Today in the Business of Podcasting
“Share Of Ear” Q2 2023: Podcasts And AM/FM Radio Represent The Vast Majority Of Time On The “U.S. Ad-Supported Audio Clock,” Podcast Growth Surge Continues, And Spotify’s Usage Growth Does Not Benefit Advertisers by Pierre Bouvard
The newest installment of Edison Research’s Share of Ear study, built from a survey of 4,000 Americans 18+, is themed around the new “US Ad-Supported Clock.” In a typical hour spent listening to ad-supported audio platforms, the two top contenders are AM/FM radio with 41.4 minutes and podcasts with 11.4 minutes. The share of ear for time spent with podcasts has quadrupled since Q2 2017.
Another beloved children’s IP is entering the world of podcasts. The new deal with Wondery and Dr. Seuss Enterprises will produce podcasts inspired by popular Dr. Seuss characters and books. The first offering, The Cat in the Hat Cast, will be a pseudo-fictional variety show starring Andrew Barbato as the titular Cat and Brandon Zelman the rules-abiding Fish. The show targets kids 3 and up with sing-a-longs, tongue-twisters, and wordplay. The first episode premieres September 18th on Wondery+
According to new Ipsos data surveying 1,577 marketers around the world, 80% of business-to-business (B2B) marketers use LinkedIn while active user counts fall for both X and Threads. The loss of both the rebranded incumbent and the newcomer could be LinkedIn’s gain. The user base of LinkedIn is skewing younger as Gen Z takes to the platform, and B2B advertisers are focusing on the same platform to find their audience. Something for the B2B side of podcasting to keep in mind when considering target demographics.
Streaming’s big pain point: there’s too much stuff to watch by Kelsey Sutton
According to Nielsen’s metadata firm Gracenote, US consumers spend an average of 10 minutes and 30 seconds looking for content to watch, a three minute increase from four year ago. One in five consumers report giving up entirely after not finding anything of interest. Sutton proposes content overload is part of the problem, with a glut of streaming catalogs and linear TV channels to choose from. The next time someone complains about there being “too many podcasts,” consider the fact video has to contend with consumers having access to nearly 40,000 channels, aggregators, and streaming services.