Podcast advertising benchmarks: Q2 2024
Magellan AI has posted their latest quarterly benchmark report, built from analysis of just over 101,000 podcast episodes that they track directly and for their clients. Noted trends include a 22% year-over-year increase in podcast ad revenue from last year. In addition, ad load increased 20%, reaching 7.19% advertising per episode on average. Given the data pool used for the report, an increased ad load could be an indicator of factors other than the monitored podcasts adding net-new advertising slots. For example, 2023’s advertising headwinds could mean existing ad slots are being consistently filled this year. Regardless, a positive growth for podcast advertising.
Why YouTube and TikTok creators aren’t going all-in on AI-generated videos by Tim Peterson
While at VidCon, Digiday’s Tim Peterson interviewed both fans and content creators alike on their perspectives regarding the use of generative AI in video creation. YouTubers like Hank Green and TikTok personalities like V Spehar find AI-powered tools like automatic captioning programs to be helpful behind the scenes, but using generative AI to create content used on-camera is detrimental to the overall product. The current state of generative AI video and audio tools consistently creates a homogenous product, occasionally clearly pulled from another creator’s work, that doesn’t evoke the same style audiences signed up for in the first place.
Should web browsers be regulated? By Ronan Shields
With the internet becoming widespread and important to everyday commerce and communication, organizations such as Movement for an Open Web argue services like browsers should be regulated similarly to other public utilities. With privacy/consumer-based legislation passing in recent years, like the Digital Markets, Competition, and Consumers Act in the UK, the idea of internet browser regulation becomes more likely. Something for podcasting to keep in mind, as at their core podcast apps are bespoke internet browsers.
…as for the rest of the news:
- Jon Stewart called out NBC and CNN, claiming the networks refuse to allow their reporters to appear on his podcast
- StrategicMedia interviews the team behind Murder, She Told
- The Podcast Academy shares tips for growing your audience with feed drops
Jobs in Podcasting
- Head of Revenue Partnerships at Realm of Possibility
- Production Partnerships Lead at Realm of Possibility
- Media Planner Buyer at Oxford Road
- Media Director at Oxford Road
- Chief Technology Officer at Tree Goat Media, Inc.
