback, ebook, and audiobook formats, and he got some special offers available for it here: www.audienceislisteningbook.com.

• More speakers have been announced for Podcast Day Asia and Radiodays Asia. Radiodays Asia will take place in Kuala Lumpur, Malaysia, from September 2–4. Podcast Day Asia is part of Radiodays Asia and will occur on Tuesday, September 3.

• It also announced that Audioboom has returned a third consecutive profitable quarter, driven by first-half revenues up 7% at $34.1 million.

• Spotify had record Q2 profitability due to subscriber growth and monetization. With 7 million nett additions ahead of guidance, revenue grew 21% Y/Y, gross margin 29.2%, and operating income €266 million. Social charges were €59 million higher than expected, but Q2 Free Cash Flow was €490 million.SUBMIT YOUR NEWS

NEWS UPDATES

• A study by Edison Research and audiochuck, the True Crime Consumer Report, explores the appeal and changes related to true crime podcasts. The study will have its world premiere in a keynote address at Podcast Movement in Washington, D.C. on August 20, 2024 at 9am EDT.

• Podcast Movement is proud to present the second keynote session and our third round of PM24 speakers and panelists!

• Podcast Movement is thrilled to announce an extraordinary keynote session at Podcast Movement 2024 featuring two legendary public media hosts: Ira Glass and Rachel Martin!

• Podcast Movement is proud to release that this year's version of The Podcast Landscape, the largest public podcast usage study in America, will be presented by none other than Sounds Profitable's Tom Webster.

👉 Would like to be featured in our newsletter?. Come along with the growing number of podcast creators who rely on PODWIRES Marketplace to make their journey easier. Register right away

🎧 The Power of Brand Podcasting : Lesson with Lower Street Media

In this episode of That Podcast Exchange host Miko Santos interviews Harry Morton, the founder and CEO of Lower Street, an award-winning global podcast agency for brands. Harry shares valuable insights on creating successful branded podcasts, understanding target audiences, and measuring podcast ROI.

In this episode, we cover:

• Success in podcasting industry.

• Standing out in crowded market.

• Understanding brand identity and audience.

• Focusing on specific target audience.

• Having a clear point of view.

• Understanding uniqueness in podcast ideas.

• Engagement rate and completion rate.

• Building a successful podcast.

• NOVA Entertainment is hiring a Social Media and Video Producer (Podcasts)

• Spotify seeks a Production Manager to join its team in London.

• NPR is hiring a Chief Desk Editor in their Washington office.

• July 28 : Black Podcasters Association Summer Social - Brooklyn, NY

• August 19-22: Podcast Movement 2024 - Washington, D.C.

• September 3: Podcast Day Asia - Kuala Lumpur, Malaysia

• September 2 - 4 : Radiodays Asia 2024 - Kuala Lumpur, Malaysia

Visit podworks.io to post your upcoming events or job openings for free.

• Steve Goldstein blogged about why subscriptions don't work for most podcasters.

• An interesting article titled “ What do Podcast Do for your Brain?” written by Lindsay Jarris Friel

• What is Podcasting 2.0? And why should I care? Matthew McLean explained it to us.

• Do we, as podcasters, do enough to bring new listeners into the medium? Katie Paterson explained this in her article this week.

• Roni Gosch wrote in the latest Podbean blog about Best Tips for Video Podcasting

• Check out Morgan Swift's blog post "How to identify an ideal cross-promotional partner" if you're trying to grow your podcast audience.

• Managing People to Managing Productions: A How to Guide for Editors and Producers with Mia Lobel $335 Class Starts: Sep 9 

• How to Pitch Podcast Executives and Get Your Show Made with TJ Raphael $335 Class Starts: Sep 9

• From Idea to Launch: How to Create a Sustainable Podcast with Laurel Morales $335 Class Starts: Sep 17

• Telling Vulnerable Stories with Ronald Young Jr. $370 Class Starts: Oct 2

• Turning Dense Information Into Great Stories with Lewis Wallace $335 Class Starts: Oct 3

• From Topic to Story: How to Find Characters and Narrative Arcs to Draw in Listeners with Sarah Esocoff $370 Class Starts: Oct 7

• Body-Ody-Audio: How to Make Sensorial, Visceral Audio with Kristina Loring $370 Class Starts: Oct 8

• Be So For Real: Interview Training for Producers, Hosts and Editors with Dom French $370 Class Starts: Oct 30

• Fact Checking 101 with Jeanette Beebe  $370 Class Starts: Nov 4

• Mind Your Business: Podcast Monetization with Annalise Nielsen $335 Class Starts: Nov 5

• Introduction to Story Editing with Willow Belden $335 Class Starts: Dec 2

Welcome to the Podcaster Toolbox, a crowd-sourced resource for independent, DIY, and/or beginning home-based podcasters.

The Kangaroofern Media Lab team will review the resources submitted here and add them as soon as possible to the Podcaster Toolbox.

• 🏜️ Transistor.fm - is a powerful and simple podcasting platform. The ability to host multiple podcasts on one account makes it ideal for podcasters with multiple shows.

• 📢 Zencastr is an all-in-one podcast production suite that gives you studio quality audio and video without needing all the technical know-how.

• 🎙️ Acast - is a podcast hosting service that enables you to publish, share, and earn money from your podcasts.

• 🎧 Epidemic Sound - is a company that provides content producers with access to a sizable library of royalty-free music.

• 🔊 Soundstripe is a platform that offers thousands of royalty free music, sound effects, and video for your projects.

• 📼 Tubebuddy - is a complete tool for YouTube channel management and growth.

• 📹 VidIQ - is a website for learning that focuses on offering video tutorials and analytics to aid users in expanding their YouTube channels.

• 🪀 Swell AI turns podcasts or videos into transcripts, clips, show notes, articles, summaries, titles, newsletters, social posts, and more.

• 📬 SparkLoop is the fastest way to get a newsletter referral program — like TheSkimm and Morning Brew — up and running.

• 🎚️ Riverside is your online studio for high-quality podcast and video recording and editing.

The complete Toolbox can be seen at https://marketplace.podwires.com/toolbox

👀 Employing? or trying to find a new job?

Do you need to hire for your podcast? Here's where you can post a job (for free). Come hang out with us at podworks.io if you are a professional podcast producer!

From The Team

📖 I appreciate you taking the time to read! See you in the next issue. Got a question or criticism? Just click on Reply. We can talk while we are here.

🎧 Check out our podcast, the one and only "That Podcast Exchange” - This podcast is an insightful conversation with people at the top of their game and deconstructs them to find the tools, tactics, and tricks to help you achieve your dream goal as Podcast Manager.

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