Word for the day

More business is lost every year through neglect than through any other cause. -Rose Kennedy

Today in History

1795 British capture Capetown, South Africa, from the Dutch

PRESENTED BY MORNING BREW

• Why everyone hates Kast Media in podcasting. Multiple podcast creators who left Kast Media say the company owes them a lot of money. Investigative journalist Stephen, also known as Coffeezilla, uploaded a 20-minute documentary on Kast Media to YouTube. The video had over 2.1 million views as of publication.

• Top podcasts, Publishers, and Sales networks for August 2023. Total Global Downloads for the Top 20 publishers were up 7% month-over-month and flat year-over-year.

• Podcasts are the most popular media channel in Singapore, according to Acast. Acast has just released this year's report on podcasting in Asia, a follow-up to the report "Sounds Smart Asia 2023" which focuses on Singapore and hones in on podcasts versus social media.

• The Australian Podcast Ranker for August 2023 is made available by Triton Digital. The Ranker provides information on the Top 150 Podcasts as well as the Top 150 Australian-Made Podcasts, the Top Publishers in Australia, and the Top Sales Representatives in Australia from 1 August through 31 August 2023, according to Triton's Podcast Metrics measurement service.

• The Economist launches Economist Podcasts+, an audio subscription service. Beginning mid-October, The Economist’s full slate of award-winning podcasts will be available exclusively to subscribers of The Economist and Economist Podcasts+

• The fastest-growing AI company in the ad technology sector, ArtsAI, is acquired by Claritas. ArtsAI, an AI-powered solution leader that Inc. 5000 named the fastest-growing private Ad Technology company for the second year, was acquired by Claritas®, a data-driven marketing leader that uses a proprietary identity graph to help marketers increase ROI.

The effects of business-to-business (B2B) podcasting are examined in new research from podcast production company Lower Street, in collaboration with ContentFX.

The study was based on the listening preferences of 511 senior-level workers in the US and UK business sectors. Of those surveyed, 55% regularly listen to podcasts.

Key Takeaways

Podcasting as a tool to reach business decision-makers.

1. Business decision-makers, including owners and executives, are frequent podcast listeners, with 55% of business owners and founders listening to podcasts daily.

2. Branded podcasts boost top-of-funnel metrics, increasing brand awareness and favorability of listeners by 20%.

3. Podcast likeability significantly influences brand awareness and favorability—a preferred podcast generates 3.1x more brand awareness and 2.1x more brand favorability.

4. Branding matters. Clips with more brand mentions tended to perform better on brand opinions, actions and recommendations

Podcasting experienced significant growth in 2023. With more people tuning in and listening more frequently, the medium has experienced tremendous growth in popularity.

The US and the UK, two of the biggest markets for podcast listeners, stand out for this growth. There will be 465 million podcast listeners worldwide in 2023, according to estimates.

This figure shows a significant increase from prior years, highlighting the growing acceptance of podcasts as reliable sources of knowledge, entertainment, and instruction.

However, since the majority of these statistics apply to the general population, there is a knowledge gap regarding business decision-makers.

Business podcasts are where 43% of US B2B and B2C decision-makers find their thought leadership or business-related content.

Beyond this figure, there is, however, a paucity of specific information and insights into the how, why, and when this audience listens to podcasts.

Additionally, more research needs to be done into how successfully they are being reached or influenced through this medium.

Download the full research here

In a report released two weeks ago, Edison Research noted that the amount of daily audio time spent by Americans listening to linear audio has recently been surpassed by on-demand audio. That is accurate when considering total listening, and we regard that discovery as a turning point in the history of audio in the United States.

But what about hearing in different places?

On-demand platforms account for 60% of daily audio time spent listening in locations other than cars, according to the graph below, while linear platforms account for 40%. This includes listening at home, at work, and in other settings like strolling, at the grocery store, or at the gym. But in the car, the ratio of linear to on-demand listening is very different.

Americans aged 13 and older spend 76% of their time listening to audio in their cars on linear platforms, such as AM/FM radio, radio streams, SiriusXM Radio, and other radio services. 24% of all in-car listening time is spent on on-demand platforms, such as subscription streaming services, podcasts, or privately owned music like CDs. It is obvious that this picture is very different from what is seen in other listening locations.

What is it about the car that makes listening to linear audio so much more enjoyable? When the road demands one's attention, listening to on-demand audio means spending more time navigating phone menus and making decisions. For many people, linear audio in cars is simply more convenient. The hardware is straightforward, so selecting an audio option necessitates fewer choices. There is no rewinding or pausing when listening on AM/FM or SiriusXM, and programme directors choose the content, which is advantageous in a linear environment. Regarding AM/FM, there may occasionally be the additional feature of real, live people speaking to listeners in the present, which could offer company while driving.

On-demand listening is likely to continue expanding in cars as in-car audio systems make it easier and more convenient. For the time being, however, linear audio dominates the audio time spent in cars by passengers aged 13 and up.

Send press releases and events to [email protected] Other ways to contact us. Editorially, we may rewrite headlines and descriptions.

EarBuds curator Simon Kent Fung recommends these podcast episodes

• Dear Alana, Part 1: Mom

• The Turning: The Sisters Who Left:

   No Turning Back

• The Rise and Fall of Mars Hill: Bonus Episode: Healing and Resurrection After Spiritual Trauma

• The Liturgists :

  Spiritual Trauma

• Queerology: A Podcast on Belief and Being
  Julien Baker is Uncertain

Curate a list

• Podworks.io Podcast 101 from the Experts.  This 10 part instructional video series for early-stage podcasters that covers everything from audio production to making money is courtesy of our friends in Podcasting.

• Where to Find Sports Addicts: Forever Fans. As an advertiser, deciding to connect with sports fans is an easy call. But just as top-round draft picks each have different strengths, not all sports fans are the same.

• New AI Tool Creates Podcast Launch Kits in Minutes. Showplanner AI-generates a free podcast launch kit to help independent podcasters launch a new idea in minutes.

SUPPORTED BY SCRAPPY PODCASTING

• Acast is now the exclusive partner for hosting, distribution, and technology of the ZEBRALUTION Podcast portfolio. The strategic partnership aims to combine the strengths of both partners to help even more podcasters monetise their content internationally.

• Alone: A Love Story, a popular podcast, will be adapted into French and Spanish by Acast and CBC in order to reach new listeners. CBC adapts its acclaimed podcast, Alone: A Love Story for French and Spanish audiences, with the intention to provide Canadian content to new audiences across the US, and Latin America, as well as internationally across Europe.

• Clubhouse has rebranded as a messaging app. It’s designed to be more social than other messaging apps, and a bit more Clubhouse-y.

• Influencer Spending Forecast To Grow Double-Digits This Year. PQ Media's annual update to its "Global Marketing Influencer Forecast" report predicts 17.6% growth in U.S. influencer marketing spending to $26.09 billion this year, up from 22% last year.

• The Podcast Movement Virtual Ticket for 2023 is now available. A virtual ticket gives you on-demand video and audio access to all keynotes, breakouts, and panels from the event, made available a few weeks after the event concludes.

• Expand campaigns with comparable shows, a new feature of Magellan AI. This view, the first of several we're developing to optimise audio campaigns, ranks podcasts in your campaign by response rate (or purchase conversion rate or install conversion rate) and recommends podcasts that reach similar audiences.

TOGETHER WITH THE AVERAGE JOE

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Which investment would have given you a return of 560%+ over 10 years between 2011-2021?

The answer: The Invesco QQQ Trust ETF — a passive exchange traded fund (ETF) with a big weight towards technology companies.

Why? Technology is taking over and as an investor, it’s better to be on the right side of history. An investment in QQQ gives investors exposure to this growth diversified in over 100 non-financial companies.

But what else? Discover more trends by signing up to The Average Joe, a free 3x-weekly newsletter covering the latest market trends and stocks.

Become a better investor by reading their 5-minute, jargon-free stock market newsletter — covering only the relevant financial news for everyday investors.

Subscribe to the free newsletter and join 19,000+ investors discovering the latest market trends.

Here are our current featured roles. Check the job board for more jobs and some freelance gigs.

• Podcast Playlist Curator - Remote | WFH. As our Podcast Playlist Curator, you'll be at the forefront of crafting engaging daily podcast playlists in the world of music.

• Producer - Podcasts, Live Streams and Digital Content. PrizePicks is looking for a Producer to come and build out our unscripted content programs (podcasts, live streams, ambassador digital content, etc.) as we elevate and ramp up our content department.

• Audio Producer, The Gray Area, Vox.com. We’re looking for a strong producer with experience booking, prepping interviews, and cutting tape to a high standard.

• Exploring the Future of Audiences and Advertising: Game On. Gaming is one of the largest and fastest-growing entertainment channels in the world. More than 3 billion people worldwide will spend an average of 8.9 hours a week playing video games on computers, consoles, and mobile devices this year, according to Newzoo and YouGov.

• Podbean's Kids Podcast Deep-Dive with Hero Complex . Brace yourselves for an enchanting rendezvous with the world of children's podcasts, as Rob Tinkler, the imaginative genius behind "Imagination Meditation" and the esteemed Hero Complex network, invites you to a captivating hour of discovery.

• Repurpose Your Small Business Podcast Session. Steph Fuccio of Coffeelike Media will assist you if you are trying to manage too many podcast promotion channels but are having trouble connecting with listeners of your small business podcast.

• Intro to studio recording for radio & podcasts. Audio producers have recorded in closet caves, blanket forts, and basement offices. While a good studio is quiet, sitting at the mic without distractions is the best way to get great tape.

Send press releases and events to [email protected] Other ways to contact us. Editorially, we may rewrite headlines and descriptions.

• More money is being spent on influencers than on social media ads. US influencer marketing spend will grow more than three times faster than social ad spend in 2023, and it will remain ahead through 2025, according to our forecast.

• Some of YouTube's creator ad controls will be removed. The ad controls available to creators on YouTube are undergoing some notable changes. Pre-roll, post-roll, skippable, and non-skippable ad controls for new videos will no longer be available on YouTube as of November.

• Tiktok rolled out Shop to all US users. The company is beginning to introduce TikTok Shop to all of the app’s users in the U.S., hoping to add a major new revenue stream.

Please contact us by sending a direct message (DM) to @realmikosantos and @podworks_io on Twitter if you have anything interesting to share because we love to hear them at [email protected]

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