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Why podcasting?

Why should you invest in a podcast for your business? Here are some recent articles about the stats and money made in podcasting.

Spotify: globally, podcast listening is booming.

"In Germany, podcast listening on Spotify has increased 150% year-on-year. Growth rates globally are 367%" 
- Douglas Busvine, “Spotify attracts eyes as well as ears with video ads.” Reuters Technology News, September 13th, 2018

Edison Research Report 2018

  • Podcasting is growing: monthly listeners grew from 24% of Americans 12+ to 26% year over year.

  • Podcast listeners are more likely to own a smart speaker.

  • Listening in vehicles is growing.

  • Podcasting’s Share of Ear has doubled in four years.

    - Edison Research, The Podcast Consumer 2018

Midroll Media pulls in $11M for Q1, profitability undisclosed

Podcast content and advertising company Midroll Media harvested $11-million in first-quarter revenue, according to the Q1 earnings call for parent company Scripps. How that haul filtered down to the bottom line was undisclosed in the call: “We’re not breaking out profitability by business,” said Laura Tomlin, SVP of National Business at Scripps. “But I would say we’re really pleased with the profit that we delivered this quarter [for the company as a whole], and we expect revenue growth to continue for each business throughout the year.” - Brad Hill, “Midroll Media pulls in $11M for Q1, profitability undisclosed” RAIN news, May 8th, 2018

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Podcast fans are big spenders.

"The average US household spends $3,981 on consumer packaged goods (CPG) annually. When we take a look at households with podcast listeners, the CPG spend jumps to $4,036. Fans of specific podcast genres, such as Sports, and TV & Movies, spend even more annually."

Jay Green | Cadence13, “The Purchasing Power of Podcast Fans” Medium, May 1st 2018

Why do millennials ask for a specific bottles of wine? Answer, wine podcasts.

- Mike Dunn. “Forget taste and smell. Sound is the new way to sell wine to millennialsThe Sacramento Bee, March 14th, 2018

Why are companies investing in branded podcasts

“Around 67 million people ages 12 and over listen to podcasts each month, according to findings that Edison Research published earlier this year. That’s 21% of Americans, or roughly the same number who use Twitter on a monthly basis. The audience tends to be affluent and educated, and really likes the shows that they click on—a whopping 85% of people who start a podcast listen to all or most of it.” -  - Locker, Melissa. “Branded Podcasts Are The Ads People Actually Want To Listen To.” “Fast Company”, 5 Mar. 2018