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| Here are the lead stories for today's newsletter. - Spotify Audience Network expands to five more countries
- Triton Digital releases New Zealand Podcast Ranker for October
- An interview with The Podglomerate CEO Jeff Umbro
Have a great weekend! Christopher
p/chris951156 | |
| 1 | | Spotify Audience Network, Spotify's audio-first advertising marketplace, is expanding to five more countries to bring podcast buying to advertisers in the markets for the first time. Spotify Audience Network will now be available in Brazil, India, Japan, Mexico, and Sweden. More: - The five new countries join Australia, Canada, France, Germany, Italy, New Zealand, Spain, the U.K., and the U.S. in being able to monetize their content through the Spotify Audience Network.
- Over the past year, the number of publishers that are participating in the Spotify Audience Network has grown by 70%.
- Some of the newest ones include some of the largest podcast publishers in the respective countries: Chora (Italy), Sonoro (Mexico), Audio Pitara (India), TBS Radio (Japan), and Novelo (Brazil).
- The number of advertisers using the Network has grown 45% YoY.
- "NPR's audience trusts and appreciates the brands that sponsor NPR's high-quality journalism and storytelling," said Gina Garrubbo, President & CEO, National Public Media. "We continually innovate in how brands can connect with NPR's content and audience in keeping with the voice and tone of NPR. Over the past year, the Spotify Audience Network has been a valuable addition to our sponsorship business, bringing new brands and unique demand that is in keeping with the quality and tone of NPR."
Zoom Out: - Spotify Audience Network will also continue to expand its AI-powered contextual targeting by using AI and machine learning to transcribe every podcast and identify the topics being spoken about to make it easier for advertisers to find the right shows to sell ads on.
- The technology has expanded to supporting content in French, German, Italian, and Spanish.
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What the data says: The Edge Breakfast was the biggest mover toward the top of the New Zealand podcast charts in October, vaulting 19 positions from 35th to 16th. George FM Drive with Sin & Brook made it into the Top 10 by moving up six spots from 16 to 10 last month. The Hauraki Big Show took the biggest drop in the upper portion of the charts, falling four spots from 9 to 13. Relevance: Triton Digital released its October Podcast Ranker for New Zealand. The podcast ranker keeps track of monthly listeners and monthly downloads to see which podcasts are the most popular among New Zealanders. With an audience much smaller than the U.S., U.K., or Canada, it is interesting to see which podcasts make big headlines in a country that is potentially across the world from where they are made. 12 of the top 20 podcasts are produced by New Zealand Media and Entertainment (NZME), which works with Australia Radio Network (ARN) and iHeartRadio to publish podcasts. More data: The top three podcasts in New Zealand, The Mike Hosking Breakfast, ZM's Fletch, Vaughan & Hayley, and Casefile True Crime, remained in their spots from last month. Casefile True Crime currently ranks 44th in the United States Podcast Ranker. Other crossovers between the two markets include Crime Junkie (#2 in U.S., #12 in NZ), The Mel Robbins Podcast (#27 in U.S., #23 in NZ), and The Mindset Mentor (#50 in U.S., #29 in NZ). | | | |
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| 3 | | 
We recently sat down with Jeff Umbro, the CEO and founder of The Podglomerate, a podcast network launched in 2017. Since then, The Podglomerate has grown to publish, monetize, and distribute more than 20 podcasts while creating original podcasts as well. Throughout our conversation, we discussed the challenges of growing a podcast firm, the issues facing the industry, what it's like to host a podcast and what you can learn from it, and what makes a podcast successful. Here's a sneak peek into some of the highlights. When asked what led to him starting The Podglomerate, Umbro talked about how he had been a book publicist and podcast host before founding the company. A few podcast networks approached him about ad sales for his podcast, but after discovering the audience for his show, they deemed it too small to commit to. That gave Jeff an idea. "So I kind of thought to myself, like, 'Wow, they love the show content-wise, but the audience wasn't really there.' So there are probably A) a million other shows out there that are kind of in the same boat that it might make sense to kind of group everything together, kind of like an early version of what AdvertiseCast is today. And then, B) it might make sense for me to try to grow this show along with others." So, the Podglomerate was built to help grow podcasts. Discussing the issues that face the industry, Umbro said, "I feel like we're losing some of the soul of the industry, which I hate to say and kind of makes me sad because I also simultaneously think that there's amazing work being done all over the place. But I mean, I can't even begin to tell you how many times in the last two weeks I've heard someone, let alone the last two years, talk about how they can't make narrative shows anymore because they can't find any revenue streams attached to it." He said he feels like the best ideas aren't necessarily being rewarded but instead cast aside in favor of shows that could make more money. Finally, as a podcast host himself (Podcast Perspectives), Umbro has a keen insight into what makes a podcast successful. "I don't think it's a blanket statement that you need to have passion for a show for it to be successful. But I think that you can point to most of the successful shows out there that are being created today as projects that people are passionate about." He cited The Joe Rogan Experience, Alex Cooper's Unwell Network, and New Heights with Jason and Travis Kelce as current shows and networks that highlight passion. You can see the entire interview here. | | | |
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| 5 | | Podchaser, the podcast industry's intelligence engine, launched Performance+, an update on its feature Collections+. Performance+ will identify the most effective podcasts for advertisers in terms of performance and direct response campaigns. More: - An industry-first, Performance+ builds upon the AI-based Collections+ feature by breaking down podcasting behaviors and characteristics to help advertisers decide which shows could deliver the best returns for their ads.
- It uses proprietary data modeling, and Performance+ analyzes data afforded by host-read ads to present marketers the best options for their ad campaigns.
- "Performance+ is a recommendation engine for direct response clients in podcast advertising," said Bradley Davis, Podchaser CEO. "In these kinds of campaigns, reach doesn't necessarily equal conversions. Performance+ leverages proprietary modeling to profile podcasts based on metrics like release schedules, streaming versus downloading activity, and back catalog listening. This identifies shows optimized for reaching unique listeners, which we know is a core requirement for direct response clients."
- Since its launch earlier this year, Collections+ has delivered one billion impressions. Performance+ is now available in all podcast markets globally.
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| 6 | | Spoken word audio listening is at an all-time high, according to the recently published The Spoken Word Audio Report 2023. Produced by NPR and Edison Research, the fifth annual study reveals that 135 million people listen to spoken word audio each day. More: - Spoken word audio, which includes podcasts, talk radio, and more, has 30 million more listeners than it did nine years ago.
- Almost half of the population ages 13 and over listen to spoken word audio daily. Spoken word audio's share of all listening has increased by 55% since 2014.
- The most common place people listen to spoken word audio is at home, as 60% of time spent listening to spoken word audio takes place there.
- 62% of spoken word audio consumed in a car is AM/FM radio content, but mobile devices are the primary listening medium for spoken word audio. 39% of all spoken word audio is consumed on a mobile phone.
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| 7 | | Quick Hits - The Kubernetes Cookbook is your comprehensive companion, equipping you with the knowledge and techniques to harness the full potential of Kubernetes.*
- Descript, the podcast creation platform, unveiled new AI tools for podcasters, including a script generator, social post writer, and script rewriter.
- Global, the U.K.'s largest radio and outdoor media company, inked a deal with iHeartMedia to cross-promote each other's podcast portfolios. This will widen the reach in the U.S., U.K., and Ireland.
- In a column for Inside Radio, Futuri CEO Daniel Anstandig writes why AI should be embraced, not feared, by radio broadcasters.
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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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