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| Hello Insiders! In today's edition of Inside Podcasting, iHeartMedia and LinkedIn join together, a survey on the listening habits of Australian podcast fans is released, and a famous rocker announces a podcast for later this fall. Make sure to check out our suggested podcasts for you to listen to this weekend! Enjoy! Christopher
p/chris951156 | |
| 1 | | Targeting the world of business podcasts, iHeartMedia signed a deal with the professional networking site LinkedIn. iHeartMedia will distribute podcasts that are on the LinkedIn Podcast Network as well as collaborate on new shows. More: - LinkedIn's community includes 930 million users, and iHeartMedia is the largest podcast publisher, according to Podtrac.
- iHeartMedia will license business and business-to-business (B2B) podcasts by collaborating with leading industry podcasters.
- They will also look for emerging podcasters in the space.
- The current podcasts in the LinkedIn Podcast Network will be distributed through iHeartPodcasts, on the iHeartRadio app, LinkedIn Newsletters, and all major podcast platforms.
- "By combining the scale of LinkedIn's professional platform and iHeart's reach and resources, we can offer podcasters a truly unique experience and build the communities and conversations that we know our members crave," said LinkedIn's head of original programming, Courtney Coupe.
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What the data says: Australians are most likely to listen to podcasts in the afternoon and evening hours. When asked to select all times that apply when it comes to what times of day they enjoy podcasts, 37% picked 6 p.m. to midnight, and 35% chose 3 p.m. to 6 p.m. Only 7% of listeners listen between midnight at 5 a.m., but the second lowest time for listening is between noon and 3 p.m., registering just 28% of votes. The morning commute between 5 and 9 a.m. and the mid-morning hours of 9 a.m. to noon each earned 29% of the vote. Relevance: Australian podcast production house Deadset Studios partnered with market research firm Insightfully to produce PodPoll 2023, a podcast insights survey on the habits of Australian podcast listeners. The survey sampled two groups: 6,495 Australians ages 15 and up and then 2,028 people defined as monthly podcast listeners. The survey provided insights into how different age groups and class standings consume podcasts in Australia. More data: PodPoll 2023 also found that 40% of Millennials and 37% of Gen Z are regular podcast listeners. 27% of Australians who listen irregularly to podcasts say it's because they can't find content that interests them. 45% of listeners listen at least once a week, while 39% listen daily. 56% of regular listeners consume between one and three hours of weekly podcasts. | | | |
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| 3 | | Audioboom Group, the on-demand audio and podcasting distribution platform, posted its half-year earnings yesterday and saw a drop in revenue. So far, in 2023, the company has reported sales of $31.81M, a 22% decrease YoY. More: - Last year at this time, sales were $40.91M.
- Second quarter revenue dropped 23% compared to a year ago.
- Basic loss per share from continuing operations was $0.648 compared to basic earnings per share from continuing operations of $0.04 a year ago.
- CEO Stuart Last blamed the softer advertising market this year compared to last year.
- He also pointed out that Audioboom has posted an average growth rate of 65% over the past five years.
Zoom Out: - The hit podcast Morbid exited Audioboom in May of 2022, as the show inked a deal with Wondery and Amazon Music.
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| 5 | | Sounds Profitable, a podcast industry research and advocacy firm, teamed up with numerous partners to create the Podcast Industry Glossary. The glossary will be updated regularly and will provide a comprehensive record of key terms for those interested in the podcasting world. More: - Over a dozen partners helped Sounds Profitable, all of which are in the podcasting space. Partners included Gumball, Triton Digital, Spreaker from iHeart, Simplecast, Ad Results Media, Magellan AI, and more.
- Sounds Profitable is asking for feedback on the glossary from readers, podcasters, and those who are generally interested in the business.
- The glossary includes terms and definitions and is broken up into categories, such as creative, ad serving, distribution, and more.
- "Lack of transparency and alignment of terms make us less efficient as an industry, and attempting to transact with definitions that aren't similar leads to frustration and potentially some parties being taken advantage of — collaborating with each other on standardization efforts like this one is our quickest path to broader adoption of podcasting as a viable/robust marketing channel," said Dane Cardiel, VP of Creator Partnerships at Gumball.
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| 6 | | PodRoll and Sounder have announced a strategic partnership for a platform that will help listeners find shows that are suited for them. PodRoll is a podcast recommendation engine and will work with Sounder's AI solutions to provide podcast content classification. More: - Utilizing the AI from Sounder will allow for show suggestions to be more tailored toward individual listeners.
- For anyone who listens to a podcast episode on PodRoll, it inserts a suggested podcast recommendation after a listener finishes an episode. With Sounder's AI, PodRoll's suggestions will be more personalized for each listener's tastes and behavior.
- PodRoll believes that recommendations work best when someone is already listening to an episode.
- "This partnership with Sounder enables us to enhance our platform's ability to deliver relevant, engaging podcast content to our users," said Matt Turck, co-founder of PodRoll.
- The partnership is live, and PodRoll says listener engagement has seen an uptick since it beta-launched.
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- The Canadian Broadcasting Corporation (CBC) has a new channel on YouTube for CBC Podcasts.
- Podcast platform Podimo announced a 2022 year-end deficit of 317.6M Danish Krone (~47.4M USD).
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INSIDE PODCASTING LEADERBOARD (ALL-TIME) |
 | 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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