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🎙New Wireless Micro: World's Smallest Professional Wireless Microphone for Smartphone Creators
Podwires Team
November 12, 2024
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🎙️TODAY’S BRIEF
🔥 Podcast Revolution: 100 Million Americans Now Weekly Listeners, Study Reveals
🚨 Podcast Insight: 2024 Holiday Audio Boom: Radio Dominates While Podcast Listening Surges to 27%
🌏 Podcast Elsewhere: New Wireless Micro: World's Smallest Professional Wireless Microphone for Smartphone Creators
🛠️ 3 New AI Podcast Toolbox to boost your productivity
👋 Hi, Podsky!
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ANALYTICS IQ
🔥Podcast Revolution: 100 Million Americans Now Weekly Listeners, Study Reveals
Image: AnalyticsIQ
Podcast listening has grown astronomically in America, with over 104 million Americans listening to podcasts every week. Nearly half of podcast listeners report discovering new brands from the podcasts they regularly listen to-a big change in how people engage with ads online.
The Cognitive Sciences team at AnalyticsIQ released a deeply informative research report, marrying podcast listening behavior with purchasing habits, harnessing third-party sources such as Pew Research Center, Forbes, and IAB's U.S. Podcast Advertising Revenue Study.
The Key points:
65% of US adults listened to podcasts in the past 3 months
YouTube leads the platform preference at 59%, followed by Spotify at 44% and Apple Podcasts at 26%
Comedy, True Crime, and Sports remain very popular, each representing about 31-32% of listeners.
23% of podcast listeners purchase any product after hearing ads on podcasts.
Of the purchases, 69% were made using a discount code specific only to podcasts.
Why It Matters: This study documents a key inflection point in how media is being consumed and how advertising has impact. While podcast listenership has reached mainstream levels, strong conversion rates for advertisers prove podcasting has grown beyond a niche medium to a powerful channel that drives consumer behavior and brand discovery effectively.
The Big Picture: These findings mark a key opportunity for the podcast industry. This will help podcaster creators reach and engage their audiences in product promotion, especially through the emphasis on conversational style-more appealing to 62% of listeners-and other popular categories like Food/Beverage and Health & Wellness. The $1.9 billion ad revenue forecasted for 2023 follows a growth market that has huge potential for growth into much larger numbers, especially with high levels of younger demographics seen to be in high engagement.
🗞️ TL;DR - PODCAST NEWS
New Wireless Micro: World's Smallest Professional Wireless Microphone for Smartphone Creators. The Wireless Micro, a new ultra-compact wireless microphone system for smartphone content creators, has a charging case, 21-hour battery life, and intelligent audio technology for cable-free, high-quality sound recording.
Podcast Industry Shows Strong Growth: iHeart Dominates with 785M Global Streams in October. Most of the major podcast publishers continued to show growth in listeners during October's busy fall season. The leader was iHeartMedia with 32 million unique listeners, while the popular one remained The Daily from The New York Times.
Podpage Launches Customizable Listener Surveys to Help Podcasters Understand Their Audience. Podcasters can use Podpage's new survey tool to learn more about their listeners' backgrounds and habits to improve content and attract sponsors.
Podcast Bestie Celebrates 3 Years of Success: From Newsletter to 77,000-Download Show. After 5,000 subscribers and 77,000 downloads in its first season, Emmy-winning writer Courtney Kocak's newsletter and podcast Podcast Bestie is celebrating its third anniversary.
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2024 Holiday Audio Boom: Radio Dominates While Podcast Listening Surges to 27%
Image: Katz Radio
AM/FM radio reaches 84% of the adult listeners, while podcasts can reach 27% of the total adult listeners.
This trend shows the opportunity available for advertisers in the 2024 holiday season. Consumers are expected to spend approximately $1.59 trillion. The indication here is that audio is alive and well in the digital age. This in-depth report, based on Nielsen Audience Insights Data, Scarborough USA+, Deloitte Forecast, and Katz Radio Group, takes a deep dive into demographics and listening by platform.
The Key points:
AM/FM radio reaches 82% of consumers each week, making it the #1 audio platform.
27% of adults 18+ are podcast listeners.
Holiday spending will average $626 by those who listen to radio regularly, or $241 more than less frequent or non-radio listeners.
Mobile shopping is predicted to reach $128.1 billion, up 12.8% compared with a year ago.
Radio ads drive a 29% lift in online search activity for product categories.
Why It Matters: This study gleans an important insight for marketers and businesses: traditional audio, in concert with podcasting, forms a powerful one-two punch for capturing holiday shoppers' attention. While consumers indicate they plan to spend more, at the same time they will be on the hunt for deals and discounts, making it the best time to reach active audiences up and down the shopping journey with audio advertising.
Big Picture: The study provides podcasters and audio producers with unparalleled ability to tap into holiday spending through strategic content and advertising. Radio's strong performance does not compete with podcast growth; rather, it complements the gains, showing a healthy audio ecosystem in which both media will thrive. What this data really underlines is that these audio listeners are very high-value consumers; hence, their spending rises significantly during the holiday season, opening up exciting monetization opportunities for podcast creators and networks.
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Podwires Newsroom - A comprehensive summary of the latest developments in podcasting, based on insights from the Podwires newsletter.
That Podcast Exchange - This podcast interviews top performers and deconstructs them to find tools, tactics, and tricks to help you become a successful podcast producer.
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📢 PODBUSINESS
⏭️ DoubleVerify Expands Snap Partnership with New Brand Safety Measurement Tools. DoubleVerify is expanding its partnership with Snap to help advertisers ensure their ads appear alongside appropriate content using AI-powered brand safety tools that analyse video, image, audio, and text.
⏭️ Platform Media Acquires World's Largest Rugby Show 'The Good, The Bad & The Rugby' in Major Deal. Platform Media holds the majority of the rugby media brand "The Good, The Bad & The Rugby," which was created by Mike Tindall and James Haskell and since 2020 has increased to almost one million followers across platforms.
⏭️ Salem Media Group Reports Q3 2024 Results: Digital Revenue Grows 9.5% While Broadcast Revenue Faces Industry Headwinds. Third-quarter 2024 Salem Media Group results have shown mixed performance: while digital media revenue grew 9.5% to $10.9 million, broadcast revenue declined 6% to $46 million as a reflection of radio listenership. The company cut its net loss to $6.6 million from $31.3 million last year.
🎧 FROM THE COMMUNITY
⏭️ Understanding Marketing Intent: Why Actions Aren't Everything in Podcast Advertising ROI. Brand lift studies are so important because listeners may act over time and not necessarily right after hearing an ad. In other words, most advertisers only measure direct actions-from podcast and audio ads-such as clicks or purchases.
⏭️ From Recovery to Advocacy: Mark Black and Ross Geddes to Host 'Changemakers' Mental Health Discussion. On November 16, comedian Mark Black and Finnieston Clothing founder Ross Geddes will host a live podcast recording called "Changemakers" in Glasgow to discuss their mental health and addiction journeys. All proceeds will go to holistic therapy charity Enter.
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