YouTubers are using podcasts to reinvent themselves — and cash in by Amanda Perelli
A piece looking at big-name podcasters who’ve pivoted to podcasting as a way to revitalize or renew their public image. Long-tail YouTubers like Tana Mongeau and Logan Paul have found success in connecting with newer audiences and building a new brand for themselves as they grow beyond the content that initially built their influencer status in the 2000s. Podcasting, both audio and video, also opens the door to more income streams, merchandise opportunities, and live tours. In a world where podcasters are concerned about turning into YouTubers, YouTubers are quickly becoming podcasters.
Triton Digital’s Australia 2024 report
Triton Digital has published a report covering Australia’s podcasting charts for 2024, based on Triton Digital Podcast Metrics, Demos+ data, and a Demos+ survey conducted by Signal Hill Insights. Key takeaways include the number of monthly podcast listeners in the country increased 8.5% last year, and listeners tend to skew younger and more affluent. It is worth noting the Australian show ranker is built from an opt-in system.While Triton Digital is tracking many of the bigger podcasts in the country, the ranker does not include every publisher and podcast. As is the case in virtually all media markets around the globe – including podcasts – there is no single-source ranker that encapsulates all of Australia’s podcast listening at once.
Spotify Reports Fourth Quarter 2024 Earnings
In Q4 Spotify’s monthly active user count grew 12% year over year, hitting 675 million, with paid subscribers up 11% to 263 million. The report boasts 330,000 video podcasts have been uploaded to the platform and over 70% of shows eligible for Spotify Partner Program monetization have enrolled. For the year overall, Bloomberg’s Ashley Carman reports this is the first year Spotify has turned a profit.
Tariffs, inflation and the ad market’s race for flexibility by Seb Joseph
As dates for proposed industry-shifting tariffs come and go with the further up in the air, marketers are doubling down on a need for flexibility to remain ready for sudden drastic pricing changes. Some are shifting money from social media into the growing retail media sector and CTV, which is seen as a happy medium of brand and performance marketing. If the current need is advertising solutions that connect with leaned-in audiences and can turn on a dime, there are few mediums as capable of meeting the challenge as podcasting.
As for the rest of the news…
- Podscribe has launched an enhanced “Double Device Graph” that combines Experian and TransUnion’s device graphs into one place for better scale and accuracy of audience measurement, currently available for all Podscribe measurement clients.
- mowPod has launched a new tool designed to fill the gap left by the retirement of Chartable in the form of mowPod Charts, which is designed to be free for the entirety of its existence.
- People Magazine covers the upcoming How I Met Your Mother rewatch podcast How We Made Your Mother starring Josh Radnor and Craig Thomas, with partnerships managed by Backyard Ventures
- The Dark Horse Entrepreneur podcast has joined The Radcast Network
- Congratulations to History Daily reaching 1,000 episodes, co-produced by Lindsay Graham’s company Airship and Noiser.
- Westwood One’s Pierre Bouvard covers a series of new studies from Advertiser Perceptions suggesting marketers are bullish on the U.S. economy for 2025.
