Audio’s Growth in Australia [Multiple Sources]
Edison Research has posted The Infinite Dial Australia 2024, conducted in Q1 of last year with a national survey of 1,719 respondents aged 12 and older. Key findings include radio reaching 81% of respondents, which when grafted to population statistics ranks 27% higher than the U.S. Podcast listenership has also increased 20% in two years, a rate that puts Australia at the top for global podcasting growth. Note: the Australian Infinite Dial is built from online survey data, while the American version is done via phone polls. Zooming in to the world of AU advertising, Commercial Radio & Audio has launched a unified audio ID that will simplify the way marketers buy digital audio with inventory from Australian broadcasters like ARN, Nine, Nova, and Southern Cross Austereo.
How podcasters are measuring videos’ role in growing incremental audiences by Sara Guaglione
A look at reframing publishers posting video podcasts and video clips to grow listenership into looking at them as a way to attract incremental audiences by using that video content generated from an audio-forward podcast to grow their viewership. As there is no current way to directly correlate a video clip driving audio podcast listenership, tracking impact can be tricky. Instead of chasing if video content is driving audio engagement, executives like Lillian Zu, executive director of audio business at Vox Media, approach audience from a holistic perspective: the audio and video versions are under the same umbrella, and must be considered together with their own metrics, meaning they track podcast downloads, video views, and social media reach.
Netflix Considers Video Podcasts as Streamers Chase the Creator Economy
According to industry insiders speaking to Business Insider, Netflix is exploring video podcasts. In the past, the streamer has experimented with in-house produced talk show styled content, usually focused around comedians, to varying degrees of success. They’re also no stranger to audio podcasting with a slate of series promoting content available on the platform. Streaming Wars proposes two potential outcomes given what is known from the anonymous sources. 1. They could license existing podcasts with the intention of either keeping the episodes entirely within the Netflix ecosystem or a timed exclusivity deal where episodes go live on YouTube and Spotify some time after first appearing on Netflix. 2. Given their attempt to bid for Alex Cooper before she went to SiriusXM, they could sign on an existing podcast star to make net-new content.
Podcasts Are Omnichannel and Campaigns Should Be, Too by Sophie Anderson
The latest SiriusXM article from AdWeek is written by Associate Director, Podcast Sales Marketing Sophie Anderson, focusing on podcasting having transcended its roots to become omnichannel, and why marketers can best take advantage of that by also being omnichannel with their campaigns. Top podcasters now, at the very least, have video and audio versions of their shows. Social media gives tools to build fan communities from the ground up, as well as get further ways to access that audience outside the traditional advertising inventory of the podcast(s). And, as research repeatedly shows, podcast audiences have a positive relationship with the brands that make their favorite pods possible.
As for the rest of the news…
- Adelicious has partnered with publisher Hearst UK to monetize their current and future slate of shows.
- Lower Street’s monthly free live event Office Hours is back tomorrow, February 12th, to discuss audience profiling and using that to build a thriving podcast.
- AdLarge has launched the show Familicide today on the fwd. network.
- True Crime podcast Ireland Crimes and Mysteries has joined The Radcast Network
- Amy Poehler’s production company Paper Kite Productions, in partnership with The Ringer is launching Good Hang with Amy Poehler.
- Bloomberg covers the recent sale of 2.5 million shares in Spotify recently sold by founders Daniel Ek and Martin Lorentzon.
