News podcast listeners over-index on video podcast consumption by Sara Guaglione
Digiday coverage of The News Podcast Consumer, Sounds Profitable’s most recent report built from The Podcast Landscape. Specifically, the piece focuses on findings regarding video consumption. News podcast audiences are falling more in with podcasts in general, with 50% of them reporting spending more time with podcasts in the past year, compared to 42% for non-news respondents. News fans are 6% more likely to consume video podcasts (87% vs. 81% for non-News fans). YouTube is firmly the place News audiences find new podcasts, clocking in 65% vs. non-news fans’ 49%. Audiences who regularly consume News content are no stranger to video, are hungry for more podcast content, and actively seeking it out. For more coverage of the report as a whole, see Inside Audio Marketing’s article.
Nomono Unveils the World’s Easiest Way to Create Immersive Audio at SXSW 2025
At this year’s SXSW Nomono is debuting their Spatial Audio bundle, a $79/month subscription that gets users access to a Nomono Sound Capsule, Nomono’s spatial audio tools, and AI-powered cloud platform. Attendees will be able to experience their production workflow solution via live demos, hands-on-trials and discussions of the future of podcasting. The Sound Capsule will also be the only approved third-party recording solution used on the official Podcast Stage throughout the event. Sounds Profitable has used Nomono’s Sound Capsule for remote recording for going on two years, allowing us to bring you The Download on the go. From hotel rooms, hallways, to the show floor of Podcast Movement. This new subscription service makes an easy-to-use remote recording solution even more accessible.
Smaller Shows Win On Efficiency, Says Podscribe’s Quarterly Dive Into Podcast Ads.
A look at the Podscribe Podcast Performance Benchmarks for Q4, 2024, built from 12 months of data encompassing 64,000 podcast campaigns, over 240 advertisers, and 20 billion impressions. CEO Pete Birsinger highlights the benchmarks showing shows with smaller audiences are more efficient at driving visitors per impression. Podcasts with massive audiences have a higher chance of transient listeners, while niche shows are stickier. The trick is finding ways to buy smaller shows at similar scale to buying on a few larger podcasts without adding so much overhead the savings are nullified. In general, episodic ad buys delivered 1.52x higher visitation rates and 1.44x higher purchase rates than impression-based buys, along with being 10% cheaper.
Joe Rogan’s Podcast Is Slipping in the Charts by Marni Rose McFall
A Newsweek piece looking back at Spotify monthly podcast rankings to chart the performance of The Joe Rogan Experience in recent months. While topping the Spotify charts a fair amount last year, January saw JRE drop to second place behind Shawn Ryan, and in February it placed behind Fall of Civilizations and The MeidasTouch Podcast. Podscribe data shows last month Rogan’s plays and downloads amounted to 51.5 million, a 25% increase from January, while MeidasTouch experienced a 109% groundswell to reach 57.5 million.
As for the rest of the news…
- Libsyn has appointed Christopher Avello as their new Vice President of Marketing, following 13 years at Audible.
- The Audible Original audio drama Impact Winter on its way to becoming a TV series, developed by I Am Legend director Francis Lawrence.
- In an interview with Vulture’s Nicholas Quah, Tim Katz (Vice President of Partnerships, Podcasts at YouTube) says YouTube’s definition of podcast content generally follows what creators label as a podcast, but are generally considered “listenable content” that is eyes-optional, episodic, and sorted in a playlist.
- Spanish podcast platform iVoox has announced integration with Spotify Open Access, allowing their creators to distribute exclusive content out into Spotify.
