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Spotify Examines the Analytics, Future of Podcasting

During Spotify’s All Ears Summit, creators, producers, publishers, and advertisers, assembled for a conference to discuss the local and global podcast market.

Eduardo Razo

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Spotify is a major player in the podcasting business as the platform is the exclusive home to shows like “The Joe Rogan Experience” and “Call Her Daddy.” As a result, they’re keen on learning from podcast analytics, the future of the media, and the changes podcasting drives. 

During Spotify’s All Ears Summit in Berlin, Germany, creators, producers, publishers, advertisers, and more assembled for a conference to discuss the local and global podcast market. 

The streaming giants daylong summit had something for everyone. Fans had the chance to hear interviews from well-known podcast producers and hosts. 

“I think for the kind of work I do, which is being a journalist, people have to believe that I am telling them what I know to the best of my knowledge,” Sarah Koenig, who’s the host of “Serial.” 

“They have to trust me that I’ve done my homework as a reporter … They have to trust you, that you’ve done your job well. That is huge for the kind of work I do.”

Furthermore, those in attendance learned about the art of pitching in a seminar from Netflix and Spotify and how to create podcasts that propel change in a discussion. 

“I want to encourage you . . . to do other things with your podcast; to expand your universe. That can mean, for example, make a crime book out of your crime podcast, make a feature film,” Maria Lorenz-Bokelberg, founder of Pool Artists, said. 

“Out of your podcast report . . . make a board game out of your talk podcast . . . make toys out of your fiction podcast . . . of course make live shows out of your interview podcasts . . . make theme parks out of your podcasts.”

One of the most interesting takeaways came from Spotify’s Chief Content Officer Dawn Ostroff. Sharing her views on the future of podcasts with TV host Hadnet Tesfai, Ostroff highlighted Germany’s ability to be a leader in the digital audio space.

“I always feel that when it comes to podcasting, Germany is the leader. I look at the German market as the true innovator in this space. Oftentimes they are the first to try, and they see the most success. A lot of markets imitate and replicate what they have done.”

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Media Business

Advertisers Would Pay Premium for Corresponding In-Dash Visuals, New Study Shows

In total, 80% of advertisers claimed they were interested in in-dash visual ads.

Barrett News Media

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A photo of a car's infotainment center

A new study from Advertiser Perceptions shows that radio advertisers and agencies would pay a premium to see their commercials synced with in-dash visuals on car radios.

In 2021, media agencies and marketers said they were “very familiar” with in-car radio display technologies. In 2024, that figure has risen to 33%, with another 33% saying they were “somewhat familiar.”

In total, 80% of advertisers claimed they were interested in in-dash visual ads. In 2021, only 64% of respondents answered similarly.

When asked “How much on top of a typical AM/FM radio buy would you be willing to invest in this new in-car visual display capability?” the average advertiser claimed they would be willing to increase their budget by 16% in the latest version of the study.

That figure was 14% in both 2022 and 2023, and was 12% in 2021.

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Media Business

Median Age of Podcast Users Nearly 30 Years Younger Than Cable TV

“The ascent of podcasting signals a shift towards on-demand content consumption that aligns with the lifestyles and preferences of younger generations.”

Barrett News Media

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A photo of a podcast user's cell phone

It is no secret that cable TV has seen the age of its viewers continue to rise. But the entire picture is coming into view when juxtaposed against other mediums like radio and podcast users.

A new report from Amplifi Media shows that the median age of cable news viewers is 70. MSNBC is 70, Fox News is 69, and CNN is 67. That median age means that more than half the viewers are actually older than 70 years old.

Network television isn’t a much brighter picture. In primetime, the median age is 64. FOX has the youngest number at 49.5.

However, the median age of podcast consumers comes in at 34.

Steve Goldstein, Founder and CEO of Amplifi Media, believes the drastically younger demographics of the medium make it an ideal platform for advertisers.

“The ascent of podcasting signals a shift towards on-demand content consumption that aligns with the lifestyles and preferences of younger generations,” wrote Goldstein. “We live in an on-demand world, and while other media are adjusting (think streaming apps and YouTube), podcasting has three not-so-secret ingredients that traditional media struggle to match: intimacy, flexibility, and loyalty, which makes podcasting an ideal platform for engaging storytelling, niche topics, and fresh takes.”

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Media Business

Majority of Media Advertising Projected to Be AI-Aided By End of Decade

Forecasts show that 69.5% of all advertising revenue will be AI-aided, while that number is expected to grow to over 90% by 2029.

Barrett News Media

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The rise of artificial intelligence in media has been a focus for several years. But the use of AI in advertising is just getting started, and a new study suggests it will influence the space in the years to come.

GroupM has released its This Year Next Year forecast. In its projections, it believes that AI will be a prominent tool in advertising optimization. By the end of 2024, it forecasts that 69.5% of all advertising revenue will be AI-aided, while that number is expected to grow to over 90% by 2029.

The company also projects that AI-generated content in advertisements will account for 1.6% of all commercials in 2024. GroupM believes that figure is likely to grow to 10.7% by the end of the decade.

While the organization forecasts an increase of $365.9 billion, up 5.8% compared to previous projections, it shows a 1.5% drop in revenue for terrestrial radio, according to RadioInk.

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