Rutger Rosenborg | MIDiA Research

As audio goes long-form, podcasts and audiobooks converge

18 Sep 2024

Songs may be getting shorter, but many of the most popular podcasts are not. As Ashley Carman reports for Bloomberg , Lex Fridman’s August 2024 episode with Elon Musk reached almost nine hours, while...

min read

From casual listeners to podcast purists
Mapping podcast platform preferences

Cover image for From casual listeners to podcast purists

Rutger Rosenborg

September 2024

Audience Insight

Consolidation has arrived in audio. As some tech companies turn to a multi-format strategy to keep users engaged, it becomes more difficult for single-format platforms to compete for the same subscriber...

Spotify is fighting the podcast platform wars on multiple fronts

Rutger Rosenborg

September 2024

Audience Insight

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As Big Tech courts everyone, niche platforms must understand podcast purists

Rutger Rosenborg

10 Sep 2024

Podcasts

Spotify

Apple

As boundaries fall, borders blur, and digital goods and services are increasingly decoupled from per-unit value, the mass consumer will turn to low-friction applications that do everything and offer everything....

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Advertising remains podcasting’s best monetisation opportunity

Rutger Rosenborg

4 Sep 2024

Podcasts

advertising

youtube podcasts

Despite the layoffs and budget cuts across the industry in 2023, MIDiA remained optimistic about podcasts . As our 2024-2030 podcast forecasts states, the growth rate will slow, but over the course of...

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Apple’s podcast accessibility play — too little, too late?

Rutger Rosenborg

28 Aug 2024

Apple podcasts

Spotify

YouTube

On Aug. 22, Bloomberg ’s Ashley Carman described how Apple lost its lead in podcasts , pointing to the platform’s lack of video adoption as the likely culprit. YouTube, meanwhile, has climbed to the...

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As Spotify cuts back on podcast creation, opportunities arise for competitors in Latin America

Rutger Rosenborg

21 Aug 2024

Audio

Business Strategy

Spotify

In an early 2024 editorial for media and marketing publication Campaign, we declared, “ It is time for the podcast industry to think global and act local ”. Geared towards helping advertisers better...

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Podcast unbundling: How Amazon Music’s Topics may accelerate the trend

Rutger Rosenborg

14 Aug 2024

Amazon Music

Podcasts

unbundling

Every podcast platform has a search function. Type “conspiracy” into most and you will probably see a list of podcast titles with the word conspiracy in it, but there may be hundreds of episodes related...

min read

The future of AI-generated audiobooks is here

Rutger Rosenborg

7 Aug 2024

AI

Audio

Cultural Trends

In March, on the heels of a Danish man becoming the first person convicted of streaming fraud, MIDiA explained how AI could soon enable a golden age of audio piracy . Coupled with the fact that book publishers...

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What Audible’s new royalty model means for its audiobook battle with Spotify

Rutger Rosenborg

1 Aug 2024

Audio

Business Strategy

audiobooks

In early July, Audible’s blog broke the news that the company was introducing a new royalty model for audiobooks. Previously, according to Bloomberg’s Ashley Carman , Audible would do a “buyout”,...

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Consumers prefer to be alone with audio, but social opportunities abound

Rutger Rosenborg

25 Jul 2024

Audio

Audience Insight

Radio

Gone are the days when families huddled in the living room to listen to a radio broadcast. Cars and mobile phones — the latter to a much larger extent — have enabled and encouraged solitary audio consumption....

min read

Audio psychographics
Understanding why people listen

Rutger Rosenborg

July 2024

Audience Insight

With so much content competing for consumers' attention, it is not enough to just give them ways to spend their limited resources (time and money). Audio companies must also give consumers reasons to do...

Audible competes with Spotify by considering the reasons consumers listen

Rutger Rosenborg

July 2024

Audience Insight

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Why comments on Spotify podcasts are more about YouTube than community

Rutger Rosenborg

17 Jul 2024

Spotify

YouTube

youtube podcasts

In September 2021, Spotify launched the Q&A and polls features for podcasts on the platform. The impetus, according to Spotify’s For the Record blog, was to make podcasts more of a two-way street...

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Audio advertising: What podcasts can learn from radio

Rutger Rosenborg

11 Jul 2024

Audio

Business Strategy

Radio

Radio has been the dominant audio format for a century — and arguably, it still is. According to MIDiA’s Q1 2024 Consumer Survey , 49% of respondents in all tracked markets (excluding China) say they...

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From X to Instagram, the line between social video and podcasts is blurring

Rutger Rosenborg

3 Jul 2024

Podcasts

social media

social video

As the podcast industry wakes up to the fact that video podcasts are growing –– and fast –– MIDiA’s 2024-2030 podcast forecasts confirm the source of much of that growth: YouTube. YouTube video...

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How DistroKid can leverage its podcast partnership to help artists tell their stories

Rutger Rosenborg

27 Jun 2024

Podcasts

distrokid

music distribution

On the heels of MIDiA’s report “ Defining podcast taste: The universal appeal of music, news, and comedy ”, podcast network Evergreen Podcasts and independent music distributor DistroKid announced...

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The verdict is in: Music is podcasting’s biggest missed opportunity

Rutger Rosenborg

19 Jun 2024

Podcasts

Spotify

podcast market

While there are plenty of charts that provide insight into the most downloaded podcasts on each platform globally, these data give a very granular perspective on consumer preferences. Podcast platforms,...

min read

Defining podcast taste
The universal appeal of music, news, and comedy

Rutger Rosenborg

June 2024

Business Strategy

While the epicentre of podcasting revenue is in the West, the listener base has become truly global. According to MIDiA’s podcast forecasts, Asia Pacific already accounts for three times as many podcast...

Popular Spotify podcasts are driving listeners to music streaming

Rutger Rosenborg

June 2024

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