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| Hey Insiders! Welcome back for another exciting edition of Inside Podcasting. In today's issue, we discuss just how people hear about new podcasts, how Twitter and Spotify are taking advantage of the scandal from the recent Roseanne Barr interview on Theo Von's podcast, and how much it may cost to advertise on a podcast. Make sure you check out our suggestions for podcasts to listen to this weekend! Christopher
p/chris951156 | |
| 1 | | After YouTube removed an episode of This Past Weekend due to controversial comments by guest Roseanne Barr, Twitter and Spotify have seen listens for the show skyrocket as they continue to stream the episode. Host Theo Von posted the episode to Twitter this past Saturday, and the episode has amassed 72.5 million views while the show currently ranks fourth on the Podcast Charts on Spotify. More: - Barr said that "nobody died in the Holocaust" and that "6 million Jews should die right now 'cause they cause all the problems in the world."
- After the publication of the episode, YouTube removed it from its site and banned Von's channel for a week, citing a violation of its hate speech policy.
- That's when Von posted it to Twitter, and it caught the eye of Twitter owner Elon Musk, who tweeted, "Comedy is legal on this platform!"
- Barr's son has gone on to defend her comments as sarcasm, telling TMZ, "We are embarrassed that people are stupid enough not to recognize Roseanne is being sarcastic."
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What the data says: Most people get recommendations from their friends and family on what new podcasts they should listen to. It's an essential way for the medium to spread, and many rely on those closest to us to give us a new show. 52% of people said they have used friends and family, while 47% said they have relied on social media for recommendations. Streaming earned 30% of the vote, and 16% of respondents also get recommendations from ads during other podcasts. Relevance: DISQO, the platform that focuses on market research, released a report about podcast advertising and surveyed nearly 35,000 members to learn more about how it affects the industry. One aspect that it focused on was how people find out about new podcasts. The survey found that respondents aged 45 and older were more likely to rely on radio ads and news websites to hear about podcast recommendations. Those between 18 and 44 preferred social media and influencers as sources. More data: Other tidbits from the survey found that Spotify is the most popular podcast platform (42%), 50% of people don't mind podcast ads, and 63% don't think the host of a show or the content of it has any impact on how they feel about the brand's advertising. | | | |
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| 3 | | The number of new podcasts launched through the first six months of the year was slightly up from last year, according to Listen Notes. The data analytics podcast platform has noted there were 104,277 new podcasts launched from Jan. 1 to June 30. More: - That is slightly more than the 99,467 that were reported in the first half of 2022.
- The new shows have released a total of 14,875,368 episodes.
- Based on those totals, it is likely that the year-end total number of new podcasts will be similar to last year's 214,592.
- These numbers pale in comparison to 2020 and 2021, when the podcast industry saw an outpouring of new podcasts, with over one million debuting in 2020 alone.
- 2020 also saw the most amount of shows end, with 117,124 shows ending production.
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| 5 | | LiveOne, the parent company of PodcastOne, saw a surge in new members in June. The creator-first platform saw an influx of 75,000 new subscribers last month, breaking sign-up records. More: - The largest factor for the increase in memberships is LiveOne's largest customer, Tesla, which showcases the LiveOne app prominently in its vehicles. Members specifically from Tesla have jumped 60% from the previous fiscal year.
- Tesla has delivered over 466,000 cars so far in 2023.
- Quarterly members for LiveOne subscriptions expanded by 194,000, which is a 59% YoY increase.
- LiveOne finished June with 3.2 million members, up 33% from 2022.
- LiveOne's CEO and Chairman, Robert Ellin, commented, "We're experiencing a phenomenal surge in membership, boasting an unprecedented leap in both free ad-supported and paid subscribers in LiveOne's history."
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| 6 | | The cost of a podcast ad dropped in June, according to Libsyn's AdvertiseCast. Podcast advertising rates or CPM (Cost Per Thousand) across AdvertiseCast's 2,900 shows averaged $23.03 for a 60-second ad spot, down 44 cents from May. More: - The cost also decreased YoY, as June 2022's average was $23.89.
- The three highest CPM categories based on delivered advertising were technology ($27), business ($26), and education ($25).
- Technology, education, and business shows all averaged $26 per ad in April.
- AdvertiseCast recommended advertisers looking to save some money target arts, fiction, and history podcasts, as those averaged around the high teens to low-$20s in June.
- Shows that have between 1,000 and 10,000 downloads each month are the priciest ones to advertise on, averaging $24.05 per ad.
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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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