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- 🎙True Crime Podcasts Dominate Female Listeners: New Study Reveals 37% Monthly Engagement
🎙True Crime Podcasts Dominate Female Listeners: New Study Reveals 37% Monthly Engagement
Podwires Team
December 12, 2024
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PODCAST DEVELOPMENT
IHEART MEDIA
🔥 iHeartMedia Leads Digital Audio Evolution: Unified ID 2.0 Integration Promises Better Ad Targeting
Image: Iheartmedia
iHeartMedia, America's audio giant, is using Unified ID 2.0 to enhance audio advertising targeting. This transition not only enhances ad targeting for listeners but also prioritizes user privacy in the audio landscape.
Boasting a vast network of over 860 radio stations and a strong presence in podcasts, this technological leap results in more targeted ads for listeners and improved outcomes for advertisers. The announcement is made by iHeartMedia, and perspectives from CEO Conal Byrne and Vice President of Inventory Development at The Trade Desk are shared.
The Key Points:
iHeartMedia is implementing Unified ID 2.0, a privacy-focused identity framework developed by The Trade Desk
The company reaches 250 million monthly listeners in the United States.
iHeartMedia maintains the #1 position in podcast publishing according to Podtrac
The integration improves targeting and measurement capabilities on all audio platforms.
The system aims to automate and personalize 70% of ad-enabled audio consumption.
Why It Matters: This change in audio advertising ensures that everyday listeners receive more personalized and relevant content while keeping their privacy intact. For businesses, it's like having a GPS for their advertising – they'll know exactly who they're reaching and how effective their messages are, making their advertising dollars work smarter, not harder.
The Big Picture: This development creates ripple effects across the entire podcast industry. Podcasters gain access to more sophisticated advertising tools, potentially increasing their revenue through better-targeted ads. Podcast producers can use audience data to make more informed content decisions by understanding demographics and preferences. For the industry as a whole, this move sets a new standard for privacy-compliant advertising and could accelerate the shift toward programmatic audio advertising, potentially increasing the overall value of podcast advertising inventory.
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PODCAST INSIGHTS
LIBSYN
🎙️True Crime Podcasts Dominate Female Listeners: New Study Reveals 37% Monthly Engagement
37% of female listeners engage with True Crime content each month, a number that is showing upward growth in this particular listenership. Of these listeners, 56% have a college degree or higher, with an average household income of $75,000 annually, and 71% actively seek out brand-focused podcast content.
This research continues to change how podcast advertising is approached, influenced by findings within the True Crime podcast landscape report. A new report, the 2024 True Crime Podcast Listener Landscape Report by Libsyn and Sounds Profitable, pegs True Crime as the fifth most popular podcast genre in the US, reaching about 42 million American adults.
The report, presented from industry experts in podcasting, market research, and media analysis, shows the genre's popularity among American adults.
The Key Points:
True Crime has captured 16% of American adults, or 42 million listeners, in monthly consumption.
Female listeners show a greater percentage listening to True Crime, 37%, compared to Comedy at 34%, and News at 27%.
This is a diverse genre, as 21% of the Hispanic/Latino segment and 16% of Black listeners have a keen interest.
The average household income among the listeners of True Crime is $69,368, higher than that of the general population.
71% of listeners are open to brand-focused podcast content-a great basis for advertising
Why It Matters: This research revolutionizes our understanding of podcast advertising effectiveness, revealing that True Crime listeners are not passive consumers but an engaged, diverse, and affluent audience that is actually seeking brand connections. The insight is particularly valuable to advertisers looking to connect with an engaged audience that fits their target demographic and provides a unique opportunity for them to raise brand awareness and customer engagement.
The Big Picture: For podcasters and producers, this research offers unprecedented opportunities for growth and monetization. They can use high engagement rates and demographic diversity to attract premium advertisers and grow loyal audiences. Such industry validation of True Crime as a major advertising platform may even spur increased investment in the quality and quantity of production and content creation. The success of the genre with females and multiple different demographics now gives content creators and advertisers the opportunity to tell inclusive stories and use targeted marketing to engage these audiences more effectively.
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🎙️ PODCAST NEWS
⏭️ Blubrry Partners with Adobe to Offer Podcasters Premium Audio Enhancement Tools. Blubrry, a podcast hosting platform, is offering two months of free Adobe audio enhancement and social media creation tools, followed by discounted subscriptions.
⏭️ YouTube Launches Auto Dubbing Feature for Educational Content Creators. Educational videos can now be automatically dubbed by YouTube to reach global audiences without having to record multiple languages.
⏭️ PodcastOne Launches Pro Service, Offering End-to-End Podcast Production Solutions for Brands PodcastOne Pro, starting at $500, provides studios, equipment, and full production support to brands and professionals to create high-quality podcasts.
⏭️ Acast Welcomes Martijn Gerrits as Sales Director for the Netherlands . Acast hired Spotify and Dentsu veteran Martijn Gerrits as its first sales director in the Netherlands to grow its podcast advertising business in a $39.86m market expected by 2027.
⏭️ November Australian Podcast Rankings: Casefile True Crime Takes #1 Spot. In Triton Digital's November 2024 Australian Podcast Ranker, Casefile True Crime leads, ARN/iHeart remains the top publisher, and Guardian Media Group debuts with Full Story at #14.
📢 PODBUSINESS & MARKETING
⏭️ Podcast Platform Riverside Raises $80M Total Funding, Backed by High-Profile Tech Investor. Riverside, which lets users record high-quality podcasts and videos in their browser, received $30 million to develop more AI tools to make content creation faster and easier.
⏭️ BBC Studios Partners with ARN's iHeart to Expand Podcast Reach in Australia. dvertisers can reach BBC's 900,000 Australian monthly listeners through BBC Studios' partnership with iHeart, Australia's largest podcast publisher.
⏭️ Headliner Launches AI Social Media Caption Generator for Automated Podcast Content Headliner's AI tool generates platform-specific social media captions for podcast clips and audiograms, saving podcasters time and maintaining brand voice.
🎧 FROM THE COMMUNITY
⏭️ November 2024 Podcast Rankings: US Publishers Show Growth While Global Networks Dip. The November 2024 Podtrac podcast rankings show mixed results, with US podcasts growing or stable, global networks declining, and two new shows, Tucker Carlson and Jay Shetty, entering the Top 20.
⏭️ Tom Parker Bowles and Henry Jeffreys Launch 'Intoxicating History' Podcast Exploring Alcohol's Impact on Civilization. TellTale Industries proudly presents a new podcast with Tom Parker Bowles and Henry Jeffreys as they explore how alcoholic drinks have influenced major historical events, from ancient times to the present day. It includes exclusive insights into the drinking habits of royalty and historical cocktail recipes.
⏭️ Goalhanger's New Spy Podcast Hits #1 in UK and Australia with 200,000+ Downloads. In its first week, a new intelligence and security podcast hosted by former CIA analyst David McCloskey and BBC journalist Gordon Corera topped charts worldwide and garnered praise from major media outlets.
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