| Hey Insiders! In today's Inside Podcasting, we're highlighting the new ad sales deal Spotify announced, how the number of new podcasts is trending down, and the changes Apple has made to help solidify download data. Don't forget to check out our suggestions for podcasts you should listen to this weekend. If you have any podcasts that you want to see highlighted in the newsletter or just want to tell me what you're listening to, feel free to email or contact me at Inside.com! If you find this newsletter useful, please share it with your friends and colleagues. Thank you. Christopher
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| 1 | | Spotify announced a partnership with Alex Cooper's The Unwell Network for monetization and ad sales. The podcasts in the Unwell Network will be monetized via Spotify direct sales and the Spotify Audience Network. More: - Cooper, whose Call Her Daddy podcast is one of the top podcasts in the U.S., made the move from Barstool Sports to Spotify in an exclusive deal.
- Cooper started The Unwell Network earlier this year, which is a subsidiary of Trending, which she founded with her fiancé, Matt Kaplan, CEO of ACE Entertainment.
- Megaphone, Spotify's enterprise podcast platform, will host the first two podcasts on The Unwell Network, Hot Mess with Alix Earle and Pretty Lonesome with Madeline Argy, as a part of the partnership. The two shows have risen up the Spotify global charts since their debuts in September and October, respectively.
- With this ad-sales pact, future shows in The Unwell Network will also be hosted on Megaphone and monetized by Spotify.
Q: How much do you pay attention to ads while you're listening to podcasts, and have you ever purchased a product from a podcast ad? Join the conversation here. |     | |
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What the numbers say: The number of new podcasts has plummeted each year since 2020. The most drastic change was after 2021, when the number of new podcasts dropped 67%. Between 2022 and 2023, the number of new podcasts has dropped by 33%, suggesting that there are fewer new shows for another year. Leading up to 2020, there was a steady rise, and then a boom of new podcasts, coinciding with the COVID-19 pandemic, took place in that year. The percentage of new podcasts grew by 202%. Relevance: Listen Notes keeps track of new podcasts that debut each year and has noted that the number of new podcasts in 2023 is trending downward once again YoY. So far, in 2023, there have been 161,049 new podcasts with fewer than two months to go in the year. For 2022, there were 241,193 shows that debuted. Listen Notes tracks shows that release their first episode in a specific year. More data: The data suggests that podcasts won't grow much over the next two months. In March of this year, 21,630 new podcasts debuted, and the numbers have trended downward every month since. Only 2,235 new podcasts debuted in September. | | | |
| 3 | | Podchaser, the podcast intelligence engine and a subsidiary of Acast, announced Airchecks is now offered to podcasters. A staple in the radio industry, Airchecks will give advertisers and media planners deeper insights into their podcast ad campaigns. More: - Podchaser's Airchecks is a tool that will leverage a machine learning algorithm to learn and identify keywords and patterns in the audio waveform of the podcast. It will be made available to Podchaser Pro users.
- This will then provide transcriptions and insights to the advertisers to allow them to ensure their ad ran across the proper podcast but also give them an understanding of the brand positioning within the podcast.
- "Podcast advertising is reaching such scale that many brands are now buying across hundreds or even thousands of podcasts at a time. The industry has been calling out for a scalable way to discover and track these. With Airchecks, our Podchaser Pro users are able to quickly discover, listen to, and learn from podcast ads through voice transcription technology," said Bradley Davis, CEO of Podchaser. "Having access to this data is not only a powerful validation tool for in-progress campaigns but also yields crucial insights for planning future campaigns."
- Airchecks is currently in beta for the top 5,000 podcasts and was added to the Podchaser Pro suite.
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| 4 | | Podcasts to listen to this weekend! - For anybody who loves reading advice columns, Cosmopolitan's Confessions is sure to be a favorite of yours. Produced in partnership with editaudio, the show is hosted by Cosmo's Emerging Platform Director Mia Lardiere and takes the magazine's famous columns and covers anonymous questions on the podcast, providing answers to some of life's spiciest situations.
- For those who love to watch house renovation shows, the host of HGTV's Good Bones, Mina Starsiak Hawk, hosts Mina AF. Mina shows a deeper side of herself than fans see on her TV show and answers tough and uncomfortable topics like family trauma, infertility, plastic surgery, and more.
- Shining lights on investigations of mass murderers and what led them to commit heinous acts, Stoppable debuted at the Eradicate Hate Summit in Pittsburgh earlier this month. This true crime podcast examines cases with a team of mass murder and terrorism experts to allow audiences to examine the perpetrators as they prepared to commit their crimes.
- Freckled Foodie & Friends, a podcast hosted by Cameron Rogers, highlights a way to make healthy living a more achievable feat for many. The most recent episode was a discussion about the differences in parenting between today's generation and the older generation as Rogers interviewed her mother.
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| 5 | | Chip and Joanna Gaines, the couple behind the Magnolia Network and multiple HGTV shows, have partnered their Blind Nil Media production company with The Roost Podcast Network in order to create their own podcast network, Blind Nil Audio. The Roost Podcast Network is operated by Warner Bros. Discovery's Rooster Teeth division. More: - Blind Nil Audio, which launched yesterday, will have an initial slate that includes 50 Fires: A Conversation of Money and Meaning, hosted by Carl Richards, and This Morning Walk, hosted by Libby DeLana and Alex Elle.
- Blind Nil Audio's tagline says that it has "stories that elevate, voices to celebrate."
- The Gaineses have become one of the staples in Warner Bros. Discovery's lineup, as it has its own channel in the Magnolia Network.
- "We believe in the power of storytelling and are excited to explore new formats with this platform," said Chip and Joanna Gaines in a statement. "The Roost has done incredible things in podcasts, and we're thrilled to bring our teams together to see what new voices and stories there are to share with the world."
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| 6 | | Apple released an update to iOS 17 that will update the automatic download features of Apple Podcasts. The change is said to give podcasters a better idea of true download numbers and consumption of their shows. More: - The change is based on how automatic downloads work on iPhones. It will measure whether or not a consumer has listened to the five most recent episodes of a show within 15 days.
- If they have not, it will pause automatic downloads. A pause icon will appear on the Follow button in the top right corner of a podcast's page.
- If a listener starts listening to one of those downloaded episodes, automatic downloads will resume of new episodes.
- Previously, if you unpaused automatic downloads, Apple would download all unplayed episodes.
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- JoJo Siwa and her mom, Jessalyn Siwa, launched the XOMG POP! Podcast following XOMG POP! and its members.
- NPR has expanded its previous State of Ukraine podcast to State of the World to cover more international news, including the Israel / Hamas war.
- Podcast data tool Rephonic can now estimate the cost per podcast ad for a show.
- The Cord SDK saved product teams at monday.com, BILL, and ThoughtSpot 12 months of developer time and $100,000s.*
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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 Aaron Crutchfield | |
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