Today in the Business of Podcasting
Mobile phones are the most popular devices used to shop, report says by Alyssa Meyers
A new report from Integral Ad Science finds mobile phones are the most popular devices used for shopping, edging out desktop computers and tablets. 75% of the over 1,000 shoppers surveyed said they shop on their phones at least once per week. 45% of respondents say they’re at least somewhat likely to purchase something on a mobile device if the ad is relevant to what they’re currently doing. Phones also remain the most popular device to consume podcasts. Not only are relevant, contextual podcast ads effective on their own, they’re largely reaching audiences on the device they’re most likely to casually purchase something with. [Source]
How brands can engage with the next generation of sports fans by Alyssa Meyers
A recent survey of 12,000 respondents conducted by live-streaming platform Twitch found 66% of sports fans have positive feelings about brands that have been in the space for a while, while 65% said they like to see brands make or sponsor content about sports. It’s becoming common for athletes to start live-streaming and podcasting as a side job during the height of their sports careers that can continue after they retire, a modern evolution of top players transitioning into commentary positions on legacy television. With the influx of athlete-hosted podcasts, brands have even more opportunity to sponsor sports-related content by both current and former players that takes advantage of their receptive and engaged audiences. [Source]
In pursuit of profit, Spotify looks to AI rather than original content for its podcasting future by Ariel Shapiro
As reported yesterday: Spotify’s Q3 earnings call reported an operating profit for the first time in a year, attributed to both the price increase for Spotify premium and series of layoffs over 2023. Ariel Shapiro notes that instead of emphasizing the revenue sharing deal with Trevor Noah or the performance of The Ringer, Spotify higher-ups are instead focusing strongly on efficiency and automation. CEO Daniel Ek spotlighted the AI-powered translation product Spotify is currently testing, pitching its potential to scale podcasts into markets outside English-speaking countries. He also proposed AI-generated ad copy could bring down the cost of making ad creatives. With such a focus on efficiency and lean operation with less staff, Shapiro raises the question of what the “lean” version of Spotify plans to do when big-ticket podcasts like The Joe Rogan Experience reach the end of their exclusivity contracts. [Source]
Sound To Screen: How To Shoot Video That Doesn’t Suck by Steven Goldstein
Amplifi Media CEO Steven Goldstein recently interviewed Custom Productions president Steve Stockman, author of the book How to Shoot Video That Doesn’t Suck. Stockman stresses video production, including video podcasts, is more about learning and understanding the language of video production than ticking off a list of expensive high-quality gear. Viewers watch video for motion and emotion, not information. If the content isn’t high enough quality that the person making it would buy a ticket to see it, it’s not worth publishing. [Source]
…as for the rest of the news… next Monday Jessica Alpert of Roccoco Punch is moderating the webinar Archives to Earbuds: Podcasts for Cultural Institutions, and Signal Hill Insights’ Jeff Vidler discusses takeaways from the newest Sounds Profitable study The Power of Brands in Podcasts.
