Hi, Inside Podcasting fans! I'm Christopher Hachey, and I'm the new writer of Inside Podcasting. As I try to figure out the best way to put my own spin on the newsletter, please enjoy this Tuesday's news-heavy edition. I'd love to hear from podcast listeners and industry experts on what you may be listening to or what you're excited about in the podcasting world. Shoot me an email at chris@inside.com. | |  Christopher | |
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What the numbers say: People want to be informed when they're listening to podcasts. But mostly, they want to be entertained. Earning the largest "Major Reason" votes percentage in the Pew Research Center survey on podcasts interests, Entertainment was the top choice among reasons why people listen to podcasts. Listening to podcasts "To learn" came in second, and the third most popular reason to listen to podcasts was "To have something to listen to while you're doing something else." Relevance: The Pew Research Center surveyed people at the end of 2022 about their interests in podcasts and their tendencies when listening. The least popular answers to the specific question on the survey, "How much is each of the following a reason why you listen to a podcast?" were "To hear other people's opinions," "To stay up to date on current events," and "For encouragement or inspiration." It should be noted that the topic that earned the most "Not a reason" votes was "For encouragement or inspiration." Looking forward: It will be interesting to see if another survey were to be taken as the 2024 presidential election creeps closer and to see if people are more interested in listening to podcasts to learn or stay up to date on current events.
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New research published by Parks Associates shows that half of all American podcast listeners are between the ages of 35 and 44. The research also found that podcast listening declined for users after age 45. More: - The survey also found that more than six in 10 podcast listeners pay for a podcast subscription service.
- 15% report paying for Spotify Premium.
- 80 million to 85 million U.S. consumers ages 18 and older responded to the survey that they listen to a podcast for at least one hour each week.
- The most popular way that people find podcasts to listen to is through recommendations from family and friends. The second most popular way is by searching the internet, with a social media post about the podcast coming in third.
Zoom Out: - Earlier this month, Edison Research released research that estimated 120 million Americans age 12 and older listen to podcasts each month. The research also found if Baby Boomers began listening to podcasts, it would raise that number to 152 million.
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Apollo, the fiction podcast app, redesigned its platform and now offers a subscription service as a part of the app. Called Apollo+, it offers listeners ad-free listening and exclusive content special to the paid service. More: - Apollo+ subscribers will have access to premium content that was previously only available to individual Patreon and Supporting Cast services. They will also be given early access to shows and features on the platform.
- The new service, which costs $10 per month, launched yesterday with 49 shows from independent creators.
- "By subscribing to Apollo+, listeners not only support many creators, they also contribute to the ongoing development and future of the Apollo app," Apollo said in an announcement. "Our small team is working fast to deliver a better listening experience, and a significant new update is coming in May."
- 70% of the revenue collected from the subscription fees will go to creators and be distributed proportionally based on minutes listened. Listeners can also purchase a yearlong subscription which will give them three months free.
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Nomono, an electronics company focused on audio recording and collaboration tools, has unveiled the Nomono Sound Capsule, a recording kit meant for recording in the field. It was created to help podcasters focus more on content and less time in the studio with production. More: - The Nomono Sound Capsule is a Wi-Fi-enabled portable recorder with four compact wireless Lavalier mics. The mics are in a 360-degree spatial audio array, and it weighs less than four pounds.
- It connects with the Nomono Cloud, so creators can upload content directly and make it available for collaboration with their production team.
- This makes it simple for podcasters in the field because it doesn't require four separate recorders, mics, mixers, and more. The Sound Capsule captures up to four guests without a complicated setup.
- It is available for purchase on the Nomono site for $2,490.
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Ofcom released the data from its Podcast Survey 2023, highlighting the podcast listening trends of U.K. citizens. It showed how British consumers listen to podcasts, how often they listen, and their ages, among other data. More: - 25.5% of people surveyed listen to podcasts weekly, and 36.4% listen monthly. 50% of the respondents never listen to podcasts.
- Of weekly podcast listeners, 60.5% were men, and 45% of listeners were between the ages of 25 and 34.
- Listeners between the ages of 35-44 made up 40% of the weekly listeners, and 29% were between the ages of 18 and 24.
- Only 9% were 65 years of age and up.
- Women had a higher percentage of monthly podcast listening, as 44.1% of women answered that they listened monthly.
- Black listeners made up 49% of weekly listeners.
- 32% of listeners said they hear about new podcasts via word of mouth from friends and family.
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Acast, the largest independent podcast company, launched Audience Segments on its self-serve podcast advertising platform. This will level the playing field for advertisers, allowing companies of all sizes to advertise across Acast's 92,000 shows. More: - Advertisers will sign up for free and then upload the creative assets. The minimum spend budget is $250, and advertisers can decide what audience to advertise to, with specific categories like Business Leaders, Tech Enthusiasts, Travelers, and more.
- Once the advertisements are live, Audience Segments allow advertisers to measure the success with data metrics.
- It is available now to advertisers in the U.S., Canada, and Australia.
- Previously, advertisers could only use Acast's platform to target listeners by demographics, location, and show content category.
Zoom Out: - In November 2022, Acast launched the self-serve podcast platform and has seen growth in the client base.
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- SmartLess, the show hosted by Jason Bateman, Will Arnett, and Sean Hayes, won the Webby Award for Podcast of the Year.
- The Irish podcasting firm, Lightning Seeds, made a €190,000 profit in its first year.
- Entropy Media's debut series, Brokers, Bagmen, and Moles, debuts tomorrow, April 26.
- The Witch Trials of J.K. Rowling, which debuted in February, has seen a steady rise up the podcast charts.
- Brilliant's bite-sized interactive lessons make it easy (but not too easy) to sharpen your math, data, and CS skills. Try it free for 30 days.*
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Upcoming Events - April 27 - Inside Marketing Coffee Break w/Jacob Bowman (Paloma Studios) (Register Here)
- April 27 - Inside.com Book Club - REWORK by 37signals (Register Here)
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 |  | Christopher Hachey is a freelance writer and editor based in the New York City area. He has spent most of the past 15 years in newsrooms covering all kinds of topics like sports, tech, business, finance, and commerce. He's now returning to his broadcast journalism roots by diving into podcasting news. Reach out to him at chris@inside.com | | | | Editor | Aaron Crutchfield is based in the high desert of California. Over the last two decades, he has spent time writing and editing at various local newspapers and defense contractors in California. When he's not working, he can often be found looking at the latest memes with his kids or working on his 1962 and 1972 Fords. | |
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