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The real crime addicts have long been fans of podcasts. The most common rankings have very macabre delights such as Morbid,, Small town murder And Bone valley. But for producers, platforms and advertisers, the genre has delivered its own twists and turns.
Podcasts have briefly become a new front in streaming wars at the start of the decade, after distribution platforms such as Spotify have made a aggressive boost in what was previously a niche industry. But after the covid-19 bump, the quantity of new materials has spread and advertisers proved to be circumspect. Swedish music streamer has taken a hit of 40 million euros on the radiation of the assets of the podcast and contractual endings in the second quarter of 2023.
Now the podcasts are entering their second season. New arrivals join. In February, Fox right -wing podcast company Red seat ventures. Streaming Giant Netflix is think about a sequence in the audio worldBusiness Insider reported. The temptation is understandable: the figures of the listeners always increase. Some 550 million people last year, And another 100 min could join by 2027According to the Marketing Backlinko consulting firm.
Two things are different this time. The video gave a podcast format a photo in the arm. At the end of last year, more than 250 million users had watched a video podcast on Spotify. Some 13% of British listeners look at podcasts each week, according to Rajar public data.
Meanwhile, support infrastructure has evolved. The platforms such as Patreon, Acast and subscriber facilitate monetization via subscriptions, live events and goods.
However, attracting advertising expenses is difficult. Some shows attract a neat and precisely targeted demography – the manosphere favorite The Joe Rogan experiencesay. Other audiences are more amorphous. Advertisements on workflow SPRO WORKFLOW software in the United Kingdom Spor Show, online therapists and rice.
Auditors can also be less receptive to audio advertising. Unlike web advertisements, there is no link to click and podcast consumers are easily distracted. In the United Kingdom, a third manner of mops and rags while connecting to podcasts, according to OFCOM. This helps to explain why total advertising expenses at $ 5 billion is only about what Coca-Cola spends in all the media.
The other problem with podcasting is that the barriers to the entrance are low, which means what loot there is finely dispersion. The average cost for an advertiser to reach 1,000 listeners (CPM) is $ 15 to $ 30 for pre -recorded announcements up to a minute; People read by the Podcast host Garner additional $ 10, explains Acast. Some blockbusters – Rogan being one – swallow up most of the AD pie.
Production in the world has slowed heavily since 2020; Last year, it was not even a fifth of the new podcasts 1mn. Of course, the novelty is not everything. Shepherd the United Kingdom Top 10 – which begins with the Rogan show – is this faithful decade of Radio 4, The archers. No advertising for British listeners there, at least for the moment.
