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It's Tuesday, January 28, here in Australia, and we're trying out a new layout for our newsletter. We'd love to hear from you about what you think! Your feedback will help us improve our newsletter in 2025. We'll still be posting one to two new pieces a week, but we're trying something new to give you the best content possible.

I'd also like to thank the Podwires marketplace community for continuing to support the marketplace, giving podcast producers a platform to showcase their skills.

Today’s issue takes 5 minutes to read.

Let’s dive in - Miguel/Miko

Amazon Music India, in collaboration with IVM Podcasts, hosted 'India Pod Day' in Mumbai, where 25 years of digital transformation were celebrated with the deep cultural connection of podcasting.

The sessions held at the event ranged from dial-up-era to modern-day true crime stories, featuring powerful voices such as Cyrus Broacha and Kumar Varun. The event, held on January 24th, 2025, drew huge attention as it was also attended by political figures including Prime Minister Narendra Modi.

What this development actually means for podcasters and producers is unprecedented opportunity in the India market.

On the other hand, big players like Amazon Music are also investing more, which in turn may mean better monetization possibilities and professional growth.

The diverse interests of the content represented at the event showcased a number of niches for the content creators to work on-from technology and history to personal growth. In other words, the pervasive political engagement within the industry and international interest are signs that podcasting is turning into a mainstream medium with great potential to influence public discourse and foster cultural exchange.

Podcasting is a powerful way to grow business, and Marketplace Podwires is here to assist you in the easy hiring of top-rated independent podcast producers. Be it branded podcasts that share your products with the entire world or internal series aimed at engaging and energizing your teams, our expert producers can craft stories that meet any brief and bring more personality to your brand's voice. Begin with Marketplace Podwires, and find a dream producer for your project today!

A recent study by the Interactive Advertising Bureau revealed that 80% of higher-income consumers prefer ad-supported free internet access. That reflects a very real shift in consumer behavior, one of the more striking evolutions in consumer attitudes around personal data and the nature of the relationship people want to have with digital services. The study, "Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization," was conducted via IAB's Insights Engine in collaboration with Talk Shoppe. The findings are fueled by interesting quotes from IAB CEO David Cohen that are enlightening on the relationship between personalization and privacy in digital advertising.

This research therefore presents great opportunities for podcasters, producers, and the wider industry. Confidently, podcasters can now develop models supported by ads, knowing that listeners likely prefer this to paid subscriptions because of the value of free access to content and services. The whole industry benefits from knowing that successful advertising is a question of making it meaningful and valuable to the audience.

⏭️ Kim Kardashian to Guest Star on Foster Sisters' 'The World's First Podcast' Following Dear Media Deal. Two sisters who created a Netflix show have moved their popular podcast to a new media company, with Kim Kardashian scheduled as their first guest on January 30, 2025.

⏭️ Spotify Launches Creator Milestone Awards with Joe Rogan, Crime Junkie Hitting 500M Streams Spotify has created a new awards program that recognizes podcasts reaching specific streaming milestones (50M-500M streams), with Joe Rogan and Crime Junkie being the first to achieve gold status.

⏭️ Play On Shakespeare Appoints Taylor Bailey as Interim Executive Director, Announces New Initiatives Play On Shakespeare, an organization that translates Shakespeare into modern verse, has appointed new leadership and is expanding its programs to include research, education, and theatrical partnerships.

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