MusicDish e-Journal - May 28, 2018
MusicDish Advertising Network
» HOME » INSIDER SCOOP » CAREER TIPS » MUSIC SPOTLIGHT » MUSICDISH*CHINA
» INDUSTRY INTERVIEWS » NEWS BEAT » DIGITAL SKOOL » OPEN REVIEW » MUSICDISH EDELWEISS
Search MusicDish e-Journal (Advanced)
Subscribe To MusicDish e-Journal
About | Contact | Advertise | RSS | Submit Article | Submit News | Artist Development | Premium PR Distribution
Mi2N | MusicDish*China | MusicDish Network | MusicDishTV | Urban Music News Network

Is Podcasting the New Radio?
25% of surveyed Americans say they've listened to a podcast in the past month, up from less than 10% in 2008
By Sergey Bludov
(more articles from this author)
2018-02-17
Comment | Email | Print | RSS

"Radio is more like a Super Bowl commercial: phenomenal reach, but very shallow engagement. A podcast is the opposite of that: you might have only 1,000 listeners, but they will likely be really devoted and engaged. It's analogous to music fans who buy every album and VIP tickets to every show for their favorite bands." - Matt Carter, co-founder of music podcast network Jabberjaw Media.

The leading podcast publisher in the United States, National Public Radio (NPR), started 2017 with a unique monthly audience of 8.82 million. And according to data from Statista, an incredible 25% of surveyed Americans say they've listened to a podcast in the past month, up from less than 10% in 2008. Clearly, interest in podcasts is exploding. But does this medium pose a threat to traditional radio?

Although the podcast market has grown massively over the past ten years, it can be viewed as a complement to traditional radio, not a threat. And while its reach continues to expand, the average American still devotes 54% of their audio consumption time to radio and only 2% to podcasts, thereby illustrating the dominance of the traditional medium. However, interest in podcasts is rising substantially, which provides a new world of opportunities for advertisers, artists, and record labels to reach fans and consumers in highly targeted arenas.

According to Edison and Triton Digital's annual Infinite Dial report, there were 67 million U.S. monthly podcast listeners in 2017, which is up a remarkable 21% from 57 million the previous year. As the popularity of podcasts rapidly increases, the industry's advertising potential rises exponentially. Data from Statista indicates podcast ad spending in the U.S. growing from $43 million in 2010 to $207 million in 2017, with projections of reaching $318 million in 2019.

With numbers like these, it's no surprise that the music industry is starting to take podcasts seriously, with many big players diving in. Spotify was one of the early entrants into programmatic audio, and the company is now setting its sights on becoming a popular destination for podcast listeners. One of the many advantages of programmatic audio is its data-enabled automation, which can help with transactions. Spotify is now starting to monetize some of its original podcasts and states that the interest from agencies and brands is snowballing.

Apple is making major waves by launching its live analytics functionality. In December of last year, the company rolled out its in-episode podcast analytics feature, which enables publishers to learn precisely what percentages of their episodes are being consumed via the Apple Podcast app. Although it's still listed as being in its beta phase, this feature marks a major advancement in the podcast industry.

Subcast is another company working on innovative advancements with the aim to bridge podcast publishers and the smart speaker user base. The concept is to determine the point that exists between the on-demand nature of podcasts and the linear nature of traditional radio and to subsequently control the content for this voice-first environment. Although the company is in its early stages, it's working diligently to carve out a place in this new market by developing a technically-complex playlist that becomes the atomic unit of the smart speaker audio experience.

Some marketing experts are comparing podcasting to the golden age of radio. And the statistics about this medium's growth cannot be denied. Monetizing podcasts through data and intelligent analytics may be one of the most significant new frontiers facing the music industry, carrying the potential to expand reach and dramatically increase revenue.


Home » Insider Scoop » Is Podcasting the New Radio?
Permalink:http://www.musicdish.com/mag/?id=13994
Email |Print |Comment |RSS

back | top


MusicDish Advertising Network

Insider Scoop

» Pop Artist Ava King Releases New Single

» Puma Unveils Drum Machine Inspired Sneaker

» Streaming & Listening Diversity - Spotify Case Study

» Pandora Subscriber Base Grows to Over 5 Million

» Music Industry Betting On VR & AR For New Revenue

Insider Scoop Directory



» [2018-05-17] Avant-Garde Label Maybe Noise Launches In Beijing; The Official Launch Will Be On May 26 At Magnet Theater With A Performance Supporting Its First Vinyl Release: Png Z

» [2018-05-04] Award-Winning Lithuanian Rock Band Colours Of Bubbles "She Is The Darkness" 2018 China Tour; The Tour Will Kickoff In Shanghai Where The Band Will Represent Lithuania During The Country's Signing To The Silk Road Music Alliance

» [2018-05-01] Hollywood Heavyweights Launch New Christian Music Label; Their Debut Release, Firma Collective - Songs For Every Soul, Was Produced By Mgrdichian And Mixed By The Legendary Brian Reeves

» [2018-04-30] Pop Artist Ava King Releases New Single; Paris-born Ava King Decided To Move To Beijing Where She Wrote For One Of The Biggest Chinese Movie Production Companies, HuaYi Brothers

» [2018-04-27] NetEase Cloud Music Sign Distribution Partnership With B2 Music; Chinese Music Streaming Service To Release Billboard "Best Of Asia" Album Series

» [2018-04-24] Skype And Mixcloud Launch "Connecting..." Podcast Series; Podcast Series Connects The Music World's Brightest Sparks And Explores The Power Of Creative Collaboration

» [2018-04-21] ASCAP Revenues Top $1.144 Billion In 2017; ASCAP Delivers For The First Time More Than $1 Billion To Songwriter, Composer And Music Publisher Members

» [2018-04-21] Puma Unveils Drum Machine Inspired Sneaker; Legendary Roland 808 Drum Machine Inspires New PUMA Sneaker Style

» [2018-04-21] BMG Appoints New Creative Directors In Nashville; BMG Has Appointed Courtney Allen And Rakiyah Marshall To Creative Director, Based In Nashville

» [2018-04-01] Live.me Launches Its First Live Musical Themed Content Series; You Need The Code Is Live.me's First Ever Live Stream Music Program Providing Users With 14 Hand-selected Independent Artists For Their Entertainment

» [2018-03-28] Warner Music Group Acquires Sodatone; Data Pioneers Choose Entrepreneurial Home For Industry-leading A&R Tool

» [2018-03-09] Round Hill Music And Zync Sign Madge To Joint Venture; JV Publishing Venture To Support And Expand Zync's Successful Rights Representation Business
MusicDish Advertising Network

follow MusicDish on
Follow MusicDish on Twitter

Mi2N Music PR

2018 Summer Additions Come To Hybrid Studios

Plunky's "Love Makes Us Better" Video Is Cosmic Jazz-Funk

Deadline Looms - The 23rd Annual USA Songwriting Competition

Carys - A Different Kind Of Normal - Debut CD Release

Melvin Riley Of Ready For The World Celebrates 35 Years In The Music Business And The Re-launch Of His Solo Career And New Billing Title

Listen: Darquise Explores The Art Of The Beak Up In His Debut Single "I Say One"

Artist Matthew Schultz Releases "Promise For Keeps" Featuring Gyptian



Websites: Mi2N | MusicDish*China | MusicDish Network | MusicDishTV | Urban Music News Network
Services: Submit Article | Submit News | Submit Video | Artist Development | Premium PR Distribution

Copyright © 1997-2018 MusicDish LLC., all rights reserved.
About MusicDish e-Journal | Contact Us | Advertise | RSS | Internships