Month: January 2025

German Podcast Marketers and Publishers / Audio Podcasts Are Here To Stay!

~ jen

The German podcast marketers and production companies Seven.One Audio, Axel Springer Audio, Audio Alliance, Acast, Studio Bummens, iq digital and Mit Vergnügen have published the whitepaper: Audio podcasts – come to stay, which takes a closer look at the advantages of audio podcasts compared to the trend of video podcasts. From flexible use and efficient distribution to cost-effective production — audio podcasts remain unbeatable!

The strong growth of audio podcasts continues. In addition to audio-only podcasts, the trend towards video podcasts has also been on the rise on the market for some months now. However, this trend is not equally sensible and beneficial for all podcasts… so it’s time to take a look at the many advantages of audio podcasts!

5 arguments for audio podcasts:

Audio podcasts enjoy absolute platform freedom in distribution! The decentralized distribution of audio podcasts via RSS feeds enable podcast hosts to make their content accessible to a wide audience without being bound by economic conditions or technical specifications of individual tech platforms.

Audio podcasts score points when it comes to monetization! Compared to YouTube, audio podcasts offer up 16 times higher monetization opportunities. Video podcasts, on the other hand, face considerable monetization hurdles. Unlike audio, they cannot be played independently via ad servers. The control lies entirely with closed platforms, the so-called “walled gardens” such as Spotify, YouTube or TikTok, which therefore have access to control the advertising inventory as well as the advertising formats and prices. The structure of these walled gardens also makes it more difficult to book podcast reach, as advertisers have to place different ads for YouTube, Spotify and the RSS feed.

Audio podcasts score with impressive listen-through rates and are real situational all-rounders! They achieve a 150 percent higher listen-through rate than video podcasts. While audio podcasts achieve an average of over 80 percent across all genres, the view-through rate for video podcasts on platforms such as YouTube is only around 33 percent. The reason for this is that podcasts can also be consumed on the side, e.g. while driving, at home.

Audio podcasts create a particularly intimate atmosphere! Without cameras and elaborate setups, the interviewees can express themselves in a more natural and informal way. This strengthens the authenticity and trust of the listeners and leads to unscripted conversations that appear approachable.

Audio podcasts are lean and location-independent in production! They require minimal technical effort and time. In contrast, video podcasts require elaborate studio setups and extensive equipment. Copyright issues, findability in the mass of video formats and adherence to a regular publication rhythm also pose additional challenges. Video content also requires higher bandwidths, which entails additional costs.

Conclusion: There are podcasts for which a visual layer offers added value in terms of content, e.g, interview podcasts in studio situations. The video layer can also be a good marketing tool to generate attention on social media. However, podcasters should carefully consider whether the positive effects of switching to video podcast outweigh the challenges and negative effects!

Triton Digital Releases 2024 US Podcast Report

~ jen

Triton Digital, the global technology company and services leader to the digital audio, podcast, and broadcast radio industries, released its third annual U.S. Podcast Report. The report provides insights into the evolving U.S. podcast landscape for 2024, including listening habits, audience demographic data, and insights into the top podcast, networks, and debuts from the Triton U.S Podcast Ranker, and more.

According to the report, the number of monthly podcast listeners continues to rise with 23% growth over the past three years and almost 10% over the past year. InIn 2024, 44% of the U.S. population reported listening to a podcast within the past month. These listeners were found to be younger, more educated, more affluent, and more diverse. Podcasting has proven to be an engaging and powerful medium for storytelling, conversations, current events and entertainment. Other notable findings include:

  • YouTube continues to be the preferred platform for most listeners, capturing 33% of listeners in 2024 — its highest share yet — marking a steady rise from 27% in 2021.
  • The top podcast genres of 2024 were News (25% of downloads) True Crime (19%), and Comedy (13%). Of True Crime podcast listeners, 67% were female, of Comedy podcast listeners, 61% were male, and of News podcast listeners, 56% were male.
  • The top sales networks of 2024 in the Triton U.S. Podcast Ranker were iHeart Audience Network at #1, SiriusXM Podcast at #2, and NPR as #3.
  • NPR News Now (NPR) remained the top podcasts in 2024. Crime Junkie’s “SERIAL KILLER: The Alphabet Murders Part 1” episode was the most downloaded, while MURDERED: JonBenét Ramsey was the most popular, based on downloads in the first 30 days.
  • Bongino Report Early Edition with Evita (Cumulus Podcast Network) had the #1 debut in 2024.

The report incorporates data from multiple sources, including IAB Tech Lab certified Triton Digital Podcast Metrics service, which measures server log data from the Triton Omny Studio platform and a variety of other industry hosting platforms. It also includes the data from Triton Podcast Metrics Demos+ solution, which provides demographics and audience characteristics for podcasts of all sizes, as well as Demos+ survey of 12,000 mostly podcast listeners in the U.S., done in collaboration with Signal Hill Insights.

“2024 marked another year of remarkable growth for the podcast industry, with listenership broadening across demographics and becoming more mainstream than ever,” said Daryl Battaglia, SVP Measurement Products and Strategy, Triton Digital. “As new audiences dive into podcasts and spend more time listening, fueling deeper engagement, genres like True Crime, Kids & Family, and History drive the highest back catalog consumption, creating untapped opportunities for programmatic advertising. At Triton Digital, we remain dedicated to providing deep insights into listener behavior and platform preferences as this dynamic media continues to evolve.”

Adelicious Partners With Immediate

~ jen

Immediate, home to trusted brands that people love including Radio Times and Good Food, has partnered with Adelicious, in a deal that brings its full podcast portfolio and any new future shows to the network.

Immediate is the UK’s leading UK publisher podcast producer. It’s portfolio, available on all major podcast platforms includes the HistoryExtra Podcast, the UK’s biggest history podcast which recently celebrated 270+ million all-time downloads, The Radio Times Podcast, BBC Gardners’ World Magazine Podcast, and The Good Food Podcast. In 2024, Immediate produced 600 podcast episodes across 16 ongoing series, achieving 3.5 million downloads per month.

Adelicious aims to build on this exceptional podcast portfolio by identifying new commercial opportunities for the brands and collaborating on audience growth strategies, enabling them to both grow existing shows and further expand their portfolio. Immediate’s podcast portfolio is also available in the Spotify Audience Network.

The Immediate podcast portfolio showcases expert voices, high-profile guests, and renowned personalities, catering to a wide audience of diverse taste.

The hugely popular HistoryExtra Podcast features interview with notable historians on topics spanning from ancient history through to historical conspiracies and events shaping our modern world. Episodes feature historical perspectives on everything from Tudor monarchs, the D-Day landings, to the 5,000-year history of tattoos.

Whilst The Radio Times Podcast attracts leading names for interviews from the world of entertainment, with previous guests including Matt Damon, Helen Fielding, KSI, Louis Theroux, and Stephen Fry.

Other highlights include Alan Titchmarsh, Monty Don, and Adam Frost on the BBC Gardeners’ World Magazine Podcast and celebrity chef Tom Kerridge as a regular host of the Good Food Podcast.

Andrew Goldsmith, CEO of Adelicious said: “Immediate’s podcast portfolio is an extraordinary addition to our network, bringing millions of listens and an incredible diversity of shows. From history to entertainment and expert-led lifestyle content, this partnership ensures there’s truly something for everyone. We will now be working together to continue to support existing shows, alongside creating even more opportunities for listeners and advertiser alike.”

Immediate is home to some of the UK’s most loved consumer brands, including Radio Times, Good Food, Nutrcheck, HistoryExtra, and BBC Gardeners’ World Magazine, which collectively reach a UK audience of 21 million users every month across their media channels”

Cath Waller, Immediate’s Managing Director of Advertising, says: “We’re delighted to be partnering with Adelicious. Their commercial expertise in podcasting and experience within our sectors, alongside a clear understanding of the value of our premium editorial brands, make them an excellent fit. We’re confident that this partnership will help us achieve our podcasting ambitions, connecting our trusted content with many more listeners and brands, whilst continuing to bring joy to our audiences.”

New Zealand’s #1 Podcast Between Two Beers Signs Multi-Year Partnering With Acast

~ jen

Independent podcast company Acast has signed a new global partnership with New Zealand’s most popular longford interview podcast, Between Two Beers. 

Boasting more than four million total downloads and 150,000 monthly listens, Between Two Beers features in-depth conversations with New Zealand’s biggest starts across the fields of sport, business, entertainment and more. Guests include businessman and ex-All Blacks star Marc Ellis, international model Rachel Hunter, prolific broadcaster Jason Gunn, rugby coach extraordinaire Sir Wayne Smith and Olympian Dame Lisa Carrington.

Between Two Beers has signed a multi-year partnership with Acast, who will be the exclusive hosting, distribution and monetization partner for the podcast globally. The partnership will include ad sponsorship opportunities on the audio podcast, video podcast and associated social channels. The video podcast has had more than two million views on YouTube and the hosts have amassed over 10,000 followers across their socials.

Best friends Steve Holloway and Seamus Martin launched the podcast in 2019, armed with only a microphone and laptop in a Hamilton garage. Within five years, the show skyrocketed to the top of the Apple and Spotify charts in New Zealand and won awards for ‘Best Society and Culture Podcast’ at the 2024 New Zealand Radio and Podcast Awards and the ‘Gold Spotlight Award” at the New Zealand Podcast Awards. In 2023, Between Two Beers won ‘Best Episodic Podcast” at the Voyager Media Awards.

Ryan Lamont, Senior Podcast Development Manager at Acast (Australia & New Zealand), says:

“Steve and Seamus are the gold standard in the New Zealand podcast space, having built a huge listenership through their authentic passion for storytelling, commitment to the craft of podcasting and richly detailed research of their guests. It’s a delight to partner with my fellow Hamiltonians as they step into this next chapter of their career as independent podcaster with omnichannel creators with the global support of Acast.”

Between Two Beers co-host Steve Holloway says:

“We’ve had three fantastic years with NZME and are so grateful to everyone there who helped build our show and supported us along the way. Our move to Acast is incredibly exciting for our podcast and business, and we couldn’t be happier with our new home.

This podcast started five years ago, in my Hamilton garage, and what it’s become has eclipsed our wildest dreams. As independent creators, we’re so excited about the opportunities in front of us and where we can take Between Two Beers in 2025 and beyond.

Acast has done an incredible job of supporting us through the move and buying into our vision and will manage our ads and sponsorships — allowing us more time to laugh, cry and say ‘journey’ with the world’s most interesting guests.”

Between Two Beers will continue to release weekly episodes across all major podcasting platforms, alongside a full version of the podcast on YouTube.

SoundStack Appoints Digital Audio Luminary John Morris As Chief Product Officer

~ jen

SoundStack, the audio-as-a-service (AaaS) announced the appointment of John Morris as Chief Product Officer (CPO). Morris will lead the development of products and features, solidifying SoundStack’s leadership position in podcast/streaming delivery, programmatic advertising, measurement, and more.

“Alongside the incredible growth that SoundStack continues to experience, we never lose sight of the core values that got us here, and we look for people who exemplify them naturally,” said CEO Jon Stephenson. “With over 20 years of not only building world-class streaming/podcasting platforms, ad servers, and programmatic SSP’s, but never thinking twice about rolling up his sleeves to get the job done for a partner, John Morris is accountability and hustle personified.”

Morris is widely-respected in digital audio as an innovator who has architected some of the most robust, cloud-based streaming and podcasting platforms in media. He held many roles at streaming audio and ad tech pioneer Abacast, culminating in the role of CTO and Co-President at the time the company’s acquisition of WideOrbit in 2014. 

At WideOrbit, Morris expanded the company’s digital offerings to include podcasting and later took ownership of and expanded the company’s programmatic supply-side platform, tightly integrating it into his streaming, podcasting and ad serving products. His efforts and vision created new revenue channels for publishers and maximized the value of their inventory.

In 2021, Audacy acquired Morris’s WideOrbit business, rebranding it as AmperWave. He joined Audacy as SVP and GM of AmperWave. During his tenure, Morris consistently grew his business while leading significant technical developments, including the launch of a new programmatic SSP, holistic yield-optimization technologies, and a robust inventory forecasting platform.

“I’m a passionate builder,” Morris explains. “I need to be in a company where everyone is excited to innovate in a way that solves real problems for the digital industry. SoundStack is unrivaled in its passion to life the entire audio market by providing independent solutions and services that put publishers first. I can’t wait to show the worlds some of the incredible tech we’ve got in the works.”

About SoundStack

SoundStack is the audio-as-a-service (AaaS) company for every kind of digital audio business — podcasters, digital broadcasters, platforms, advertisers and more. Giving those businesses equal access to the big tech market makes audio hosting/delivery, monetization and measurement simple and effective for everyone.

Fully independent, the company’s team of 75+ audio tech experts is guided only by what delivers the best results for its 14k+ customers. SoundStack is headquartered in Pittsburg with offices around the country, and is the parent company of Live365.

Greenpeace International SystemShift Podcast Returns For Third Season

~ jen

Greenpeace International is launching the third season of SystemShift podcast in January, in partnership with Crowd Network (Crowd), one of Europe’s fastest-growing independent podcast networks.

Produced by Manchester-based Crowd,SystemShift was created to expose diverse social and economic issues and their link to the climate crisis.

This Season follows the success of the first and the second, which focused on global financial systems and the idea of a wellbeing economy respectively. Season three will explore diverse social and economic issues and their link to the climate crisis.

Using “Can change happen in our lifetime?” as this seasons leading question, co-hosts Carl Schuyler, Jocelyn Longdon, and Yewande Omotoso will explore topics including taxes, mental health, and AI across eight episodes.

While maintaining the first two seasons’ focus on making ideas, tools and actions for enacting change accessible to all, season three will also spotlight different global perspectives. It’s intersectional approach includes topics, hosts, and and guests representing five continents. Listeners from around the world are encouraged to be active participants by sharing their thoughts online, creating a listener community.

Season three will take SystemShift to new heights. For the first time, video episodes of the podcast will be on Greenpeace International’s YouTube channel, meaning listeners and viewers alike can access the show, including deaf and non-English-speaking people, thanks to the subtitles feature on the platform.

Crowd’s collaboration with Greenpeace International showcases the International capabilities of the agency. To date, the company has produced podcast episodes in 32 countries, based on its wraparound approach of incorporating audio, video, and social media content. Crowd also works with Greenpeace UK to produce its Oceans: Life Under Water podcast, which won the Bronze Climate award at the 2024 British Podcast Awards.

Yewande Omotoso, Story Advisor at Greenpeace International and SystemShift co-host, said “We want to build momentum for the redistribution of wealth and power through SystemShift, using an intersectional approach to shine a light on the hope for social climate justice. Podcasting is a powerful tool for engaging people around the word on climate action, and that’s why we are making this season more accessible than ever.”

Steve Jones, Content Director at Crowd Network said, “Working with an international organization like Greenpeace International has been incredibly rewarding, and we’ve worked hard to bring the team’s vital work to wider audiences with visual podcasts. We’re always pushing boundaries with our collaborators to find exciting ways to access new audiences. Our multichannel content approach, combined with the inspiring discussions in each episode, will inspire SystemShift’s audiences to seek systemic change.”

Amplitude Media Partners (AMP) and Podglomerate Announce Exclusive Sales Partnership

~ jen

Amplitude Media Partners (AMP), a leading media sales organization specializing in driving revenue for independent creators, is thrilled to announce an exclusive sales partnership with long-standing and award-winning podcast agency The Podglomerate. Through this collaboration, AMP will serve as the exclusive sales partner for podcasts represented by The Podglomerate, leveraging its extensive industry expertise to maximize revenue for these shows.

“We’re excited to join forces with The Podglomerate, an agency that has set the standard for podcast growth and innovation,” said John Donahue, Co-Founder of Amplitude Media Partners. “We’ve long been aware of their impressive resume in the industry, and this partnership aligns perfectly with AMP’s mission to empower independent creators with the tools and opportunities they need to succeed. Together, we’ll unlock the full revenue potential of The Podglomerate’s impressive slate of podcasts.”

Founded in 2017, The Podglomerate has become the premier destination for podcast growth, production, and monetization services. Since that time, it’s represented a highly curated list of more than 90 shows reaching 100s of millions of listeners, including chart-topping hits that consistently rank among the industry’s most popular programs. This new partnership with AMP will further strengthen The Podglomerate’s ability to deliver exceptional value to its clients.

“We’re always looking for new ways to help our creators succeed, and partnering with AMP allows us to do just that,” said Jeff Umbro, Founder and CEO of the Podglomerate. “With the AMP team’s extensive industry experience and relationships, we’re confident that this collaboration will bring new revenue opportunities to our show clients while enabling us to focus even more on helping podcasts grow and thrive.”

This strategic partnership underscores both companies’ commitment to supporting independent creators in the ever-evolving podcast landscape. By combining The Podglomerate’s reputation for podcast growth and AMP’s sales expertise, this collaboration sets a new standard for monetization and support in the podcasting industry. 

NZME Signs Exclusive Audio Partnership With BBC Studios

~ jen

BBC LogoNew Zealand Media and Entertainment (NZME) has entered a multi-year partnership with BBC Studios, which will see NZME represent hundreds of hours of premium BBC podcasts in New Zealand. NZME will act as the sales representation for BBC Studios’ extensive library of audio content in New Zealand.

BBC Studios is one of the most globally recognized audio brands, boasting industry-leading content that is listened to by millions worldwide. Earlier this year a dedicated audio division was created in BBC Studios, paving the way for the company to fully realize the commercial opportunities in the global audio market.

NZME is one of New Zealand’s leading podcast publishers, boasting 1.1 million monthly listeners. The incorporation of BBC’s podcast network will further add to its vase library of both local and international content.

NZME Head of Digital Audio Sarah Catran said this is an exciting development for NZME in 2025. “This is a significant milestone for NZME and is proof of our strong level of market share and influence in digital audio and podcasting.

We’re committed to providing advertisers with premium content across a broad range of audio and podcasting platforms, and adding the BBC Studios content to our offering will complement the fantastic global and local podcast we currently offer; alongside the BBC World Service radio advertising we have also had the privilege to represent in market for many years. The partnership gives audiences international content they love, and simultaneously bolsters advertising opportunities for our valued clients in New Zealand,” says Catran.

Louise la Grange, SVP, BBC Audio, Digital News & Streaming, BBC Studios, says: “NZME is a market leader with a proven track record in representing premium brands together with the scale and expertise to cut through the marketplace. We’re delighted to partner with this to represent the BBC’s rich portfolio of shows including Global News Podcast, World of Secrets, and Football Daily in New Zealand’s ad market where our podcast have many loyal fans.”

Jamie Chambers, VP Ad Sales and BBC StoryWorks, BBC Studios ANZ, says “This partnership opens the door to advertisers looking scale deals in the audio space across BBC and other inventory. For brands who want the very best of BBC audiences in New Zealand and beyond, we now have even greater capabilities to incorporate BBC Podcasts alongside campaigns accessing the rest of the BBC Studios portfolio.”

The deal follows BBC Studios’ recent announcement that it has partnered with Triton Digital, the global technology and services leader in the digital audio, podcast and radio industries.

As the commercial arm of the BBC Group, BBC Studios is responsible for the international distribution and monetization of the BBC’s unrivaled catalog of premium audio originals across news, technology, sports, travel, science, true crime, food, finance and more. The newly created BBC Studios Audio division is now home to one of the largest audio production companies in Europe, as well as being the international distributor of BBC Audio content.

BBC podcast are widely available to listeners wherever you get your podcasts.

Top Climate Podcast Relaunches Ahead of Critical Year

~ jen

Leading climate podcast Outrage + Optimism, hosted by former UN climate chief Christiana Figueres with political strategist Tom Rivett-Carnac and business consultant Paul Dickinson, is relaunching ahead of a critical year for climate action.

Ahead of its 11th season, the podcast has hired the award-winning UK-based production company, Persephonica, behind hit shows such as Political Currency and Miss Me? To help grow the success of the show.

From Trump’s inauguration in the US and shifting dynamics in global climate policies, to exclusive conversations behind the scenes and on stage at all the crucial climate events of 2025, Outrage + Optimism: The Climate Podcast will offer listeners unrivaled access and insight.

Christiana Figueres, co-host of Outrage + Optimism: The Climate Podcast and former UN Executive Secretary on climate said: “This is the climate podcast for anyone simply not willing to give up on being able to create a better world. 2025 is the 10th anniversary of the Paris Agreement, it’s also halfway through ‘the most decisive decade.’

‘In keeping with Outrage + Optimism, I acknowledge that were are far behind where we ought to be in order to reach our targets in 2030. At the same time, I see evidence that we are increasing speed and scale of so many of the available solutions, so that if we understand what the concept of exponential is, we could still hit the 2030 targets.”

Episodes will kick off with a forward-looking analysis of 2025, including the Copernicus report on world carbon emissions and reflections on 10 years’ since the Paris climate agreement, which was delivered by Cristiana in her role as Executive Secretary of the talks. The relaunch is accompanied by refreshed art, music and a strategic focus on video, as the host team prepares for a pivotal year of climate events and stories.

A key priority will be welcoming a wider audience to the climate conversation with exclusive interview with some of the world’s top thinkers and decision makers, as well as a new series exploring what happens when multilateralism is challenged and progressive conversations around alternative levels of change.

Dino Sofos, CEO of Persephonica, said: “We are extremely proud to be producing the world’s leading climate podcast, Persephonica prides itself on taking listeners to the heart of the biggest news stories — and stories don’t come much bigger than climate change.

“With the help of the most knowledgable and influential hosts, – Christina, Tom and Paul – we will take listeners behind the scenes on the politics of the climate crisis. This podcast is essential listening for anyone who wants to understand what’s really going on and how decisions that affect us all are made.

Slate’s ICYMI Podcast Adds Kate Lindsey As New Co-Host

~ jen

ICYMI listeners rejoice! We’re thrilled to announce Kate Lindsey is joining Slate’s internet culture podcast as its new co-host, Kate joins ICYMI’s current co-host Candice Lim and their first episode is out.

Kate Lindsey is a technology and culture writer and author of the internet culture newsletter Embedded. Previously, she was a newsletter editor at the Atlantic and a staff writer at Refinery 29, and her work has appeared on a number of podcasts, including ICYMI where she discussed the ethics of therapist influencers, and she is responsible for coining viral phenomena like “the millennial pause” and “rawdogging flights.”

“We’re so excited to have Kate Lindsey in the ICYMI co-host chair,” said Daisy Rosario, supervising producer. “Kate is known for providing in-depth coverage and sharp analysis on the internet culture stories and trends that most affect people’s lives and connecting them to our larger cultural conversations, and we can’t wait for her to bring that expertise to the show.”

You can listen to Kate and Candices first episode together about Kate’s internet history and most deeply held, but least provable, internet conspiracy theory, out now.

ICYMI airs every Wednesday and Saturday.