Discussing The Creators 2025
Yesterday Sounds Profitable published our final study of the year in the form of The Creators 2025. Since then, several outlets have cracked open the report and taken a look. Over in Mark Stenberg’s ADWEEK newsletter On Background he has an interview with Tom Webster, discussing key findings from the report. Over on NetInfluencer, there’s a healthy breakdown of key takeaways and related slides. Including the gender gap with podcast creators concentrated at entry, not churn. Women have a higher rate of retention once they try out podcasting (69% vs. 67% with men) but fewer women are taking the first step to start a podcast. A gap Tom Webster addresses directly in this morning’s Sounds Profitable article.
TikTok Announces Live Podcast Series, Launching With Demi Lovato by Jem Aswad
Amid the news of Mariah Carey hosting a live Christmas concert on TikTok and Apple Music this coming Saturday, TikTok is continuing their investment into podcasting. A new series co-produced and sponsored by T-Mobile, dubbed TikTok in the Mix, debuts tonight at 6 p.m. PST with a debut episode interviewing Demi Lovato.
AudioXi & Veritonic Set New Benchmark With Advanced Audio Analytics Campaign
Irish digital audio exchange AudioXi has partnered with Veritonic to measure the impact of a recent digital audio campaign with Nestlé candy brand Aero. The campaign ran for six weeks, running thirty second digital audio ads targeting 25-34 year-olds. As far as impact goes, existing Nestlé customers saw an 8% increase in product awareness and a 5% rise in purchase intent for the following month. Non-Nestlé consumers received a 13% boost in awareness of Aero and a 3% increase in purchase intent. Audio’s memorability kicked in as well, with 28% of exposed listeners recalling hearing an Aero ad in the past week.
As for the rest of the news…
- The Podcast Host has a new piece looking at Sounds Profitable research showing nearly half of YouTube podcast consumers primarily listen to podcasts, as well as tips for video podcast production (mainly: if it doesn’t work without visuals, you’re just making a YouTube video).
- RedCircle has partnered with digital audio specialist Audion, giving RedCircle clients access to European programmatic podcast demand.
- Digital monetization and licensing infrastructure provider Supertab has launched Managed RSL Service, a solution for implementing the Really Simple Licensing standard and meet emerging AI content licensing requirements.
