Annie Langston

Annie is MIDiA’s audio analyst. Her coverage mainly focuses on the business strategies and consumption trends among podcasts, audiobooks, and radio.

How Apple’s podcast updates edge out the competition

Cover image for How Apple’s podcast updates edge out the competition

Annie Langston

14 Jun 2023

As the podcast investment boom slows down, it is time for platforms to shift their focus to innovation — both in the listener experience and the format as a whole. Currently, Apple Podcasts is the third most-used podcast listening platform, behind Spotify and YouTube.

min read

As Spotify layoffs continue, the next phase for podcasting is quality over quantity

Cover image for As Spotify layoffs continue, the next phase for podcasting is quality over quantity

Annie Langston

7 Jun 2023

In the past six months, many major platforms made cuts to their audio departments. Spotify has announced a new round of layoffs in its podcast division, eliminating 200 jobs from Gimlet and Parcast Studios.

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US SVOD consumer podcast engagement
Audio is the new spinoff

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Annie Langston

June 2023

Apple

Apple

Spotify

As consumer attention fragments across platforms and content types, it is increasingly important for both streaming subscription video services and podcast creators to maximise their content reach. For streaming subscription video on demand (SVOD) services, podcasts provide new opportunities to reach and retain audiences.

How Max is already closing the audience gap

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Annie Langston

June 2023

Business Strategy

Read the case study …

BBC signals radio’s shift to the podcast market

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Annie Langston

31 May 2023

The BBC has traditionally stuck to public programming for its radio arm. However, BBC Radio is now shifting some of its programming to BBC Studios, meaning it can now be offered for global distribution on major podcast platforms, like Spotify.

min read

The New York Times audio app is a bet on podcast exclusivity — here is why it might work

Cover image for The New York Times audio app is a bet on podcast exclusivity — here is why it might work

Annie Langston

24 May 2023

The New York Times

Last week, The New York Times (NYT) debuted their official audio app, NYT Audio . NYT produces many popular podcasts, including The Daily and This American Life , utilising multiple streaming platforms to grow their audiences.

min read

YouTube’s podcast push raises the question: what actually is a podcast?

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Annie Langston

18 May 2023

Podcast videos have been all the rage as of late, with YouTube officially launching its podcast vertical — although Bloomberg reports that NPR, Slate, and The New York Times have struggled to kickstart their YouTube presence.

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How gamers are levelling up the podcast market

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Annie Langston

10 May 2023

Games-inspired content is proving to create film and television hits. With TV shows like The Last of Us, and feature films like Dungeons & Dragons: Honour Among Thieves , gaming fans are a key entertainment audience that podcasts can also attract.

min read

Spotify podcast earnings: Moving beyond the investment phase

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Annie Langston

3 May 2023

Spotify’s Q1 2023 earnings revealed its growing userbase — now at 515 million monthly active users (MAUs) — and some key insights into its podcast vertical. First quarter revenue fell short of expectations, although podcast ad revenue, mostly driven by originals and exclusives, grew 20% year-over-year (YoY).

min read

Podcasts and gamers
How audio can propel the gaming universe

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Annie Langston and Kazia Rothwell

May 2023

Spotify

Spotify

YouTube

The rise of games-inspired content is taking entertainment by storm. This illustrates the power of not only games content itself, but the fandoms that keep it alive, revealing an audience for other entertainment formats to tap into. As games aficionados over-index for a variety of podcasting behaviours, podcasts are an opportunity for games companies to turn many of the adverse effects of attention inflation into opportunities to drive fandom, engagement, and revenue along the way.

By backpedalling its exclusive strategy, Spotify puts its content to the test

Cover image for By backpedalling its exclusive strategy, Spotify puts its content to the test

Annie Langston

26 Apr 2023

Since Spotify began its audio investments in 2019, it has spearheaded the exclusive podcast strategy to attract users to the platform. Now, Spotify is giving some of its Gimlet shows, such as Science Vs.

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Spotify is radio’s middleman to podcasts – but will this guarantee new listeners?

Cover image for Spotify is radio’s middleman to podcasts – but will this guarantee new listeners?

Annie Langston

19 Apr 2023

Although radio set the stage for podcasts, its transition into the digital space has been challenging. Now, Spotify is simplifying this process. With its 2021 acquisition of podcast tech company Whooshkaa, Spotify is rolling out its “broadcast-to-podcast” technology, which allows broadcasters to turn their live broadcast into an on-demand podcast — further taking the live out of audio .

min read

As Spotify joins the live audio shutdown, can Amp and Spaces get it right?

Cover image for As Spotify joins the live audio shutdown, can Amp and Spaces get it right?

Annie Langston

12 Apr 2023

On the heels of cancelling several live audio shows, Spotify is now entirely shutting down its live audio app Spotify Live . Spotify was one of many major platforms to invest in live audio after Clubhouse kickstarted the craze during the Covid-19 pandemic, and it is not the only company now struggling to resuscitate the format.

min read

The future of podcasts is growing beyond the screen

Cover image for The future of podcasts is growing beyond the screen

Annie Langston

5 Apr 2023

artificial intelligence

Podcasts are breaking out of isolated, digital consumption and into real-life experiences. At this year’s On Air Fest, the Pod Loft hosted a series of podcast activations for a variety of shows, including My Favorite Murder, where fans – known as Muderinos – gathered to see fan art and tributes to the show.

min read

Podcasts and music streaming
Mirrored growth

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Annie Langston

April 2023

Apple

Apple

iTunes

The economic recession, and related layoffs at major podcasting divisions, have some questioning the future of the format. However, podcasts are following a similar trajectory as music did in its transition to streaming and have reached critical mass — 26% consumer penetration — faster than music streaming subscriptions did.

Spotify’s new podcast features mimic music discovery

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Annie Langston

April 2023

Read the case study …

Markiplier’s podcast breakthrough sets a new precedent for games creators

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Annie Langston and Kazia Rothwell

April 2023

Read the case study …

How YouTube’s format fluidity is ushering in a new era for entertainment

Cover image for How YouTube’s format fluidity is ushering in a new era for entertainment

Annie Langston

29 Mar 2023

As part of its official podcast rollout, YouTube has launched new podcast features and metrics in its YouTube Studio, although these features do not appear to be available for audio podcasts on YouTube Music.

min read

Audible’s new podcast singing competition asks: is audio-only enough?

Cover image for Audible’s new podcast singing competition asks: is audio-only enough?

Annie Langston

22 Mar 2023

singing competition

The rise of podcast videos are breathing new life into the audio market. Since 20% (Q4 2022 MIDiA Research) of all consumers are watching podcast videos, and content must often exist in multiple formats to attract attention today, both listeners and platforms, like Spotify , are shifting their focus to visual podcasts.

min read

The AI entertainment revolution
How artificial intelligence will reshape media consumption

Cover image for The AI entertainment revolution

Hanna Kahlert, Ashleigh Millar, Tatiana Cirisano and Annie Langston

March 2023

Innovation

Creators

YouTube

2023 has been jump-started by rapid progression in the adoption of artificial intelligence (AI). From the launch of ChatGPT to AI-powered DJs, this technology is revolutionising common practices, impacting consumers, creators, and industry leaders alike.

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