Podcast Super Fans Are Super Spenders by Deepika Das
A look at Super Fans, podcast audiences who tune for more than eight hours per week, and how they engage with brands that advertise on their favorite podcasts. According to Nielsen Scarborough Research’s Podcast Recontact Study (listeners only) from last November, which had 53,528 respondents, 60% of heavy podcast listeners are more likely than average to purchase advertised products online. They are also 71% more likely to purchase advertised products in store. That said, it’s worth noting heavy podcast consumers are also heavy internet users, which is likely the primary driver of their purchase behavior. However, podcasts are clearly an efficient way to reach these active, online super-consumers.
Podcasting and Influencers Are on a Collision Course—Who Will Win? By Dan Granger
Oxford Road and Veritone One CEO Dan Granger writes an overview of the rapidly approaching convergence of influencer marketing. Much in the same way every bourbon is a whiskey, but not every whiskey is bourbon, podcasters are influencers but not every influencer is a podcaster. With the rapid growth of video podcasting and shortform video marketing, podcasters who’ve spent years honing longform audience connections in their content are now having to compete in, as Granger says, transactional and hype-driven media channels. He proposes a positive outcome of podcasting mingling with social media influencing is the potential for advertiser standardization. An omnichannel mindset would benefit both social media-based creators and podcasts.
The untapped potential of short-form video and creator content on YouTube
Tubefilter covers a report from eMarketer looking at Gen Z’s behavior relating to YouTube Shorts. According to a survey of 692 respondents aged 13-24 in November, 96% watch both longform and shortform videos on YouTube. Daily Shorts viewership among logged-in users is up 25% year-over-year. Tubefilter’s takeaway is that with that level of consumption, brands engaging with Shorts will get the most bang for their buck by partnering with creators directly instead of running traditional ads. Good news for podcasting outfits with their own shortform video presences.
As for the rest of the news…
- Podstock, a new service designed to centralize analytics and streamline business operations, explains how it works in their debut release. The service is currently used by networks like Wave Sports, Blue Wire, and Dear Media.
- Spooler Media cofounder Andy Bowers took to LinkedIn to announce a new daily game called Links, an audio-only crossword puzzle designed to be played on the go purely through voice inputs. The game is available as a free iOS app, powered by Spooler’s AI-enhanced Dialog tool.
- Headliner has a new blog aggregating a wide variety of research to chart out what Gen Z podcast listeners want, how best to reach them, and how to leverage Headliner to find them on video-based social platforms.
- In a post detailing the download figures for Moneywise, Sam Parr announced Lower Street’s Harry Morton will be the primary host of the show, which is also making the jump to video podcasting.
- Brittany Rae Williams, formerly of iHeartMedia where she worked as Senior Account Executive for shows like Drink Champs and Club Shay Shay, has joined multicultural podcast agency network Pod Digital Media as Senior Director of Partnerships.
- SNAFU, an award-winning podcast about history’s greatest screwups hosted by Ed Helms, is greenlit for a fourth season of weekly episodes. The series is produced by iHeartPodcasts, FilmNation Entertainment, Pacific Electric Picture Co. and Gilded Audio.
- The Boston Globe has launched a new podcast titled Snitch City, which acts as a companion piece to a series of investigative articles looking into a story of police corruption and drugs in New Bedford, MA.
