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| Hey, Podcasting fanatics! Welcome back to another edition of Inside Podcasting! We take a look at Nielsen's decision to track podcast listening tendencies, Podtrac's July Top Podcast rankings, and the new product released by Acast. Plus, we highlight a new podcast from The Podglomerate that will give an inside look at the future of the podcast industry. If you find this newsletter useful, please share it with your friends and colleagues. Thank you. Enjoy reading! Christopher
p/chris951156 | |
| 1 | | For years, Nielsen has collected data on how the U.S. consumes entertainment, including radio, television, theater, newspapers, and film, and has done so with the use of written surveys provided by specific American families. Now, the ratings company will also collect data on podcast listening. More: - Nielsen will ask its diary keepers to log when they are listening to podcasts, streaming audio, or satellite radio, as it will help bring a more realistic look at the audio preferences of the U.S.
- Previously, Nielsen asked families to write down what they were watching or listening to in a paper diary. That is going away, and the company will deploy a mobile diary by 2025.
- The electronic diary will reduce Nielsen's carbon footprint, and it won't have to rely on the U.S. Mail.
- "While the collection method is changing, the diary service will remain a survey-based probability sample, projectable to the population, with sample sizes comparable to what they are today," said Steve Walker, VP of Product Management for U.S. Audio and TV Panels at Nielsen.
- Nielsen will continue to have diary keepers track their listening habits from Thursday through Wednesday.
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What the numbers say: 48 Hours gained a large amount of unique monthly listeners in July, jumping from 29th to 19th on the Podtrac U.S. Podcast Industry Ranking Top Podcasts. Hidden Brain jumped from 24 to 18 on the list, and This American Life rose from 15 to 10. Today, Explained, Up First, and Morbid all fell two spots in the rankings. Relevance: Podtrac, the analytics platform that provides weekly and monthly data for podcasters and publishers, released its July rankings for the Top 20 U.S. Podcasts as well as the Podcast Industry Rankings for the Top Publishers and Top Sales Networks. The unique monthly audience (UMA) increased for only two of the top publishers over the past month. The average U.S. UMA for the Top 20 publishers was down 9% month-over-month. Total global downloads for the Top 20 publishers were up 1% month-over-month but remain down 3% year-over-year. More data: SmartLess jumped four spots to No. 2 in UMA, while This Past Weekend and Wait Wait...Don't Tell Me! each rose four spots as well. iHeartPodcasts continues to earn the highest UMA for podcast publishers while putting out the most amount of shows. The Wondery Sales Network had the highest UMA for podcast sales networks. | | | |
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| 3 | | Acast announced the launch of AdCollab, a product that gives podcasters and potential advertisers the ability to collaborate in real time to create host-read sponsorships. AdCollab is aimed to simplify the process of buying ads on podcasts and makes it easier for hosts to read ads on-air. More: - Acast, which is the largest independent podcast platform, created AdCollab so that advertisers can work with podcasters across the Acast Creator Network at the same time.
- It will reduce the back-and-forth between sales teams and advertisers by streamlining the process and allowing for a wider reach among the podcast network.
- Acast has been beta-testing AdCollab since April in the U.S., U.K., and Sweden. Early results have shown that the time to book a host-read campaign decreased by 85% when using the new product.
- "Empowering podcasters to create and to earn money from that craft is a laser focus for us at Acast," said Richard Jenkins, Product Manager at Acast. "However, the process of crafting sponsorship reads has often been time-consuming and limited in scalability. We've developed a product to streamline the collaboration between podcasters and advertisers while ensuring we maintain authentic and engaging ad experiences for listeners. It's increasing efficiency, creativity, and ultimately revenue potential for content creators and brands alike."
Zoom Out: - Acast announced the launch of host-read sponsorships on its self-serve podcast advertising platform back in June.
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| 4 | | Interview Valet, a leader in podcaster interview marketing, has acquired Podchaser Connect. Podchaser Connect, previously owned by Acast, is a database marketers use to book guests on podcasts. More: - Interview Valet will assume Podchaser Connect, combining the two businesses into one.
- It will give a large database for marketers to use the right guests to pick for the podcasts they are marketing.
- The two companies have a combined 11 years of experience in the podcast guesting industry.
- Podchaser Connect will also give Interview Valet the data it has collected so that it can absorb that into its own metrics to provide for marketers.
- "We are elated to integrate Podchaser Connect into the Interview Valet ecosystem," said Tom Schwab, the Chief Evangelist Officer of Interview Valet. "This collaboration takes our industry to new heights, providing an unmatched level of service and data insights to our Certified Guests and leading podcast hosts. It's a huge win for Connect clients, Interview Valet clients, and the entire podcasting space."
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| 5 | | The number of new podcasts that debuted worldwide in July dropped 29% from June. The podcast engine and database Listen Notes noted that 9,735 podcasts premiered last month, much less than June's total of 10,503. More: - So far this year, 120,827 new podcasts have debuted.
- In the first half of the year, 104,277 podcasts debuted, which had been slightly up compared to the first six months of 2022.
- June had been the month with the fewest amount of new podcasts until July.
- As of yesterday, there were 3,156,021 podcasts, according to Listen Notes.
- There were 172,806,936 episodes available for listeners.
- 14,871 podcasts have died so far in 2023.
- A podcast that has "died" means its RSS feed has been deleted or iTunes has a "Completed" tag next to it.
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| 6 | | The Podglomerate is launching a new podcast about the podcasting industry that launches tomorrow. The show, Podcast Perspectives, is a weekly podcast that discusses the ways that the podcasting industry is going to be built as it moves forward. More: - It is hosted by Jeff Umbro, founder and CEO of The Podglomerate, a leading podcast producer and distributor.
- The show aims to look at the big picture ideas as well as the future of podcasting as an industry.
- It will also cover the trending news of the day, as Umbro will tackle subjects like IP, rights issues, ad tech, and more.
- Podcast Perspectives is produced by the same team behind the Signal Award-winning podcast, Missing Pages.
- Episodes will be available every Wednesday on Apple, Spotify, YouTube, and more.
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| 7 | | Quick Hits: - Wiz partnered with Wiley to create the AWS Security Foundations Guide For Dummies. This free 46-page guide includes techniques for securing AWS resources.*
- Digiday wrote a story on why some publishers are reducing the number of shows they are producing in order to grow their business.
- Audacy reported its Q2 2023 results and posted a 78% increase in local podcast ad revenue.
- The Locarno Film Festival canceled a podcast contract with producer BrandAudio a few weeks before the event.
- Join over 5,000 fast-growing companies around the world that trust Vanta to manage risk and prove security in real time. Inside readers get $1,000 off.*
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Term of the Day Product-led growth (PLG): Product-led growth (PLG) is a marketing and sales strategy that focuses on using the product itself as the primary driver of growth. Question of the Week Do you think the 9-to-5 workday still relevant in today's modern workplace? Join the conversation |
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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