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| Hey Insiders, Welcome back to a new week of Inside Podcasting. Today we look at the latest news for ESPN podcasts as well as dive deep into a report on kids' podcast listening habits. Keep scrolling to learn more about exciting new podcasts. Remember to let us know how you like the newsletter. Enjoy! Christopher
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| 1 | | Amidst massive restructuring throughout the company, ESPN has expanded its partnership with Good Karma Brands, having it take over operations and sales for ESPN Radio and the company's podcasts. ESPN will continue to be responsible for content, distribution, and marketing for radio and podcasts. More: - Good Karma Brands owns 12 radio stations in the U.S., including eight ESPN Radio affiliates.
- Good Karma Brands has had a revenue-sharing agreement with ESPN since it helped launch the Boca Raton Bowl in 2013, and that agreement will be a factor in the new deal.
- Craig Karmazin, founder and CEO of Good Karma Brands, expects national ESPN Radio and podcasts to be about a third of the company's revenue after this deal.
- This all comes as uncertainty looms over ESPN following a massive round of layoffs in recent months. For ESPN Radio, it ended two popular national radio shows, Keyshawn, JWill & Max and Fitz & Harry, while letting go hosts Keyshawn Johnson, Max Kellerman, and Jason Fitz.
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What the numbers say: While most children between 6 and 12 know about podcasts, they do not frequently listen. 63% answered that they knew what podcasts are, and 46% said they had listened to one before. But only 29% responded that they have listened to a podcast in the past month, and even few have listened to one in the past week. Relevance: Edison Research released The Kids Podcast Listener Report, comprised of the answers of 1,272 U.S. adults who have a child between the ages of 6 and 12 about their children's listening habits. From there, Edison Research spoke more with kids who had listened to a podcast in the past month to learn more about what the kids think about podcasts. The kids that have listened to podcasts are engaged with the medium, as they found that 87% of kids who listen have shared something they learned from a podcast with other people. More data: Kids with parents who listen to podcasts are more likely to listen to podcasts. 25% of kids that are monthly podcast listeners listen to podcasts every day. While they still engage with online audio services like streaming music or YouTube in a month (72%), 94% of kids who listened to a podcast in the past month said they enjoyed listening to podcasts with their family. | | | |
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| 3 | | The Black Podcasting Awards announced Erica Cobb as the inaugural lead judge for the upcoming ceremony. It is the largest global awards program for Black podcasters, and this is the fourth annual ceremony. More: - Cobb is the co-host of TEGNA's Daily Blast Live and hosts her podcast, Comeback with Erica Cobb, which was nominated for a 2023 NAACP Image Award.
- Cobb will be joined at the judges' table by online broadcaster Dr. Vibe™, Nigerian podcaster Osakpolor Aiguobasinmwin, Podcasters Unlimited CEO Denese Duran Longsworth, content creator Lloyd George, and podcasters Krystal Hill and Dominic Lawson.
- The 2023 Black Podcasting Awards ceremony will stream on its YouTube channel on Sunday, Sept. 24, at 2 PM ET.
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| 4 | | A new forecast from eMarketer suggests that the amount of time people spend listening to podcasts each week is rising. The research firm estimates that daily podcast listening is up 6.9% compared to 2022. More: - The report revealed that listeners 18 and older spend, on average, 51 minutes a day listening to podcasts in 2023. That is up from 48 minutes in 2022 and 44 minutes in 2021.
- It forecasts that by 2025, listeners will be enjoying an average of 56 minutes a day on podcasts. It also suggests that the typical U.S. adult, including those, not regular podcast listeners, spends 23 minutes daily listening to podcasts.
- Analysts estimate the average digital audio user spends one hour and 52 minutes per day listening, which could grow by three minutes by 2025.
- "U.S. adults have increased their daily time with digital audio by leaps and bounds, averaging double-digit annual growth rates throughout the last decade. However, time spent will only tick up by a couple of minutes per year going forward," its report says.
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| 5 | | Global, a media and entertainment group, has retained the exclusive ad sales rights after extending its contract with ITV, the U.K.'s free public broadcast television network. Global will continue representing ITV's podcasts via DAX, its digital advertising platform. More: - As a part of the new deal, Global will now represent ITV's news podcasts, including What You Need to Know from ITV News.
- It will also continue to host and distribute all ITV podcasts on Global Player.
- ITV's slate of podcasts features 2023's newest addition, I'm a Celebrity...Get Me Out of Here! And also Love Island: The Morning After.
- Bhavit Chandrani, ITV's Director of Digital & Creative Partnerships, said: "We've enjoyed a fantastic working relationship with DAX and Global over the last few years and are excited to continue working with them on our established Love Island: The Morning After podcast, and our growing portfolio of news, sport and entertainment podcasts."
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| 6 | | In a unique study, media agency Dentsu worked with Lumen Research to measure audio formats in different environments. It concluded that audio is better than video in grabbing a listener's attention and hearing something generate more recall for a brand than seeing it. More: - Dentsu measured environments like podcasts, radio, and streaming audio and found audio advertising drove significant attention compared to other ad platforms.
- On average, 41% of branded audio ads were correctly recalled compared to 38% of other ads.
- Brand choice uplifts for audio ads were 10%.
- "Dentsu has been pioneering research in attention via our Attention Economy for the past five years, and we are thrilled to unlock insights on attention in audio—a meaningful first as we innovate Dentsu's Attention Economy research across formats," said Joanne Leong, Global Head of Planning for Dentsu.
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- Next Chapter Podcasts has announced a new show, In The Cards, starring Connor Ratliff, Chukwudi Iwuji, Steven Boyer, Laila Robins, and more. It's a scripted podcast about "a born loser who takes on fate and changes his destiny to win the heart of his tarot card reader."
- The Hills' stars Heidi and Spencer Pratt will release their podcast, Speidi's 16th Minute, tomorrow across multiple podcast platforms, while the video podcast will be available on Spotify.
- The Boostagram Ball, a new music podcast from Adam Curry, former MTV VJ, has debuted its first two episodes.
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 | 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 Vibha Chapparike | |
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