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🎙Latino Podcast Boom: How 65 Million Listeners Are Reshaping Audio Content
Podwires Team
October 03, 2024
🎙️TODAY’S BRIEF
🔥Apple Podcasts Revolutionizes Discovery with New Top Series Chart
🚨 Podcast Insight: Latino Podcast Boom: How 65 Million Listeners Are Reshaping Audio Content
🌏 Podcast Elsewhere: NYT News App Introduces 'Listen' and 'You' Tabs for Enhanced User Experience
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With Apple Podcasts making the most groundbreaking move to redefine the podcasting landscape, serialized storytelling now goes center stage with the launch of its new Top Series chart. This innovative feature is an industry first in that it shows the top 100 narrative shows tailored for sequential listening and gives enthusiasts a dedicated space to explore binge-worthy series.
But Apple is not only recognizing the power of serialized content, but with a new Series category and the introduction of Series Essentials, it's elevating it to an art form that promises to capture listeners in awe and celebrate the craft of episodic audio storytelling in a way never done before.
Apple Podcasts is launching three major features to put serialized shows in the limelight: a Top Series chart, a new Series category, and Series Essentials. These extensions will help listeners easily find and listen to narrative podcasts that are designed to be listened to serially. The series of contributions drives home the impact and dedication that series production involves: contributions come from major names in the industry, such as Rachel Maddow and Jad Abumrad. The move, which is integral to creators and listeners alike, involved Apple's Global Head of Podcasts, Ben Cave, who provided context alongside Wondery CEO Jen Sargent and journalist Tristan Redman.
The Key Points:
Apple Podcasts is bringing in a Top Series chart for narrative shows
A new Series category will launch in support of discovery
Series Essentials will highlight one standout series every month
The first Series Essential is "Ghost Story" by Wondery and Pineapple Street Studios
Industry figures like Rachel Maddow and Jad Abumrad back the initiative
Why It Matters: This development matters because it recognizes and amplifies the growing trend of serialized storytelling in podcasting. By dedicating space to series shows, Apple makes it easier not only for listeners to surface compelling long-form content but also for creatives to give more visibility to their narratives so carefully created. This could lead to further investment in high-quality serialized content and raise production bar levels across the industry. For listeners, this means more immersive storytelling; for creators, it is a new way to reach and engage audiences.
Our Analogy: Think of this as a Netflix-like recommendation engine for podcasts. Just as that streamer has dedicated space for certain television series that make people keep coming back episode after episode, Apple Podcasts is now doing the same for audio. It's as if your own personal librarian not only organizes books by series but also highlights the most captivating multi-volume stories. It's going to make it easier for you to get into these rich, extended stories without getting lost in the vastness of the podcast library.
Our Take : This is exciting for us as podcast producers because, finally, we get an opportunity to promote our serialized content to a far greater audience. This new Top Series chart and Series category could be a game-changer regarding discoverability for the narrative-driven shows-obviously encouraging us to invest more in crafting compelling, multi-episode stories.
The Series Essentials feature will also be a great, premium platform for recognition that will challenge us to raise our game in storytelling and production quality. This really cements the importance of long-form, episodic content to Apple Podcasts in the world of podcasting that promises to spur more varied and ambitious projects in our industry.
It's a development that asks us to go beyond creating single episodes, but rather create immersive, binge-worthy series that keep listeners tuning in long after the first episode. This could, in the future, lead to much more creativity in storytelling, raising production values and opening up new monetization avenues as serialized content becomes leading.
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NYT News App Introduces 'Listen' and 'You' Tabs for Enhanced User Experience. It has introduced new features such as audio, automated narration of articles, and personalized recommendations to the News app of the New York Times, bringing a more personalized experience in news reading.
Comedian Ophira Eisenberg's 'Parenting Is a Joke' Joins Adalyst Media's Podcast Lineup. Adalyst Media, a podcast network targeting female audiences, has added the popular and critically acclaimed "Parenting Is a Joke" podcast hosted by comedian Ophira Eisenberg to its growing roster of shows.
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📼 TRAILER MIXTAPE
New Podcast Show to watchout
Freelance Content Producer Shevonne Hunt has launched a new podcast called A Better World Blueprint. The podcast will aim to focus on the people who are making the world a better place.
9Podcasts has launched a new podcast called Rotten Apple
The series will shed light on whistle-blowers and survivor stories and will be hosted by Investigative Journalist Camille Bianchi.
Tune in now to the brand new podcast show! Listen at Trailer MixTape for all the latest Podcast Show.
Image: Edison Research
In this dynamic interplay between demographics and digital media, the stars are lining up for the U.S. Latino population and the podcasting industry to cause one spectacular phenomenon. The Latinos, who now devote 14% of their audio time to podcasts-a huge leap from just 1% a decade ago-are definitely altering the audio landscape.
With 65 million stars of the American constellation tuning in, they're not just listening; they're changing the way content creators and advertisers approach the podcast universe.
According to Edison Research's Share of Ear® study, 65 million U.S. Latinos are spending over an hour daily with audio, compared to their counterpart non-Latinos. The report reveals a seismic shift in Latino podcast listening-a 14-fold increase over the past decade-further catapulting the segments to outperforming the general population podcast consumption. This marks evidence of a new dynamic in the way Latinos listen to audio-one in which podcasts grow increasingly important.
The Key points:
U.S. Latino population hit the 65 million mark
Latinos devote nearly 5 hours daily to audio, while non-Latinos spend 3 hours 55 minutes
Over the past decade, Latino podcast listening grew from 1% to 14% of all time spent with audio
Latinos are now spending 35% more time on podcasts compared to the non-Latino population
The overall amount of time spent with audio has not changed all that much, indicating a new alignment of preferences
Why It Matters: This is a very important trend because it manifests a sea change in the habits of media consumption for a broadening and always growing group. Greater podcast consumption by Latinos points to more pathways for content creators, advertisers, and businesses to reach this audience. It also seems to underline the fact that podcasts have become an increasingly influential medium for information, entertainment, and cultural expression within the Latino community, shaping opinions, consumer behaviors, and cultural narratives.
Our Analogy: Imagine that you have a very busy city, and most of its residents used to travel by car or bus. One day, it finally appeared: a nice, new, and functional subway. At first, just a few people traveled in it, but over time, more and more residents started to appreciate the convenience of it. Soon, it would become one of the main modes of transportation, and one will have to spend less time in a car or bus. This points to how podcasts have become the preferred "vehicle" for audio among Latinos, slowly taking the place of time spent with any other source of audio.
Our Podcast Producers' View: As podcast producers, this is an excellent trend, offering an opportunity to reach such a rapidly growing and engaged audience. The rise in podcast consumption within the Latino community not only opens up our potential listener base but goes to call for more diverse, culturally relevant content.
This is a trend that inspires us in the development of shows that handle experiences and views of Latinos, maybe a new format, language, and forms of storytelling. It also means more valuable ad dollars as brands want to reach this base of highly engaged listeners through our podcasts. As we position ourselves to take advantage of this trend, we will be able to push innovation in the industry and be inclusive, further enriching the podcasting experience for all listeners.
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📌 NOTICE BOARD
October 3 & 4 : International Women's Podcast Festival - London, UK
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