Yesterday at PM19, Tom Webster, Senior Vice President of Edison Research, delivered a fascinating presentation on the future of podcasting. “Rookies,” who have been listening for 6 months or fewer, have markedly different habits than “veterans,” listeners of 3 or more years.
From how these groups define the term “podcast” to how they find (or encounter) content, the distinctions are essential to moving forward with confidence. An all-new cut of Edison and Triton Digital’s Infinite Dial data was combined with new qualitative research in the form of video testimonials.
Among the announcements: The “Share of Ear,” or percentage of consumed spoken word content, has increased to 17% this year from just 8% in 2014. The question of ‘peak podcast’ puts Webster in a “slough of despond,” a state with which we identify. He wisely states, “We are only at peak podcast if we are at peak effort.”
Wondery founder and CEO Hernan Lopez announced this morning at PM19 that hit podcast Dr. Death is to be released in 7 local languages. Lopez’s session, “Bringing Podcasts to the World,” asked the question, “How do we turn a U.S. phenomenon into a global one?”
Dr. Death, named by Podtrac as the #1 podcast of 2018, has over 50 million downloads in 200+ countries. However, it will soon be available to a wider international audience upon release in German, French, Mandarin, Neutral Spanish, Castilian Spanish, Portuguese and Korean.
Wondery is working with Apple Podcasts to launch this industry first in Europe, Asia and South and Central America. Distribution includes deals with Ximalaya in China, Podbbang in Korea, and others. “90% of the world’s smartphone users live outside of the U.S., but only 22% of Wondery’s listeners do,” said Lopez. “Today, that starts to change.”
dr. death details
Digital media firm Group Nine Media and iHeartMedia have announced a deal for an “exclusive slate of co-produced podcasts.” Content will include at least one podcast from each of Group Nine’s four brands: NowThis, The Dodo, Seeker and Thrillist.
Two new podcasts from NowThis and Thrillist are set to launch this fall, including Re-Rank (WT). Editors and writers behind “one iconic Thrillist list on food, drink, travel or entertainment” will reveal their process and defend their “best of” choices.
Conal Byrne, President of the iHeartPodcast Network, calls Group Nine “pioneers in social-first publishing” with “meaningful online communities.” The popularity of trendy food lists in 2019 can’t argue with that.the deal details
Happy Thursday from Orlando! Thanks, Mignon, for giving a shoutout to this year’s pronoun buttons. Like your indispensable grammar advice, these babies make for smooth and comfy communication.
— Mignon Fogarty at #PM19 (Podcast Movement) (@GrammarGirl) August 14, 2019
We have blank write-in buttons as well! Feel free to grab extras for friends back home or one for each of your sweaters.
Team PMmore PM19 tweets
Worth the investment: Jeff Vidler of Audience Insights Inc., explains why advertisers are starting to “open their wallets” for podcasts, per research with Westwood One. Think deeply engaged listeners, quality on-demand niche content, and the fact that podcast ads are less likely to be skipped.
How to start this: Want to listen to PM19 keynote Guy Raz’s How I Built This but aren’t sure where to begin? Discover the Best Podcasts suggests 10 standout episodes of the wildly popular entrepreneurial show. Discover successes and failures from the creators of Spanx, Southwest Airlines, and more.
Freshly brewed IPA: The International Podcast Association, a new organization aiming to “help podcasting continue its growth,” held its first board meeting at PM19. The group includes “podcast hosts and producers, service providers, software developers” and more. Take this survey to contribute!
NYC autumn upfront: The Interactive Advertising Bureau (IAB) released its roster of presenters for this year’s IAB Podcast Upfront, October 16 at The Henry Luce Auditorium in Manhattan. On the list, among others: ESPN, iHeartRadio, Midroll/Stitcher, NPR, Pandora, Slate, Westwood One, and WNYC.