Podcast Creators Society

11/01/2025

Google Launches AI-Powered 'Discover Daily Listen' Feature to Transform News into Personalized Podcasts

Video Podcasting Revolution: YouTube Leads as Top Platform in 2024 | CoHost Analysis

31/10/2024

We are absolutely delighted to announce that as part of our mission to help independent podcast producers showcase their amazing talent via our marketplace, Podwires will be promoting our fantastic new member on our social media channels starting today!

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30/10/2024

Niche Podcasts Drive 94% Listener Action Rate: Inside the New Gold Rush of Targeted Audio Content

The Podcast Pulse report by Acast said that through podcast-first omnichannel campaigns, 84% of podcast listeners took further action, and 44% made direct purchases after hearing a brand. Together with the high level of engagement, where 80% tune into niche podcasts, it tends to show how much the advertising in this medium can really drive consumer behavior and brand awareness. This data was based on a study conducted by Edison Research through samples of 1,031 U.S. respondents aged 13 and older and weighted to demographic factors as well as podcast listening habits.

The Key Points :

✅84% of listeners take action after seeing podcast-first omnichannel campaigns
✅80% of listeners tune into niche podcasts, with 94% taking action from what they hear
✅92% of listeners engaged with the podcast to learn about specific topics
✅80% of listeners say they'll consider products promoted by favorite hosts
✅75% of podcast listeners follow hosts on YouTube; strong cross-platform engagement

Why It Matters: These results illustrate how podcasting has evolved from a simple, relatively obscure audio platform to a multifunctional multiplatform marketing channel. Strong engagement and exceptionally high action rates, especially within niche podcasts, show how podcast advertising creates real relationships between brands and customers that result in Metrics outperforming traditional ad strategies.

Our Take: Now, it is a very good chance for podcast creators to design omnichannel content strategies. Greater engagements with the content of a niche and omnichannel campaigns do indicate that creators must focus on producing specialized content which can be repurposed easily across platforms and intimate relationships with listeners are grown. An omnichannel approach not only expands monetization opportunities but also deepens audience relationships.

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30/10/2024

Podcast Revolution: How Social Media Is Transforming Audio Content in 2024

Podcasting continued to be heavily developed in H2 2024, with the minimalist approach of The New York Times paying dividends via 14.3 million minutes of watch time for the publisher in June 2024.
Key examples of innovation within podcasting for 2023 included the podcast strategy at The New York Times and Alex Cooper partnering with Peacock for Olympics coverage.
Long-form content is trending upwards, with more viewership on YouTube in videos over 30 minutes.
This is hugely important because each one of these platforms has different audience preferences. Reutilizing podcast content in other formats, visuals, is super efficient in audience engagement, and partnerships such as that of Alex Cooper with Peacock amplify podcast audiences greatly. Consistency in content delivery is more important than focusing on the production value of the content.

The Key points:

✅Cross-platform is crucial, and each of the platforms serves diverse audience needs. For example, the creation of specific content relevant to each of the platforms enhances audience engagement and increases coverage.
✅The visual re-repurposing of podcast content is proving very effective in engaging audiences
✅Smart partnerships-see Alex Cooper with Peacock-can massively increase the podcast's reach
✅It matters less about the production value and more about consistency in the delivery of content, ultimately building up audiences, repeating listeners, and strengthening brand identity.

Why It Matters: Podcasters increasingly realize that their content is reaching new audiences on social media without the need for high production costs. This is greatly possible through repurposing current podcast content for visual platforms in order to extend audiences and engagement while keeping a focus on core production efforts.

Our Take: This trend gives podcast producers an unprecedented scale and monetization. Repurposing audio content on social media adds a lot of value in creating multiple touchpoints for audience engagement. Minimalist approaches work, which suggests that consistent, high-quality content delivery on all platforms might be superior to expensive video production.

22/10/2024

🎙️TODAY’S BRIEF
🔥2024 Women in Podcasting Awards: 15,000 Listeners Crown 39 Groundbreaking Shows
🚨 Podcast Insight: Podcast Advertising Surge: 41% of Marketers Boost 2025 Audio Investment

https://www.podwires.com/p/2024-women-in-podcasting-awards-15-000-listeners-crown-39-groundbreaking-shows via Podwires

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27/09/2024

Radio Reigns Supreme: Tax Prep Brands Discover Hidden Power of AM/FM Advertising

In a surprising turn of events in the advertising world, a series of comprehensive studies conducted by the Cumulus Media | Westwood One Audio Active Group® has released an astonishing supremacy of AM/FM radio to drive brand awareness and engagement for tax preparation services. Despite television advertising budgets being 12 times larger than radio budgets, the research shows that those listening to the radio have a far better brand recall and are more apt to use tax preparation services than TV viewers.

The Key points:

The Cumulus Media | Westwood One Audio Active Group® study reveals that AM/FM radio listeners are 67% more likely to show familiarity with the tax preparation brands compared to heavy TV viewers.
Radio drives a considerable lift in website traffic, up 59% in 2024 over the prior year.
In those markets that invested heavily in radio, location visits to tax preparation services increased an astounding 245%.
Radio listeners have also been found to be 26% more likely to spend over $101 on tax preparation services, depicting a better propensity to invest in such services.
As research states, brand awareness and share of search are strongly linked, and the power of radio to drive digital engagement is massive.

Our Analogy: Look at advertising as if you were planting a garden. The flashy, exotic flowers that catch your eye are the TV ads, which sometimes don't take. Radio ads are the hardy perennials: in due time, they spread throughout the garden. Perhaps inconspicuous to the eye at first, they win out with a more resilient and enduring life. A diverse garden will bear fruits better and for a longer period; similarly, a diverse advertising strategy-something that includes radio-power-will yield a more robust brand presence.

Our take as podcast producers: This research really underlines the enduring power of audio content in capturing audience attention and driving engagement. This further reinforces our view on how intimate and personal audio media is since one can establish a deeper connection with listeners.

The bottom line from this study is that we should be conveying to our clients the unique value proposition of audio advertising, not just in podcasts but in the wider panoply of radio and digital audio. It also underlines the importance of producing creative audio content that really connects with listeners since its effects clearly reverberate well beyond the point at which it was heard to shape brand perception and consumer behavior.

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25/09/2024

Podcast Revolution: 8.2 Million Australians Tune In Monthly, Reshaping Media Landscape.

In a ground-breaking study commissioned by Deadset Studios and Insightfully, it was revealed that 39% of Australians are listening to podcasts monthly, with an astronomical 8.2 million people now tuning in. -a staggering 8.2 million people-now listen to podcasts every month. Labeled PodPoll 24, the study drills down into the podcast listening habits of Aussies aged 15 and above, showing how fast this medium is becoming part of their daily routines.

The Highlights:
39% of Australians, or 8.2 million, listen to podcasts on a monthly basis, while 2 million each day tune in.
Regular listenership is highest within the 25-34-year-old bracket, at 60% of this age bracket.
The top podcast genres in Australia are: crime, comedy, and news/current affairs.
A massive 83% of listeners are concerned that AI-generated content isn't accurate.
Almost half of regular listeners-49%-are fans of branded podcasts; hence, opportunities are plenty for marketers.

Why It Matters: But this rising popularity of podcasts is a big paradigm shift for people's media consumption; at the same time, it opens up new and more personal ways for content producers, advertisers, and brands to reach their desired target audiences. While more and more podcasts become part of daily routines, they are not competing with traditional media; they're changing the whole concept of information consumption and sharing.

Our Analogy: Think of the podcast landscape much like a city that is expanding very fast. Just a few short years ago, it was just a small town: a few main streets-popular genres-and a few residents, the listeners. Now it's a thriving metropolis, complete with diverse neighborhoods-genres-millions of residents, or listeners, and new developments, the podcasts, going up daily. Like a growing city, this podcast boom opens expanded avenues for content creators to impact how people would spend their time and mold the spread of information and ideas across society.

Our Take as Podcast Producers: Well, it is like gold to all of us as producers. It not only justifies the growing importance of the medium that we work with but also provides the most crucial insights into strategic content development. The good engagement rate and a wish to try new formats-there is further scope for innovation and growth.

It also brings up the following important points: concern regarding AI-generated content speaks to the value of authentic, human-created podcasts, and rising interest in branded podcasts presents great opportunities for partnerships with businesses in pursuit of meaning with their target audiences. The survey underlines our belief that podcasting is a tectonic shift in media consumption to which we are particularly well-placed to lead and shape.

👉 P.S. If you enjoyed this post, you'll love our newsletter - Podwires : Become a Smarter Podcast Producer in 5 minutes a day - https://www.podwires.com/subscribe

24/09/2024

Podcast Metrics Revolution: Downloads Dethroned, Creators Crave Standardization.

Now, in a surprising shift, according to a recent survey by Podcast Host of more than 150 independent podcast creators, traditional download metrics are no longer the go-to measure of podcast success.

This breakthrough insight was published in the latest blog post by Katie Paterson, sourced from an exhaustive study on podcast measurement preferences, marking a significant evolution in how content creators track their impact within the ever-growing audio landscape.

The Key points:

✅Downloads have fallen from the most favored method of measuring podcast success to 4th since 2022
✅Followers/subscribers now are the most popular measurement markers
✅Listening time is seen as the most reliable or helpful metric of all
✅Downloads are used to measure success by less than half of creators surveyed
✅Improved standardization of podcast measurements were specifically desired by 72% of those answering

Why it matters: This represents a continued maturation on behalf of podcast creators who seek ways to measure engagement in ever more meaningfully insightful ways.

Our Analogy: Think of podcast metrics as a diet plan. Most people at first use weight as an indicator of success, but after a while, they realize that muscle, endurance, and health are better measures. Just as the holistic approach to health has a concern for many factors, podcasters also have adopted a more holistic view of their show's performance.

Our take: To podcasters, that means this shift is a double-edged sword: while it makes conversations with potential advertisers who still rely heavily on download numbers more cumbersome, it offers the opportunity to prove the true value of our content through more significant metrics.

We absolutely should lean into this shift in focusing on creating super engaging content that encourages longer listening times and loyal followership. We also encourage consistency of metrics across the industry by which to compare and value different shows across a variety of platforms. Indeed, the evolution in the podcast landscape fuels creativity not only in our content strategy but increasingly in the way we build and engage our audience.

👉 P.S. If you enjoyed this post, you'll love our newsletter - Podwires : Become a Smarter Podcast Producer in 5 minutes a day - https://www.podwires.com/subscribe

04/09/2024

Hello, Podcast Professionals

We're thrilled to announce that, as part of our mission to support podcast service providers in showcasing their amazing work, we're offering a special opportunity for you to join the Podwires family!
By registering at Podwires Marketplace, you'll not only gain access to our incredible platform but also be featured in our newsletter and across all Podwires social media channels. And the best part? It's completely free! So, don't miss out on this chance to be part of something big!

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31/08/2024

New episode is up now with Rob Greenlee. As youtube becoming one of the discovery channel.

This episode of That Podcast Exchange explores the evolution of podcasting from its audio-only roots to a more visual and audio medium.

Subscribe to That Podcast Exchange 👉 https://podwires.substack.com/p/the-future-of-podcasting-a-conversation
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28/08/2024

🎙 Podcast Creators: The Heart of the Growing Audio Revolution. Check them out on our latest Podwires newsroom

In today's episode, we're diving into the world of podcast advertising and exploring why podcast creators are at the heart of the audio revolution.

23/08/2024

🚀Empowering Podcasters: CodeADX Introduces Innovative Revenue

Today's newsletter is (once again) powered by Podwires Marketplace. The Podwires Marketplace is an easy platform to find top podcast service providers and podcast producers. We've handpicked them and we're ready to bring your big or small project ideas to life. Together we can easily achieve your bu...