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| Hey Insiders! In today's Inside Podcasting, we discuss YouTube Music getting podcasts in the U.K., how advertising in podcasts can help brand engagement grow, and more. Make sure you read on to learn more about the Latino Podcast Listener Report and the milestone Black Effect Podcast Network celebrated. If you find this newsletter useful, please share it with your friends and colleagues. Thank you. Christopher
p/chris951156 | |
| 1 | | Today, YouTube Music launched a podcasts destination page in the U.K., providing a boost in one of the largest podcast markets in the world. This will allow users to listen to and watch podcasts on YouTube Music without a paid subscription. More: - Consumers can utilize background listening to enjoy their podcasts without having to keep the app open all the time. This will also allow for downloading podcast episodes for offline consumption.
- Background listening previously was a feature only allowed on YouTube Premium.
- "We're thrilled to be launching podcasts in the U.K. on YouTube Music," said Alison Lomax, managing director, YouTube U.K. and Ireland. "Podcasts have soared in popularity in recent years among all age groups, particularly Gen Z users, and there is clearly an appetite for this longer form audiovisual content."
- Later this year, YouTube will allow creators to directly submit their RSS feeds so that the platform can distribute their podcasts.
- YouTube Music has dedicated podcasts discovery pages as well as the ability to filter, search, and create a library.
Q: Will the ability to listen to podcasts in the background help grow YouTube Music in the U.K.? Join the conversation here. |     | |
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What the numbers say: Those exposed to the ad campaign were able to recognize an e-commerce brand more on a lot of different levels. It increased the familiarity of the brand by 4.5%, and consumers gave more consideration to using or buying from that company by 5.8%. Those who heard the ad campaign also had a higher purchase intent by 5.2%, and they were forecast more likely as customers by 3.4%. Finally, 2.6% more people exposed to the campaign recognized average brand images. Relevance: Cumulus Media and Westwood One Audio Active Group worked with Upwave to release a study on the effectiveness of an ad campaign that ran for six months on the Katy Perry-narrated podcast Elizabeth the First. The study focused on women, who were the primary target for the campaign, and focused on five measures of brand equity: familiarity, consideration, purchase intent, customer forecast, and average brand images. More data: The study found that those who heard the ad were more likely to say that the brand "partners with all my favorite stores," "is a brand I trust," "offers the best sales and coupons," "is easy to use," and "lets me earn cash back." It noted that brand marketers should be allocating 74% of their marketing budgets to create future demand and 26% to converting existing demand. | | | |
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| 3 | | The winners of the 2nd annual Signal Awards were announced this morning, celebrating the best in the world of podcasting. Among the winners were Kevin Hart, Michelle Obama, Oprah Winfrey, and more. More: - The first-ever Signal Company of the Year award was given to Audible, as it earned 32 total wins.
- The Slowdown earned the award for Best Daily Podcast.
- Over 130,000 fan votes were cast for the numerous Listener's Choice awards, with Michelle Obama: The Light Podcast, Conan O'Brien Needs A Friend, HBO's The Last of Us Podcast, Mobituaries with Mo Rocca, Small Town Dicks, Barely Famous, And That's Why We Drink and Good Night Stories for Rebel Girls all earning fan-voted awards.
- "2023 was a huge year for podcasts, as worldwide listenership continued to skyrocket and new trends emerged," said Signal Awards managing director Deondric Royster. "The winners of the second annual Signal Awards represent the best of the industry: those who are pushing boundaries, telling important stories, encouraging laughter, and reaffirming the overall power of podcasting and its ability to connect to listeners all over the world."
- The full list of award winners can be found here.
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| 4 | | Edison Research released The Latino Podcast Listener Report 2023 last week with notable increases in Latino podcast listening. Monthly podcast listening by Latinos has risen 52% since 2020, nearly four times the rate of the general U.S. population. More: - 38% of Latinos ages 18 and up are monthly podcast listeners, which has risen from 25% in 2020.
- 49% of U.S. Latino weekly podcast listeners have purchased a product that they heard about in a podcast ad, and 49% are more likely to purchase a product from a podcast ad compared to hearing an ad somewhere else.
- Podcasts have sway in how Latinos perceive companies, as 50% said they were more likely to feel positively about a company that was mentioned on a podcast they listened to regularly.
- "Investing in Latino podcasts is about more than diversity, equity, and inclusion; it is also a smart business decision," said Gabriel Soto, Senior Director of Research at Edison Research. "There are more Latino podcast listeners than ever, and they are interested in purchasing products from podcast advertisers, paying to subscribe to podcasts, and even buying merchandise from podcasts."
- 53% of Latinos who consume Spanish-speaking podcasts agree that ads on those podcasts relate to them more.
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| 5 | | On Air LA Annex, the annual West Coast version of On Air Fest that takes place in New York, has announced its 2023 lineup. Multiple shows will be highlighted through the four-day event, which starts on Nov. 1. More: - Wednesday night's festivities will feature events at KCRW's headquarters in Santa Monica, Calif., with a welcome reception, a session of Lost Notes highlighting the soul music scene in Los Angeles, a live taping of Let's Make a Horror, and an exclusive session highlighting an upcoming Audible Original.
- Thursday night's showcase will also take place at KCRW's headquarters and feature a welcome reception, then a live performance of Spooked with Glynn Washington, and a sitdown with Jason Derulo and Alexandra Shipp, stars of the upcoming Underwater podcast.
- Saturday events will take place at Dublab in University Park with an all-day open house that's an immersive sound event showing cutting-edge audio technology and highlighting special projects and producers that help make the audio scene happen.
- For more information and how to purchase tickets for individual sessions, visit here.
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| 6 | | The Black Effect Podcast Network celebrated its three-year anniversary after its launch by iHeartMedia and Charlamagne Tha God in 2020. In that time, the network has amassed 800 million downloads and 2.3 million listeners. More: - There have been more than 30 podcasts launched in the three years, including The Professional Homegirl Podcast, That Moment, Carefully Reckless, and more.
- The network came about from Charlamagne Tha God's partnership with iHeart, which syndicates his hit morning radio show, The Breakfast Club.
- Charlamagne Tha God noted in an interview with Forbes that he was influenced by what Bill Simmons did at The Ringer to create a podcast platform to serve Black audiences.
- When asked about how Black Effect provides fresh and engaging content, Dollie S. Bishop, President of Black Effect Podcast Network, said, "Some of the podcasts we put out are from talent who we feel their voices absolutely need to be heard but aren't well known. We always look at where we can be of service in helping with the voices that we amplify and put out to the world."
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| 7 | | Quick Hits: - Unlock your perfect customers using BiglySales.com's data solutions and AI emailer.*
- Wondery announced the new Shea Serrano/Jason Concepcion podcast Six Trophies will launch tomorrow.
- Tickets go on sale tomorrow for the live podcast taping of You and Me Both with Hillary Clinton at Symphony Space in New York City, featuring an interview with Hillary Clinton and Patti Lupone hosted by Amber Ruffin.
- Broadway Podcast Network has signed with Sounder for monetization and metrics.
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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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