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| Hey Insiders! In this edition of Inside Podcasting, we look at how PodcastOne's IPO has fared so far, which podcasts moved up in Podtrac's August rankings, and what cool place ESPN is doing podcasts from. Plus, we also look at which company won a $10,000 ad campaign for its podcast. If you find this newsletter useful, please share it with your friends and colleagues. Thank you. Christopher
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| 1 | | PodcastOne, which went public on Friday on the Nasdaq as a subsidiary of LiveOne, Courtside Group, has seen its stock price plummet since its debut. It debuted at $8 per share on Friday and at the end of the day on Tuesday was trading at $2.74. More: - PodcastOne had talked about how its shares would cost between $8 and $12 leading up to its IPO.
- The company was valued at $230M at the time of the IPO.
- LiveOne Chairman and CEO Rob Ellin says that the podcasting industry is in the "beginning of the beginning" when talking about global growth.
- Ellin highlighted that other competitors like Spotify, Apple, and iHeart spent billions of dollars on acquisitions of networks, individual podcasts, and technology.
- "Now is that opportunity where there's a window where a sophisticated management team like ours who has the history of doing this and the history of doing it in radio and now in podcasting could acquire and roll up multiple podcast networks," he said, citing his company's purchase of Kast Media.
- Ellin also mentioned that PodcastOne could be purchased, and there are companies that it works with that could be potential buyers.
Q: Do you think the success or failure of PodcastOne's IPO will have any impact on the decision of other podcast companies to go public? Join the conversation here. |     | |
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What the data says: There was a lot of movement in the Top 20 charts last month in terms of U.S. unique audience as CNN 5 Things jumped up four spots from 16 to 12. Up First vaulted three spots from 6 to 3, and 48 Hours leaped from 20 to 17. The biggest dip came from This American Life, which fell from 10 to 13 in the rankings. SmartLess and Wait Wait...Don't Tell Me! each fell two spots to 4 and 19, respectively. Radiolab entered the Top 20 this month. Relevance: Podtrac released its August Podcast Industry Rankings, and The Daily remained the top podcast for unique audience. Dateline NBC jumped from 3 to 2 in the rankings, while Morbid slid out of the top five. Three NPR-published shows remained in the Top 20, the most of any publisher. iHeartPodcasts was the No. 1 publisher in terms of overall U.S. unique monthly audience across its variety of shows but only had one show in the Top 20 of individual shows, Stuff You Should Know. More data: U.S. unique monthly audience increased for all but one of the Top 20 publishers between July and August. The average unique monthly audience for all of the Top 20 publishers was up 13% month-over-month (MoM), but the numbers were down 3% compared to July 2022. Total global downloads for podcasts from the Top 20 publishers were up 7% MoM, and they are flat over the past 12 months. | | | |
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| 3 | | ESPN and Mercedes-Benz have teamed up for the college football season to produce a podcast out of a Mercedes-Benz Sprinter van: "Mercedes-Benz Sprinter Labs." Mercedes-Benz has customized a van to be a mobile recording studio for ESPN. More: - You can follow along with the docuseries "Sprinter Labs" on Mercedes-Benz's website. The show is hosted by Faruq Tauheed.
- The show will highlight how Mercedes-Benz customized the Sprinter van to be a mobile podcast studio for ESPN, and it will head out onto the road with ESPN's college football coverage.
- It will also include a tailgate area to fit in with the sights of a college football Saturday.
- Mercedes-Benz is partnering with Matthews Specialty Vehicles to customize the mobile podcast van.
- This is all being done to highlight the newest line of Mercedes-Benz Sprinter vans.
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| 4 | | Luminary, the podcast network, and Acast, the global podcast company, have partnered to broaden the reach of some select Luminary Original podcasts. Six shows will be made to all available listening platforms by Acast. More: - The shows include Under the Skin with Russell Brand, Joking Not Joking with Mo Amer and Azhar Usman, and How I Masaba with Masaba Gupta.
- Acast will also serve as the exclusive monetization partner for these shows.
- Luminary will use the Acast+Access capability later this month to allow subscribers to listen to exclusive content on the app of their choice.
- "Luminary was founded with a vision to produce high-quality shows that move listeners," said Luminary Chairman and co-founder Matt Sacks. "Our partnership with Acast will allow us to highlight culture-defining content like star-studded interview shows Under the Skin with Russell Brand and Joking Not Joking with Mo Amer and Azhar Usman while giving these artists — and their excellent work — the wider audience they so deserve."
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| 5 | | Spotify CEO Daniel Ek was forced to address an ongoing theory about how creators could make $1,200 a month from Spotify. Ek confirmed that you could not play your own uploaded 30-second track 24 hours a day to earn royalties. More: - Ek's comments came in response to a report in the Financial Times that JPMorgan analysts claim you can upload a 30-second track and program your phone to listen to it for 24 straight hours, and by the end of the month, you'll earn $1,200 in royalties from Spotify.
- Ek tweeted in response to the story, "If that were true, my own playlist would just be 'Daniel's 30-second Jam' on repeat! But seriously, that's not quite how our royalty system works."
- JPMorgan executives asserted in the Financial Times piece that 10% of streams are fake, which is hampering the audio industry.
- Spotify's website addresses royalty payments as "The royalty payments that artists receive might vary according to differences in how their music is streamed or the agreements they have with labels or distributors."
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| 6 | | Warner Music Group's in-house podcast network Interval Presents has announced the launch of Amplify Color, a new podcast that honors black radio trailblazers. The show will be hosted by Ryan Cameron, a two-time Emmy Award winner and the host of Voice of Atlanta. More: - The show is set to debut tomorrow, Sept. 13, with episodes dropping every Tuesday after that.
- It will tell the stories of Charlamagne tha God, Wendy Williams, Big Boy, Sway Calloway, and Petey Greene and how they've impacted the radio industry over their careers.
- The show will be produced by Double Elvis and will be available wherever you get your podcasts.
- "Stepping into the world of 'Amplify Color' has been an electrifying experience," said Cameron, a member of the Georgie and Black Radio Halls of Fame. "As someone deeply rooted in the radio industry, I'm honored to host this incredible series that unravels the dynamic stories of radio luminaries. This podcast is not just about radio history, but about the unbreakable spirit that has driven change and inspired countless individuals."
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- Former Presidential candidate Andrew Yang endorsed Taylor Swift for 2024 on last week's Money Rehab with Nicole Lapin.
- Wondery announced a new show, Hooked on Freddie, that will debut on Sept. 19 and is about the true story of a dolphin visiting Amble, Northumberland, U.K., and turning the sleepy town upside down.
- Reprise, the plant-based activewear brand, won Acast's "Pod Power-Up" campaign and will receive a fully paid podcast advertising campaign worth $10,000.
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Term of the Day Shareholder voting rights: Shareholder voting rights are rules that give shareholders the power to participate in corporate decisions. Question of the Week Do you share details about your salary with your coworkers? Join the conversation |
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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