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| These are our top stories today: - Study shows that right around half of U.S. kids ages three to 12 consume podcasts weekly
- Study shows that brand advertising campaigns now make up more than half of podcast ad revenue
- Spotify for Podcasters launches microsite for 2023 Wrapped.
Happy Halloween! Christopher
p/chris951156 | |
| 1 | | UTA, the global talent company, released a study that looked at children's growing engagement in podcasts. It found that nearly half of U.S. children ages 3 to 12 listen to or watch podcasts weekly. More: - UTA IQ, the company's research, analytics, and insights division, conducted the study based on a nationally representative survey of 5,000 U.S. parents with kids ages 3 to 12. They then took 1,000 that said their children listen to at least one podcast a month and continued to find out the behavior and consumption habits of the children.
- Around 48% of children consume podcasts weekly, while more than two-thirds (67%) listen monthly.
- Many kids listen to podcasts with a parent most of the time or all of the time (48%), and 71% do so at least half the time.
- 93% of parents surveyed in the U.S. said their kids have become more interested in podcasts over the past year.
- "Family podcasts have become an important part of how children play and learn and are poised for continued growth in the years to come," said Partner & Head of UTA Audio Oren Rosenbaum.
- 65% of kids and parents find children's podcasts off recommendations from family and friends, and 58% get them from social media.
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What the data says: Brand advertising campaigns are officially more than half of podcast ad spending in the U.S. It has seen a steady rise in the past seven years, but the full year 2022 brand ad campaign percentage was 53%, marking the first time it was a majority. The 2023 projected percentage sits at 61%, which would be an all-time high. The numbers have changed slightly since 2018 before increasing significantly in the past two years. Relevance: The IAB just released the eighth annual podcast advertising revenue study in partnership with PwC. As the brand advertising campaign percentages go up, the direct response campaign percentages decrease. That has steadily decreased in correspondence with the rise in brand ad campaigns. In 2016 and 2017, direct response campaigns were the majority of ad revenue for podcasts. More data: Westwood One and Cumulus Media project there are four major implications that will occur from the shift into brand ad campaigns in podcasting. Targeting will become broader, with wide-reaching campaigns being the focal point. The creative marketing will become more emotional and more entertaining. Brands will use nuanced data to find the right context for their ad campaigns. Finally, the measurement of a campaign will now focus on how well they build memories and make brands easy to find. | | | |
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| 3 | | Spotify for Podcasting announced that, for the first time, it has launched a new "Get ready for 2023 Wrapped" microsite to help podcast creators take part in the annual campaign. Spotify Wrapped is one of the biggest outputs by the streaming giant each year, as it lets consumers know what their listening tendencies were for the previous year. More: - The microsite has an easy-to-follow checklist to get a podcast's show page looking the best it can before Wrapped is unveiled.
- It highlights ways for creators to add show recommendations, link their social accounts, create Q&As and polls, and publish listeners' responses.
- There is a tutorial on how to update your show page as well.
- Wrapped for Podcasting will provide podcasters with data on their show, their audience, and more insights into podcasting.
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| 4 | | In honor of Halloween, here are some spooky podcasts to listen to today! - One of the top new podcasts from Wondery and Pineapple Street Studios is Ghost Story, hosted by Tristan Redman. a journalist who doesn't believe in ghosts, but after experiencing weird phenomena in his childhood bedroom, he found out that subsequent occupants of the home have claimed to see a faceless ghost. His wife's great-grandmother was murdered in the house next door to his childhood home. Is there a connection?
- You can't go wrong with Lore. There's a reason it is one of the most well-known haunting podcasts. Narrated by Aaron Mahnke, it follows true-life scary stories and looks at the dark side of history.
- For a serialized horror podcast, Unwell dives into the strange town of Mt. Absalom, Ohio, and will have you fully immersed in the strange residents and supernatural mystery that unfolds.
- Despite being a few years since it finished, Alice Isn't Dead still sits in our brains. From Night Vale Presents, it spans 30 episodes and follows a truck driver searching the U.S. for her wife, who she had long assumed was dead. It's mind-bending and enthralling.
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| 5 | | The Futurum Group, a leading global technology advisory, media, and research firm, acquired The Business Podcast Network (BPN). BPN is known for shows such as The Drill Down. More: - BPN founder and CEO Cory Johnson, host of The Drill Down, will join Futurum as its Chief Marketing Strategist.
- The Futurum Group's media arm spans multiple OTT and VOD channels.
- Futurum has purchased five other companies in the past year-plus, including other podcast networks.
- BPN carries 200 shows, but it is unclear if all of the shows will be brought over to Futurum.
- "We are thrilled to welcome Cory Johnson," said Daniel Newman, CEO of The Futurum Group. "His track record at the intersection of technology and the stock market positions him as one of the leading voices, and he will lend his insights into market-moving tech and stocks, bringing exceptional value to our clients."
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| 6 | | PodcastOne announced multiyear extensions with the talent of some of its biggest podcasts. The subsidiary of LiveOne reached agreements to extend the podcasts LadyGang, Gals on the Go, and Melissa Gorga On Display. More: - LadyGang is hosted by Keltie Knight, Becca Tobin, and Jac Vanek and is meant to "make women feel less alone." The three hosts chat about all things lady and have guests each week to discuss what's going on as the three stumble through womanhood.
- The podcast has spawned a TV series, a book, live tours, and more.
- Gals on the Go has been with PodcastOne since 2019 and is hosted by Danielle Carolan and Brooke Miccio, two YouTube stars and influencers. The weekly show highlights friendship, what it's like to be young adults, social media trends, and more.
- Melissa Gorga On Display is hosted by Real Housewives of New Jersey star Melissa Gorga. It has been on PodcastOne since 2022 and brings on celebrity guests to discuss fashion, family, and Bravo drama.
- "PodcastOne prides itself on being talent first, and LadyGang, Gals on the Go, and Melissa Gorga On Display are some of the most talented hosts in the medium," said Kit Gray, President and Co-Founder of PodcastOne. "We're incredibly fortunate to build on a legacy of groundbreaking audio-driven entertainment for women. Being able to grow these podcasts in partnership with their hosts has truly been a pleasure over the last several years, and we look forward to what the future has in store."
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| 7 | | Quick Hits: - Are you getting the best discounts from leading cloud providers? This is your go-to resource for learning how to maximize multicloud discounts.*
- Samsara is a new four-part Halloween special from After Dark, a Mediacorp podcast produced by ZAG Studios. The show was produced in partnership with AETN and adapted from their TV series My Ghost Stories Asia.
- 28 Dates Later, a new podcast announced by iHeartPodcasts and Novel, is hosted by Grace Campbell and will debut on Nov. 6. The show will follow Campbell as she goes on 28 first dates over a two-month span.
- The season 2 premiere of 6 Degrees of Cats debuted today with a Halloween-themed episode titled "Witches, Whiskers and Whisky: Re-introducing the Original Cat Lady of Halloween!"
- Create a winning SaaS business plan and calculate your break-even point. Join the 1-Page SaaS Blueprint Challenge to map out your startup.*
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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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