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| Here's your Podcasting briefing. - 🏈 "New Heights" wins Podcast of the Year at iHeartPodcast Awards.
- 🎧 Podcasts continue massive growth trend in ad-supported audio.
- ✈️ Conan O'Brien TV show based on podcast feature launching April 18.
Thanks for reading! Feedback and comments are welcome! Christopher
p/chris951156 | |
| 1 | | Arguably the most talked about podcast of the past year, "New Heights with Jason and Travis Kelce" was awarded Podcast of the Year at last night's iHeartPodcast Awards. The sixth annual ceremony took place at South by Southwest (SXSW) for the first time and honored the most innovative and entertaining shows and creators of the past year. More: - "New Heights" earned Podcast of the Year over shows such as "SmartLess," "The Retrievals," "My Favorite Murder," "Wiser Than Me with Julia Louis-Dreyfus," and more. The show became a worldwide phenomenon as the Kelce brothers are famous for being NFL players, and Travis is currently dating Taylor Swift.
- The show was a focal point of SXSW and featured appearances by some of podcasting's biggest names, including Jay Shetty, Karen Kilgariff and Georgia Hardstark, Bobbi Althoff, Kyle MacLachlan, Paul Scheer, Charlamagne tha God, and more.
- The Innovator Award was presented to "Rotten Mango." Jonathan Goldstein, the host of "Heavyweight," was given the Pioneer Award. The Social Impact Award was handed out to Maggie Freleng and Jason Flom for their work on "Wrongful Conviction."
- More winners include "How I Built This with Guy Raz" winning Best Business and Finance Podcast, "This is Important," winning Best Comedy Podcast, and "Crime Junkie" winning Best Crime Podcast.
- A full list of winners can be found here.
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What the numbers say: The amount of people 18 and older listening to ad-supported audio has quadrupled since 2017. Podcasts and AM/FM radio have driven the popularity of ad-supported audio, as spoken word has done the heavy lifting across the category. The percentage of time spent with ad-supported audio was at 20.3% for Q4 2023, which is well above the 5.4% in Q4 2017. It has even grown over five percent since Q4 2022. Relevance: Cumulus Media and Westwood One released an analysis of Edison Research's Share of Ear Q4 2023 and noted that podcasting now represents one out of every five minutes of U.S. ad-supported audio consumed. It found that podcast audiences doubled the combined ad-supported shares of Pandora and Spotify. While 20% of the 18+ demographic consume podcasts daily, only 8% use Pandora and Spotify. It's an even larger discrepancy in ages 18-34 as podcasts earned 37% of the share compared to 11% for Pandora and Spotify. More data: Across all demographics, daily podcasting listening has risen a minimum of 64% since Q4 2017. The highest percentage of growth came for persons 55-64. Only 3% of that demographic listened to podcasts daily in 2017. It now sits at 14%, a 367% increase. 43% of persons 25-34 listen to daily podcasts in Q4 2023. | | | |
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| 3 | | Over the weekend at SXSW, Conan O'Brien announced that a segment from his podcast will be turned into a television series on Max. O'Brien's podcast, "Conan O'Brien Needs a Friend," has featured a segment called "Conan O'Brien Needs a Fan," which will be the focus of the new series. More: - The TV show will be called "Conan O'Brien Must Go" and will premiere on Thursday, April 18.
- The first four episodes will be dropped that day. The opening for the show is narrated by director Werner Herzog.
- The segment "Conan O'Brien Needs a Fan" features O'Brien fielding questions from fans around the globe on the podcast. The new series will shoot in Norway, Thailand, Argentina, and Ireland and will feature O'Brien meeting fans in those countries.
- This comes nearly four years after O'Brien announced a weekly show to premiere on HBO Max following the run of his TBS late-night show "Conan," which ended in 2021.
- O'Brien did have a similar show that was a series of one-off specials while he was hosting the late-night show, called "Conan Without Borders." Those specials visited 13 countries over its span.
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| 4 | | Hello Sunshine, the production company founded by Reese Witherspoon, has teamed up with iHeartPodcasts for a daily morning podcast. Titled "The Bright Side," the show will be hosted by Danielle Robay and Simone Boyce and be a 30-minute "daily morning show-style podcast." More: - The show debuts on March 25, and Witherspoon will serve as an executive producer alongside Maureen Polo and Natalie Tulloch for Hello Sunshine and Ali Perry and Conal Byrne for iHeartPodcasts.
- "The Bright Side" will focus on "entertainment, culture, wellness, fashion, and books" and will target a female audience.
- "We have found that our audience makes it a point to seek out positivity in their personal and digital lives, with 59% of female consumers agreeing that they want content that makes them feel joyful," said Polo, Head of Direct-to-Consumer at Hello Sunshine.
- Robay has worked on "Entertainment Tonight," Clevver TV, "The Morning Buzz," "Dr. Drew," "The Jam," and more. Boyce has been seen on MTV, MSNBC, "The Today Show," and NBC News.
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| 5 | | Rephonic and PodMatch have released The Actively Established Podcast Report: March 2024 and note that only 13.3% of podcasts are active. The total number of podcasts for March was 983,018, with only 397,703 being active. More: - The report notes that there hasn't been an increase in the number of active podcasts since July 2020, and there are 309,000 fewer active podcasts than there were in 2020.
- An actively established podcast "is defined as an interview-based podcast with at least 100 episodes and a release cadence of 10 days or less that's run by a host who isn't a celebrity, or part of a major media network."
- The total number of podcasts rose by about 20,000 from February to March this year, while the amount that are active only rose by about 13,000.
- Rephonic and PodMatch also note that there are 505,677 possible future actively established podcasts, which are independent interview-based podcasts with more than one episode, but only 120,212 of those are active.
- The companies also mention that a majority of podcasts never release more than one episode. Only 3.68% of podcasters have the chance at hitting 300 episodes of their shows.
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| 6 | | Amazon Music has hired Shea Simpson, who helped launch the company's podcast service in 2020, as its new Head of Podcast business. The role is newly created and will report to Tami Hurwitz, VP of global marketing at Amazon Music. More: - Simpson has been with Amazon for over 12 years and was an integral part of the company's original podcast endeavors, having served as the global head of podcast licensing.
- Most recently, he was Global Head of Partnerships for Wondery, overseeing their content acquisition, partner management, and account management teams.
- In this new role, Simpson will oversee all aspects of Amazon Music's global podcast business. That includes programming, marketing, and partnerships.
- Amazon Music offers a large catalog of ad-free podcasts, including "MrBallen Podcast," "Funny Cuz It's True with Elyse Myers," "Pardon My Take," and more.
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| 7 | | Quick Hits - Attention busy professionals & feline owners: Meowtel has the largest elite network of insured cat sitters who tailor to your cat's every need.*
- You can find full episodes of "The Joe Rogan Experience" on YouTube, but they are not marked as podcasts, and they won't show up on the YouTube Podcast Index.
- Wondery has inked a first-look audio deal with Campside Media for limited series podcasts. The companies have worked together previously, and one of the shows they have collaborated on, "Suspect," is set to be turned into a TV series on Amazon.
- Malcolm Gladwell, the Pushkin Industries co-founder and recent recipient of the Audio Vanguard Award at On Air Fest, sat down with Lee C. Camp on "No Small Endeavor." The unabridged interview is out today and discusses Gladwell's life and how he became who he is today.
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*This is a sponsored post. | | | |
 | 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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