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👋 Hi, Podsky!
Today, we're sharing some interesting insights from different podcast research groups about podcasting. Some say video is podcasting, while others say it's still audio. Which do you think is right? Do you trust the research of a big, experienced company or the in-house research of a podcast or news organization that's paid by brands?
I'd love to hear your thoughts and feedback.
Thank you so much for your continued support. We rely on our readers' support, which is different from other newsletters. We're an independent media outlet, so we're not affiliated with any big media companies or podcast organizations.
Thank you so much for your continued support. We're excited to hear your thoughts on our latest issue and can't wait to see what you think!- Miguel/Miko
The scene of mobile gaming has changed remarkably and presents a great chance for podcasters. Veritonic and Audiomob's innovative study reveals that an astounding 93% of respondents from all backgrounds weekly engage in mobile gaming, so dispelling the old myth of the average gamer.
More importantly for audio producers, 54% of these players actively choose non-intrusive audio commercials over disruptive video formats; 42% of them keep playing audio ads. For podcasters who can carefully place their material inside this developing ecosystem, this paradigm change offers a large unrealised audience.
Veritonic, working with Audiomob, conducted a thorough study looking at 37 million audio ad impressions and found that in-game audio advertisements had an amazing 30% recall rate. This performance much exceeds conventional audio platforms including podcasts (6%) and music streaming services (5%). While Damian Scragg of Veritonic attests that gaming audiences are "verified recipients of the ad format," Christian Facey, CEO of Audiomob, stresses these results show "the value of respectful, non-intrusive audio ads."
Gen Z Podcast Consumption: Platform Preference Data Reveals Methodological Disparities Between Spotify and YouTube
Edison Podcast Metrics' robust methodology shows that YouTube marginally outperforms Spotify as Gen Z's preferred podcast platform, contradicting Transistor's findings. Edison's quarterly collection of 5,000+ surveys from a nationally representative sample has much higher statistical validity than Transistor's 100+ interviews from self-selected digital channels, highlighting the importance of sample methodology in podcast consumption research.
Edison's Gen Z-specific dataset, which includes 1,568 respondents aged 13-29 from Q4 2024, properly weighted against The Infinite Dial's establishment survey, shows the statistical significance of their approach. This comprehensive methodology provides a much more reliable foundation for platform preference analysis than Transistor's recruitment through Reddit, Tumblr, and newsletters, which introduce sampling bias by overrepresenting certain digital user profiles and potentially excluding podcast listeners who don't frequent these online communities.
👍 Producer Recommendations Wanted: Share Your Podcast Insights
Even with record increase in content creation, podcast discovery remains a major industry problem. Producers, being experts in their field, have special insights that might change the way listeners identify quality content.As a producer, suggest podcasts you routinely listen to together along with the professional relevance of each.Your professional suggestions will help close the discovery gap between industry data showing affects on listener retention and engagement measures. Participation adds to a valuable industry resource meant to more successfully link quality content with receptive audiences than only algorithm-driven solutions.
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Oxford Road and Edison Research's innovative white paper exposes a crucial turning point for the sector in a fast changing scene where conventional audio podcasts converge with video formats.
The ground-breaking white paper by and Edison Research shows that 72% of Americans aged 12+ now view YouTube discussions as podcasts when also available in audio form, so indicating a basic change in consumer perspective that compromises the defineitional clarity of the medium. This identity crisis is more than just intellectual; it's creating real obstacles to advertiser investment through uneven standards, fractured reporting, and attribution problems that might possibly block billions of industry growth potential.
The Key Points:
72% of Americans aged 12+ consider recordings on YouTube that are also available as audio-only shows to be podcasts
Podcasting faces an "identity crisis" as audio-only content converges with video formats across platforms
Inconsistent standards and fragmented measurement create significant barriers to advertiser investment
The research proposes new working definitions for both "podcast" and "video podcast" to create clarity and address the industry's evolving landscape.
Collaboration across the industry is essential to develop an Open Measurement Protocol for Podcasting with interoperable standards, fostering consistency and reliability in measurement.
Why It Matters
This definitional ambiguity isn't just semantic—it directly impacts the economic foundation of podcasting. Without standardized definitions and measurement protocols, advertisers hesitate to commit resources, slowing growth in what could otherwise be exponential expansion. Creating a unified framework that preserves podcasting's essence while accommodating innovation would unlock significant investment potential, benefiting creators, platforms, and listeners alike through improved content, technology, and experiences.
The Big Picture
For podcasters and producers, this evolution demands strategic adaptation: Adapt by creating content that effectively works across both audio and visual formats, implementing cross-platform distribution strategies, and utilizing comprehensive analytics that span multiple measurement systems. It is imperative for the industry to collectively establish interoperable measurement standards that maintain podcasting's unique value while embracing its evolution for sustained growth. Content creators who understand that this evolution requires thoughtful content design to leverage the strengths of each medium will position themselves advantageously as the definition of "podcast" continues to evolve, potentially unlocking billions in new advertiser investment sidelined by current measurement inconsistencies.
Research conducted by Oxford Road, the world's leading audio and podcast advertising agency, in partnership with Edison Research, a global authority in media research, collecting data from over 4,000 people in a nationally representative survey along with qualitative interviews with listeners and insights from more than 30 industry executives.
Edison Research and SiriusXM to Release Groundbreaking Women's Audio Consumption Study in April. Edison Research and SiriusXM Media are launching a comprehensive two-part webinar series in April that will unveil detailed insights into women's audio consumption behaviors across podcasts and music, including demographics, preferences, and advertising engagement patterns.
Ann Marie Awad Joins AIR Board of Directors: Audio Journalism Leader Brings Expertise to Independent Radio Organization. Accomplished audio journalist and podcast host Ann Marie Awad has joined the Association of Independents in Radio (AIR) Board of Directors, bringing her expertise in storytelling and commitment to equitable representation to support the organization's mission of advocating for independent audio professionals.
Triton Digital Revolutionizes Podcast Measurement with New Quarterly Listener Rankings and Demos+ Audience Profiling. Triton Digital is enhancing its U.S. Podcast Ranker by introducing quarterly survey-based listener rankings that include all publishers regardless of measurement participation, expanding to the top 200 podcasts including YouTube consumption, and integrating Demos+ audience profiles that help advertisers identify podcasts most efficiently reaching specific demographic and behavioral segments.
Nick Viall Inks Exclusive Multi-Year Partnership with Libsyn, Solidifying Envy Media as Top Podcast Destination. Former Bachelor star Nick Viall has renewed his exclusive multi-year advertising and hosting partnership with podcasting platform Libsyn for his wildly successful podcast The Viall Files, which has amassed over 250 million downloads and consistently ranks #1 in Society & Culture on Apple Podcasts.
New Magellan AI Dashboard Feature Reveals Competitive Podcast Advertising Strategies Across Programmatic, RON, and Host-Read Formats. Magellan AI has launched a comprehensive competitive intelligence tool that allows brands, agencies, and publishers to track and analyze competitors' podcast advertising investments across programmatic, run-of-network, and host-read formats, enabling more strategic media planning and sales approaches through detailed network spend data.
Glass Cannon Podcast Secures Exclusive Distribution Partnership with Realm Network. The Glass Cannon Podcast's new exclusive distribution agreement with Realm Network represents a significant strategic positioning within the highly competitive podcast ecosystem.
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