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| 1 | | Edison Research released findings that highlight which shows advertisers would need to market on to reach a certain amount of the overall audience. The top 10 podcasts combine to reach 35% of all weekly podcast listeners, showing that it pays to advertise in popular shows. More: - This reach covers listeners in the U.S. ages 13 and up.
- If you advertise with the top 25 shows, you're more likely to reach nearly half of all weekly podcast listeners.
- If you advertise with the top 100 shows, you'll reach 60% of listeners.
- However, even if you advertise with all of the top 1,000 podcasts, there are still 19% of listeners you would not reach.
- The more shows that advertisers buy, the more reach they'll have. But it also does depend on which kind of ad you choose, as seen in the Gen Z podcast report released by SXM Media and Edison Research.
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What the numbers say: Gen Z podcast listeners love podcasts that tell real-life stories, and they want shows that are real. They tend to favor non-fiction podcasts over fiction ones. Gen Z listeners love it when hosts banter back and forth, as 92% of respondents enjoy podcasts. Also, they want to be able to listen to a bunch of podcasts at once, as 91% want shows that can be binged. Relevance: SXM Media and Edison Research have released a report called "Growing Up with Podcasts: The Gen Z Podcast Listener Report." It dives into the elusive trends of Gen Z, which is a group that has grown up with podcasting around much of their lives. There were 1,000 interviews conducted during April 2023 to gather the results. 47% of Gen Z Americans have listened to a podcast in the past month. More data: 58% of the total time Gen Z listeners interact with spoken word audio is with a podcast, which has more than doubled since 2018. Three in four have listened to a podcast in the past week. Gen Z loves comedy podcasts, with 48% of respondents preferring the genre to others. | | | |
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| 3 | | The Stockholm-based global podcast group PodX has acquired the U.K. podcast and radio production company Listen. Listen will join PodX with immediate effect, and it gives the company a new entry into the English-speaking demographic. More: - Listen will continue to be run by the same management team of Josh Adley, Managing Director; Darby Dorras, Director of Content; and Tim Hammond, Executive Director.
- "We are building a group of world-class companies, and we are thrilled to be acquiring the most significant production company in the U.K.," PodX CEO Staffan Rosell said. "Listen is a truly impressive business – highly respected, with a market-leading position, inspirational leadership, with ambitious plans for the future. Listen has great potential, and we are thrilled that it is joining the PodX Group."
- Listen works with brands and platforms like Spotify, Amazon Music, BBC, Audible, Sky, and more.
Zoom Out: - PodX already owns U.K.-based Goldhawk Productions.
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| 5 | | APM Studios, a top producer in public radio and podcast content, announced a new distribution deal with ABF Creative for Charm Words, a daily affirmation podcast targeted at children. APM Studios, which is owned by American Public Media, also announced its upcoming slate of podcasts for 2023. More: - Charm Words premiered today on APM Studios, and all 330 previous episodes are still available to listen to.
- APM Studios also announced Tiny Huge Decisions, a show focused on a friend deciding whether or not to carry a gay couple's baby. It is hosted by Mohsin Zaidi and Dalia Iskander. It premieres in August.
- The other show debuting is Ripple, breaking down the ripple effect of mass events, such as shootings, terrorist attacks, natural disasters, and more. It is hosted by Dan Leone and will premiere in October.
- "We believe that it is important to tell stories from a variety of perspectives," said APM Studios COO Joanne Griffith. "Our 2023 slate of podcasts reflects our commitment to diversity and inclusion and to providing our listeners with high-quality, thought-provoking content that engages and inspires them to think more deeply about our world and how we exist in it."
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| 6 | | The She Podcasts Live conference has been scaled back, according to organizers. It was supposed to be an in-person event in Washington this month, but it was announced that it will now take place virtually, citing financial issues. More: - It is still slated to take place between June 19-22. It was previously meant to be held last fall but was called off entirely.
- "Our industry and larger sponsors could not commit funds nearly what they have in the past," organizers said. They also cited that smaller sponsors were bought out by larger companies, making contributions smaller and fewer.
- Podfest organizer Chris Krimitsos has offered space for the new event, which is being dubbed She Podcasts: Unplugged.
Zoom Out: - This is the second women's podcast event that has been changed in the past few weeks, with the International Women's Podcast Festival being canceled.
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- The Aarthi and Sriram Show will join the iHeartPodcast Network.
- Viola Davis's Ashé Audio signed an exclusive deal with Audible for a slate of podcasts.
- Season 2 of You Get a Podcast! debuted yesterday. It was previously known as Oprahdemics, which caused Harpo, Inc, Oprah Winfrey's production company, to sue for unlicensed use of her name.
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INSIDE PODCASTING LEADERBOARD (30 DAYS) |
 | Freelance Editor | | 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 | | This newsletter was edited by Aaron Crutchfield | |
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