🎙️TODAY’S BRIEF

• 🔥Spotify's 2024 revenue forecast reveals the future of streaming, blending audio and video to capture the next generation of listeners.

• 🚨 Podcast Insight: Young Adults Double Spoken Word Audio Consumption in 10 Years, Study Reveals

• 🌏 Podcast Elsewhere:  Substack, a newsletter publisher, recently launched a live video feature featuring writers and creators like comedian Bill Maher and former ABC News host Dan Harris.

👋 Hi, Podsky!

Miguel here! I just wanted to say a big, heartfelt thank you for your continued support of our newsletter. We simply couldn't do it without you! Here are the news items for today.

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

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Spotify
🔥Spotify's 2024 revenue forecast reveals the future of streaming, blending audio and video to capture the next generation of listeners.

Spotify is anything but restrictive to music streaming when it comes to digital entertainment. The latest report on Platform Insights from WARC covers all the recent innovations on both the content consumption side and the advertising strategy. From surpassing $2 billion in ad revenue, all the way up to experimenting with AI-powered DJs, Spotify showcases the future of digital content consumption and monetization.

The Details:

• Spotify ad revenue is forecasted to reach $2.1 billion in 2024, up 13% year over year.

• The global platform boasts over 626 million active users, with huge growth in emerging markets such as India, Brazil, and Indonesia.

• Gen Z uses Spotify's immersive features in a really engaging way.

• When combining both video and audio ad formats on Spotify, this leads to a sales increase of 66% and a rise of 27% in purchase intent-proving that using the combination works.

• Spotify is focusing on profitability, moving away from investing in podcast content and focusing instead on growing its ad revenue.

 Why it matters: Spotify's growth and strategic shift matter because they mark how these streaming platforms are trying to adjust in the race for competitiveness and profitability.

Spotify's audio and video blend promotes smart advertising in a way that will help connect brands effectively with young audiences. This evolution revolutionizes not only how we consume music or podcasts but also how the advertisers are interacting with consumers across various touchpoints in their daily lives and reshape the digital marketing landscape.

For users, this means a further diversification of content and potentially more personalized experience; to the industry, it raises the bar on what can be expected from a streaming service.

Our Analogy: Think of Spotify as an entertainment Swiss Army knife. Now it's adding new tools-video content, AI features-while whetting old ones like advertising capabilities and morphing into a multi-tool to get all sorts of tasks done throughout your day. Spotify aspires to be your full-service app for diverse entertainment needs, much like a Swiss Army knife, and for advertisers, too-a versatile platform for engaging you through many channels.

Our View as Podcast Producer: The growing user base with its improved ad capabilities could only translate to more audience with interest in the content made by us. On the downside, movement toward video and more immersive features is clearly where Spotify is going, and we'd be naive to believe audio-first content won't eventually have to adapt to stay competitive. We might think about building visual components that accompany our podcasts or partnering with Spotify on ad product innovation. That, combined with Spotify's prioritization of Gen Z engagement, makes it clear that thoughtful consideration of this generation's tastes and ways of consuming will be increasingly important in seeking to develop new content strategies for them.

🗞️ TL;DR - PODCAST NEWS

• AdLarge, a leader in audio advertising, proudly announces that it will handle all Crystal Media Networks advertising sales for the 2025 upfront and broadcast year. Crystal Media Networks will become Portfolio Media in 2025. Client advertisers gain scaled top-market targeted reach from this strategic partnership.

• We cannot wait to tell you that our favorite audio company Rode just dropped a brand-new beta firmware update for RØDECaster Pro II and Duo! This gives you even more virtual devices that treat your software like it's a microphone or instrument connected to your RØDECaster.

• Headliner has introduced automated posting for X and Threads, allowing podcasters to post optimized videos across various social media platforms upon publishing a new episode.

• Substack, a newsletter publisher, recently launched a live video feature featuring writers and creators like comedian Bill Maher and former ABC News host Dan Harris.

  
  
  
  
  

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📼 TRAILER MIXTAPE
New Podcast Show to watchout

• 48 Hours is set to launch two more limited series, "Murder in the Orange Grove: The Troubled Case Against Crosley Green" and "Candyman: The True Story Behind the Bathroom Mirror Murder," following the successful launch of "48 Hours: NCIS" on October 29.

• This fall, Play On Podcasts releases Julius Caesar in a modern verse translation by Shishir Kurup. Episode 1 will drop on October 14.

• As the world gears up for Breast Cancer Awareness Month this October, award-winning physician, author, and cancer survivorship advocate, Dr. Stacy Wentworth, is set to launch a groundbreaking podcast series, Less Radical.

• Spotify today announces a star-studded lineup of guests set to feature in series three of the chart-topping show, The Louis Theroux Podcast. The new season will launch on Tuesday 24th September.

• Podshape launched a podcast series this week. Deep Fake examines how advanced AI is deceiving and scamming people worldwide.

  
  

Tune in now to the brand new podcast show! Listen at Trailer MixTape for all the latest Podcast Show.

PODCAST INSIGHT 
🚨 Young Adults Double Spoken Word Audio Consumption in 10 Years, Study Reveals

Appetite for spoken word content among young listeners has more than doubled in the last decade, up from 11% to 23%, driving profound changes in audio consumption today, according to Edison Research's latest blog post.

The Details: Young listeners are increasingly engaging with spoken word content, reshaping the audio landscape. Edison Research's Share of Ear® study indicates a dramatic shift in how the 13-34 age group listens to audio, but their demand for news, talk, and podcasts is on the rise. The double-digit growth in spoken word audio for those between 13 and 34 years old marks a multi-generational shift that rethinks what 'tuning in' means in the digital age.

Key Takeaways:

• Over the last decade, spoken-word audio consumption has grown more than twofold, going from 11 percent to 23 percent, among those aged between 13 and 34 years.

• This is a good indicator of how the gap between younger and older demographics in spoken word audio consumption is slowing down.

• Podcasts are the main cause of such a shift in listening habits.

• It provides a comparison of data from 2014 to 2024, showing over time the clear trend occurring.

• Spoken word content includes news, personalities, talk, sports, among other categories, that make up all types of audio platforms.

Why it matters: This sea change in audio taste informs not only how the younger generation accesses and processes information but also how they interface with the world.

The trend of spoken word content opens up fresh perspectives in education-from interactive storytelling experiences to idea-sharing platforms that appeal more to a younger crowd.

This might be the basis of a revised media approach that places more emphasis on engaging content, effective marketing strategies utilizing targeting with storytelling, and enhanced communication of in-depth subjects through discussion in detail. Understanding this trend and how to adapt to it is crucial for every content provider, teacher, and businessman who wants to remain relevant and in touch with the next generation of listeners and consumers.

Our Analogy: Think about coming to a music festival where the main stages-played with popular music-are always full, and smaller tents, which house talks and discussions, are usually not that popular. Now, visualize those tents getting bigger and their crowds building up, matching and competing with the numbers attending main stages. Younger listeners, who previously had their dial primarily set to the 'music stages' of audio content, now flocked to the 'discussion tents,' valuing and finding entertainment in spoken words as much as in melodies.

Our view as Podcast Producer: This is a trend, quite literally, that is music to our ears-or should we say, words to our ears? The rise in spoken word consumption among younger listeners begets tremendous opportunity for podcast producers.

It's validation of our medium and a sign of the hunger for diverse, engaging audio beyond music. We are not just creating content; we are molding how a generation takes in information and stories.

This trend is a development that presents us with a clear challenge-to innovate and make podcasts, informative and captivating for this growing audience. Themes and topics of interest to listeners aged between 13-34 years should be the focus by the producers of podcasts; new formats should be employed to further engage the youngsters, while classic spoken words should be merged in with the expectations typical for native digital content in a holistic approach.

The fact that the gap between age groups is narrowing means podcast producers are in a great position to appeal to both younger and older audiences alike, experimenting with varied techniques for storytelling and themes that drive home to all humans. In producers' capacity, we are not only riding this wave; we are in a position to make more than a few moves toward shaping it and creating the soundscape of the media landscape for tomorrow.

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Voxtopica
🚨 Understanding Podcast Listeners: Motivations and Advertising Strategies

Taken in August of this year and with 683 self-identified voters aged 18-plus, one Voxtopica survey showed an astonishing change in how registered American voters consume-and therefore process-political information. The study revealed that a politically engaged audience listens to podcasts more often than the general public and trusts this medium for news and information more. These findings could fundamentally change the way political campaigns, public affairs organizations, and non-profits communicate with voters.

Five key bullets:

• Podcast listening is more frequent among the population of registered voters; 49% of them listen on a weekly basis.

• News, Society & Culture, History, and Government are some of the popular podcast categories among politically engaged listeners.

• Compared to traditional news formats, podcast listeners trust this medium for information more.

• Non-partisan and bipartisan political content is more popular than partisan content.

• The podcasts have a significant effect on the listeners' opinions, actions, and consumption behaviors.

Why it matters: This new study shows a critical shift in how politically engaged people consume information and form opinions. Podcasts have come up as a strong tool to influence voter attitudes and behaviors and may lead to a change in the landscape of political communications.

This trust in podcast content and listener readiness to act upon it creates a unique opportunity for campaigns, advocacy groups, and policymakers to have closer and more effective contact with voters. These are important trends to understand for those interested in communicating with the electorate effectively in the digital era.

Our Analogy: Podcasts can be thought of as the modern town hall meeting in the digital age. This is to say that, just like how people would gather around to listen to their town hall leader debate and argue over some issue, so, too, do listeners of this podcast tune in with their favorite show and listen to such and varied opinions and insights.

But unlike those traditional town halls, these digital gatherings can be tapped at will, at any time, from anywhere, with the level of trust and influence not necessarily rivaled by the most charismatic in-person speakers. It's as good as having a personal political consultant whispering into the ears of every listener, teaching and raising them to action with every new episode.

Our View as podcast producers: While podcasting places us in an important position and has given us a great opportunity to set the tone for political conversations and engage the electorate, we should pay extra attention to producing quality, informative content that speaks to the need for knowledge and variety in the lives of our listeners.

It would appear that data support the development of content with non-solid political affiliations or bipartisan views in order to better reach more people.

We should also be responsible for the trust given to our medium and attempt to observe the highest level of journalistic standards. Inclusion of calls-to-action and resources for deeper engagement leverages our listeners' readiness to act upon the information provided. Ultimately, the entire study underlines the potential of podcasts to function effectively as a tool for civic engagement and political education.

Full report below 👇

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📌 NOTICE BOARD

• October 3 & 4 : International Women's Podcast Festival - London, UK

• October 8 : Café Convos: A Networking event by BIPOC Podcast Creators - New York, USA

• October 18- 20 : Afros & Audio Podcast Festival - Baltimore, MD

• January 16 -18 : Podfest Expo - Orlando, USA

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🔆 FROM OUR COMMUNITY

• Podcasting is always changing, and creators have to make a tough choice: should they focus on YouTube's huge reach and easy discovery, or should they stick with traditional audio platforms, where listeners are really engaged? Shrikant Joshi wrote a great article about it: YouTube vs RSS.

• Cassandra Mitchell wrote a lovely article about the power of authentic storytelling. It's a great read if you're looking to build loyalty and trust in your podcast audience!

• I just read the most interesting article by Signal Hill Chief Insights Officer Paul Riismandel! He wrote about how to make ads more effective, going from "data-driven" to "insights-driven." It's a great read, and I highly recommend checking it out!

• Steve Austins offers advice on how to alter the conclusion of your podcast.
  

🛠️ PODCAST TOOLBOX

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

• 🎙️Rode - is an Australian-based audio technology company specializing in the design and manufacture of microphones, headphones, audio interfaces, and audio software.

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

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

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

Browse more Tools ➡️

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FROM THE TEAM

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